Following yesterday’s blog, I’ve put together some more highlights from the Chinwag Psych conference I attended last week:
The science of sharing: video
You go on Facebook, you see that your friend has posted a video of goats singing like Taylor Swift, you share it with your friends. But why, what made you do that?
Cat Jones at Unruly Media walked us through the science of sharing: how the average video share rate is just 4% of all video views, an explanation of why videos go viral and how ¼ of all video shares happen within the first three days of posting. Cat primarily focussed on a tool they launched earlier this year, ShareRank; an algorithm trained on a data set of more than ten thousand points about video sharing, helping to identify which factors and social motivations push people to share.
Hilarity, happiness and warmth all scored highly as reasons for sharing – Cat showed the Three ‘Dance Pony Dance’ video to emphasise this. She stressed the algorithm registered and recognised both cognitive and primal responses, finding that in this case these triggers were the ones that drove people to click the ‘Like’ or retweet button. Cat highlighted that as PR consultants we can look at a client’s video characteristics and consequently use this information to help inform the distribution and sell-in strategy. Using the correct tools we can effectively tailor our approach to targeting media, based on what the video’s strengths are.
Designing your day
As Aristotle once said “Excellence is not an act, but a habit”. This talk looked at how, as professionals, we should challenge and change our habits in order to perform at our best and work smarter – without having to work harder or longer hours. Nokia and Brilliant Noise devised the ‘Design your day’ e-book to help encourage productivity. They spent months working in conjunction with Dr. David Rock, an expert in applying neuroscience to the workplace, to develop this.
So why should we be striving for excellence in the workplace? Well, with the brain using 20% of our blood glucose each day thinking is expensive, and a key reason as to why – as PR professionals – we need to effectively plan our day. Antony Mayfield discussed the ‘three Ps’ we should be contemplating on a daily basis.
Firstly, purpose: you need to understand your purpose and what you want to achieve in order to be excellent. Secondly, prototyping: each day is a prototype, plot your day out and learn what works best for you, as well as noting activities that drain you. Lastly, prioritisation: we must all learn how to effectively prioritise our activities; we need to plan our energy as well as time as both are a finite resource.
Throughout the day I learnt a huge amount from the sessions I sat in on and left feeling positively overwhelmed with great ideas. This blog post can’t do it justice but if you want to find out more there are plenty of updates and interviews being posted on Chinwag’s blog.
By Harriet Mumford
Image courtesy of Benjamin Ellis