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Web 3.0 的客廳革命

Jamie Lin
Jamie Lin

當 Web 3.0 碰到電視,會發生什麼事情?

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Web 3.0 的客廳革命,[object Object],Jamie C. Lin, 9/15/2010,[object Object]
今天的主題,[object Object],客廳出了什麼問題?,[object Object],手機的前車之鑑,[object Object],Web 3.0 + TV 是什麼情況?,[object Object],世界一流的案例,[object Object],Q&A,[object Object],lge@Flickr,[object Object]
客廳出了甚麼問題?,[object Object]
硬體、節目不斷推陳出新,[object Object],lge@Flickr,[object Object],airgap@Flickr,[object Object]
收視率卻長期下滑,[object Object]
問題出在哪裡?,[object Object],eclogite@Flickr,[object Object]
Web 3.0 的客廳革命
網路有什麼不同?,[object Object],ntr23@Flickr ,[object Object]
TV: 時刻表,[object Object]
網路:TVOD,[object Object]
TV: 0809,[object Object]
網路: 隨看即買,[object Object]
TV: 互… 動…,[object Object]
網路: 社群分享,[object Object]
於是現在的年輕人…,[object Object],greenpin@Flickr,[object Object]
所以當然…,[object Object]
更重要的是… ,[object Object],ted_lee@Flickr,[object Object]
你猜現在他們最流行什麼?,[object Object]
Scobleizer@Flickr,[object Object],{ Web 3.0 + 手機 } 發生了什麼事情?,[object Object]
Web 3.0 的手機革命,[object Object],行動電話?,[object Object]
隨選內容,[object Object]
社群,[object Object],Facebook,[object Object],Plurk,[object Object],Twitter,[object Object]
個人化,[object Object],Pandora for iPhone,[object Object],Apple Genius,[object Object]
Anywhere,[object Object]
適時適地,[object Object],LBS (Location-based Service),[object Object],推播訊息,[object Object]
「內容」收益遠大於「廣告」,[object Object]
{ Web 3.0 + 手機 }…,[object Object],行動電話?,[object Object],上網裝置!!,[object Object]
{ Web 3.0 + 電視} 會發生什麼事情?,[object Object]
{ Web 3.0 + 電視} 的三個階段,[object Object],{ TV  Web } – 把觀眾導向網路,[object Object],{ TV+ Web } – 讓觀眾一邊上網,[object Object],{ TV = Web }– 電視網路化,[object Object]
{ TV  Web } – 把觀眾導向網路,[object Object],CPM  CRM,[object Object],不只 30 秒,[object Object],建立長期關係,[object Object]
{ TV  Web },[object Object],URL,[object Object],上網搜尋,[object Object],社群媒體,[object Object],Webisodes,[object Object]
{ TV  Web } – URL,[object Object],清楚、好記,[object Object],未完、待續,[object Object],統計效能,[object Object],Email、Facebook…,[object Object]
案例:東森五都大決戰,[object Object]
案例:DroidDoes,[object Object],http://www.youtube.com/watch?v=e52TSXwj774,[object Object]
{ TV  Web },[object Object],URL,[object Object],上網搜尋,[object Object],社群媒體,[object Object],Webisodes,[object Object]
{ TV  Web } – 上網搜尋,[object Object],清楚、好記,[object Object],未完、待續,[object Object],統計效能,[object Object],Email、Facebook…,[object Object]
{ TV  Web } –  上網搜尋,[object Object]
{ TV  Web } –  上網搜尋,[object Object]
案例:阮經天 vs. 茶花綠茶,[object Object],http://www.youtube.com/watch?v=Pv91NDz3IeE,[object Object],http://www.youtube.com/watch?v=fraDGN7CLRU,[object Object]
{ TV  Web },[object Object],URL,[object Object],上網搜尋,[object Object],社群媒體,[object Object],Webisodes,[object Object]
{ TV  Web } – 社群媒體,[object Object],Facebook/Twitter/Plurk,[object Object],CPM  CRM,[object Object],活動,[object Object]
案例:7-Eleven,[object Object],700,000 粉絲,[object Object]
案例:統一星巴克,[object Object],330,000 粉絲,[object Object]
{ TV  Web },[object Object],URL,[object Object],上網搜尋,[object Object],社群媒體,[object Object],Webisodes,[object Object]
{ TV  Web } – Webisodes,[object Object],延伸劇情,[object Object],病毒行銷,[object Object]
案例:夏天好熱,[object Object],http://www.youtube.com/watch?v=sCjuLGYsz1g,[object Object]
案例:夏天好熱,[object Object],600,000 人次收看,[object Object]
案例:Gilette,[object Object],http://www.youtube.com/watch?v=cTl3U6aSd2w,[object Object]
案例:BlendTec,[object Object],http://www.youtube.com/watch?v=lAl28d6tbko,[object Object]
案例:BlendTec,[object Object],136,257 x $30 CPM = 省下$4,087,710,[object Object],2007 年業績上升:5倍,[object Object]
案例:BlendTec,[object Object]
{ TV + Web },[object Object],一邊看電視,一邊上網,[object Object],更多資訊,[object Object],參與討論,[object Object],找到同好,[object Object],下載,[object Object]
案例:CNN 歐巴馬 就職演說,[object Object]
案例:CNN 歐巴馬 就職演說,[object Object],600,000 塗鴉牆分享,[object Object],600,000 x 3 x $0.1 CPC = 省下 $180,000,[object Object],8,000,000 推特分享,[object Object],136,000,000 PVs,[object Object],5,300,000 即時收看,[object Object],21,300,000 線上收看,[object Object]
案例:GetGlue,[object Object],“Check in” 電視節目,[object Object],3 個月達到 5,000,000 人次,[object Object]
{ TV = Web },[object Object],隨選,[object Object],互動,[object Object],個人化,[object Object],分享,[object Object],廣告? 內容!,[object Object]
隨選,[object Object],自由,[object Object],雲端,[object Object],豐富,[object Object]
案例:Hulu,[object Object]
案例:Hulu,[object Object],北美三大電視公司合資,[object Object],共有 28,000 個節目,[object Object],MAU: 28,500,000,[object Object],每月 783,000,000 次廣告播放 (#1), $35 CPM,[object Object],年營收,[object Object],2009: US$100,000,000,[object Object],2010E: US$200,000,000,[object Object],Hulu Plus: $10 /mo, 3,000 個 premium 內容, iPad,[object Object]
{ TV = Web },[object Object],隨選,[object Object],互動,[object Object],個人化,[object Object],分享,[object Object],廣告? 內容!,[object Object]
互動,[object Object],雙向,[object Object],更多資訊,[object Object],相關內容,[object Object],收看更多,[object Object]
案例:Boxee,[object Object],http://vimeo.com/8599559,[object Object],$10 MM VC,[object Object],5MM MAU,[object Object],互動,[object Object],由軟而硬,[object Object]
案例:Boxee,[object Object]
案例:Google TV,[object Object],http://www.youtube.com/watch?v=vS0la9SmqWA,[object Object]
案例:Google TV,[object Object]
案例:Apple TV,[object Object],http://www.youtube.com/watch?v=T6mKtcOy8Ps,[object Object]
{ TV = Web },[object Object],隨選,[object Object],互動,[object Object],個人化,[object Object],分享,[object Object],廣告? 內容!,[object Object]
個人化,[object Object],隨喜好調整,[object Object],隨朋友調整,[object Object],隨時間調整,[object Object],隨地點調整,[object Object]
案例:Facebook,[object Object]
{ TV = Web },[object Object],隨選,[object Object],互動,[object Object],個人化,[object Object],分享,[object Object],廣告? 內容!,[object Object]
分享,[object Object],病毒行銷,[object Object],1  3,[object Object],增加收視,[object Object]
案例:Youtube,[object Object]
案例:Youtube,[object Object]
{ TV = Web },[object Object],隨選,[object Object],互動,[object Object],個人化,[object Object],分享,[object Object],廣告? 內容!,[object Object]
廣告?內容!,[object Object],把品牌宣傳,變成觀眾有興趣的內容,[object Object],品牌人格化,[object Object],病毒行銷,[object Object]
案例:Old Spice,[object Object],Old Spice Man (100,000,000+ views)http://www.youtube.com/watch?v=owGykVbfgUE,[object Object]
案例:Old Spice,[object Object],http://www.youtube.com/watch?v=uLTIowBF0kE,[object Object]
案例:Old Spice,[object Object],觀眾發問,[object Object],廣告公司製作回答影片(Wieden + Kennedy)11 小時, 87 支,[object Object],57,000,000 views,[object Object]
案例:Old Spice,[object Object],http://www.youtube.com/watch?v=GPlg9ez4L1w,[object Object]
案例:Old Spice,[object Object],http://www.youtube.com/watch?v=nFDqvKtPgZo,[object Object]
更多案例,[object Object],http://adage.com/digital/archive?section_id=674,[object Object],http://www.youtube.com/charts/videos_views?t=a,[object Object]
moppet65535@Flickr ,[object Object],請發問,[object Object]

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Web 3.0 的客廳革命

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