Cameron Church

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Presentation for the Facebook Developer Garage 2009

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Cameron Church

  1. 1. Facebook Video: Viral vs Destination
  2. 2. Who is this Guy? <ul><li>Cameron Church : Technical Channel Director EMEA </li></ul><ul><li>6+ years technical experience in Online Video </li></ul><ul><li>2+ years with Brightcove </li></ul><ul><li>Privileged to work with many major publishers across EMEA </li></ul>
  3. 3. Why Video? – some 2008 stats <ul><li>13% yoy growth of number of UK people watching online video </li></ul><ul><li>France and Germany grew 17% and 10% yoy </li></ul><ul><li>Videos per viewer has grown 18% yoy : average 131 each in Dec 2008 </li></ul><ul><li>Time spent per video is up 46% yoy : average over 8 hours a month </li></ul><ul><li>Source comScore 2008 data </li></ul>
  4. 4. Why Video on Facebook? <ul><li>Engagement demands on the web and with online video is on the up </li></ul><ul><li>This implies they want to share / communicate to friends </li></ul><ul><li>The number 1 sharing / communication platform – major self-contained social hub </li></ul><ul><li>Users of all demographics (including my mum!) use FB – massive reach in inherently fragmented market </li></ul><ul><li>Controlled platform – you are god </li></ul>
  5. 5. Why Brightcove Video on Facebook? <ul><li>Whitelisted by Facebook </li></ul><ul><li>Extensive player API and framework </li></ul>
  6. 6. Push or Pull? <ul><li>2 Types of video distribution: Push and Pull </li></ul>Push – Viral Pull - Destination <ul><li>Send the video to your user </li></ul><ul><li>The video is free to go anywhere </li></ul><ul><li>The experience is packaged but limited </li></ul><ul><li>Self- contained branded content : Message in a bottle </li></ul><ul><li>For fragmented approach (user profile unknown) </li></ul><ul><li>Non-monetisable </li></ul><ul><li>Video shared via newsfeed </li></ul><ul><li>Bring the user to your video </li></ul><ul><li>The video sits in a controlled brand zone </li></ul><ul><li>The experience is completely immersive / full space </li></ul><ul><li>Any type of content (including rights controlled) : Carnival approach </li></ul><ul><li>For segment approach (targeted user profile) </li></ul><ul><li>Ideal for monetisation </li></ul><ul><li>Video supplied via FB App </li></ul>
  7. 7. Push – Sharing via the Newsfeed <ul><li>A user takes the video from a seed player (outside of FB) </li></ul><ul><li>Uses the FB Share API </li></ul><ul><li>The video shows up for playback on personal profile pages </li></ul><ul><li>Share from within profiles to any other profiles </li></ul><ul><li>Non advertising (according to FB T&Cs) </li></ul>
  8. 8. Pull – A video enabled FB App <ul><li>Bring a user to you </li></ul><ul><li>Immersive controlled environment </li></ul><ul><li>Full access to the FB APIs – including targeting </li></ul><ul><li>Shared via App Bookmarking </li></ul><ul><li>Can mix in other engagement tools (polls, links, branding) </li></ul><ul><li>Mainly for Monetization Strategies </li></ul>
  9. 9. Demos <ul><li>Pull – Branded Channel by LIV </li></ul><ul><li>Push – Seed Player example </li></ul>
  10. 10. Conclusions <ul><li>Video and Facebook just makes sense </li></ul><ul><li>Use Brightcove to leverage our whitelisting </li></ul><ul><li>Push viral content : Branded content / leverage user popularity </li></ul><ul><li>Pull users to “monetizable” content : Branded Channel / Give them an experience </li></ul><ul><li>Try it yourself using a Brightcove 30-day trial account </li></ul>+49 (0) 40 401 900 - 166
  11. 11. Contact <ul><li>Email : [email_address] </li></ul><ul><li>Blog : http://blog.brightcove.com/global </li></ul><ul><li>Trial Account : http://www.brightcove.com/en/30-day-trial </li></ul><ul><li>Dev Site : http://developer.brightcove.com </li></ul><ul><li>We’ve launched the London Brightcove Developer Group </li></ul><ul><ul><li>Email me to join up </li></ul></ul>

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