Date post: | 20-Feb-2017 |
Category: |
Marketing |
Upload: | simply-measured |
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#LIFTSocial
How Live Streaming, Virtual Reality & Messaging Apps Are Changing Social
MediaNatalie Benson | PBS
@NatalieNBenson
@NatalieNBenson | #LIFTSocial
“Mainstream Media” vs. “Main Street Media” 18B Daily Video Views on Snapchat & Facebook Vertical video Snapchat 9x completion rate, FB 3x CPMs80% increase in conversion rates on homepage 92% of mobile video consumers share 135% greater organic reach with videos vs. photos75% of world’s mobile traffic will be video by 2020
Food for Thought - Video is King
@NatalieNBenson | #LIFTSocial
1/2015 – Acquired by Twitter after 11 months3/2015 – SXSW, remember Meerkat?8/2015 – Reported 10M accounts6/2016 – Twitter integration
Live Streaming: Periscope, Timeline
@NatalieNBenson | #LIFTSocial
200M+ broadcasts110 years of video/dayWas Ephemeral No broadcast limitLive map & SearchSketch, seasonal hearts, screenshots
Live Streaming: Periscope, Basics
@NatalieNBenson | #LIFTSocial
What It WasHosted by Joe Hanson of It’s Okay to be Smart15 streams over 4 daysBehind-the-scenes of a live show, exclusive access, host Q&As, and more
Live Streaming: Periscope, Big Blue Live (Fall 2015)
@NatalieNBenson | #LIFTSocial
The Result@TwitterTV boosts & a Periscope “featured channel”13k+ viewers, 10k+ followers and 70k+ hearts2015 Shorty Award Finalist – Best Use of Live Streaming
Live Streaming: Periscope, Big Blue Live (Fall 2015)
@NatalieNBenson | #LIFTSocial
Live Streaming: Facebook Live, Timeline
1/2016 – Facebook Live open to the public3/2016 – PBS & Year In Space experiment 6/2016 – Partner with Blizzard for gaming
@NatalieNBenson | #LIFTSocial
Live Streaming: Facebook Live, Timeline
1/2016 – Facebook Live open to the public3/2016 – PBS & Year In Space experiment 6/2016 – Partner with Blizzard for gaming
@NatalieNBenson | #LIFTSocial
Live Streaming: Facebook Live, Basics
Algorithm boosts ONLY while live 4 hours / Continuous LiveAnalytics Reactions Friends Are Watching alerts Comments build (red dot = original broadcast)Coming soon – Trimming & Waiting Room
@NatalieNBenson | #LIFTSocial
Live Streaming: Facebook Live, Basics
Algorithm boosts ONLY while live 4 hours / Continuous LiveAnalytics Reactions Friends Are Watching alerts Comments build (red dot = original broadcast)Coming soon – Trimming & Waiting Room
@NatalieNBenson | #LIFTSocial
Live Streaming: Facebook Live, Use Cases
4/2016 – Exploding Watermelon, 800k concurrent/ 10M+ all-time5/2016 – Chewbacca Mask & Candace Payne, 160M+ all-time6/2016 – Buzzfeed Q&A on Brexit, Reaction voting/on-screen graphic2016 – NBA Exhibition Games, Manchester United, Conventions8/2016 – Netflix teased first 11 min of Narcos season 28/2016 – Obama Q&A with Buzzfeed – what not to do
@NatalieNBenson | #LIFTSocial
Users watch Live 3x longer
Interactivity with real-time feedback
API = better equipment, on-screen graphics, longer duration
Live Streaming: Takeaways & Best Practices
Branding – 40% don’t attribute
Audio delay with camera switch
Pre-promote across platforms
Promoted/Sponsored guidelines – use
@NatalieNBenson | #LIFTSocial
2014-2015 • 360• Google Jump
(GoPro/Google)• Jaunt Studios• Facebook & Oculus• Dreamworks VR• AltSpace 10M+ in first mo• Mattel’s View-Master
Virtual Reality: Timeline2016• Digicapital - 30B market by 2020 w/
12M+ HMD sales, 1B so far• Google’s Alphabet VR• HTC Vive• Samsung Gear free w/phone• Hulu & Netflix on Gear• XBOX One/Oculus Rift• NextVR & Fox Sports• Magic Leap raises 793M• Six Flags Gear rides• Cardboard Camera App on iOS• Vertebrae – Ads, $10M funding
@NatalieNBenson | #LIFTSocial
Tethered – Oculus Rift (Facebook), Sony Morpheus, HTC ViveMobile – Samsung Gear, Mattel View-MasterGoogle Cardboard360 –YouTube, Facebook, Littlstar, Homido
Virtual Reality: Displays
@NatalieNBenson | #LIFTSocial
EntertainmentJournalismArtEducation
Virtual Reality: Use Cases
Engineering/ArchitectureTravelHealthcareRetail
@NatalieNBenson | #LIFTSocial
Virtual Reality: Frontline
Winter 2015 – Facebook Partnership for 12 360 Videos
What’s next? – 3 films with Nonny de la Peña & Knight Foundation, VR Journalism ethics & guidelines standard
@NatalieNBenson | #LIFTSocial
MOST SHARED 19 Thousand MOST ORGANIC REACH2 Million
Virtual Reality: Frontline
@NatalieNBenson | #LIFTSocial
Inaugural Peabody Facebook Award Emmy Nominated
Virtual Reality: Frontline
@NatalieNBenson | #LIFTSocial
1M hours watched w/ Samsung Gear on Facebook
Narrative vs. Interactive
What can 360 do to enhance your story that you can’t do in 2D?
Virtual Reality: Takeaways & Best Practices
Partnering = funding
Better tech/cameras = better prices
Distribution, Approval time & Zeitgeist
@NatalieNBenson | #LIFTSocial
Sphero – Star Wars Force Band POPAR – Interactive BooksSony – Xperia ProjectorMicrosoft – HoloLens headsetNintendo – 3DS Games
Augmented Reality, Use Cases
DIY – Layar, Aurasma, DAQRI, ZapparCustom Apps – Appshaker, GravityJack, MarxentIndustry-Specific – Blippar(Advertising), Holition (Jewelry Retail)
@NatalieNBenson | #LIFTSocial
Over 15M DAU’s in first week (more than Twitter)Local businesses: KTTZ, restaurants
Augmented Reality, Pokémon GO!
@NatalieNBenson | #LIFTSocial
Messaging Apps: Players by the Numbers
257B+ Messages Sent/Day
iMessage – NEW iOS, 85% 3rd party keyboard useFacebook Messenger – 1B usersKik – 300M users, 6 chats/13 min/day Line – Japanese 218M users/25M US
@NatalieNBenson | #LIFTSocial
CreatorsAppleFacebook Messenger Tenor (formerly Riffsy)BitmojiSnaps
Messaging Apps – Keyboards
Use CasesEmojisGIFsStickers
@NatalieNBenson | #LIFTSocial
CreatorsFacebook Messenger BotsKik (Promoted Chat)Echo ManySnapsCustom
Messaging Apps – Chat Bots
Use CasesHyatt – customer service HealthTap – doctor accessDisney – character blogsCNN – newsSpring – commerce GoT Three Eyed Raven – video
@NatalieNBenson | #LIFTSocial
Reaches 41% of 18-34 /day75% are 18-31150M+ DAUs Buzzfeed traffic – 21% via Discover, 27% via Facebook
Messaging Apps: Snapchat
@NatalieNBenson | #LIFTSocial
Live Streaming - leverage interactivity, don’t forget branding
VR/AR - new medium
Messaging Apps – chat bots & keyboards, go where they are
Next Gen. Storytelling - Get in the Game!