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Future Facing Future Feeds, Madi Solomon

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We are at a juncture where we - content strategists, information managers, librarian, taxonomists, and related professionals - must shift our focus on gauging how good content is from impulse to metrics that measure the impact of content on users. User data is the only benchmarking worth pursuing, and we can do this using behavioural data.

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Future Facing Future Feeds, Madi Solomon

  1. 1. Madi Weland Solomon Future Facing, Future Feeds: Benchmarking New Business Revenue 1
  2. 2. context 2
  3. 3. Crisis in Trust 3
  4. 4. 4
  5. 5. FEEDS are about people. Feeds are where customers and content meet. These interactions create data relationships that help build trust and loyalty. The age of the customer • Reciprocity • Digital and in person • Datafying content • Insight drives operations 5
  6. 6. THE PROPOSITION: EMOTIONAL DATA 6
  7. 7. Proprietary and Confidential. © Optimity, 2016 FEEDS: The great dismantling is underway The ability for a distributor to become more than just a 15 minute break. A Feed services its viewers with hours of nonstop engagement. Scale Feed Social Feed Identity Feed Feed A data format used for providing users with frequently updated content 7
  8. 8. 1. The Scale FeedScale Feed • Aggregate tremendous amounts of content of all types and serve as the dominant destination • Global in nature – with higher license fees and software investments • Softer metrics • Not “hits” driven • Optimized for interests across all content and genres as well as their overall appetite Drive overall consumption 8
  9. 9. • 74.76 million worldwide streaming customers. • 76,897 unique ways to describe types of movies • Alt-genres • 36 page training manual for applying metadata and ratings • Dozens of attributes including the moral status of characters, goriness, romance levels • Track completion rates • Geo-location data • Device information • Time of day and week • Metadata from third parties such as Nielsen • Social media data from Facebook and Twitter Example: Netflix 9
  10. 10. Netflix alt-genres • Dark Suspenseful Sci-Fi Horror Movies • Gritty Suspenseful Revenge Westerns • Emotional Independent Sports Movies • Spy Action & Adventure from the 1930s • Cult Evil Kid Horror Movies • Sentimental set in Europe Dramas from the 1970s • Visually-striking Foreign Nostalgic Dramas • Gritty Discovery Channel Reality TV • Romantic Chinese Crime Movies 10
  11. 11. 2. The Social Feed •Bundles together social content: Offers unlimited audience relevance •Content rapidly evolves and changes •Age agnostic: unparalleled targetability •Requires customers to become the next Influencer Social Feed Drive more time on the platform 11
  12. 12. Example: Whisk 12
  13. 13. • Ingredients • Chemical flavour compounds • Nutrition • Perishability • Value • Availability • Products to purchase 13
  14. 14. 3. The Identify FeedIdentity Feed A smaller version of the Scale Feed, but distinct in structure, content and monetization • Focus on packaging & bundling: videos, content, in-person events, merchandise, news, photos, etc • Community as core component • A vertical channel merged with lifestyle, sub- cultures, fan club and third place • Adheres to strict user funnels, values skewed toward most engaged customers • Requires a distinct voice • Multi-product monetization 14
  15. 15. Example: Bevel Code Using content to curate a lifestyle 15
  16. 16. NBC’s SNL app • 40 years of clips • 6000 sketches from 800 episodes • Semantic, tag-based recommendation • Qualitative & quantitative data • Locations, cast breaks character, started laughing, etc • Usage data and data relationships Example: Saturday Night Live (SNL): Codifying comedy 16
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  18. 18. ANALYSIS & ANALYTICS viability CREATIVE Content DATA Intellectual content BUSINESS CUSTOMERS PRODUCTION QUALIFY Closing the Virtuous Circle 18
  19. 19. Thank you 19

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