THINK VIDEO

NEIL PERKINONLY DEAD FISH

neilperkin.typepad.com

neilperkin.typepad.com

Today a quarter of the web’s bandwidth is video

Cisco predicts that figure will rise to 90% by 2013

Last year grew 62% to 800,000 petabytes (million gigabytes)

By 2020 it will be nearly 50 times as big as it was last year

Source: IDC… http://www.emc.com/collateral/demos/microsites/idc-digital-universe/iview.htm

THE DIGITAL UNIVERSE

http://www.flickr.com/photos/steve-maw/

Enough to fill 75Bn iPads

http://www.flickr.com/photos/ruthanddave/

A digital output equivalent to the entire population of the Earth tweeting continuously for a century

Source: IDC… http://www.emc.com/collateral/demos/microsites/idc-digital-universe/iview.htm

http://www.flickr.com/photos/guymauve/

NOT JUST MORE CONTENT, BUT EXPONENTIALLY MORE

Any piece of content, anytime, anywhere

Disaggregation and Re-aggregation

The fastest growing category of data on the web is metadata (data about data)

New ways to categorise, store, and search content

Individuals who continue to move towards data rich environments

About 70% of the digital universe is generated by individuals

http://www.flickr.com/photos/janeland/

Morgan Stanley Internet Trends Report 2010

LIKE MOBILE

Morgan Stanley Internet Trends Report 2010

AND SOCIAL

And can derive value from the data

Those that understand the new environment

http://www.flickr.com/photos/marthaburzynski/

IS THIS REALLY SUCH A BIG DEAL?

Source: Future Foundation: Entertainment Futures Image: http://www.flickr.com/photos/kicey/

SOCIAL IS BECOMING A PART OF ALL MEDIA

STREAMS

Social dimensions are paramount to most people

…and most forms of entertainment

“The desire to be part of a group that shares, cooperates, or acts in concert is a basic human instinct.” Clay Shirky

Media brands are increasingly defined less by the platform and more by the community

http://www.flickr.com/photos/hankins/

EMPOWERED USERS, UNLIMITED CHOICE

Everyone is a media owner

http://www.flickr.com/photos/esparta/

The means of production and distribution are shared

“Our focus should be not on emerging technologies but on emerging cultural practices.”

Henry Jenkins, Professor of Comparative Media, MIT and author of Convergence Culture

NOT JUST TECHNOLOGICAL CHANGE, BUT CULTURAL AND BEHAVIOURAL

http://www.flickr.com/photos/meg/%20

COUNTER-INTUITIVE

“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

TURNING COMMUNICATIONS FUNDAMENTALS ON THEIR HEAD

http://www.flickr.com/photos/danarah/

http://www.flickr.com/photos/timothyschenck/

LINEAR NETWORKED

We control the way it is delivered We allow you to play with it, pass it on

Content we think you’d like Content we know you like (because you’ve told us)

Messages

Sit back

Scheduled

Experiences

Participative

On demand

THE VALUE EQUATION IS CHANGING

Content = Attention

Content, tools, services= Attention, participation,

interaction, content

http://www.flickr.com/photos/wespionage/

"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.” Faris Yakob

http://blog.marketing-soc.org.uk/tag/digital/

ATTENTION IS INCREASINGLY EARNED, NOT BOUGHT

“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

MEDIA AS FACILITATOR

“A business without engaging and nurturing its community is like a village, a town, or a city without a population” Alan Moore

http://emptyla.com/

SO HOW CAN I CREATE A COMMUNITY?

WRONG QUESTION

“Communities already exist. Instead, think about how you can help that community do what it wants to do”

Mark Zuckerberg

“One part anarchy, one part aristocracy, one part democracy, one part monarchy”

Jimmy Wales on the Wikipedia Community

http://www.flickr.com/photos/vhata/

Blog Her/Compass Partners Social Media Study

MOTIVATIONS ARE DIFFERENT

ATTRIBUTION, AUTHENTICITY, RECOGNITION, SHARING

"In the past you were what you owned. Now you are what you share." Charles Leadbeater – We Think

http://www.flickr.com/photos/paopix/

STICKING AROUND

http://www.flickr.com/photos/jryle79/HT http://farisyakob.typepad.com/

Relationships require building, so rather than short-term ROI, you need to take a longer-term view

“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.” Faris Yakob

BEING RESPONSIVE

http://www.flickr.com/photos/bright/

“It is not the strongest of the species that survive, nor the most intelligent, but the one most responsive to change.”

AGILITY IS NOT ABOUT VELOCITY, IT’S ABOUT RESPONSIVENESS

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A BIG FAT OPPORTUNITY FOR CONTENT PRODUCERS

Streams not microsites

DISTRIBUTED NOT DESTINATION

“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” Glen Hiemstra, Futurist.com

FREE FLOWING NOT STATIC

Services, applications and content are scalable and portable

Platforms that are seamlessly inter-connectable

No barriers to interaction - interfaces that get out of the way

Image: img209.imageshack.us/img209/5781/deadlocknajkcomafarialibh3.jpg

SLIPPY NOT STICKY

http://www.flickr.com/photos/curtisperry/ HT http://garethkay.typepad.com/brand_new/

"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

http://www.flickr.com/photos/elithebearded/

CAPITALISING ON OUR INHERENTLY SOCIAL NATURE

http://herd.typepad.com/

Make it as easy as possible for your fans to find it and spread the word

If the web is a mass of conversations, then get talked about

Create content and services that are worth passing on

CREATE CONTENT THAT IS REMARKABLE

http://www.flickr.com/photos/oldflints/

Ref: http://sethgodin.typepad.com/seths_blog/files/flippingfunnelPRO.pdf

Marketing spend generates traffic

Some of that traffic sticks

Users are inspired and enabled to talk about your product

They spread the message around the network

SETH GODIN – ‘FLIPPING THE FUNNEL’

4th most viewed film on Nike Football channel

600,000+ views - more than twice the number of views as the Nike Five TV ad

CREATING SPREADABLE CONTENT

“If it doesn’t spread, it’s dead” Henry Jenkins, MIT

MICRO-BLOGGING140 characters only

Sharing thoughts, links,Participating in chat

PHOTO SHARINGAleks’ visual character

From TVCsFamily portraits

Community connectionsCompetitions

VIDEO CONTENTBloopers

TCVsFav video content

COMPARISON APPLICATIONViral “comparison” app

COMMUNITY AUGMENTATIONStatus, Notes, Pictures, Videos

TV

80% increase in quotes…600,000+ Facebook FansCPA reduced by 73%...Brand Awareness from 20% to 59%

SOCIAL IDEA NOT SOCIAL MEDIA

Compare The Meerkat

HT http://ameliatorode.typepad.com/

HAVING FUN

12 million views

2m views in less than 2 weeks

A new film released every day for a year to promote New Balance 365 trainers

ONLINE MEDIA IS ADUNDANT, NOT SCARCE

Streams of content, unconstrained by time

http://www.newbalance365.com/

363,000 subscribers…more than any women’s magazine in the UK77m video views

THE TALENT

PARTICIPATION AT EVERY STAGE OF THE PROCESS

3 teenagers, 1 forgotten Jules Verne novel

Buy a taste of Hollywood by having your name on the end credits

Open production process

THE FINANCING

“It’s about creating a marketplace”

THE FINANCING

T-Mobile Karaoke Flash Mob, Trafalgar SquareTHE PRODUCTION

13,000 people1 ad

THE POST-PRODUCTION - REMIX / RECOMBINANT CULTURE

Cadbury gorilla Eastenders mix

Pot Noodle spoof of Guinness ad

Kutiman Thru You ‘You Tube Remix Album’

Americans between the ages of 8 and 18 spend on average 7 1/2 hours a day using some sort of electronic device

PEOPLE LOVE TO BE CONNECTED

Morgan Stanley Internet Trends Report 2010

WHENEVER, WHEREVER

Morgan Stanley Internet Trends Report

CHANGING INTERFACES

NEW INTERFACES HAVE THE POTENTIAL TO CHANGE OUR RELATIONSHIP WITH THE MEDIUM

“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

Personal and portable like mobile

Screen like a TV

Interactive like a PC

IS THIS CONVERGENCE?

http://www.flickr.com/photos/48600091327@N01/4569922802/ http://paulisakson.typepad.com/planning/2010/05/ipad-marketing-gaming-social-behavior.html

CONVERGENCE IS ABOUT CONTENT AND PEOPLE NOT THE TECHNOLOGY

“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

http://www.flickr.com/photos/ekarjala/

Particularly when it becomes a useful, interactive ‘TV’

TV / Video content could give devices like the iPad mass appeal

http://www.feedingthepuppy.com/2010/04/ipad-video-review-its-the-future-of-television.html

Plus new situational contexts, new ways of sharing & interacting with content

NEW WAYS TO TELL STORIES

The agency without a website

Americans now spend 35% more time using the Internet and TV simultaneously than they were a year ago

MULTITASKING IS A REALITY

SOCIAL AND TV WORK WELL TOGETHER

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

Social scheduling – MIT Social TV prototype

http://www.twittertim.es/

SOCIAL FILTERING OF CONTENT

QUESTIONS LIKE THIS WILL BECOME INCREASINGLY IRRELEVANT

VIDEO DIDN’T KILL THE RADIO STAR

“Old media are not being displaced. Rather, their functions and status are shifted by the introduction of new technologies” Henry Jenkins

People consume more media, video gets into new places

Not an either /or but more

http://www.flickr.com/photos/agitpropdevices/

“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.”Computer Weekly

http://www.computerweekly.com/blogs/social-business/2010/04/youtube-is-five.html

AND THE TRADITIONAL, SHIFTS

"Over and over again, connecting people with one another is what lasts online. Some folks thought it was

about technology, but it's not.“

Seth Godin

Image: http://www.gapingvoid.com/

ONE LAST THOUGHT…

http://www.flickr.com/photos/alphadslr/

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