You Tube Think Video Keynote

THINK VIDEO
NEIL PERKIN
ONLY DEAD FISH
neilperkin.typepad.com

Today a quarter of the web’s bandwidth is video
Cisco predicts that figure will rise to 90% by 2013

THE DIGITAL UNIVERSE
Last year grew 62% to 800,000 petabytes (million gigabytes)
By 2020 it will be nearly 50 times as big as it was last year
http://www.flickr.com/photos/steve-maw/
Source: IDC… http://www.emc.com/collateral/demos/microsites/idc-digital-universe/iview.htm

Enough to fill 75Bn iPads
A digital output equivalent to the entire population of the Earth tweeting continuously for a century
http://www.flickr.com/photos/ruthanddave/
Source: IDC… http://www.emc.com/collateral/demos/microsites/idc-digital-universe/iview.htm

NOT JUST MORE CONTENT, BUT EXPONENTIALLY MORE
Disaggregation and Re-aggregation
Any piece of content, anytime, anywhere
http://www.flickr.com/photos/guymauve/

The fastest growing category of data on the web is metadata (data about data)
New ways to categorise, store, and search content

About 70% of the digital universe is generated by individuals
Individuals who continue to move towards data rich environments
http://www.flickr.com/photos/janeland/

LIKE MOBILE
Morgan Stanley Internet Trends Report 2010

AND SOCIAL

Those that understand the new environment
And can derive value from the data

IS THIS REALLY SUCH A BIG DEAL?
http://www.flickr.com/photos/marthaburzynski/

SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS
Social dimensions are paramount to most people
…and most forms of entertainment
“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky
Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/

Media brands are increasingly defined less by the platform and more by the community
http://www.flickr.com/photos/hankins/

EMPOWERED USERS, UNLIMITED CHOICE
Everyone is a media owner
The means of production and distribution are shared
http://www.flickr.com/photos/esparta/

NOT JUST TECHNOLOGICAL CHANGE, BUT CULTURAL AND BEHAVIOURAL
“Our focus should be not on emerging technologies but on emerging cultural practices.”
Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture

COUNTER-INTUITIVE
http://www.flickr.com/photos/meg/%20

TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD
“The other guys think the purpose of communication is to get information.We think the purpose of information is to foster communication.”Mark Zuckerberg, CEO Facebook
http://www.flickr.com/photos/danarah/

NETWORKED
LINEAR
Scheduled
On demand
Sit back
Participative
Messages
Experiences
Content we know you like
(because you’ve told us)
Content we think you’d like
We control the way it is delivered
We allow you to play with it, pass it on
http://www.flickr.com/photos/timothyschenck/

THE VALUE EQUATION IS CHANGING
= Attention
Content
= Attention, participation, interaction, content
Content, tools, services
http://www.flickr.com/photos/wespionage/

ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT
"The internet is a the great disintermediator – it connects everything to everything else…Previously mass media aggregated attention and brands bought it. To earn your own attention you have to do things, create content, that people elect to spend time with.” FarisYakob
http://blog.marketing-soc.org.uk/tag/digital/

MEDIA AS FACILITATOR
“Media is less and less often about crafting a single message to be consumed by individuals, and more and more often a way of creating an environment for convening and supporting groups” Clay Shirky

“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore
http://emptyla.com/

SO HOW CAN I CREATE A COMMUNITY?

WRONG QUESTION

“Communities already exist. Instead, think about how you can help that community do what it wants to do”
Mark Zuckerberg

“One part anarchy, one part aristocracy,
one part democracy, one part monarchy”
Jimmy Wales on the Wikipedia Community
http://www.flickr.com/photos/vhata/

MOTIVATIONS ARE DIFFERENT
Blog Her/Compass Partners Social Media Study

ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING
"In the past you were what you owned. Now you are what you share."
Charles Leadbeater – We Think
http://www.flickr.com/photos/paopix/

STICKING AROUND
Relationships require building, so rather than short-term ROI, you need to take a longer-term view
HT http://farisyakob.typepad.com/
http://www.flickr.com/photos/jryle79/

BEING RESPONSIVE
“There is a correlation between the amount of time it takes for information to be transmitted, the amount of time it takes to have an effect, and the corresponding cultural decay rate. The real-time web of twitter and facebook has brought the cultural latency rate down to almost zero. In response, companies must act faster, responding in real time, to keep apace with its customers.” FarisYakob
http://www.flickr.com/photos/bright/

AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS
“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS
http://www.flickr.com/photos/streamishmc/

DISTRIBUTED NOT DESTINATION
Streams not microsites
“As we move beyond Web 2.0 into an ever more interactive network, in which users send as much material as they consume…it becomes obvious that we are progressing from the Internet through the Web to the Stream”
Glen Hiemstra, Futurist.com

FREE FLOWING NOT STATIC
Services, applications and content are scalable and portable
Platforms that are seamlessly inter-connectable
No barriers to interaction - interfaces that get out of the way
Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg

SLIPPY NOT STICKY
HT http://garethkay.typepad.com/brand_new/
http://www.flickr.com/photos/curtisperry/

CAPITALISING ON OUR INHERENTLY SOCIAL NATURE
"Copying among a population with frequent interactions creates a pull mechanism by which things spread through populations. This is the opposite to conventional marketing wisdom, where 'influence' is a 'push' idea, in being about what we do to people, rather than them choosing to do themselves, without us.” Mark Earls
http://www.flickr.com/photos/elithebearded/
http://herd.typepad.com/

CREATE CONTENT THAT IS REMARKABLE
If the web is a mass of conversations, then get talked about
Create content and services that are worth passing on
Make it as easy as possible for your fans to find it and spread the word
http://www.flickr.com/photos/oldflints/

SETH GODIN – ‘FLIPPING THE FUNNEL’
Marketing spend generates traffic
Some of that traffic sticks
Users are inspired and enabled to talk about your product
They spread the message around the network
Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

CREATING SPREADABLE CONTENT
4th most viewed film on Nike Football channel
600,000+ views - more than twice the number of views as the Nike Five TV ad
“If it doesn’t spread, it’s dead” Henry Jenkins, MIT

SOCIAL IDEA NOT SOCIAL MEDIA
COMMUNITY AUGMENTATION
Status, Notes, Pictures, Videos
VIDEO CONTENTBloopers
TCVs
Fav video content
TV
PHOTO SHARING
Aleks’ visual characterFrom TVCsFamily portraits
Community connections
Competitions
MICRO-BLOGGING
140 characters only
Sharing thoughts, links,Participating in chat
COMPARISON APPLICATIONViral “comparison” app
Compare The Meerkat
80% increase in quotes…600,000+ Facebook Fans
CPA reduced by 73%...Brand Awareness from 20% to 59%
HT http://ameliatorode.typepad.com/

HAVING FUN
12 million views
2m views in less than 2 weeks

ONLINE MEDIA IS ADUNDANT, NOT SCARCE
Streams of content, unconstrained by time
A new film released every day for a year to promote New Balance 365 trainers
http://www.newbalance365.com/

PARTICIPATION AT EVERY STAGE OF THE PROCESS
THE TALENT
363,000 subscribers…more than any women’s magazine in the UK
77m video views

THE FINANCING
3 teenagers, 1 forgotten Jules Verne novel
Buy a taste of Hollywood by having your name on the end credits
Open production process

THE FINANCING
“It’s about creating a marketplace”

T-Mobile Karaoke Flash Mob, Trafalgar Square
THE PRODUCTION
13,000 people
1 ad

THE POST-PRODUCTION - REMIX / RECOMBINANT CULTURE
Kutiman Thru You ‘You Tube Remix Album’
Cadbury gorilla Eastenders mix
Pot Noodle spoof of Guinness ad

PEOPLE LOVE TO BE CONNECTED
Americans between the ages of 8 and 18 spend on average 7 1/2 hours a day using some sort of electronic device

WHENEVER, WHEREVER

CHANGING INTERFACES
Morgan Stanley Internet Trends Report

NEW INTERFACES HAVE THE POTENTIAL TO CHANGE OUR RELATIONSHIP WITH THE MEDIUM
“Apple's iPad will likely take the crown for the fastest consumer product growth to the $1 billion revenue mark in history, taking less than 120 days from announcement to reach that milestone” Carl Howe

IS THIS CONVERGENCE?
Personal and portable like mobile
Screen like a TV
Interactive like a PC
http://paulisakson.typepad.com/planning/2010/05/ipad-marketing-gaming-social-behavior.html
http://www.flickr.com/photos/48600091327@N01/4569922802/

CONVERGENCE IS ABOUT CONTENT AND PEOPLE NOT THE TECHNOLOGY
“Convergence does not depend on any specific delivery mechanism, rather, convergence represents a paradigm shift - a move from medium-specific content toward content that flows across multiple media channels” Henry Jenkins
http://www.flickr.com/photos/ekarjala/

TV / Video content could give devices like the iPad mass appeal
Particularly when it becomes a useful, interactive ‘TV’
Plus new situational contexts, new ways of sharing & interacting with content
http://www.feedingthepuppy.com/2010/04/ipad-video-review-its-the-future-of-television.html

NEW WAYS TO TELL STORIES
The agency without a website

MULTITASKING IS A REALITY
Americans now spend 35% more time using the Internet and TV simultaneously than they were a year ago

SOCIAL AND TV WORK WELL TOGETHER
Social scheduling – MIT Social TV prototype
A central database aggregates video from online sources like YouTube, shares user-specified data with social networks, delivers video to the user's TV, and lets users and the people in their networks send comments and ratings back and forth via an iPhone app

SOCIAL FILTERING OF CONTENT
http://www.twittertim.es/

QUESTIONS LIKE THIS WILL BECOME INCREASINGLY IRRELEVANT

VIDEO DIDN’T KILL THE RADIO STAR
“Old media are not being displaced. Rather, their functions and status are shifted by the introduction of new technologies” Henry Jenkins

Not an either /or but more
People consume more media, video gets into new places
http://www.flickr.com/photos/agitpropdevices/

AND THE TRADITIONAL, SHIFTS
“And this is really why YouTube is so important. It was started as a TV channel for everyone…but it has grown into a far more powerful medium where it is now the first port-of-call for anyone seeking video content.”
Computer Weekly
http://www.computerweekly.com/blogs/social-business/2010/04/youtube-is-five.html

ONE LAST THOUGHT…
"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“
Seth Godin
Image: http://www.gapingvoid.com/

http://twitter.com/neilperkin
http://www.flickr.com/photos/alphadslr/

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You Tube Think Video Keynote

by Neil Perkin on May 13, 2010

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You Tube Think Video Keynote — Presentation Transcript