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Karen Nelson-Field

Viral Marketing: The Science of Sharing Paperback – 29 August 2013

by Nelson-Field (Author)

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Viral Marketing: The Science of Sharing is not your typical ‘how to get shared’ book.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 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.

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Product details

Publisher : Oxford University Press ANZ (29 August 2013)
Language : English
Paperback : 128 pages
ISBN-10 : 0195527984
ISBN-13 : 978-0195527988
Dimensions : 22.61 x 1.27 x 15.24 cm

Best Sellers Rank: 169,379 in Books (See Top 100 in Books)
- 2,194 in Marketing (Books)
- 9,720 in Computers & Internet
- 46,490 in Politics, Philosophy & Social Sciences

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About the Author

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.

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Martin Turner

Evidence-based assessment challenges many myths

Reviewed in the United Kingdom on 29 May 2014

Vine Customer Review of Free Product( What's this? )

This data-based book on viral marketing explodes a number of common myths and popular practices by comparing actual results with campaigns and subjecting them to scientific scrutiny. Although relatively short, it is ideal reading for anyone who is serious about building up expertise in social media, as opposed to simply claiming credit for good luck.

Karen Nelson-Field and her co-authors explore a number of aspects of viral marketing. Instead of focusing on analysis of the most successful campaigns, the authors look at the characteristics of a wide range of campaigns. They point out that the well-known examples appear to press home particular practices because no-one bothers to look at the failed campaigns which also had the same characteristics.

This will not be welcome reading for people who want to believe that enormous viral reach is popular with minimal investment. The data given here shows that the amount of seeding is critical to the ultimate reach, and costs may not be substantially less than traditional marketing approaches. This should hardly be a surprise, because cost-per-click and other mechanisms are designed to find their own level.

This is an excellent book. It does not give 'ten top tips for viral marketing', but rather presses the reader towards insights based on analysing the results for themselves. In an industry full of self-styled pundits, this is a welcome antidote, powerful and intelligent.

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S Moses

Scientific study determines what makes videos go viral...

Reviewed in the United Kingdom on 1 May 2014

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As I've got older, I've learned to appreciate brevity, so I was delighted when I discovered this book was only 114 pages long. This includes an Appendix on Arousal Testing Research Method Explained and eight pages of references. The latter - and the subtitle of the book 'The Science of Sharing' - will alert you to the fact that this is an academic tome. What might not be immediately obvious from the title, or the promotional blurb, is that this book focuses on the sharing of videos on social media.

One insight this book shares is that content that draws a strong positive emotion from the viewer is shared more. So far, so common sense you might think, but did you know that a video that has strong negative reaction can also be shared lots. It's the strength of the emotion inspired, rather than the nature of that emotion, that is important.

This book is based on more than 2 years of work, 5 different data sets, around 1,000 videos and 9 individual studies. Viral Marketing's message is that contrary to current trends, the old scientific laws of buyer behaviour and advertising still apply to social media. There are plenty of case studies to illustrate the findings of the research. The structure is good, each of the chapters are short and key points are put in lightly tinted boxes. Further reading is suggested at the end of each chapter.

This book feels authoritative, based on solid research. I work for an organisation that publishes videos on-line. Viral Marketing: The Science of Sharing has changed the way I think about videos on-line.

Amazoniac

An interesting review of video sharing - mainly from a commercial point of view

Reviewed in the United Kingdom on 14 May 2014

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I'm 60+ years of age, and yet I still remember the advertising slogans I was brought up with.
From the simple but unforgettable "Beans Means Heinz" to the rather less poetic "You'll wonder where the yellow went when you brush your teeth with Pepsodent".
These days many enterprises are looking at using the audio-visual possibilities of the internet to promote goods and services, and the holy grail of this marketing enterprise is to produce a video that will 'go viral' and garner millions of views and shares and, of course, massive positive exposure for the product.
This book is very well researched and written. In many ways its quality of content is more like an academic paper than a "how to" book, but don't let that put you off. It is couched in easy to read and understand language and has a wealth of references as 'jumping off points' for further research.
In summation, the book is geared towards the basic understanding of how and why viral video marketing works. It also considers the opposite effect - when a video receives a negative reception, and the damaging effect this can have on the brand.
A shared video is the goal of many a marketing executive - but not if it is shared because it is badly made, insensitive or just plain crass.
The soundest advice in this book comes in the first few pages - "technology is there to serve your strategy; your strategy should not serve technology." So, because you have the technology to create a CGI gorilla playing drums to sell chocolate - does that make it a great way of selling chocolate?
When any new technology comes into the marketing and advertising arena there is a great deal of 'bandwaggon jumping' in an attempt to leverage positive outcomes from this new approach.
This is totally understandable, after all, who wanted to be the last magazine on the rack to give away a free CD or DVD?
This book should help you to steer clear of some of the more obvious pitfalls when planning and executing your viral masterpiece., Highly recommended.

P. M. Fernandez

Insight into a new medium

Reviewed in the United Kingdom on 14 May 2014

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We've fiddled in our house with blogs and YouTube videos for some years, and have often wondered what it is about certain videos that captures peoples attention, and makes them "share-worthy" (while being thorough participants!). This hasn't just been because we wanted to grab people's attention ourselves, but also because the internet is just the latest platform for viral marketing, a phenomenon that has helped to make brands cool for decades (I'm sure we can all think of adverts and so on from when we were growing up that captured our attention and put their brands in the front of our heads).

This short but carefully researched book offers analysis of what it is that makes viral videos effective, in terms of both capturing attention and marketing. It's of interest to anybody who would like to know what's going on with these videos, and what makes them effective. It is probably a key reference book for anybody who wishes to make this sort of video part of their marketing strategy.

Wendy Jones

Accesible and yet detailed

Reviewed in the United Kingdom on 12 June 2014

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The writers say at the beginning of the book that this is not your typical how to get started book. They are right. It is based on research and gives examples of what works. This research is detailed and gives the facts and figures of what works which gives a clear indication of why. It takes you through different aspects of social sharing, such as the emotions. Why do some things go viral and others not hit the sweet spot which gets them shared. So for example, videos seem to have a high emotional arousal rate which means that they are more likely to be shared. Chapters include Brand Prominence and Sharing and Reach (still) Reigns. This is an excellent and useful book which gives a great deal of insight into, not only what works, but how and why. I would highly recommend.

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