global storytelling: video that moves

GLOBAL STORYTELLING: VIDEO THAT MOVES

Saturday, July 13, 13

#FurtherFaster@TwitterAdsUK

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Agenda

Lisa Burprich, Dare

Joe Koprowski, BMB

Mark Barlex, Editor - BBC Newswire

Pinot Ichwandardi & Ian Padgham, Vineographers

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Oli Snoddy@olisnoddy


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Video makes us feel


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Video makes us think


@TwitterAdsUK

1. Video distribution - reach2. Richer stories - social acceleration

Twitter can tell interactive, rich stories


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Twitter is Live


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Twitter is Public


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Twitter is Mobile


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Twitter is Conversational


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Killer swan


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Referendum?


RICHER STORIES


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Force = Mass X Acceleration


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1. Events2. Memes3. ‘Viral’ videos4. Broadcast backchannel

Twitter helps tell different types of stories


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1. As events unfold - social acceleration19:29


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19:35


@TwitterAdsUK

20:04


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2. Where memes emerge - reach

29,900 Tweets and RTsTweet / RT ratio of 1:5


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#RyanGoslingWontEatCereal


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3. Where people enhance the story - social acceleration

58,571 Tweets and RTsTweet / RT ratio of 1:0.7


@TwitterAdsUK


@TwitterAdsUK

Strong emotional responseBelieved and found device credibleInternalised and personalised the messageTranscended advertising - movement

The video started a story


4. The backchannel to broadcast


15.4M impressions

3.2M uniques

(US only)


Live

Reach

15.4M impressions

3.2M uniques

(US only)


@TwitterAdsUK

1. Video distribution - reach2. Richer stories - social acceleration

Twitter can tell interactive, rich stories


INNOVATION


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Vine


Florida vs Louisville Highlight

ESPN Video: Jeff Driskel pass intercepted by Terell Floyd at the Fla 38, returned for 38 yards for the a TOUCHDOWN.

ESPN @espn Unfollow

395RETWEETS

126FAVORITES

Kids in their backyard football games dream of making plays like Terrell Floyd just did here es.pn/WfeiYh

Promoted by Ford Fusion

ESPN College Football@ESPNCFB

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Twitter Amplify


Twitter, Inc. | Confidential

TV x Twitter


Lisa Burprich @lbp


BESPOKE BALLADS


@joekoprowski@peterbrowse@calebaljorani


AN EVER-CHANGING ONLINE MUSIC VIDEO

@calebaljorani @peterbrowse @joekoprowski


OUR 6 MONTH ADVENTURE


#DANCE


#MOVE


A STRANGE, EXOTIC AND UNCHARTED LAND


Ships docking at the Isle of Vine -February 2013


Other explorers were arriving.


We had some thoughts:

Videos on Vine felt more disposable & experimental than other channels

Vine.co seemed to be serving up a continually unfolding and disrupting view of the world

What if the Vine story was not about 6 seconds? But in fact about a series of mini moments stitched together.


"Code is a canvas, just like cinema or television. You can tell stories through it just like any other visual medium."

Chris Milk


Idea: A Continuously evolving music video that matches hashtagged song lyrics to vine films


PR- We planned to target two audiences.

The tech community Music promo community

Creating tweets and bios relevant to each audience.


Learnings - from Vinetune

No just means not today - try again tomorrow.

Adapt:

No doesn't mean no:

Be Relevant:

Embrace scary things - in micro teams don’t be scared ofever shifting responsibilities.

Are you in a position to react to the story that is breaking in front of you?


Mark Barlex@mark_barlex


Vineographers@pinot & @origiful


GLOBAL STORYTELLING: VIDEO THAT MOVES


global storytelling: video that moves

Technology