It would be nice to believe that viral success is as easy as being sneezed on. Those who spend a marketing dollar relish the possibility that the brave new world has brought brave new rules and the tantalising potential for a free ride. After applying scientific method and rigorous research to the topic, Nelson-Field says, "Wake up and smell the well-branded coffee."
Using original research from more than 2 years of work, 5 different data sets, around 1000 videos, 9 individual studies and a large team of researchers from the Ehrenberg-Bass Institute for Marketing Science, Viral Marketing offers solid advice on the nebulous business of video sharing. Dr Nelson-Field reports new knowledge on sharing, memory and the influence of creative devices.
Viral Marketing suggests that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. Marketers who have read How Brands Grow (Sharp, 2010) will find the key research that underpins this new work familiar. Nelson-Field's research builds on the science behind brands and buying.
This is a must read book for anyone working in the social media space. Read it before you strap those roller skates onto a kitten, it might just save you some time, money and credibility.
Karen Nelson-Field is a Senior Research Associate with the Ehrenberg-Bass Institute at the University of South Australia. Her current research focuses on whether existing empirical generalisations in advertising and buyer behavior hold in the new media context. Her research into social media marketing, content marketing and video sharing have been internationally recognised both in industry and academic forums while her (sometimes controversial) findings regularly spark global discussion amongst practitioners.
1. It's an EpidemicKaren Nelson-Field 2. When Laws Are Not LawsKaren Nelson-Field 3. Emotions and SharingKaren Nelson-Field, Erica Riebe and Byron Sharp 4. Not all Fart Jokes are FunnyKaren Nelson-Field and Erica Riebe 5. Brand Prominence and SharingKaren Nelson-Field and Jenni Romaniuk 6. Reach [Still] ReignsKaren Nelson-Field, Erica Riebe and Byron Sharp 7. The Pay-offKaren Nelson-Field with Jennifer Taylor and Nicole Hartnett 8. The Social OpportunityKaren Nelson-Field with Kellie Newstead 9. Last DrinksKaren Nelson-Field Appendix: Arousal Testing Research Method ExplainedKaren Nelson-Field with Haydn Northover