Matt Locke's outstanding and insightful opening presentation at the event, giving us a fascinating journey through Social TV, and his `ABC` of how to drive best effect, through understanding consumer behaviour.
My talk is a brief history of attention. Attention is what we all want, and something i’m a bit obsessed with. In fact, we’re all obsessed with it - When we talk about ‘big data’, we’re really talking about attention
Attention has always been an important factor in storytelling. Its the way you get a sense of how your audience is responding - its an important part of how artists learn and refine their craft. For most of our history, its been a visceral experience - like the roar of a crowd
When there is a dominant measure of attention, it affects culture in three ways - the kind of art that people make, the businesses that accrue around culture, and ways of cheating the measure we’re using
This is the Telefon Hirmondo, which was a one-way telephone broadcast service launched in 1893. You could buy a one-way telephone and pick it up at various parts of the day. It raised an interesting problem - how do you organise the attention of the audience for a whole day?
This is a chart of server traffic from the website for the seven Days documentary at in 2010. It was an experiment in two screen TV, and the red mark is where the server crashed, 10mins into the first programme. Its the first time I’d underestimated attention in my career.
This is from the C4 project 1066 - it shows google searches for two phrases, on related to the TV show, and one to the online game. Its interesting to see the differences in shape between the two parts of the project
This chart shows what happens when audience’s really want to learn a new behaviour. On the left are the amount of games projects that were funded on Kickstarter before the blockbuster ‘double fine adventure’ project, which introduced 65k users and raised over $3m. On the right are how many projects got funded after these new users had learnt the behaviours necessary to use kickstarter - once people do something once, they are far more likely to do it again.
This timeline shows the kinds of behaviours that people using the web have learnt over the last 20 years. Its really valuable to think of internet platforms as collections of behaviours, rather than technology. Often users will learn a behaviour (eg uploading a picture) on one platform (eg flickr) and then other platforms come along that take that behaviour and use it in new ways (eg instagram). At Storythings, we think a lot about designing for behaviours, not platforms.
This is how we used to think about participation on the web - lots of ‘lurkers’, a few ‘sharers’ and a tiny minority of active creators.
recent BBC research shows how this has changed - many more sharers, more creators, and a much smaller group of passive net users. This change is predominantly because Facebook and Twitter has made sharing and re-circulating content so easy.
So when we think about projects at Storythings, we think in terms of designing for two people, not one - how will people talk and share about the project together?
One of the affects of a world of circulation is transgression - when your story or content gets shared, it always involves people sharing it in places or contexts that you have no control over. I’ve had a couple of tweets shared a lot of times, and its really odd when you start getting responses from people who have seen your tweet shared 4/5/6th hand, and therefore don’t know you or the original context. This is a fundamental issue for brands - a world of circulation means that the only way to control the context of your brand messages is to not allow them to be shared - to *not be successful*. If you want to be ‘viral’ and encourage sharing, you must also be comfortable with the transgression that drives sharing - people will talk about you and put your stories in contexts that you might be unhappy about. That’s the price of telling stories in an age of circulation rather than distribution.
These are the big 4 ecosystems - the ‘stacks’ as bruce Sterling calls them. They are busy building ecosystems that can monetise lots of different patterns of attention , that understand and enable a wide variety of new behaviours , and that encourage and reward circulation rather than distribution. Traditional media companies that have build their ecosystems around specific patterns of attention (eg schedules), that don’t encourage new behaviours (eg time-shifting) and think of circulation as piracy are going to struggle to compete.
#SocialTVConf Presentations - 22/1/13 - Matt Locke from Storythings
The ABC of social TV Matt Locke @matlock @storythings
We are in the middle of a shift from networks built around distributionto eco-systems built around circulation
GOOGLE APPLE FACEBOOK AMAZONStorage Google Drive iCloud N/A EC2 AndroidPlatform iOS Facebook API Amazon version of Android Google Apps iPod 3rd Party Tablets/mobiles iPhone KindleDevice running Android N/A iPad Kindle Fire Google TV Apple TV PingSocial Google+ Game Center Facebook Kindle Public Notes Twitter (intergrated into iOS) Films/TV (iTunes) Films/TV (Youtube) Music (iTunes) Music (google music) Books (Amazon) Games (App Store) GamesContent Books (google books) Music (Amazon MP3) Books (iBooks) Photos Games (Android) Film/TV (LoveFilm) Magazines/Newspapers Photos (Picasa) (Newsstand) Android App Store iTunes AmazonMarket Facebook Credits Google Checkout App Store Kindle Store Google AdWordsAdvertising Google AdSense iAds Facebook Adverts Amazon Advertising Youtube
Youtube is the centre of one of the most interesting battles between distribution and circulation
Social TV will come of age when the schedule is replaced by behaviours from other contexts: organic search algorithmic recommendation social recommendation
It took 30 years for the music industry to be transformed by new behaviours.We’re about 10 years into the same transformation of the TV industry.
We are in a long period of transitionWe have to design for new attention patterns
We are in a long period of transitionWe have to design for new attention patterns We have to design for new behaviours
We are in a long period of transition We have to design for new attention patterns We have to design for new behavioursWe have to design for circulation, not distribution
We are in a long period of transition We have to design for new attention patterns We have to design for new behavioursWe have to design for circulation, not distribution We are still only at the beginning