The Revolution will not be Televised...but if you're lucky, it'll be memed.

revolutiont h e
will not be
understanding
audiences in
the social era
by Tara @missrogue Hunt
CEO + Partner, Truly Social Inc.
(but, if you’re lucky, it will be memed!)
televised

cordnever
hello! i’m a
@missrogue / @trulysocial

canary
coalmine
i’m a 45 yr-old
in the

SOURCE: NIELSEN CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016

Thinkbox is the marketing
body for commercial TV in
the UK, in all its forms. It
works with the marketing
community with a single
ambition: to help advertisers
get the best out of today’s TV.
UK Data 2017

trend of the shift of video watching habits over time (ALL)
Live TV -6.0%
Playback TV 0.0%
Video On Demand 28.8%
User Uploaded Video 37.2%

BUT the trend is very pronounced with 16-34s!
Live TV -17.3%
Playback TV -5.0%
Video On Demand 8.5%
User Uploaded Video 51.9%

largely thanks to social media, the audience behaviours/expectations
have changed drastically.
here are:
fundamental
shifts
affecting the audience

time
power roles

time shifts
shift #1.

ain’t nobody
got time for
that!
“
timeshift #1: attention scarcity

4.75 billion
posts shared on Facebook.
500 million
tweets posted to Twitter.
95 million
photos are posted to Instagram.
25.9 million
minutes of video uploaded to YouTube.
every.single.day.

CREDIT: Jason Hirschhorn: @jasonhirschhorn / Matthew Ball: @ballmatthew / Tal Shachar: @tweettal, REDEF, 2016
more and more content!

i want it that
way!
“
timeshift #2: everything on demand

1990
In 1990, I:
• Heard this song on the radio
and fell in love (5:55pm on
Saturday)
• Ran directly to the HMV, but
it had just closed
• Ran all around town to find a
place that carried it. No luck.
• Slept by my ghetto blaster to
try and catch it again (to hit
play/record!)
• Had to be outside of HMV at
10am on Monday Morning
• Bought the entire album…not
just the single I wanted.

“Yes, Queen.”
“Here is George Michael’s Freedom
90 on Spotify!”
“Hey Google!”
“Can play George Michael’s Freedom on
Spotify?”
now

Harnessing Change: The Future of Programming Distribution in Canada by the Canadian Radio-television and Telecommunications Commission, May 31, 2018

“the more that's available on demand, the more we demand is available“

power shifts@missrogue / @trulysocial
shift #2.

let’s go here!
this one has
good reviews!
“
powershift #1: democratization

Reviews can make or break a business - and they don’t just exist on review sites.

"92 percent of people trust recommendations from other
people over brands. Teens have a seven times higher
emotional attachment to YouTube stars than to ‘traditional’
celebs. And 49 percent of people rely on influencer
recommendations when they’re making a purchase."
- Adweek: April 11, 2017
http://www.adweek.com/tv-video/its-time-for-marketers-to-change-how-they-select-and-reward-influencers/

time’s
up!“
powershift #2: representation

For many years, this is pretty much what marketers (and networks)
thought of as “the audience”. Educated, straight, affluent white people.
Anyone else was seen as “niche”.

"By 2036, (StatsCan)
predicts, as many as 30%
of all residents will not
have been born in Canada.
Another 20% of the
population will be native-
born, but with at least one
immigrant parent."
http://www.cbc.ca/news/canada/minorities-to-rise-significantly-
by-2031-statscan-1.865985

#BlackLivesMatter #MeToo #FamiliesBelongTogether
there is an enormous call for pro-active representation

Niche IS the mainstream! We live in an increasingly diverse world. The beauty of Netflix is that the
audience can choose based on what they are drawn to. But Hollywood is taking notice, too, and
casting and the stories they tell are improving. AND IT’S PAYING IN $$$$$$!

Cha-ching! People DO want diverse representations!
$1.2 BILLION
$700 MILLION
POPULAR SERIES!
POPULAR SERIES!

The backlash (anti-immigration, Alt-Right, etc) is evidence that the world
is changing at a pace that makes those who have enjoyed the comfort of
being the “mainstream” very upset. We have a long way to go.

role shifts@missrogue / @trulysocial
shift #3.

all the
world’s a
stage!
“
roleshift #1: content creation

New online services have provided the tools and opportunities for
more Canadians to become creators than ever before. This has
resulted in the development of a large pool of Canadians who have
developed the creative and technical talent and skills necessary to
inform and entertain audiences large and small, within local
communities, across the country and around the globe.
Harnessing Change: The Future of Programming Distribution in Canada, CRTC
https://crtc.gc.ca/eng/publications/s15/eval.htm#o2
“

talent production
(high cost)
networks
(limited)
distribution
(tightly
controlled)
devices
(shared/not
portable)
audience
(captive)
THEN
credit: REDEF on the Future of Video
https://redef.com/original/presentation-redef-on-the-future-of-video

talent
audienceproduction + network + distribution + device
credit: REDEF on the Future of Video (plus my modifications!)
https://redef.com/original/presentation-redef-on-the-future-of-video
TODAY

“amateurs” are the
influencers
Variety Magazine did two studies in
2014 and then 2015 and found that, not
only are digital content creators more
influential than traditional celebrities,
they were also more consistent and
relatable.

Internet use is about far more
than cultural consumption. Yet
the CRTC envisions the Internet
as little more than cable
television and wants to
implement a taxation system
akin to that used for cable and
satellite providers.
Michael Geist, Regulate Everything: The CRTC Goes All-In on
Internet Taxation and Regulation: http://www.michaelgeist.ca/2018/05/regulate-
everything-the-crtc-goes-all-in-on-internet-taxation-and-regulation/
😒dear CRTC,
do NOT ruin the internet.
“

The Internet has blurred the lines between
creator and consumer, introduced new
players and intermediaries, created a
more interconnected and open world and
altered consumers’ expectations and
opportunities.
Strengthening Canadian Television Content: Creation, Discovery and Export in a Digital World
C.D. Howe Institute, December 2017
“

😒Only one mention of user-generated
content in the entire report
(but Netflix >50x).

Conclusion:
The solution to the threats facing CanCon
are:
1. Need more high-quality shows (their
“idea” is to produce fewer at higher
“quality”)
2. Need to export more CanCon (hence
the need for “quality”)
3. Something something simplification
something something innovative
solutions

check out all of the can-con!

8,575,469,552
...combined views for these 6 YouTube creators on only
their main channels. Most of them have multiple channels
and connect with their audiences on multiple networks.
Combined following: 48 Million
06.17.18

“User-Generated Video”
Look at this!
1. Lots of high-quality shows! 
The kind of “quality” that consumers
….apparently… demand.
2. Exported!  
Both content and, unfortunately,
talent.
3. Something something simplification
something something innovative
solutions!

dismiss at your own peril

the ATTENTION is shifting
to user uploaded video
the AD DOLLARS are shifting to
digital AND user-uploaded video
(influencer marketing)
forget netflix. this is what should concern you.

thanks for the
inspiration. i’ll
take it from
here!
“
roleshift #2: ownership

“STAN CULTURE”
a fan so dedicated to an artist, show or genre that he or she does ridiculous things like driving for 4 hours to buy szechuan sauce.

https://patch.com/new-jersey/newarknj/1-day-get-mcdonald-s-szechuan-sauce-n-j-thank-rick-morty

https://www.polygon.com/2017/9/13/16301174/rick-and-morty-youtube-livestream-adult-swim

“REMIX CULTURE”
the act of taking existing popular culture and remixing or remaking it into something else altogether original. generally, but not
always, covered by fair use (fair dealing in canada) laws. it’s the ultimate homage to one’s favourite shows and characters.
COSPLAY FAN THEORIES MEMES

the book the movie the fanfiction

none of this is
new or because
of the internet
people participate. they create. that’s what they do.

time
attention is more
scarce than ever
---
we want stuff
when we want it,
delivered how we
want it.
power
word-of-mouth is
amplified
---
diversity +
representation is no
longer a nice-to-
have
roles
consumers are
now creators
---
the idea of
ownership is
squishy

so then? now what? what can YOU do?
it’s not going to be
a simple solution.

but…here is a little idea…
your new metrics of success:
➔ # of gifs and memes made by fans
➔ # of bootlegs of your shows uploaded
➔ # of cosplays at Comic Con of your
characters
➔ # of crazy fan theories
➔ cost of the fan art for sale

@missrogue / @trulysocial https://nineteeneightyeight.com/collections/bojack-horseman/products/rezatron-bojack-bust?variant=51471978259WANT

contentisn’t where the value lies…

audienceisn’t even really where the value lies…
(especially in a world where FB makes pay to reach your
own followers!)

attentionis valuable.
And, even better:
RELATIONSHIPS/TRUST and longer
term results of positive, real attention.

if they’re not
stealing your
content, you have
failed.
- Tara Hunt, right now
“

Thank
you!
Tara Hunt
CEO + Partner
tara@trulysocial.ca
www.trulysocial.ca

I removed the following slides from my
original presentation…as I felt that the
“solution” is more complicated and
nuanced.
I started to riff originally on where the
industry could shift their thinking to
start to understand where things go
from here…
Excuse the mess… ;)

rethink
first, you need to
the way things have “always been done”
Deleted addendum:

rethink
time

instead of…
seasons
short-term
campaigns
think…
always-on
long-term
building relationships

instead of…
portals
apps
pipelines
think…
transmedia
feeds
community

rethink
audience

instead of…
pushing messages at
think…
listening to

instead of…
trying to appeal to everyone
think…
connecting with a specific
audience

instead of…
counting views and
impressions and paying
influencers to talk about you
(or “manage” your
reputation).
think…
aiming for engagements,
creating more conversations
and helping your audience
tell the stories organically.

rethink
content

instead of…
high-level production
“professional” actors/
writers/etc.
polish + perfection
think…
connecting to the audience
directly, with real people and
stories

instead of…
intellectual property
+
ownership
think…
content that is so awesome
that your audience wants to
steal it

SUSTAINING ADJACENT DISRUPTIVE DISCONTINUOUS
Normal competition.
Incremental streamlining
of the current product,
market, and/or methods.
Altering the mix.
New product, new
market, new method.
Changing how you
make money.
The old way won’t
survive.
Changing the world.
“I can’t imagine what life was
like before.”
DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
4 kinds of innovation:
credit: Alistair Croll

DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
auto industry example:

DOING YOUR JOB.
SOMETHING IS
AFOOT.
SOMEONE IS
GONNA GET HURT.
THE WORLD HAS
CHANGED.
entertainment example:

https://d2dpa77enk4uif.cloudfront.net/app/uploads/20160926174555/REDEF_MasterDeck_vPUBLIC2.pdf
Addendum: there are a lot of interesting ideas in here!

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The Revolution will not be Televised...but if you're lucky, it'll be memed.