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You Tube Think Video Keynote

  1. THINK VIDEO<br />NEIL PERKIN<br />ONLY DEAD FISH<br /><br />
  2.<br />
  3. Today a quarter of the web’s bandwidth is video<br />Cisco predicts that figure will rise to 90% by 2013<br />
  4. THE DIGITAL UNIVERSE<br />Last year grew 62% to 800,000 petabytes (million gigabytes)<br />By 2020 it will be nearly 50 times as big as it was last year<br /><br />Source: IDC…<br />
  5. Enough to fill 75Bn iPads<br />A digital output equivalent to the entire population of the Earth tweeting continuously for a century<br /><br />Source: IDC…<br />
  6. NOT JUST MORE CONTENT, BUT EXPONENTIALLY MORE<br />Disaggregation and Re-aggregation<br />Any piece of content, anytime, anywhere<br /><br />
  7. The fastest growing category of data on the web is metadata (data about data)<br />New ways to categorise, store, and search content <br />
  8. About 70% of the digital universe is generated by individuals<br />Individuals who continue to move towards data rich environments<br /><br />
  9. LIKE MOBILE<br />Morgan Stanley Internet Trends Report 2010<br />
  10. AND SOCIAL<br />Morgan Stanley Internet Trends Report 2010<br />
  11. Those that understand the new environment<br />And can derive value from the data<br />
  12. IS THIS REALLY SUCH A BIG DEAL?<br /><br />
  13. SOCIAL IS BECOMING A PART OF ALL MEDIA STREAMS<br />Social dimensions are paramount to most people<br />…and most forms of entertainment<br />“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky<br />Source: Future Foundation: Entertainment Futures Image:<br />
  14. Media brands are increasingly defined less by the platform and more by the community<br /><br />
  15. EMPOWERED USERS, UNLIMITED CHOICE<br />Everyone is a media owner<br />The means of production and distribution are shared<br /><br />
  16. NOT JUST TECHNOLOGICAL CHANGE, BUT CULTURAL AND BEHAVIOURAL<br />“Our focus should be not on emerging technologies but on emerging cultural practices.”<br />Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture<br />
  17. COUNTER-INTUITIVE<br /><br />
  18. TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD<br />“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<br /><br />
  19. NETWORKED<br />LINEAR<br />Scheduled<br />On demand<br />Sit back<br />Participative<br />Messages<br />Experiences<br />Content we know you like <br />(because you’ve told us)<br />Content we think you’d like<br />We control the way it is delivered<br />We allow you to play with it, pass it on<br /><br />
  20. THE VALUE EQUATION IS CHANGING<br />= Attention<br />Content<br />= Attention, participation, interaction, content <br />Content, tools, services<br /><br />
  21. ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT<br />"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<br /><br />
  22. MEDIA AS FACILITATOR<br />“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<br />
  23. “A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore<br /><br />
  25. WRONG QUESTION<br />
  26. “Communities already exist. Instead, think about how you can help that community do what it wants to do”<br />Mark Zuckerberg<br />
  27. “One part anarchy, one part aristocracy, <br />one part democracy, one part monarchy”<br />Jimmy Wales on the Wikipedia Community<br /><br />
  28. MOTIVATIONS ARE DIFFERENT<br />Blog Her/Compass Partners Social Media Study<br />
  29. ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING<br />"In the past you were what you owned. Now you are what you share." <br />Charles Leadbeater – We Think<br /><br />
  30. STICKING AROUND<br />Relationships require building, so rather than short-term ROI, you need to take a longer-term view<br />HT<br /><br />
  31. BEING RESPONSIVE<br />“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<br /><br />
  32. AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS<br />“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”<br />
  34. DISTRIBUTED NOT DESTINATION<br />Streams not microsites<br />“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” <br />Glen Hiemstra,<br />
  35. FREE FLOWING NOT STATIC<br />Services, applications and content are scalable and portable<br />Platforms that are seamlessly inter-connectable<br />No barriers to interaction - interfaces that get out of the way<br />Image:<br />
  36. SLIPPY NOT STICKY<br />HT<br /><br />
  37. CAPITALISING ON OUR INHERENTLY SOCIAL NATURE<br />"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<br /><br /><br />
  38. CREATE CONTENT THAT IS REMARKABLE<br />If the web is a mass of conversations, then get talked about<br />Create content and services that are worth passing on<br />Make it as easy as possible for your fans to find it and spread the word<br /><br />
  39. SETH GODIN – ‘FLIPPING THE FUNNEL’<br />Marketing spend generates traffic<br />Some of that traffic sticks<br />Users are inspired and enabled to talk about your product<br />They spread the message around the network<br />Ref:<br />
  40. CREATING SPREADABLE CONTENT<br />4th most viewed film on Nike Football channel<br />600,000+ views - more than twice the number of views as the Nike Five TV ad<br />“If it doesn’t spread, it’s dead” Henry Jenkins, MIT<br />
  41. SOCIAL IDEA NOT SOCIAL MEDIA<br />COMMUNITY AUGMENTATION<br />Status, Notes, Pictures, Videos<br />VIDEO CONTENTBloopers<br />TCVs<br />Fav video content <br />TV<br />PHOTO SHARING<br />Aleks’ visual characterFrom TVCsFamily portraits<br />Community connections<br />Competitions<br />MICRO-BLOGGING<br />140 characters only<br />Sharing thoughts, links,Participating in chat<br />COMPARISON APPLICATIONViral “comparison” app <br />Compare The Meerkat<br />80% increase in quotes…600,000+ Facebook Fans<br />CPA reduced by 73%...Brand Awareness from 20% to 59%<br />HT<br />
  42. HAVING FUN<br />12 million views<br />2m views in less than 2 weeks<br />
  43. ONLINE MEDIA IS ADUNDANT, NOT SCARCE<br />Streams of content, unconstrained by time<br />A new film released every day for a year to promote New Balance 365 trainers<br /><br />
  44. PARTICIPATION AT EVERY STAGE OF THE PROCESS <br />THE TALENT<br />363,000 subscribers…more than any women’s magazine in the UK<br />77m video views<br />
  45. THE FINANCING<br />3 teenagers, 1 forgotten Jules Verne novel<br />Buy a taste of Hollywood by having your name on the end credits<br />Open production process<br />
  46. THE FINANCING<br />“It’s about creating a marketplace”<br />
  47. T-Mobile Karaoke Flash Mob, Trafalgar Square<br />THE PRODUCTION<br />13,000 people<br />1 ad<br />
  48. THE POST-PRODUCTION - REMIX / RECOMBINANT CULTURE<br />Kutiman Thru You ‘You Tube Remix Album’<br />Cadbury gorilla Eastenders mix<br />Pot Noodle spoof of Guinness ad<br />
  49. PEOPLE LOVE TO BE CONNECTED<br />Americans between the ages of 8 and 18 spend on average 7 1/2 hours a day using some sort of electronic device<br />
  50. WHENEVER, WHEREVER<br />Morgan Stanley Internet Trends Report 2010<br />
  51. CHANGING INTERFACES<br />Morgan Stanley Internet Trends Report <br />
  52. NEW INTERFACES HAVE THE POTENTIAL TO CHANGE OUR RELATIONSHIP WITH THE MEDIUM<br />“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<br />
  53. IS THIS CONVERGENCE?<br />Personal and portable like mobile<br />Screen like a TV<br />Interactive like a PC<br /><br /><br />
  54. CONVERGENCE IS ABOUT CONTENT AND PEOPLE NOT THE TECHNOLOGY<br />“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<br /><br />
  55. TV / Video content could give devices like the iPad mass appeal<br />Particularly when it becomes a useful, interactive ‘TV’<br />Plus new situational contexts, new ways of sharing & interacting with content<br /><br />
  56. NEW WAYS TO TELL STORIES<br />The agency without a website<br />
  57. MULTITASKING IS A REALITY<br />Americans now spend 35% more time using the Internet and TV simultaneously than they were a year ago <br />
  58. SOCIAL AND TV WORK WELL TOGETHER<br />Social scheduling – MIT Social TV prototype<br />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<br />
  61. VIDEO DIDN’T KILL THE RADIO STAR<br />“Old media are not being displaced. Rather, their functions and status are shifted by the introduction of new technologies” Henry Jenkins<br />
  62. Not an either /or but more<br />People consume more media, video gets into new places<br /><br />
  63. AND THE TRADITIONAL, SHIFTS<br />“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.”<br />Computer Weekly<br /><br />
  64. ONE LAST THOUGHT…<br />"Over and over again, connecting people with one another is what lasts online. Some folks thought it was about technology, but it's not.“<br />Seth Godin<br />Image:<br />
  65.<br /><br /><br />

Editor's Notes

  • A good starting point is to think about the fact in the near future video content is likely to become a whole lot more important to the web
  • So my final thought is this one…
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