Mumbrella360 delegates to watch viral video being created live on stage
The science and practice of viral video will be the subject of a double session at Mumbrella360 in the latest topic to be announced for the event.
In the first 45 minute session, the Ehrenberg-Bass Institute for Marketing Science, based at the University of South Australia, will share new research into what makes videos go viral.
Senior research associate Dr Karen Nelson-Field will present new research by the institute aimed at helping marketers understand which emotional attributes have the strongest relationship with sharing behaviour in the context of social media.According to the institute: “This research shows that the social media commentators often get it wrong – that while some emotional responses are most prevalent, that surprisingly these are not the ones that optimise sharing behaviour.”
Nelson-Field is a Research Fellow at the Ehrenberg-Bass Institute. Her research area is media, focusing on social media. She has completed a PhD in media strategy, where she considered audience segmentation and selectivity and its implications for targeting. Her current research is in the social media space, in particular whether existing generalisations in advertising, buyer behaviour and media hold in the social media context and how this impacts on the ability of social media to assist brand growth.
The research will then be followed by a high risk presentation in which Guy Gadney, founder of digital content creation company The Project Factory will attempt to create a viral video live on stage. According to his proposal for the presentation:
“Guy Gadney will attempt to shoot, edit, upload, and create a social media campaign for a completely original piece of viral video content in 45 minutes. This never-seen-before feat will put Guy’s reputation on the line, in the digital marketing equivalent of pulling a rabbit out of a hat, knife-throwing, and sawing-an-assistant-in-half. Audience participation is highly likely.”
Gadney is a director of the Australian Interactive Media Industry Association and was previously GM of Digital Services at PBL Media, director of content, at Telstra BigPond and manager of interactive development at Foxtel. he also writes a monthly column on the digital games creation industry for Encore.
Sales for Mumbrella360 opened this week, including a $600 earlybird booking discount.
Over the coming days, Mumbrella will be announcing a string of speakers, including sessions curated by those within the industry.
Sessions already announced include a keynote from Tourism Australia marketing director Nick Baker in which Mumbrella360 delegates will be the first in Australia to hear about the next phase of the organisation’s “There’s Nothing Like Australia” campaign. Media agency PHD will curate a session with the aim of crating a solid plan on how to change one thing within the Australian media industry. Writer and broadcaster Annabel Crabb, The Australian’s Media editor Stephen Brook, First Dog cartoonist Andrew Marlton and Ten Breakfast presenter Magdalena Roze will discuss the impact of Twitter upon journalism.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Very interested in the outcome, and how success will be measured outside the audience echo-ing whatever’s created.
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How can you know it will go viral? Really?
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Interested to know what videos has guy created previously that have gone viral? He must have done this before if he is so confident?
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“optimisation of sharing behavior”
Interesting subject for research . . indeedly.
What spurs the like-minded link that creates net-entropy?
What takes the particular into the realm of the universal?
Fascinated to know how this will be en-scienced into a measurable process.
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Correction, delegates will watch a video being created. Whether or not it goes viral is an unknown
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Also Adam have you done the same thing without a million $ budget behind you?
Honest question.
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No answer yet Adam, having said that I think most agency folk who deal in online/social advertising should be able to give examples of work they have produced [without a company or budget backing them] that has gone ‘viral’.
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