Natalie Bokenham at the Video Insider Summit
description
Transcript of Natalie Bokenham at the Video Insider Summit
![Page 1: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/1.jpg)
SOCIALLY CURIOUSABOUT VIDEO
![Page 2: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/2.jpg)
2
04 SOCIAL VIDEO GOES NATIVE
05 INTRINSICALLY SOCIAL CONTENT
06 SOCIAL VIDEO AS LIVE CONNECTOR
07 SOCIAL VIDEO TURBO ADVERTISING
08 KEY TAKEAWAYS
AGENDA01 WHAT IS SOCIAL VIDEO02 STATE OF SOCIAL VIDEO03 SOCIAL AS NEW WEB ARCHITECTURE
![Page 3: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/3.jpg)
3
01 DIGITAL VIDEO CONTENT WHERE PARTICIPATION IS INHERENT02 PLATFORMS WHERE CONTENT IS INDEXED ACCORDING TO WHAT YOUR FRIENDS LIKE OR RECOMMEND
03 WHERE USER HAS A SOCIAL ID
04 VIDEO THAT IS DISCOVERED “IN-STREAM”
05 WHERE FIRST PARTY DATA CAN BE APPLIED FOR TARGETING
WHAT IS SOCIAL VIDEO?
![Page 4: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/4.jpg)
4
Facebook video ad growth set to increase 500% in
2014
SOCIAL VIDEOIS BOOMING
I out of every 2 users shares online video. Facebook IS reportedly speaking with content creators to distribute original content
![Page 5: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/5.jpg)
5
INFLUXOF VIDEO IN SOCIAL
Now upload your video catalogue to Vine; play with Hyperlapse, new stop motion app from Instagram
![Page 6: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/6.jpg)
6
SOCIAL IS THE NEW WEB ARCHITECTURE
Social is the new piping that fuels social discovery
![Page 7: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/7.jpg)
7
SOCIAL HAS DISRUPTED THE WAY VIDEO CONTENT IS SURFACED
Social platforms are the new
Discovery is based on shared interests – not dictated by institutions
![Page 8: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/8.jpg)
8You are just more likely to want to view a video that has been endorsed by your network
or like-minded people
Social feed is driving video
traffic and view rates
SOCIAL IS THE NEW DISTRIBUTION NETWORK
![Page 9: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/9.jpg)
SOCIAL VIDEOGONE NATIVE
![Page 10: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/10.jpg)
SOCIAL PLATFORMS ARE BAKING IN NATIVE IN-STREAM VIDEO
Native experience is more seamless for consumers – and advertises.
Video is 2nd most shared format on
tumblrYT is most shared
content on FB
![Page 11: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/11.jpg)
11
SOCIAL IS POWERING NATIVE VIDEO ON TRADITIONAL PORTALS AND WEBSITES
The act of discovery, in a personalized feed environment is inviting. A better experience than pre-roll
75% would watch native ads if
discovered on their own (Yahoo)
![Page 12: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/12.jpg)
INTRINSICALLY SOCIALCONTENT
![Page 13: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/13.jpg)
13
VIDEO CONTENT IS BEING MADE FOR SHARING
Buzzfeed creators start with this framework to answer the question: “What is the reason someone will share this video?”
![Page 14: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/14.jpg)
14
A NEW BREED OF CONTENT CREATOR HAS EMERGED
Jerome Jarre is 23 years old: has 8MM followers on his Vine - a video content distribution network with big business in branded content
15MM loops in 21 days
521k likes
![Page 15: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/15.jpg)
SOCIAL VIDEO ASLIVE CONNECTOR
![Page 16: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/16.jpg)
16
SOCIAL IS REINVENTING THE LIVE STREAM
Snapchat’s Our Story feature was a curated channel of user submitted photos of videos from all around the big event – getting closer to reality.
Video on social gets you closer to the action – about
immediacy
![Page 17: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/17.jpg)
17
SOCIAL VIDEO IS ABOUT PROVIDING A DIRECT WINDOW TO REAL WORLD EVENTS
Social video gets people closer to the action that they care about
![Page 18: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/18.jpg)
SOCIAL VIDEOTURBO ADVERTISING
![Page 19: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/19.jpg)
19
SOCIAL PLATFORMS ARE ON THE SURFACE BEHAVING LIKE TRADITIONAL MEDIA COMPANIES
To the dismay of some
commentators (Nov 2013 Forrester)
![Page 20: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/20.jpg)
20
LIKE TRADITIONAL MEDIA COMPANIES BUT UNDERPINNED BY A SOCIAL ARCHITECTURE
Google Preferred Preference Score curates Premium Content… but does so by ranking content based on social algorithm consisting of Popularity and Passion
![Page 21: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/21.jpg)
21America is Beautiful campaign targeted thumbnails to appeal to specific custom
audiences
CUSTOM TARGETING VIA SOCIAL DATA MEANS VIDEO REACHES THE RIGHT PEOPLE AT THE RIGHT MOMENT
![Page 22: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/22.jpg)
22
SOCIAL VIDEO TARGETING DRIVES HIGHER ROI
Coca-Cola targeted heavy consumers of soft drinks resulting in a 2.74 x ROI - was 3.6 times better than the ROI for TV.
Users who have a birthday
coming up see a video featuring birthday cake
flavored vodka.
![Page 23: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/23.jpg)
23
SOCIAL ID WILL EXTEND BEYOND OWNED PLATFORMS TO ACHIEVE REACH PAIRED WITH SOCIAL TARGETING
Social platforms are the new
Native Video distribution beyond owned platforms via new networks to thousands of apps and millions of devices will infuse social video in the mobile web at large
![Page 24: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/24.jpg)
24
SOCIAL VIDEO WILL CONNECT VIEWERS MORE INTIMATELY WITH TELEVISED EVENTS
It could become very easy for all premium TV/online publishers to distribute real-time highlights of their content on Twitter... seconds after it happens on TV.
Twitter Amplify on steroids…
![Page 25: Natalie Bokenham at the Video Insider Summit](https://reader036.fdocuments.us/reader036/viewer/2022062614/5463df57b4af9f493f8b46e4/html5/thumbnails/25.jpg)
25
KEY TAKEAWAYS
1. SOCIAL VIDEO IS BOOMING AS CONSUMERS WANT TO DISCOVER VIDEO THIS WAY
2. NATIVE SOCIAL VIDEO ADS ARE WELCOMED BY CONSUMERS
3. SOCIAL PLATFORMS ARE DESTINATIONS FOR LARGE SCALE VIDEO PROGRAMS
4. VIDEO CONTENT SHOULD BE PRODUCED WITH SHARING IN MIND
5. SOCIAL VIDEO CONNECTS PEOPLE MORE WITH REAL EXPERIENCES THEY RELISH
6. SOCIAL TARGETING PERSONALIZES VIDEO CONTENT AND DRIVE HIGHER ROI