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Format: Paperback|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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VINE VOICEon 11 June 2014
Format: Paperback|Vine Customer Review of Free Product( What's this? )
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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Format: Paperback|Vine Customer Review of Free Product( What's this? )
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.
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VINE VOICEon 30 April 2014
Format: Paperback|Vine Customer Review of Free Product( What's this? )
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.
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Format: Paperback|Vine Customer Review of Free Product( What's this? )
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.
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on 14 January 2014
This book offers breakthrough, rigorous academic research and is a must read for anyone working within a Marketing team.

The book reveals the emotions most likely to lead to social shares and growth in market share. It also discusses the relationship between branding, sharing and emotional impact with some surprising results. You should read this book if you want to discover which creative devices encourage sharing, which positive emotions are the most likely to cut through the clutter, the best strategies for distribution and which type of buyers you should be reaching out to.

The book is written concisely and to the point but is packed with useful information and practical tips. The Research Insight Summaries are particularly helpful in summing up the key points that Karen discusses.

Having read The Science of Sharing, I now plan all our marketing activity around the emotional responses we want it to provoke. We want our clients and prospects to feel happier and smarter for spending time with our content marketing materials.
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on 10 January 2014
This relatively short book manages to pack in the results of a multitude of studies and research findings. It's superbly organised and clear - a model of what an academic writing for industry practitioners should aspire to.

It's conclusions aren't necessarily earth-shattering, especially if you've read and digested Byron Sharp's How Brands Grow: What Marketers Don't Know (definitely worthwhile reading).

But, in an area which is ovewhelmed with hype and hucksterism, solid research based results show you the way forward. They won't guarantee a viral video success, but they can help you increase your chances, and avoid some pitfalls along the way.

Highly recommended.
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on 11 August 2014
Format: Paperback|Vine Customer Review of Free Product( What's this? )
This was better than expected. Like a lot of online marketing the concept of viral marketing has a very strong whiff of snake oil.
This book took a very evidence based approach and though quite academic it is easy to read and to follow.
It contains plenty of good advice on both what to do and what to avoid.

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VINE VOICEon 26 April 2016
Format: Paperback|Vine Customer Review of Free Product( What's this? )
Quickly becoming outdated and narrow in its thinking.
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