Post on 09-May-2015
description
Profiting from Social MediaProducing Content for On Demand MarketsWessex media group. 21.01.09
Email: tom@trendstream.net Mobile: +447970727061 Web: trendstream.net Twitter: TomtrendstreamLinkedIn: linkedin.com/in/smithtom
Revolution: Future is open
• Social media is transforming the delivery of content – The controllers of content distribution (e.g bbc, ITV etc)
will die
• Everything will be open– Only barrier is talent, knowledge and hardwork
Opportunity of a lifetime
• The future is in the hands of content creators– consumers, freelancers, production companies
• The future requires broad skills– Production, distribution, writing, community building
I will show you how – focus on video
• Why social media is the future of content distribution• Rules of content in social media• $How to make money$• The pioneers
Me... OPEN FOR BUSINESS
Head of Consumer Futures EMEA Founder of trendstream
•Created worlds largest social media survey to track global trends in usage•Advised clients on social media
•Launched Global Web Index to track global web trends•Advise on future web and social media strategy
•Global media planning and buying agency
•Web consultancy dedicated on understanding global web trends and what they mean
I developed a global Social Media Tracker
• Online market research• 17,500 people in 29 countries
delivering 3 years of trend data• Unique set of data• Measured social media platforms
such as blogging, social networking, video sharing and photo sharing
Next: Global Web Index
• Launching a global web tracking survey that will cover 16 countries to measure usage trends world-wide
• Measuring all aspects of web usage• First wave delivered in June. Test data today from the US
Why social media is the future of content distribution
Social Media. Everyone involved
“Web based media driven by consumer content, community and peer to peer distribution”
BlogsMicro bloggingForumsSocial NetworksWikisVideo sharing sitesPodcastsPhoto sharing sitesContent sharing sites
Access is open
Free broadbandLaptops for £200
HD Video camera for £200 Video on Mobile phones
Social media is exploding globally
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Wave 1 Sep 06 Wave 2 June 07 Wave 3 March 08
% E
ver
Do
ne
Read blogs / weblogs
Start my own blog/ weblog
Leave a comment on a blog site
Upload my photos to a photo sharing site
Upload a video clip to a video sharing site
Watch video clips online
Create a profile on a social network
Social Media adoption over time (waves 1 – 3) Global Average. Source: Universal McCann Social Media Tracker Power to the People
Social media dominates web users lives
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Subscribe to an RSS feed
Upload video clip to video sharing website
Post/write stories for my own blog/ weblog
Download a Podcast
Upload my photos to a photo sharing website
Leave a comment on a blog site
Manage profile on existing social network
Visit a photo sharing website
Share a video clip w ith a friend
Read personal blogs/ weblogs
Visit a friends social network page
Read blogs/ weblogs
Watch video clips online
% Ever Done
Daily Reach
Weekly Reach
Monthly Reach
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Social media impacts everyone
“Samsung Netbook”
Consumer generated
Consumer content more trusted than professional
0 1 2 3 4 5 6 7 8
Celebrity recommendation Television Adverts
Blogs/Weblogs-blog w ritten by people you do not know Peoples w ish/fav lists on retail w ebsites e.g amazon.com
Recommendation in a television programme Comments/view points on social netw ork sites e.g
Readers letters page in a new spaper Blogs/Weblogs- professional blog e.g engadget.com
Shelf information and product displays in store Company/brand Website
Search engine (e.g live.com) Review s w ritten on new s w ebsites e.g guardian.co.uk
New spaper article Magazine article
User review s on an online auction site (e.g ebay.com) Blogs/Weblogs- personal blog w ritten by people you know
Review s on retail/ price comparison w ebs e.g priceline.com Consumers review s on retail sites e.g amazon.com
Instant Messenger conversation w ith a friend/ colleague Emails from a friend/ colleague
Personal recommendations from professionals Personal recommendations from friends/ family/
Least trusted Most trusted
Global Average. Source: Universal McCann When Did We Start Trusting Strangers
Moving to every screen
PC Mobile TV
Not just another marketing channel
Past:
Terrestrial
Cable / Satellite
Radio
Newspaper
CD
DVD
Future:
Web to TV
Web to mobile
Web to e-paper
Web to car
Connected by social platforms
Why it scares the life out of the system
• Consumer in charge• Ultra transparency• Global networks• Open platforms = business models
destroyed
Video online: quickest growth medium in history
Global data. Universal McCann Wave 3 Social Media Tracker
World-wide trend. Fast growing markets lead
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
FranceRussiaJapan
USAAustraliaGermany
SwitzerlandCanada
ItalyNetherland
AustriaCzech
DenmarkUK
PakistanIndia
GreeceHong Kong
HungarySouthSpainChina
TaiwanPoland
RomaniaTurkey
BrazilMexico
Philippines
% Ever DoneWatched video online
Universal McCann Wave 3 Social Media Tracker
Becoming up-loaders: USA last week
Watch Share Upload
72% 39% 32%
Source: Trendstream, Global Web Index. Test survey Jan 2009
Not just Youtube
Source: Trendstream, Global Web Index. Test survey Jan 2009
Social networks are now key video platforms
Myspace
Bebo original
Global data. Social Network Users. Universal McCann Wave 3 Social Media Tracker
Viewing outside the site is key to growth
Consumer distributes
How many people did you share it with?
Source: Trendstream, Global Web Index. Test survey Jan 2009
Bloggers are your distribution
190m Worldwide!
29% of bloggers have posted a video clip
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Video Podcasts. Slower than on-demand sites
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Japan Italy
Netherlands US
Canada Hungary
France Germany
UK Taiwan
Denmark Australia
Austria Czech
Switzerland Hong Kong
Greece South Korea
Spain Poland
Pakistan India
Russia Romania
Philippines Turkey
Brazil Mexico
China
% Ever DoneDownloaded video podcast
Global Average. Source: Universal McCann Social Media Tracker Power to the People
Moving multi-platform: Mobile now for video
79% of iPhone users have watched video clips on their phone VERSUS 22% of Nokia users
Source: Trendstream, Global Web Index. Test survey Jan 2009
Traditional media are responding
Kangeroo – BBC, ITV and Channel 4 joint venture.coming 2009
BUT can’t compete
• They have been successful– Great content
– Cross promotion
– Huge investment
•Future is open•Future is global•Consumer driven •No DRM no rights management
Living room in 2020
•Web will deliver content globally on all screens•What you watch, listen to and read will be shared with friends on a social platform•On-demand will be bigger than live•Consumer generators will be on the same platform as professional
Rules of social content distribution
Not broadcast – you need a long perspective
Trendstream viewing estimates. TV show versus online
A BIG database – a mentality change
• Television expires as soon as it is viewed
• Web content exists forever
• Overnight ratings do not matter in a web world
• Cumulative views do
• TV is a push medium• Web is a pull medium
Longtail - Niche is the future
Trendstream viewing estimates. Viewing audiences longtail
Cable / satellite TV
Web
Instant easy access is everything
• Piracy is about access, not free• Piracy is falling because of social media
– 50% of Youtube views are music videos
– Undermines the need to own
• Make it available, make it easy– Put ‘Heroes’ on the web from day one and
you destroy piracy
Focus on data = gold
• Web video is more valuable because of the data that surrounds it– Who viewed
– How much they viewed
– What else they viewed
– How often they come back
More valuable, because its more targeted
• Watched by people who want to watch it– No passive viewing
– They chose to watch it
– More valuable to advertisers
Be commercial: no line in the future
• The only thing that matters is that its free to access
• Commercial involvement is not an issue• Brands have interesting stories to tell• Great content is great content
Multi-platform
• Content needs to be distributed outside of your website
• Content should be open and free• No restrictions• Use tools
Create community around content
• Communities cluster around content• Community drives viewing, distributes
your content and provides feedback• Community should be external as well
– Youtube channel, Bebo community etc
• Casual community– Blogs, Twitter
No such thing as just a video: multi-dimensional
• You need to blog• Share photos• Invite user contribution
Engineered for search
• Search terms drives most viewing
• Critical how you tag and label content
• Search evolving to look inside the video e.g Blinkx
Welcome to the production company of 2020
•Distributing direct to consumers•Community managers•Blog writers•Global network•Consumer network of creators •Focus on multiple niches•Data experts•Linked to an advertising agency
Recap:
• Long term perspective• Collections of niche• Lifetime content• Build community around content• Distribute on all sites• Broad skillset
How to make money $$!
Think free world economics
•You can not charge upfront to access content online•Build a community and then make money from it•Charge the few, rather than all•Think lifetime content
•Open the back catalogue•Think multiple revenue streams
Advertising has changed
•Sponsorship•Branded content•Product placement•Revenue splits with platforms e.g Youtube and Revver •Social ad networks•Affiliate schemes
•Sell other peoples products
New revenue streams
•Partnerships•E.g travel content to travel agent
•Cross selling•Branded products
•Premium content•Convert 2% of your audience•Rise of micropayments•Sell on iTunes
•Syndication•Sell to portals, networks, mobile networks
The “24” of 2020
•Distributed across all platforms globally•Episodes roll as soon as they’re released•Consumer involved in scripting and production process•Revenue made from sponsorship, product placement, licensing and micro-payments for exclusive content and premium membership
The pioneers
Buck Hollywood
$2,000 Canon camera, a $6 piece of fabric for a backdrop
SMP Films
$20,000 a month from Google partner scheme- Product placement and direct advertising
Diggnation
•185 episodes•Builds personality and community around the site•Product placement and sponsorship
Rocketboom
•Blog TV•Multiplatform•200K daily viewers•Signed distribution deal with Sony
Nike Football
•Nike Football developed 100s of short videos and commercials around their lead stars•Distribute across the social web
BMW Films. The Hire – new life in social media
•Made 2001 and 2002, life before video sharing platforms. •Distributed via website, cinema and DVD giveaways and cover mounts•100m views, 2m website registrations•Imagine distribution today•Lifetime content – BMW still geting return on investment
Go and create!
Get in touch
Email: tom@trendstream.net Mobile: +447970727061 Web: trendstream.net Twitter: TomtrendstreamLinkedIn: linkedin.com/in/smithtom