TV and the social experience
How real time engagement is changing content.
Twitter is going in some new directions, and are offering media partners to work with them to engage people more in content, creating higher ratings and also the long tail effect. Twittering about programs stimulates people to go and view the television, and start a twitter conversation on the subject. Nothing new here of course. But now Twitter provides tools and tips to better integrate the tweets that are send. Twitter also announced it will work with advertising, to get twitter more profitable.
Keynote by Jonathan Miller – Chairman and CEO, digital mediagroup, for News corporation tells us that content nowadays are 0 and 1’s with brands. And we are going more and more to an agency model like ITunes for example. Where ITunes is distributing several content to the consumer, such as music, tv series and probably movies in the near future.
We will get different communication loads and download speeds, content will cost X euros depending on different parameters. And you will get more and more premium or freemium models. Pay walls will be activated.
Even though mySpace and Bebo are in a decline, social networks are here to stay, Bebo is losing it a bt under the umbrella of AOL, since Bebo was more a UK based social network, and if they want to get it up again, they have to focus on the UK, was the message of Jonathan Miller. Social networks created a big change in behavior and they start monetizing them, also a reason why they will stay.
There will be global distribution with local content.
There are 3 big shifts if you want:
- Yahoo and Google are front doors to content and other services
- The rise of social networks
- The apps mania on mobile.
It should not come as a surprise that most broadband access is on mobile.
Comparing Facebook and mySpace, their different DNA. mySpace is about discovery and be discovered, while Facebook is about sharing among friends. Since these networks house a lot of people, and when things go bad or the momentum is gone, they move in flocks (people move in masses when losing momentum in social network.)
In the future we will also see more and more vertical networks, like shelfari, flixter and so on. Specific networks related to specific topics.
Location based applications and integration is more and more happening as well. Looking at gowalla and fourth square.
Good advertising needs good content
Content is king and the customer too, in this perspective we can have good advertising as well. Product placement and branded entertainment is not new, a d gets integrated in almost everything we do, now we can communicate realtime together while watching TV, advertising gets also new opportunities.
But with the broadband speed we have today, we can also make some beautiful online experiences.
To name a few:
Louis Vutton, works together with Wong Kar Wai. Together they launch a competition, ‘Where will a journey take you’, several online videos came in, you can watch them here
Open a bottle of Coca cola, and you open hapiness
365 days, 206 countries. Coca cola makes people happy…
Starting January 2010, three happiness ambassadors will begin an unprecedented journey to all 206 countries where Coca-Cola is sold. That’s 14 more countries than are represented in the United Nations! Their mission is to seek out “what makes people happy” around the world.
These “happiness ambassadors” will search for and share the optimism and happiness of Coca-Cola from Aruba to Zimbabwe and everywhere in between. Their route will include some pretty amazing venues including- the Winter Olympics in Vancouver, the World Cup in South Africa and the World Expo in Shanghai.
Throughout the year-long journey, these Happiness Ambassadors will be sharing their blog posts, tweets, videos, interviews and pictures so you can follow their adventures in every country along the way.
Summit on the summit
A social cause for clean water.
Fremantel media Enterprises and @ Radical media, launching Summit on the Summit.
Celebrety climers get together to go on a climbing expedition on the Kilimanjaro in the Himalayas. A webexperience and physical experience to create awareness of the global clean-water crisis, as 1 billion people still don’t have access to clear water.
This was sponsored by consumer goods giant Procter and Gamble, the film was produced and co-sponsered by MTVnetworks.
‘We took the DNA of the brands and integrated them into the show. That, we think, represents the future.
Brands more and more sponsor social cuases and create awareness, another form advertising, by supporting social causes, brands hope to get a more likability factor with customers. See earlier post on this.
Social media and building an entertainment brand online.
Gerd Leonhard, gave a very good session on future behavior in online and mobile environments.
This session was one of the better ones, with some interesting quotes.
Become a connector not a director
Power of the web is trust
Facebook broadcast to us and to each other
Social networks are the broadcasters
We need followers and viewers
Reduce control to get more share
Protection is no gain
Piracy is consequence of unmet demand
There has to be something after free
Gender change, men do monologues, women listen. Women are conversational, let’s hope we get more women in.
Webdocumentaries, worthwhile viewing
The mobile space and Ipad of the future
Not so much hype as 2 years ago, but still there and more integrated in TV shows, location based applications, and mobile apps, augmented reality and so forth.
Ipad for now, mainly to consume games, entertainment, news
Social TV platform
Starling led by Kevin Slavin, Social TV platform, that enables viewers to chat, play and interact with others. Research shows that viewers are watching tv, and are online. And in the UK viewers are on the phone while watching tv, they are not phoning, but use their smart phone to interact mainly.
Starling is build for the next generation audience that is much more engaged by phone, tablet or pc.