the future of digital video & social media: commonwealth club of ca
TRANSCRIPT
N E W M E D I A & M E
70’s: Narrowcast Radio Network
80’s: Cable TV Pioneer
90’s: Digital Video Evangelist, Vision of the Future Videos
00’s: Website Design & Online Marketing Strategist
10’s: Humanistic Marketing Mentor, Author, Educator
C E L E B R AT I N G 3 0 Y E A R S O F M Y O W N C R E AT I V E S E R V I C E S C O M PA N I E S : “ S PA N N I N G T H E G R A N D C A N Y O N G A P B E T W E E N P E O P L E & T E C H N O L O G Y ”
THINKING ABOUT NEW MEDIA
➤ “It’s hard to think about how things are changing when things are changing this fast.”
➤ My “A+B” Theory of media evolution.
➤ The changes are ever-accelerating.
➤ The “toothpaste” never goes back in the “tube.”
THE DIFFERENCE OF A DECADE
➤ Facebook & Twitter both launched in 2006
➤ YouTube launched in late 2005
➤ iPhone launched in 2007
➤ iPad launched in 2010
TRADITIONAL TV ENGAGEMENT IS DECLINING AMONG MOST AGE GROUPS
THE FUTURE OF VIDEO & SOCIAL MEDIA: 4 MAJOR TRENDS
➤ Streaming Delivery (decline of Cable, DVDs, etc.)
➤ A Production Free-for-All (obsolescence of the Network/Studio oligopoly)
➤ Empowered Consumers (in the face of the challenges of change & choices)
➤ The Leverage of Authentic Connections (vs “Old Marketing’s” pushy, manipulative selling)
1. THE FUTURE OF VIDEO IS STREAMING DELIVERY
Cloud-based. On-Demand. What You Want, When You Want It. Decline in Cable, DVDs, etc.
FOLLOW THE AUDIO
➤ Moving beyond local file management & CD’sTapes > CD’s > iTunes Singles > Cloud-based Streaming (Spotify, Apple Music, Pandora & Podcasts)
➤ Cord-cutting has just begun:
➤ Netflix
➤ Amazon Prime
➤ Hulu (no ads option)
➤ iTunes / Apple TV
➤ YouTube
➤ Social Media
STREAMING TSUNAMI: NETFLIX
➤ Launched in 1999.
➤ By 2010, within months, shifted from fastest-growing customer of the USPS First Class to the biggest source of evening Internet traffic in North America.
➤ November, 2010, began offering a standalone streaming service separate from DVD rentals.
➤ Now, 65 million subscribers in 50 countries, consuming 2 billion hours/month.
STREAMING TSUNAMI: YOUTUBE
➤ #2 search engine & #2 “social network"
➤ Over one billion users
➤ 80% of views from outside the U.S.
➤ Local versions in 70 countries.
➤ Navigation in 76 different languages.
➤ More than one half of YouTube views are via mobile devices.
➤ Mobile watch time up 100% year/year. Desktop watch time 60% y/y.
STREAMING TSUNAMI: SOCIAL
➤ 4 billion video views/day
➤ Snapchat
➤ More than 60% of U.S. 13-34 year-old smartphone users are Snapchatters
➤ The “I’ll never use Facebook” experience
➤ New digital video experiences being delivered by major media companies & individuals
2. THE FUTURE OF VIDEO IS A PRODUCTION FREE-FOR-ALL
Anything goes from 3D to GoPro to Smartphones. Decline of studios’ and networks’ oligopoly.
REMAKING THE ECO-SYSTEM
➤ Netflix
➤ 320 hours of original content in 2015
➤ In only two years:
➤ 45 Emmy Nominations
➤ 2 Oscar Nominations
➤ 10 Golden Globe Nominations
➤ YouTube
➤ YouTube Space production facilities in LA, NY, London, Tokyo, Sao Paulo & Berlin
REMAKING THE ECO-SYSTEM
➤ Channels are now Apps:HBO > HBO GO > HBO NOW
➤ New Kinds of Original Production (examples):
➤ Netflix
➤ Amazon
➤ YouTube Space
➤ User-Generated Content
NEW FORMS OF FINANCING
➤ 1,000 True Fans(Source: Kevin Kelly, kk.org)
➤ Sharing Economy (a la Uber, Airbnb)
➤ Kickstarter & Indiegogo
➤ Patreon:
➤ Amanda Palmer now gets $37K per “thing”
➤ Similarity to Book Publishing including Self-Publishing
3. THE FUTURE OF VIDEO IS EMPOWERED CONSUMERS
The challenges of choices and new forms of participation.
CONSUMER SUPER-POWERS
➤ The Story of “The Martian”
➤ The Power of Peer Reviews
➤ amazon.com
➤ Netflix
➤ Rotten Tomatoes/Flixster
➤ New “Influencers"
➤ Some of us are no longer “Amusing Ourselves to Death”
➤ “If you don’t like the news, go out and make some of your own.” — Scoop Nisker
4. THE FUTURE OF VIDEO IS THE LEVERAGE OF AUTHENTIC CONNECTIONS
More humanity in media & marketing.
Peter Steiner, The New Yorker, 1993
WHY AUTHENTICITY?
➤ Progressing from text to images to VIDEO
➤ Real People, Real Connections:
➤ Periscope
➤ Blab.im
➤ Relationship-Building
➤ “The Power of Vulnerability” — Brené Brown
➤ Humanistic Marketing
X
“"Advertisers are so fixated on blasting through the noise and publishers are so desperate to monetize that they haven’t noticed just how bad this wholeexperience has become for the people who matter most — their audiences."
- Jay Lauf, “It’s the Empathy, Stupid: How to begin fixing online advertising”
(Medium)
R E L AT I O N S H I P S & A U T H E N T I C C O N N E C T I O N S TA K E T I M E & A R E A P R O C E S S / J O U R N E Y.
WHO AM I NOW?
➤ As a Producer?
➤ As a Consumer?
➤ As a Business Owner?
➤ As a Citizen/Netizen?
WHAT MATTERS NOW?
➤ Real Value
➤ Authentic Connections
➤ The Freedom (or Commitment) to Experiment & Play
THE FUTURE OF VIDEO & SOCIAL MEDIA: 4 MAJOR TRENDS
➤ Streaming Delivery (decline of Cable, DVDs, etc.)
➤ A Production Free-for-All (obsolescence of the Network/Studio oligopoly)
➤ Empowered Consumers (in the face of the challenges of change & choices)
➤ The Leverage of Authentic Connections (vs “Old Marketing’s” pushy, manipulative selling)
