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Chris Bailes - Digital Journeys
This document discusses the past, present, and future of YouTube. It looks back at the YouTube of the past, which was authentic, unique, and unpredictable. It then discusses the professionally-controlled YouTube that many users want. However, it argues the future YouTube needs to be original, consistent, and collaborative. It provides statistics about popular YouTube channels and content. Finally, it concludes with some lessons for the future, including the importance of speed, collaboration, and cool content.
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Chris Bailes - Digital Journeys
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- 2. BACK TO THEYOUTUBE YOU THINK YOU KNOW THE FUTURE YOU TUBE YOU NEED TO KNOW 1 2 3 TO THE YOUTUBE YOU SAY YOU WANT
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- 4. Back to thefuture…
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- 9. LOOKING BACK -THE YOUTUBE YOU THINK YOU KNOW AUTHENTIC UNIQUE UNPREDICTABLE
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- 12. LOOKING TO THEYOUTUBE YOU SAY YOU WANT WELL-KNOWN PROFESSIONAL CONTROLLED
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- 15. THE FUTURE YOUTUBEYOU NEED TO ENGAGE WITH ORIGINAL CONSISTENT COLLABORATIVE
- 16. CREATION COMMUNITY CURATIONCONNECTION
- 17. CREATION CURATION CONNECTIONCOMMUNITY PIXIWOOTHE YOU GENERTATION FENTON 4G SAMSUNG LAUNCH ‘UNBOXING’
- 18. 61% 56% 63% 57% 51% Housewive s ABC1 18-34 35-4950+ Source: Nielsen UK, Dec 2012
- 19. 6% 6% 10% 4% 4% Housewive s ABC118-34 35-49 50+ 61% 56% 63% 57% 51% Source: Nielsen UK, Dec 2012
- 20. BACK TO THE FUTURE… Somesimple lessons
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Editor's Notes
- #7 To fully understand how we got to all of that – it helps if you start off here…
- #8 The first YouTube video was entitled Me at the zoo, and shows co-founder Jawed Karim at the San Diego Zoo.[12] The video was uploaded on April 23, 2005, and can still be viewed on the siteMany of the core components of PayPal, including its real-time anti-fraud system, were also designed and implemented by Karim.It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000
- #9 http://www.youtube.com/watch?internalcountrycode=GB&v=2dDVcPyHMvk&feature=youtu.be
- #10 Authentic – Felix Baumgartner's supersonic freefall from 128ft - Mission Highlights – 24m views / 8m viewed it live world wideUnique – Ice Dude – 26m views, unique and complete madness / Cassette Boy – a legend of the dubbing worldUnpredictable – Fenton 9m views – ‘Jesus Christ in Richmond Park says it all
- #12 http://www.youtube.com/watch?internalcountrycode=GB&v=loMGOdaGHhQ&feature=youtu.be
- #13 BBCThe Olympic highlightsHeston and our incredible Food partnersX-Factor / Britain’s Got Talent
- #15 http://www.youtube.com/watch?internalcountrycode=GB&v=TjK0m7T-h0o&feature=youtu.be
- #16 Original – Sorted Food, bigger than Jamie – 4 guys who love cooking / YouGeneration – Simon Cowell, specifically for YTConsistent – These guys upload / daily sometimes hourly. Tanya Burr – self taught make-up and beauty expert – 1m followers, more that Gok on More 4Collaborative – Jamie and Sorted / Jamie & Simon
- #17 We talk about Gen C and the 4 C’sNo longer just about the creation – that was the past, now it’s about the 4 C’s that make YT work
- #18 These 4 C’s make for a truly powerful YT experience
- #19 YouTube’s reach (coverage) of this audience E.g. YouTube reaches 61% of all UK housewives who are online Source: Nielsen, Dec 2012, monthly data
- #20 4oDs reach (coverage) of this audienceE.g. 4oD reaches only 6% of all UK housewives who are online Source: Nielsen, Dec 2012, monthly data
- #23 It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
- #24 For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
- #25 For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
- #26 For some time I've been saying that it's not necessarily the scale or size of YT but it's the speed of growth that is most notable: I wondered this year if Psy would have had the same success if he was doing his thing 3 years ago. You do not have the luxury of time. There are not the decades of campaigns to draw on that you have for TV and offline media. It is now that you need to start seeing how your audience, how your brand, how your content is received on the platform. Iterate and learn, now.Now we have an example where all variables (quality of production, creative, product, brand, tone...) are constant with the exception of time: Evian babies the original: Arguably one of the earliest best case examples/wow of brand (/ed content?!) on YT delivering on brand metrics. And Evian babies the new one: the latter saw 30 million views within the first 5 days. It's predecessor took over 200 days to scale the same viewcount.
- #27 It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
- #29 4.5 million views of Fenton
- #30 It was fast…actually no it wasn’t!! My girlfriend hits 88MPH before the end of my rd and we live in a cul-de-sac
- #31 WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
- #32 WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
- #33 15m views in 3 WEEKS!!
- #34 WE ARE AN OPEN PLATFORM – MENTION LARRY’S TALK TO US / MAKE DELOREAN GAG – THROWING EVERYTHING INTO IT…
- #36 The first YouTube video was entitled Me at the zoo, and shows co-founder Jawed Karim at the San Diego Zoo.[12] The video was uploaded on April 23, 2005, and can still be viewed on the siteMany of the core components of PayPal, including its real-time anti-fraud system, were also designed and implemented by Karim.It is estimated that in 2007 YouTube consumed as much bandwidth as the entire Internet in 2000