Trends	
  in	
  Sharing	
  -­‐	
  Views,	
  Clips	
  &	
  Annotated	
  Pics	
  
!
Thoughts	
  &	
  images	
  to	
  provoke...
@brianlring
Twitter’s	
  TV	
  Attraction:	
  5	
  reasons	
  why	
  Twitter	
  is	
  
more	
  important	
  to	
  TV	
  th...
@brianlring
The	
  Twitter	
  echo	
  chamber	
  may	
  be	
  small	
  -­‐	
  but	
  it’s	
  
hugely	
  influential	
  in	...
@brianlring
• Facebook	
  Lookback	
  -­‐	
  a	
  teaching	
  
moment	
  for	
  the	
  rest	
  of	
  us	
  -­‐	
  those	
 ...
@brianlring
Do	
  we	
  enjoy	
  our	
  pics,	
  shares	
  &	
  highlight	
  clips	
  
more	
  than	
  the	
  game	
  itse...
@brianlring
‘Native’	
  is	
  the	
  new	
  ‘viral’	
  -­‐	
  20%	
  growth	
  expected	
  
in	
  2014	
  -­‐	
  sponsored...
@brianlring
If	
  near-­‐live	
  is	
  a	
  new	
  rights	
  window	
  for	
  
monetization	
  -­‐	
  is	
  Yahoo!	
  Loop...
@brianlring
Moments	
  -­‐	
  the	
  next	
  new	
  digital	
  media	
  we	
  need	
  to	
  
figure	
  out	
  how	
  to	
 ...
@brianlring
NAB	
  Show	
  always	
  tails	
  March	
  Madness	
  -­‐	
  which	
  
always	
  brings	
  us	
  great	
  prog...
@brianlring
UFC’s	
  Dana	
  White	
  -­‐	
  authentic	
  conversations	
  -­‐	
  
authentic	
  brand	
  -­‐	
  king	
  of...
@brianlring
• At	
  right,	
  an	
  Awards	
  show	
  -­‐	
  TwiFer	
  
Scoreboard:	
  
#VO5Music	
  -­‐	
  5,332	
  
#Fre...
@brianlring
The	
  short	
  attention	
  span	
  future	
  -­‐	
  headlines	
  &	
  
thumbnails,	
  a	
  key	
  tactic	
  ...
@brianlring
BBC	
  Instafax	
  is	
  14	
  seconds	
  of	
  British	
  brilliance	
  -­‐	
  
short-­‐form	
  is	
  easier	...
@brianlring
Instant	
  Highlights	
  +	
  Selfies	
  =	
  Digital	
  Momentos?
• At	
  led	
  -­‐	
  a	
  Cloud	
  Capture...
@brianlring
Tech	
  VC	
  types:	
  Has	
  the	
  live	
  clipping	
  space	
  
overheated?	
  Or	
  is	
  this	
  a	
  va...
@brianlring
Tools:	
  Graphics	
  &	
  on-­‐air	
  promos	
  -­‐	
  production	
  
value	
  &	
  monetization,	
  at	
  th...
@brianlring
Tried	
  &	
  true:	
  Polling,	
  voting	
  &	
  contests	
  have	
  been	
  
central	
  to	
  interactive	
 ...
@brianlring
UGC	
  3.0:	
  Sure,	
  it’s	
  not	
  real	
  TV	
  -­‐	
  but	
  those	
  cat	
  
videos	
  shot	
  with	
  ...
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Live Clipping & Social TV at #NAB2014 - Clips, Views & Annotated Pics

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I was invited to moderate a social TV & live clipping panel at NAB Show this year. I was super excited - so I did extra homework to compile these slides to provoke comments, discussion & insights about how social media is impacting the TV & media market.

(Note: The views expressed are my own. My bullish stance on Twitter should not be viewed as a rating on the stock.)

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Live Clipping & Social TV at #NAB2014 - Clips, Views & Annotated Pics

  1. 1. Trends  in  Sharing  -­‐  Views,  Clips  &  Annotated  Pics   ! Thoughts  &  images  to  provoke  discussion  #NAB2014
  2. 2. @brianlring Twitter’s  TV  Attraction:  5  reasons  why  Twitter  is   more  important  to  TV  than  Facebook   #1  -­‐  Nielsen’s  an  incomplete   currency  -­‐  TwiFer  provides  color   #2  -­‐  Open  news  distribuJon  -­‐  the   modern  wire  for  the  4th  estate   #3  -­‐  ConversaJonal  -­‐  polls  &   contests  -­‐  interacJve   #4  -­‐  Time-­‐warp  -­‐  a  new  Jme-­‐clock   &  scoreboard  for  digital  culture   #5  -­‐  Really  Simple  SyndicaJon  2.0  -­‐   natural,  naJve  mobile  distribuJon   of  ads,  videos  &  annotated  pics   ! *  How  has  TwiFer  changed  the   process,  relaJonship  &  discussion   between  celebs  &  journalists? 2
  3. 3. @brianlring The  Twitter  echo  chamber  may  be  small  -­‐  but  it’s   hugely  influential  in  the  TV  &  media  industry • Unique  relationship  with  TV  &   media  -­‐  watching  celebrities   interact  with  journalists  &  fans   is  brand  new  ground   • More  efficient  information   conveyance  -­‐  headline  writing,   hashtags,  @identities   • Technical  glue  between  legacy   &  digital  TV  departments   • Multimedia  syndication   powerhouse  -­‐  headlines,  clips  &   pics  -­‐  RSS,  only  better   ! *  What  is  the  most  important   social  network  for  your  brand?   (Pick  only  one.) "Twitter,  you  little  vixen  you.”              -­‐  Sports  Broadcaster  Dan  O'Toole   3
  4. 4. @brianlring • Facebook  Lookback  -­‐  a  teaching   moment  for  the  rest  of  us  -­‐  those   silly  posts  add  up  to  a  nidy  liFle   video  clip   • Posts  aren’t  just  for  our  ‘fans’  -­‐   they’re  for  our  kids  and  our   future  selves   • Digital  pics  from  the  past  create   happiness  in  the  here-­‐and-­‐now   ! *  How  has  Lookback  changed  your   views  &  strategies  on  social  media? Facebook  Lookback  -­‐  100MM  shares,  positive   comments,  a  watershed  moment  for  social  media 4 Author  Note:  I  know,  the  above  pic  isn’t  a  Facebook  post  -­‐   but  it  makes  my  point  and  it’s  a  great  pic  that  probably   belongs  on  Vin  Scully’s  Fb  page  -­‐  if  he  has  one.
  5. 5. @brianlring Do  we  enjoy  our  pics,  shares  &  highlight  clips   more  than  the  game  itself?  Even  in  the  stadium? • The  past  decade  of  brain  science  has  shown  us  how  &  why   behaviors  become  ingrained  habits…if  we’re  highlights,  stats  &   shares  obsessed,  do  we  risk  devaluing  the  acJon  on  the  court?   • 2nd  screen  /  mobile  apps  in  stadiums  and  other  live  venues  is   an  emerging  trend  -­‐  many  Fan  Engagement  apps  coming  soon   ! *  How  do  we  strike  the  right  balance  between  saJsfying  the   consumer’s  mobile  habits  at  live  events  whilst  ensuring  the  seats   are  filled  in  the  future  with  people  that  want  to  watch  the  game? 5
  6. 6. @brianlring ‘Native’  is  the  new  ‘viral’  -­‐  20%  growth  expected   in  2014  -­‐  sponsored  posts  are  efficient  for  all • NaJve  ads  surpassed  $1.5B  in   2012,  according  to  eMarketer   • Emergence  of  3rd  party  analyJcs   tools  &  ecosystem  to  measure   YouTube,  Facebook  &  TwiFer   planorms   ! *  Does  the  NaJve  Ad  market  growth   signal  a  willingness  &  ability  to   measure  and  moneJze  previously   ‘viral’  or  UGC-­‐related  media  assets? 6
  7. 7. @brianlring If  near-­‐live  is  a  new  rights  window  for   monetization  -­‐  is  Yahoo!  Loops  the  new  Napster? • Or  is  this  just  fair  use  of  breaking  news   content?   • Near-­‐live  rights  had  tradiJonally  been  Jed   to  Broadcast  rights,  unJl…   • Murdoch  broke  new  ground  -­‐  securing   highlight  rights  for  non-­‐Broadcast  outlets   • (Tweet  shown  below)   ! *  What’s  the  right  balance  for  near-­‐live  clips:  A   promo/tune-­‐in  tool?  Or  a  valuable  stand-­‐alone   media  asset? 7
  8. 8. @brianlring Moments  -­‐  the  next  new  digital  media  we  need  to   figure  out  how  to  capture  &  exploit • AnnotaJons,  hashtags  &   comments  can  make  good   moments  great   • The  digital  irony  -­‐  we  can   capture  moments  forever,  but   they  vanish  fast   • New  video  &  photo  tools  can   help  us  memorialize  these   new  media  assets   ! *  How  do  you  exploit  social   moments  across  your  natural   annual  business  cycle? 8
  9. 9. @brianlring NAB  Show  always  tails  March  Madness  -­‐  which   always  brings  us  great  progress  in  digital  video • 2014  March  Madness  Live   app  took  several  steps   forward  in  execuJon   • Screenshot  at  led:  Video   scrubber  with  social  data;   Play-­‐by-­‐play  tweeters;   Curated  tweets   • TeamCasts  -­‐  your  local  on-­‐air   talent  will  call  your  game   ! *  Is  there  more  room  for   broadcasters  to  invite  their  on-­‐ air  personaliJes  to  provide   content,  curaJon  &  context? 9
  10. 10. @brianlring UFC’s  Dana  White  -­‐  authentic  conversations  -­‐   authentic  brand  -­‐  king  of  the  game  in  social • Top  broadcasters,  TV  &   media  personaliJes  have   built  criJcal  business  assets   on  Facebook,  TwiFer,   Tumblr,  etc.   • AuthenJcity  is  job  #1   ! *  How  do  you  integrate  real-­‐ Jme,  authenJc  conversaJons   in  a  directed  strategic  context? 10 Playing  March  Madness  brackets  with  his  celeb  friends   and  all  their  loyal  fans?  This  guy  has  an  awesome  job.
  11. 11. @brianlring • At  right,  an  Awards  show  -­‐  TwiFer   Scoreboard:   #VO5Music  -­‐  5,332   #FreeTheJoy  -­‐  3,287   • VO5  -­‐  7  instant  replays  &  4  exclusive   interviews   • Interview  with  journalist  ‘Cordon’  &   One  DirecJon  -­‐  1,759  retweets   • Hashtags,  essenJal  metadata   ! *  What’s  the  secret  to  creaJng  &   exploiJng  hashtags  for  TV  brands? 11 Fashion,  Awards,  News,  Reality  -­‐  good  candidates   for  the  Live  TV  strategies  used  in  Sports  today  
  12. 12. @brianlring The  short  attention  span  future  -­‐  headlines  &   thumbnails,  a  key  tactic  to  raise  video  views • NaJve  video  ads  have  an  addiJonal   challenge  over  digital  pics  -­‐  clicking  a   video  is  Jme  consuming  &  possibly   wasJng   • A  coordinated,  killer  headline  &   thumbnail  is  key  to  gewng  viewers   to  click   ! *  What  strategies  &  technologies  are   you  exploring  to  encourage  more  clicks   on  the  play  buFon? 12
  13. 13. @brianlring BBC  Instafax  is  14  seconds  of  British  brilliance  -­‐   short-­‐form  is  easier  to  create,  watch  &  share • Short-­‐form  video  is  coming  of  age,   from  Instagram,  Vine  and  others   • Many  esteemed  news  outlets  are   aFempJng  to  unlock  the  key  to   short,  nay,  micro-­‐form  video   • Why?  Simple  -­‐  it’s  more  efficient   ! *  What  is  your  strategy  for  properly   valuing  &  moneJzing  shorter   moments  of  fully  captured  aFenJon? 13 BBC  Instafax  is  14  seconds  of  video  news  on  Instagram.
  14. 14. @brianlring Instant  Highlights  +  Selfies  =  Digital  Momentos? • At  led  -­‐  a  Cloud  Capture   approach  to  live  concert   video  highlights   • Below  -­‐  a  tool  for  automated   selfie  video  creaJon   ! *  Can  we  combine  the  two  into   one  digital  video  souvenir? 14
  15. 15. @brianlring Tech  VC  types:  Has  the  live  clipping  space   overheated?  Or  is  this  a  vast  new  frontier  for  TV? 15 • In  addiJon  to  the  compeJtors  listed  above,  another  well-­‐backed  player   will  be  entering  the  live  ediJng  &  social  clipping  space  soon   ! *  Is  this  a  tech  fad  or  a  new  category  of  tech  tools  enabling  real-­‐Jme   curaJon,  contextualizaJon  and  content  creaJon  for  social  &  mobile  video?
  16. 16. @brianlring Tools:  Graphics  &  on-­‐air  promos  -­‐  production   value  &  monetization,  at  the  same  time • NAB  Show  is  all  about  the  technology   and  business  of  content  creaJon  and   moneJzaJon  -­‐  real-­‐Jme  graphics  tech   has  been  a  force  in  the  TV  biz  for  years   • One  predicJon  -­‐  NAB  2014  will  surely   see  magical  digital  Jckers  everywhere   ! *  What  magical  new  product  feature   would  you  deploy  tomorrow  for  your   social  TV  iniJaJves  -­‐  if  someone  would   just  build  it  already? 16 At  right  above  -­‐  a  viral  clip  with  real-­‐time  text  &   graphics  burnt-­‐in,  in  the  cloud.  At  left  above  -­‐  the   tool  that  produced  the  clips  -­‐  with  a  hypothetical   re-­‐inventing  of  the  underlying  assets.
  17. 17. @brianlring Tried  &  true:  Polling,  voting  &  contests  have  been   central  to  interactive  media  for  decades 17 • New  and  emerging  interacJve   planorms  have  always  found   brand  support  in  polling,  voJng  &   contest  use  cases   • Social  media  also  puts  these   formats  to  use,  but  in  some   interesJng  new  ways   ! *  How  is  social  changing  your   strategy  for  execuJng  contests?
  18. 18. @brianlring UGC  3.0:  Sure,  it’s  not  real  TV  -­‐  but  those  cat   videos  shot  with  GoPro  are  getting  pretty  good! • YouTube  -­‐  major  networks   and  TV  programmers  have   ambivalence  about  it,  but   the  brand  looks  to  be  #1  in   its  category  for  several   generaJons  of  kids   • Even  if  the  producJon  value   isn’t  there  -­‐  it’s  taking  Jme   and  aFenJon  from  the  TV   ! ! *  How  does  your  brand  create   value  on  YouTube  -­‐  and  then   successfully  migrate  it  back  to   your  TV  shows  &  digital  sites? 18

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