Profiting from Social Media Producing Content for On Demand Markets Wessex media group. 21.01.09 Email: [email_address] Mobile: +447970727061 Web: trendstream.net Twitter: Tomtrendstream LinkedIn: linkedin.com/in/smithtom

Profiting from Social Media

Producing Content for On Demand Markets

Wessex media group. 21.01.09

Revolution: Future is open Social media is transforming the delivery of content The controllers of content distribution (e.g bbc, ITV etc) will die Everything will be open Only barrier is talent, knowledge and hardwork

Social media is transforming the delivery of content

The controllers of content distribution (e.g bbc, ITV etc) will die

Everything will be open

Only barrier is talent, knowledge and hardwork

Opportunity of a lifetime The future is in the hands of content creators consumers, freelancers, production companies The future requires broad skills Production, distribution, writing, community building

The future is in the hands of content creators

consumers, freelancers, production companies

The future requires broad skills

Production, distribution, writing, community building

I will show you how – focus on video Why social media is the future of content distribution Rules of content in social media $How to make money$ The pioneers

Why social media is the future of content distribution

Rules of content in social media

$How to make money$

The pioneers

Me... OPEN FOR BUSINESS Head of Consumer Futures EMEA Founder of trendstream Created worlds largest social media survey to track global trends in usage Advised clients on social media Launched Global Web Index to track global web trends Advise on future web and social media strategy Global media planning and buying agency Web consultancy dedicated on understanding global web trends and what they mean

Created worlds largest social media survey to track global trends in usage

Advised clients on social media

Launched Global Web Index to track global web trends

Advise on future web and social media strategy

Global media planning and buying agency

Web consultancy dedicated on understanding global web trends and what they mean

I developed a global Social Media Tracker Online market research 17,500 people in 29 countries delivering 3 years of trend data Unique set of data Measured social media platforms such as blogging, social networking, video sharing and photo sharing

Online market research

17,500 people in 29 countries delivering 3 years of trend data

Unique set of data

Measured social media platforms such as blogging, social networking, video sharing and photo sharing

Next: Global Web Index Launching a global web tracking survey that will cover 16 countries to measure usage trends world-wide Measuring all aspects of web usage First wave delivered in June. Test data today from the US

Launching a global web tracking survey that will cover 16 countries to measure usage trends world-wide

Measuring all aspects of web usage

First wave delivered in June. Test data today from the US

Why social media is the future of content distribution

Why social media is the future of content distribution

Social Media. Everyone involved “ Web based media driven by consumer content, community and peer to peer distribution” Blogs Micro blogging Forums Social Networks Wikis Video sharing sites Podcasts Photo sharing sites Content sharing sites

Access is open Free broadband Laptops for £200 HD Video camera for £200 Video on Mobile phones

Social media is exploding globally Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People

Social media dominates web users lives Global Average. Source: Universal McCann Social Media Tracker Power to the People

Social media impacts everyone “ Samsung Netbook” Consumer generated

Consumer content more trusted than professional “ Thinking about where you find information for products, brands and services that you buy. Please can you rate them in terms of how trust worthy the information provided typically is? Where 10 = Very trustworthy and 1 = Not at all trustworthy” Global Average Least trusted Most trusted Global Average. Source: Universal McCann When Did We Start Trusting Strangers

Moving to every screen PC Mobile TV

Not just another marketing channel Past: Terrestrial Cable / Satellite Radio Newspaper CD DVD Future: Web to TV Web to mobile Web to e-paper Web to car Connected by social platforms

Why it scares the life out of the system Consumer in charge Ultra transparency Global networks Open platforms = business models destroyed

Consumer in charge

Ultra transparency

Global networks

Open platforms = business models destroyed

Video online: quickest growth medium in history Global data. Universal McCann Wave 3 Social Media Tracker

World-wide trend. Fast growing markets lead Watched video online Universal McCann Wave 3 Social Media Tracker

Becoming up-loaders: USA last week Watch Share Upload 72% 39% 32% Source: Trendstream, Global Web Index. Test survey Jan 2009

Not just Youtube Source: Trendstream, Global Web Index. Test survey Jan 2009

Social networks are now key video platforms Myspace Bebo original Global data. Social Network Users. Universal McCann Wave 3 Social Media Tracker

Viewing outside the site is key to growth

Consumer distributes How many people did you share it with? Source: Trendstream, Global Web Index. Test survey Jan 2009

Bloggers are your distribution 190m Worldwide! 29% of bloggers have posted a video clip Global Average. Source: Universal McCann Social Media Tracker Power to the People

Video Podcasts. Slower than on-demand sites Downloaded video podcast Global Average. Source: Universal McCann Social Media Tracker Power to the People

Moving multi-platform: Mobile now for video 79% of iPhone users have watched video clips on their phone VERSUS 22% of Nokia users Source: Trendstream, Global Web Index. Test survey Jan 2009

Traditional media are responding Kangeroo – BBC, ITV and Channel 4 joint venture. coming 2009

BUT can’t compete They have been successful Great content Cross promotion Huge investment Future is open Future is global Consumer driven No DRM no rights management

They have been successful

Great content

Cross promotion

Huge investment

Future is open

Future is global

Consumer driven

No DRM no rights management

Living room in 2020 Web will deliver content globally on all screens What you watch, listen to and read will be shared with friends on a social platform On-demand will be bigger than live Consumer generators will be on the same platform as professional

Web will deliver content globally on all screens

What you watch, listen to and read will be shared with friends on a social platform

On-demand will be bigger than live

Consumer generators will be on the same platform as professional

Rules of social content distribution

Rules of social content distribution

Not broadcast – you need a long perspective Trendstream viewing estimates. TV show versus online

A BIG database – a mentality change Television expires as soon as it is viewed Web content exists forever Overnight ratings do not matter in a web world Cumulative views do TV is a push medium Web is a pull medium

Television expires as soon as it is viewed

Web content exists forever

Overnight ratings do not matter in a web world

Cumulative views do

TV is a push medium

Web is a pull medium

Longtail - Niche is the future Trendstream viewing estimates. Viewing audiences longtail Cable / satellite TV Web

Instant easy access is everything Piracy is about access, not free Piracy is falling because of social media 50% of Youtube views are music videos Undermines the need to own Make it available, make it easy Put ‘Heroes’ on the web from day one and you destroy piracy

Piracy is about access, not free

Piracy is falling because of social media

50% of Youtube views are music videos

Undermines the need to own

Make it available, make it easy

Put ‘Heroes’ on the web from day one and you destroy piracy

Focus on data = gold Web video is more valuable because of the data that surrounds it Who viewed How much they viewed What else they viewed How often they come back

Web video is more valuable because of the data that surrounds it

Who viewed

How much they viewed

What else they viewed

How often they come back

More valuable, because its more targeted Watched by people who want to watch it No passive viewing They chose to watch it More valuable to advertisers

Watched by people who want to watch it

No passive viewing

They chose to watch it

More valuable to advertisers

Be commercial: no line in the future The only thing that matters is that its free to access Commercial involvement is not an issue Brands have interesting stories to tell Great content is great content

The only thing that matters is that its free to access

Commercial involvement is not an issue

Brands have interesting stories to tell

Great content is great content

Multi-platform Content needs to be distributed outside of your website Content should be open and free No restrictions Use tools

Content needs to be distributed outside of your website

Content should be open and free

No restrictions

Use tools

Create community around content Communities cluster around content Community drives viewing, distributes your content and provides feedback Community should be external as well Youtube channel, Bebo community etc Casual community Blogs, Twitter

Communities cluster around content

Community drives viewing, distributes your content and provides feedback

Community should be external as well

Youtube channel, Bebo community etc

Casual community

Blogs, Twitter

No such thing as just a video: multi-dimensional You need to blog Share photos Invite user contribution

You need to blog

Share photos

Invite user contribution

Engineered for search Search terms drives most viewing Critical how you tag and label content Search evolving to look inside the video e.g Blinkx

Search terms drives most viewing

Critical how you tag and label content

Search evolving to look inside the video e.g Blinkx

Welcome to the production company of 2020 Distributing direct to consumers Community managers Blog writers Global network Consumer network of creators Focus on multiple niches Data experts Linked to an advertising agency

Distributing direct to consumers

Community managers

Blog writers

Global network

Consumer network of creators

Focus on multiple niches

Data experts

Linked to an advertising agency

Recap: Long term perspective Collections of niche Lifetime content Build community around content Distribute on all sites Broad skillset

Long term perspective

Collections of niche

Lifetime content

Build community around content

Distribute on all sites

Broad skillset

How to make money $$!

How to make money $$!

Think free world economics You can not charge upfront to access content online Build a community and then make money from it Charge the few, rather than all Think lifetime content Open the back catalogue Think multiple revenue streams

You can not charge upfront to access content online

Build a community and then make money from it

Charge the few, rather than all

Think lifetime content

Open the back catalogue

Think multiple revenue streams

Advertising has changed Sponsorship Branded content Product placement Revenue splits with platforms e.g Youtube and Revver Social ad networks Affiliate schemes Sell other peoples products

Sponsorship

Branded content

Product placement

Revenue splits with platforms e.g Youtube and Revver

Social ad networks

Affiliate schemes

Sell other peoples products

New revenue streams Partnerships E.g travel content to travel agent Cross selling Branded products Premium content Convert 2% of your audience Rise of micropayments Sell on iTunes Syndication Sell to portals, networks, mobile networks

Partnerships

E.g travel content to travel agent

Cross selling

Branded products

Premium content

Convert 2% of your audience

Rise of micropayments

Sell on iTunes

Syndication

Sell to portals, networks, mobile networks

The “24” of 2020 Distributed across all platforms globally Episodes roll as soon as they’re released Consumer involved in scripting and production process Revenue made from sponsorship, product placement, licensing and micro-payments for exclusive content and premium membership

Distributed across all platforms globally

Episodes roll as soon as they’re released

Consumer involved in scripting and production process

Revenue made from sponsorship, product placement, licensing and micro-payments for exclusive content and premium membership

The pioneers

The pioneers

Buck Hollywood $2,000 Canon camera, a $6 piece of fabric for a backdrop

SMP Films $20,000 a month from Google partner scheme - Product placement and direct advertising

Diggnation 185 episodes Builds personality and community around the site Product placement and sponsorship

185 episodes

Builds personality and community around the site

Product placement and sponsorship

Rocketboom Blog TV Multiplatform 200K daily viewers Signed distribution deal with Sony

Blog TV

Multiplatform

200K daily viewers

Signed distribution deal with Sony

Nike Football Nike Football developed 100s of short videos and commercials around their lead stars Distribute across the social web

Nike Football developed 100s of short videos and commercials around their lead stars

Distribute across the social web

BMW Films. The Hire – new life in social media Made 2001 and 2002, life before video sharing platforms. Distributed via website, cinema and DVD giveaways and cover mounts 100m views, 2m website registrations Imagine distribution today Lifetime content – BMW still geting return on investment

Made 2001 and 2002, life before video sharing platforms.

Distributed via website, cinema and DVD giveaways and cover mounts

100m views, 2m website registrations

Imagine distribution today

Lifetime content – BMW still geting return on investment

Go and create!

Go and create!

Get in touch Email: [email_address] Mobile: +447970727061 Web: trendstream.net Twitter: Tomtrendstream LinkedIn: linkedin.com/in/smithtom