online video – what traditional content producers need to learn. philip werner – ufa fiction /...
TRANSCRIPT
Online Video – What traditional content producers need to learn.Philip Werner – UFA Fiction / UFA LAB
Dec. 6th, 2013
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CONTENT is important
but COMMUNITY is king!
How do formats work on YouTube?
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How do formats work on YouTube?
YouTuber / Faces
Community
Sympathy
Exchange
Same Interests
Social Network
Video Platform
Search Engine
Emotions
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What are success factors?
Social Network
Video Platform
Search Engine
Relevance for consumer!
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What are success factors?
Relevance
Exchange
Same interests
Community
Emotions
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What are success factors?
Exchange
Same interests
Community
Emotions
Personality
Authenticity
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YouTube's value proposition
YouTube has become the stage for new talent,
music television was in the past.
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Where are we heading?
Cost efficiency
Professionalization
Talent Management
Advertising Spendings
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Where are we heading?
Small vs. Large Screen
Shortform vs. Longform
Premium Productions
Branded Entertainment
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Thank you!