{"id":27,"date":"2012-10-13T15:48:10","date_gmt":"2012-10-13T22:48:10","guid":{"rendered":"https:\/\/blogs.ubc.ca\/madsschosler\/?p=27"},"modified":"2012-10-13T16:00:50","modified_gmt":"2012-10-13T23:00:50","slug":"viral-why","status":"publish","type":"post","link":"https:\/\/blogs.ubc.ca\/madsschosler\/2012\/10\/13\/viral-why\/","title":{"rendered":"Viral – Why?"},"content":{"rendered":"

A Saturday in September in a small quiet place in Denmark, a video is shot. It is a video shot in the dying minutes of a Danish second division football game. With an acrobatically bicycle kick the goalkeeper of Frem scores a dramatic equalizer in extra time. The video was put on YouTube, and you can watch it by clicking here<\/a> or on the picture below:<\/p>\n

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Now, Denmark is a small country. The event itself, a low-level football game, is nothing spectacular and the clubs and players involved are not famous, not even in Denmark. Will this video go viral?<\/em><\/strong><\/p>\n

In this video<\/a> Tom Ewing explains what constitutes online sharing and communication \u2013 in other words; viral potential<\/em><\/strong>. I decided to try to analyze the example using this framework called ComMotion\u2122 Index.<\/p>\n

According to the framework, emotional intensity is linked to sharing \u2013 the feeling of surprise in particular. The three factors tied closely to viral potential is emotional intensity<\/em><\/strong>, surprise<\/em> <\/strong>and a bit of happiness. <\/em><\/strong>These three factors are all present in the video; it is emotional intense – the clock is ticking, they are behind, they desperately need that equalizing goal; it is surprising \u2013 suddenly the goalkeeper comes forward for the corner kick, he attempts a bicycle kick and scores a last-minute equalizer; it contains happiness \u2013 people go crazy and celebrate as if they had won the game.<\/p>\n

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My conclusion of this mini analysis is that the video has high viral potential. But in reality I would not predict it to spread outside of Denmark, because of its, in my opinion, limited relevance to people not involved with the clubs or players. Now, what happened?<\/p>\n

The video lived up to its viral potential! The YouTube video spread throughout the world, and today this video can be found online at news sites in Denmark<\/a>, England<\/a>, Spain, New Zealand<\/a>, Australia and Norway and has almost 3 million views on YouTube!<\/p>\n

This example supports the framework mentioned, and that it can be worthwhile to think about what drives viral potential. Personally I am amazed that a video, so insignificant, can spread so far and quickly. It exemplifies the power of online sharing and communication and the use of social media such as YouTube.<\/p>\n

However, to me it is not evident that things going viral equal improved performance for companies, e.g. increased sales, visits, awareness etc. The next question needed to be explored is therefore; what makes viral efficient and how do you measure it?<\/p>\n","protected":false},"excerpt":{"rendered":"

A Saturday in September in a small quiet place in Denmark, a video is shot. It is a video shot in the dying minutes of a Danish second division football game. With an acrobatically bicycle kick the goalkeeper of Frem … Continue reading →<\/span><\/a><\/p>\n","protected":false},"author":15303,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-27","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/posts\/27","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/users\/15303"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/comments?post=27"}],"version-history":[{"count":8,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/posts\/27\/revisions"}],"predecessor-version":[{"id":29,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/posts\/27\/revisions\/29"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/media?parent=27"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/categories?post=27"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/madsschosler\/wp-json\/wp\/v2\/tags?post=27"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}