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This presentation was given at the SEMM Conference in Calgary Alberta in May 2011.

This presentation was given at the SEMM Conference in Calgary Alberta in May 2011.

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  • Survey YouTube– How many people watched youtube more than 5 times this week?How many subscribe to a channel?How many didn’t know you could subscribe to a channel?How many people only watch funny videos sent to them?How many people loathe pestering emails trying to get you to watch funny youtube videos?How many people watch Youtube at work?If your colleague is here and they are too afraid to answer yes, raise your hand.
  • Here’s an overview of the topics to be discussed in today’s presentationFirst some backgroundinfo on YouTubeWhat kinds of videosCloser look at video content of most viewed videosWhich University has the most views in each of these categoriesChange gears and look at videos that have been posted to official University ChannelsLastly we’ll propose some ideas about starting a Uwindsor channel
  • venture-funded technology startup, primarily from a US$11.5 million investment by Sequoia Capital between November 2005 and April 2006Miguel Helft and Matt Richtel. "Venture Firm Shares a YouTube Jackpot". The New York Times. http://www.nytimes.com/2006/10/10/technology/10payday.html. Retrieved November 30, 2008.
  • venture-funded technology startup, primarily from a US$11.5 million investment by Sequoia Capital between November 2005 and April 2006Sequoia, which is among the most successful venture firms in Silicon Valley, invested a total of $11.5 million in YouTube from November 2005 to April 2006. Google purchased youTube for 1.65 Billion DollarsMiguel Helft and Matt Richtel. "Venture Firm Shares a YouTube Jackpot". The New York Times. http://www.nytimes.com/2006/10/10/technology/10payday.html. Retrieved November 30, 2008.
  • The flash video player is extremely reliable and easy to search. Even the most basic of users can watch video. Smart phones can post an un-edited video in minutes leaving an increasing number of news crews in the dust.Alexa ranks YouTube as the third most visited website on the Internet, behind Google and Facebook.[18]"Alexa Traffic Rank for YouTube (three month average)". Alexa Internet. http://www.alexa.com/siteinfo/youtube.com. Retrieved March 30, 2010.In June 2008, a Forbes magazine article projected the 2008 revenue at US$200 million, noting progress in advertising sales.[22]Hardy, Quentin; Evan Hessel (May 22, 2008). "GooTube". Forbes Magazine (Forbes.com). http://www.forbes.com/forbes/2008/0616/050.html. Retrieved August 3, 2009
  • Total views for each university where compared with their institutional population. This data was taken from the Council of Ontario Universities’ website and represents number of students as of Fall 2009. York has the most views with a 24% share of the sample data, Toronto is second, Carleton is third, Waterloo fourth and Ryerson fifth. We also notice that both UOIT and OCAD have a significantly large amount of views each totalling over 1 million views, which is close to one third of York’s share.
  • In order to compare Ontario Universities we needed to collect data to represent which University is getting the most views on YouTube. We selected the top 15 most viewed videos for each University as the data sample. This means Katie watched nearly 300 videos during the collection of data. Occasionally something would come up in the search that had nothing to do with the University or even the community despite its title and therefore these videos were excluded. Katie took data samples on January 31st , 2010 in order to collect simultaneous (defined by same day) statistics.
  • Total views for each university where compared with their institutional population. This data was taken from the Council of Ontario Universities’ website and represents number of students as of Fall 2009. York has the most views with a 24% share of the sample data, Toronto is second, Carleton is third, Waterloo fourth and Ryerson fifth. We also notice that both UOIT and OCAD have a significantly large amount of views each totalling over 1 million views, which is close to one third of York’s share.
  • Total views for each university where compared with their institutional population. This data was taken from the Council of Ontario Universities’ website and represents number of students as of Fall 2009. York has the most views with a 24% share of the sample data, Toronto is second, Carleton is third, Waterloo fourth and Ryerson fifth. We also notice that both UOIT and OCAD have a significantly large amount of views each totalling over 1 million views, which is close to one third of York’s share.
  • Because some Universities have such a small bar it’s hard to see the distribution of categories, so in this graph we’re looking at the percentage of views in each category at the different Universities. Something interesting to note is that when thinking back the previous slide most Universities that were doing well have fewer categories represented within their most viewed videos such as York, Carleton and Toronto, and as we will see again later these Universities each have a monopoly on videos in a specific category. The second graph shows the distribution of views by category independent of Institution. From this we see that the most views are within the Just for Fun category which is expected, then Projects and Research is second followed by Events, lectures and Sports. Surprisingly negative Media comprises less than five percent of all the most viewed videos. And as we probably could have guessed official videos aren’t really making it into the top 15 videos - less than half a percent.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • On all future slides I will use the letters in parenthesis to represent each category. Now with these categories in mind we can see that within York’s total views 80% of these views are within the just for fun category, Toronto’s views are mainly in Projects and Research as are UOIT’s, Carleton has a lot of Lecture/Educational views and OCAD has a lot of Planned Event views.
  • This photo purchased and used with permission from Istock Photo.
  • Ted.com (June, 2010), Margaret Gould Stewart: How YouTube thinks about copyright,Retrieved from:http://www.ted.com/talks/lang/eng/margaret_stewart_how_youtube_thinks_about_copyright.html
  • Ted.com (June, 2010), Margaret Gould Stewart: How YouTube thinks about copyright,Retrieved from:http://www.ted.com/talks/lang/eng/margaret_stewart_how_youtube_thinks_about_copyright.html
  • Teach your social media community about the creative commons for more creativity and to supply free copyright materials.
  • Zittrain explained why roads that seem dangerous might actually be safer: “late traffic engineerHans Monderman discovered in the Netherlands,and here in South Kensington, that sometimesif you remove some of the external rules and signs and everything else,you can actually end upwith a safer environment in which people can function,and one in which they are more human with each other.They're realizing that theyhave to take responsibility for what they do.And Wikipedia has embraced this. Zittrain, September 2009. Ted.com (Retrieved from: Retrieved from: http://www.ted.com/talks/lang/eng/jonathan_zittrain_the_web_is_a_random_act_of_kindness.html)And from Wired December 2004: Roads Gone Wild Retrieved from: (http://www.wired.com/wired/archive/12.12/traffic.html?pg=2&topic=traffic&topic_set=)
  • Wikipedia failed as a hierarchy, then survived as an organic structure but is now moving back to hierarchy. Will Universities move in this direction to keep up with the speed of their students and technology?
  • Counter Vandalism Unit – a volunteer group looking for vandals, it’s a social affair!While there is an entire army of Wikipedians eager to take down malicious edits, the metrics of completing this on a human scale is not in their favour. There is an ongoing creation of Wikipedia bots as a means to eradicate the menial task of reverting vandalism on the site. The Article “Wikipedia:Bots” defines automated bots: Bots are automated or semi-automated tools that carry out repetitive and mundane tasks in order to maintain the 3,365,694 articles of the English Wikipedia. Bots are able to make edits very rapidly and can disrupt Wikipedia if they are incorrectly designed or operated. For these reasons a bot policy has been developed. (Wikipedia 2010, July 30)
  • Information taken from: Investment Weekly News.Qwiki, Inc. Qwiki Raises, Like, $1 Million More211 words16 April 2011Investment Weekly NewsINVWK693English© Copyright 2011 Investment Weekly News via VerticalNews.com 2011 APR 16 - (VerticalNews.com) -- Qwiki, Inc. announced that it has raised an additional $1 million in financing from Lightbank, the investment fund of Groupon co-founders Brad Keywell and Eric Lefkofsky. This brings the company's total amount raised to $10.5 million.Qwiki CEO and Founder, Doug Imbruce, says, "We are obviously excited to work with Eric and Brad. They have invaluable experience in building large-scale consumer facing Internet companies and the ability to accelerate Qwiki's product roadmap. In seeking to surround Qwiki with results oriented investors, Lightbank is a perfect fit."Brad Keywell, Co-Founder of Lightbank, says, "Doug and the Qwiki team are solving a real problem with a technically innovative and scalable solution that applies to multiple verticals. We are looking forward to working with them as they accelerate the expansion of their business."Qwiki's prior $9.5 million in funding was led by Eduardo Saverin (co-founder, Facebook), and includes Jawed Karim (co-founder, Youtube), PradeepSindhu (co-founder, Juniper Networks), Bobby Yazdani, Lerer Media Ventures, Tugboat Ventures, and Contour Venture Partners.This article was prepared by Investment Weekly News editors from staff and other reports. Copyright 2011, Investment Weekly News via VerticalNews.com.Document INVWK00020110408e74g000jt
  • Zittrain, September 2009. Ted.com (Retrieved from: Retrieved from: http://www.ted.com/talks/lang/eng/jonathan_zittrain_the_web_is_a_random_act_of_kindness.html)
  • Print Screen.Copy Paste.Google instructions to change IP address in order to watch materials banned in our country. Some Online users are relentless and professors will teach them to be that way!
  • What are the professors teaching students at your institution about copyright?
  • Are you posting videos with a variety of content and professional uses?Are you aware of all the semi-official channels run by departments and your affiliated communities and do you have a list of them on your website?Is Social Media something that one person does or a community task where many eyes and opinions are feeding the initiative?Have you moved beyond Flash Mobs and the desire for lots of shameless promotional views?Do you have a community that is able to innovate instead of simply following what the others have done?
  • Editing facilities open to the public with resources and support staff?Do you have Amateur Videographers submitting videos? Your current staff can not do all this!Does your community have quick access to upload videos?Adhoc Meritocracy – Have you set up increasing resources for the volunteers that merit additional support?
  • This video has over three hundred views (there are 200 entering students to the Faculty of Human Kinetics).
  • Be honest about “astro turf” this video looks like it was supported by Uwindsor but it wasn’t it was produced completely on a volunteer level. It gives a fun look on On Campus Interviews for Law students. Have designated community members with the YouTube channel password so that they can favourite videos without having to check with one person first.
  • Thank you for coming.
  • Thank you for coming.
  • Transcript

    • 1. A Study of University
      YouTube Content
      T. Brunet, University of Alberta K.Putnam, University of Windsor
    • 2. A Study ofUniversity YouTube Content
      Presentation Outline
      YouTube Primer
      Ontario University Content
      Policing & Copyleft
      Recommendations
    • 3. A Metrical Study of
      University YouTube Content
      YouTube
      Primer
      Steven Shih Chen
      Chad Hurley
      Jawed Karim
      3
    • 4. YouTube Primer
      Time-line
      Started February 14, 2005
      $11.5 million investment  
      Google purchased 2006
      $1.65 Billion Dollars
      Miguel Helft and Matt Richtel. "Venture Firm Shares a YouTube Jackpot". The New York Times. http://www.nytimes.com/2006/10/10/technology/10payday.html. Retrieved November 30, 2008.
    • 5. YouTube Primer
      YouTube Integration
      • Reliable video player
      • 6. Smart phones
      • 7. Google Search Engine
      • 8. Alexa.com traffic ranking
      3rd in the world
      4th in Canada
      Alexa.com. Youtube traffic ranking 4th in the world. Retrieved from: http://www.alexa.com/siteinfo/youtube.com
      Alexa.com. Youtube traffic ranking 3rd in Canada. Retrieved from: http://www.alexa.com/topsites/countries/CA
    • 9. Content Snapshot
      Reposition your budgets
      Where do you invest your advertising budget?
      • “the average Canadian spends 43.5 hours a month on the Web, almost twice the worldwide average of 23.1 hours.”
      • 10. “For years, Canadians have been the most prolific users of services such as Facebook and YouTube.”
      Globe and Mail, Retrieved from:http://www.theglobeandmail.com/news/technology/canadians-internet-usage-nearly-double-the-worldwide-average/article1934508/
    • 11. Content Snapshot
      Research Method – Top 15 views and Market Share
      • Content Analysis
      • 12. Sample Top 15 videos by # of Views
      • 13. Using a search engine with university names
      • 14. Categorize the videos
    • Content Snapshot
      Using the YouTube Search Engine
      • “The owners of information no longer own the organization of that information.”
      • 15. Tags can be larger than the actual file.
    • Content Snapshot
      How do you monitor/leverage your brand online?
    • 16. Content Snapshot
      Reposition your budgets
      Which university videos have the most views?
      Globe and Mail, Retrieved from:http://www.theglobeandmail.com/news/technology/canadians-internet-usage-nearly-double-the-worldwide-average/article1934508/
    • 17. Content Snapshot
      Distribution of Views by Category (in Ontario)
      1 Just for fun(F)
      2 Projects & Research (T)
      3 Events (E)
      4 Lectures (L)
      5 Sports (S)
    • 18. Content Snapshot
      Defining the Content - Parties
      “any student posted video that you wouldn’t want your mom to see”
      Content is being removed
      • By institutions
      • 19. Students fearing potential employers doing online search
      (Look at the Positive Views)
    • 20. Content Snapshot
      Defining the Content – Projects/Research
      Projects/Research: includes research by faculty or graduate students in any area of study.
      University of Alberta - 190,362 Views
      (Look at the Positive Views)
    • 21. Content Snapshot
      Defining the Content – Official Videos
      Official Videos:
      • Spend the money ($10,000 - $15,000)
      • 22. Use current music
      • 23. Ensure good sound
      (Look at the Positive Views)
    • 24. Content Snapshot
      Defining the Content – Positive Reported Videos (P)
      Positive Reported Videos(P): are produced by an outside party such as local news which mentions the University or community in a positive light.
      • Favourite positive videos
      • 25. Set up referencing system
      University of Victoria Vote Mob - RESPECT 24,392
      (Look at the Positive Views)
    • 26. Content Snapshot
      Defining the Content – Clubs and Student Groups (C)
      Clubs and Student groups(C): videos posted by the student community
      Simon Fraser University Pipe Band 71,059
      (Look at the Positive Views)
    • 27. Content Snapshot
      Defining the Content – Negative Media (N)
      Consider Censoring inappropriate material
      • Police brutality videos
      • 28. Campus fights
      • 29. On-line rants
      • 30. Strikes
      • 31. Have a video policy for your campus
      *People should ask permission before filming your campus.
    • 32. Content Snapshot
      Defining the Content – Lectures/Educational
      Lectures/Educational (L): this category includes
      “how-to” videos
      • Video is more efficient
      • 33. Great training tool
      • 34. Instructional design course
    • Content Snapshot
      Defining the Content - Sports and School Spirit – (S)
      Sports and School Spirit(S): pep rally or orientation week videos
      • Golancers.ca highlight clips
      • 35. Alumni
      • 36. Fan base
      • 37. Parents of Athletes
    • Content Snapshot
      Defining the Content – Planned Events (PE)
      Planned Events (E): guest lecturers, conferences and bands performing on campus.
      A Portal to Media Literacy 131,318
      (Look at the Positive Views)
    • 38. Content Snapshot
      Defining the Content – Just for Fun
      [OFFICIAL] UBC LipDub - Raise Your Glass & Celebrity Status
      1,020,416
      Just for Fun(F): includes videos mainly for entertainment and are mostly produced by students.
      Viral – Gold Standard
      (Look at the Positive Views)
    • 44. Content Snapshot
      Your focus: organize the crowd
      Tip: Social Media is rapid community organization by a crowd and not an individual or a committee.
    • 45. Content Snapshot
      Organizing the crowd see this example
      Tip: Read “I agree” content of other projects for model action plans.
    • 46. Content Snapshot
      Quick note on Channels
      Tips:
      • Multiple contributors
      • 47. Favourite videos
      • 48. Document Life on campus
      • 49. Your story
      • 50. Video contest
      • 51. Expand to multiple channels
      • 52. Vie for EDU status
    • Policing & Copyleft
      Policing & Copyright
    • 53. Policing & Copyleft
      Copyleft
      Share resources
      How YouTube Views Copyright
      Tip: Don’t stay too far to the right. . .you will miss opportunities to innovate.
      Create a learning environments where mistakes are more acceptable.
      Ted.com (June, 2010), Margaret Gould Stewart: How YouTube thinks about copyright, Retrieved from: http://www.ted.com/talks/lang/eng/margaret_stewart_how_youtube_thinks_about_copyright.html
    • 54. Policing & Copyleft
      Copyleft
      Read Only
      Read Write
      Brazil
      Tip: Teach your social media community about the creative commons for more creativity and to supply free copyright materials.
    • 55. Policing & Copyleft
      Copyleft
      Tip:Review YouTube.com for resources regarding both copyright and copyleft communities.
    • 56. Policing & Copyleft
      Hans Monderman – Expect more from your community
      Tip: Know when to make rules and when to make guidelines
      (Wired 2004; Zittrain 2009)
      (Daft, 2009)
    • 57. Policing & Copyleft
      Organic Structures vs Hierarchical Structures
      Tip: Learn why Wikipedia is so fast, and understand organic community structures
      (Shirky, Clay. (2008). Here comes everybody: The power of organizing without organizations. Penguin.
      Shirky, Clay. (2009). Cognitive surplus: creativity and generosity in a connected age. Penguin.
      Daft
    • 58. Policing & Copyleft
      Organic Structures vs Hierarchical Structures (cage match)
      The CVU – Counter Vandalism Unit
      Anyone can edit
      Exclude Vandals
      Reward Contributors
      Automation (Bots)
      Tip: Learn how electronic communities are monitored and rewarded
      Zittrain, September 2009. Ted.com (Retrieved from: Retrieved from: http://www.ted.com/talks/lang/eng/jonathan_zittrain_the_web_is_a_random_act_of_kindness.html)
    • 59. Policing & Copyleft
      Automation
      Tip: Be current, convergence will cause new challenges (make your own RSS feeds)
    • 60. Policing
      Thinking about censorship? Think again!
      Tip: Your users want to make decisions and be involved. Don’t block them out!
    • 61. Work Around
    • 62. Policing & Copyleft
      Moving away from ownership
      “all citizens have an obligation to violate copyright
      law whenever they can”
      Mark Poster
      Tip: Your community (including yourself should understand the real implications of breaking copyright laws). Keep this conversation open.
      (Strangelove, 2010)
    • 63. Policing & Copyleft
      Global environment disintegrating national laws
      Tip: Make policies that work and don’t make threats you can’t back up.
      (Retrieved from: http://static.thepiratebay.org/dreamworks_response.txt)
    • 64. Recommendations
      Where are You on YouTube?
      • Just for Fun
      • 65. Activate community
      • 66. Beyond promotion
      • 67. Innovation vs adaptation
      Tip: Measure success by the number of views, quality videos, content, or participation.
    • 68. Recommendations
      Create the Culture
      Editing facilities/workshops
      Amateur videographers recordings
      Embed videos in your website
      Adhoc meritocracy
      Tip: See University of Western’s channel.
    • 69. Recommendations
      Speed
      Tip: Earn your speed and innovation from the crowd, and open platforms
      (Dr. Gordon Gow, Personal Communication, 2010, MACT Spring Institute)
    • 70. Recommendations
      Not just about views
      Tip: Video is an introduction to the first year professors in the Human Kinetics program at the University of Windsor (all students viewed the video).
    • 71. Recommendations
      Not just about views
      Tip: Have establish community members favourite videos.
      But be honest about “astro turf”
    • 72. Recommendations
      In the end our institutions are designed for Education not promotion!
      Tip: Kahn reversed the lecture and homework process. Homework happens at school, the lecture (video) happens at home.
    • 73. Questions
      tbrunet@uwindsor.ca
    • 74. Questions
      tbrunet@uwindsor.ca
    • 75. Thank you for coming!
      Statistical Research and Video Filtering (Ontario Statistics: Katrina Putnam, ShidaAzari (Alberta/BC review)
      Project Structure, Focus, literature review, online review, and Recommendations: Timothy A. Brunet
      Affiliated Departments
      University of Windsor: Office of Liaison & Student Recruitment, Outstanding Scholars Program, Department of Mathematics and Statistics (Dr. Hlynka),
      University of Alberta - Communication and Technology Graduate Program
    • 76. References
      Bruns, A. (2008). Blogs, Wikipedia, Second Life, and beyond : from production to produsage. New York : Peter Lang
      Daft, Richard L., & Armstrong, Ann. (2009). Essentials of Organizational Theory and Design. Canadian Edition. Cincinnati, OH: South-Western College Publishing.
      Helft, Miguel and Richtel, Matt. (2008) "Venture Firm Shares a YouTube Jackpot". The New York Times. http://www.nytimes.com/2006/10/10/technology/10payday.html. Retrieved November 30, 2008.
      Kahn, Salman (n.d.). Retrieved from: http://www.khanacademy.org/#browse
      Lih, A. (2009). The Wikipedia revolution : how a bunch of nobodies created the world's greatest encyclopedia. New York : Hyperion.
      Pirates Bay (n.d.). Email to Dreamworks. Retrieved from: http://www.thepiratebay.org.
      Shirky, Clay. (2008). Here comes everybody: The power of organizing without organizations. Penguin.
      Shirky, Clay. (2009). Cognitive surplus: creativity and generosity in a connected age. Penguin.
      Strangelove. (2010). Watching YouTube, extraordinary videos by ordinary people. Toronto. University of Toronto Press.
      Tapscott, D., & Williams, A. (2006). The Perfect Storm. In Wikinomics: How Mass Collaboration Changes
      Everything. Portfolio. 34-64.
      Wikipedia/Wikipedia:Bots. (2010, July 30) Retrieved from: http://en.wikipedia.org/wiki/Wikipedia:Bots.
      Wired. (December 2004): Roads Gone Wild. Retrieved from: http://www.wired.com/wired/archive/12.12/traffic.html?pg=2&topic=traffic&topic_set
      YouTube. (n.d.). Copyright education. Retrieved from: http://www.youtube.com/t/copyright_education
      YouTube. (n.d.). Tell’em They’re Your 1st Choice (Even if They’re Not). Retrieved from: http://www.youtube.com/watch?v=FltRUoAaGdo
      YouTube. (2010). University of Windsor Kinesiology - First Year Success Tips. Retrieved from: http://www.youtube.com/watch?v=b3ilsjYrraA&feature=player_embedded
      YouTube. (n.d.). Tell’em They’re Your 1st Choice (Even if They’re Not). Retrieved from: http://www.youtube.com/watch?v=FltRUoAaGdo
      Zittrain, Jonathan. (September 2009). The Web is a random act of kindness. (Retrieved from: http://www.ted.com/talks/lang/eng/jonathan_zittrain_the_web_is_a_random_act_of_kindness.html)