Posted: September 29, 2015 Filed under: video | Tags: comms, communications, Facebook, video, YouTube
So, where do you stand? Are you in the blue corner or the red?
There’s a punch-up going on between Facebook and YouTube and the winner gets the crown of King of Video.
When you consider that almost 70 per cent of the web is going to be video by 2017 that’s actually some crown to be fighting over.
If you are even half way interested in digital communications then it is something you need to know about. Why? Because making the right decision can make or break your video.
Technology has improved and smartphones have got more powerful. You can now watch – and shoot – video on an iphone or an android device. Facebook has encouraged people, brands and organisations to upload direct to it with the carrot of its audience.
Ofcom stats reveal that in the UK 66 per cent of adults have a smartphone in their pocket. Of these, 42 per cent watch short clips over 21 per cent TV shows. So, in short, we’re rather keen on snacking on video content.
The game significantly changed when Facebook as the world’s largest social media site has thrown its clout behind video. Inspired by a Harry Potter film they invented auto-opening videos as you scroll through your timeline. It’s also a path that Twitter have gone down with videos uploaded through twitter.com.
YouTube and those who have developed channels there have not reacted well to the challenge. One vlogger Hank Green accused Facebook of ‘lies, cheating and theft’ claiming it of being slow to take down pirated content and counting a view at just five seconds as opposed to 30 seconds on YouTube. As with anything with the social web, it’s hard to piece together exact stats.
Be the blue corner and the red corner
For me, it’s less Facebook or YouTube but rather the both of them.
YouTube remains huge. It’s the second largest search engine in the world with three billion searches a month. So it makes sense to upload content there. But Facebook is also huge. In the UK more than 30 million people have accounts and globally, it’s now running at four billion video views a month.
Erin Griffith in her ‘Fortune’ piece ‘How Facebook’s Video Traffic Explosion is Shaking Up the advertising world’ runs through the scientific arguments. You should read it. Facebook has become a place where its worth uploading video directly, she says. In February 2015, 70 per cent of uploads were direct to Facebook – almost three times the number within 12-months.
Why? Griffin says that video is a way to breathe life into your Facebook page. The secretive Facebook algorithm, she says, will show around four per cent of followers your text update, 14 per cent your picture and up to 35 per cent your video. So, video it is.
A thousand different versions of the same video
But armed with Facebook’s pile of user data is where it can get really interesting. The story of car maker Lexus making1,000 different versions of the same content and used Facebook’s demographics to distribute them is mind-blowing. So a male tech-loving car enthusiast saw a different version to the female from Chicago who loves travel.
Anecdotally, Facebook video outscores YouTube for views. In my own stream, a highlights video released when England cricketer Jimmy Anderson became leading wicket taker nets 47,000 on YouTube and 177,000 on Facebook, for example. Elsewhere, that broad trend is being talked about.
Facebook also does better than YouTube in keeping and holding the viewers’ attention. Almost 60 per cent will ‘complete’ a video. This is almost twice that of YouTube. However, videos posted to Facebook tend to be shorter at 44 seconds.
Facebook for trending and YouTube for the long haul
If it’s trending then Facebook video stats do well. But as that fades the only place to find it and where search engines send you is YouTube. So for my money, do both.
Brian Shin CEO Visible Measures describes it:
“If something is hot and of the moment, such as a newly released campaign, the Super Bowl, or even a cultural phenomenon like Fifty Shades of Grey, Facebook and similar social media sites are incredibly effective for driving the spread of timely content due to the trending nature of the newsfeed. But the strength of Facebook to promote trending content also highlights how powerful YouTube remains as a platform for continued viewership.
“If social media platforms like Facebook want to be longer term video alternatives to YouTube, they will need to amp up video discovery and search options within their sites. Because, at this point, the more removed something is from being ‘hot’ the more often YouTube is the only way to find the video.”
The clear trend is for video to be around and growing. Many comms teams have been caught out and are flat-footed by the gear shift. But video represents a brilliant way to engage with an audience via a Facebook page and via people who are happy to consume content on a smartphone.
Dan Slee is co-creator of comms2point0.
- By public demand we’re running a new round of Essential Video Skills for Comms workshops with Steven Davies. We are in Cardiff on November 12, London on November 26 and Birmingham on January 28. For more information and to book click here.
Posted: September 13, 2015 Filed under: future communications | Tags: bbc, comms, future, hacking, internet of things, iot, post human, PR, target, thomas lee, tomorrow's world, tracey follows
There was this great TV programme when I was a kid called Tomorrow’s World where amazing new concepts were demonstrated.
Back in 1979, the amazing invention called the mobile phone was road tested. We would, they said, no longer have to have to rely on landlines. In 1969, they called school computers and in 1994 it was the internet.
The mood music of it all was that one day, things would be so much different. It would be better but we were in control. For a while now there’s been a few emerging trends that I’ve been trying to make sense of. They’re now just starting to drift into view and they’ll change things for everyone. Not just comms people.
Bear with me. It’ll get weird, but let’s walk through it together.
A man in glasses has told me my fridge will talk to my scales
A couple of years ago a futurologist in sharp glasses told me that the internet of things was coming. This would be objects connected-up to the internet to allow them to talk to each other. Your scales would work out your ideal weight and, if you wanted, tell your fridge when milk stocks were running low to re-order semi-skimmed milk rather than full fat. And not chocolate. Or your smart whiskey bottle will let you know if someone is nipping at your Johnie Walker Blue Label.
Of course, the possibilities of all this are endless. Predictions of the scale of the internet of things – or IOT – range from the seriously mindblowing to the you’ll need to sit down because you’ll be rocking back and forth unable to comprehend. Deloitte says that a billion devices will be shipped in 2015. By 2020, Gartner says this will reach 25 billion devices or the equivalent of six devices for every person on the planet. Cisco says it’s 50 billion. Intel have it at 200 billion. Either way, it’s going to be a lot and my new printer that I can email and has its own URL blinks back at me as proof.
There’s always a trade-off with tech and one that equates to the Native Americans getting a handful of shiny jewels in return for the island of Manhattan. They dangle something cool in front of us and we handover loads of stuff they want. In this case its stacks and stacks of personal data. Think of Facebook. They give us a place to post baby pics and view cat videos. We give them our date of birth, school, University, where we live, where we work, spending habits, political beliefs and who we want to win Strictly. It’s a marketer’s dream. But the University library of information you’ll give to the internet of things will make Facebook look like a Janet and John easy read book.
Your communications will be automated
So, as the internet of things grows the more devices will communicate to each other. We just won’t see it. But what we will maybe see is sharp tailored personalised communication based on our sleeping, spending and drinking habits. It’s happening already to some extent. I think of the Troop canvas shoulder bag that keeps cropping up in my Facebook timeline after I google searched it last week. However, with lots more data the possibilities open up.
“More of our communication will be artificial and less of it will be human,” says Tracey Follows in The Guardian. “It is now common to say that the world is uncertain and therefore can’t be planned for. One thing is certain though. We are entering into a world that’s post human.”
The link did the rounds on Twitter. The tag ‘post human’ certainly jarred with some people in my timeline but it’s an eye-catching line. To some extent it is factually accurate. All that data. All those fridges. All those supermarkets. But to some extent it’s also wrong. The communications that will really stand out will be that which makes best use of the data to personalise it. As a married father of two children who likes cricket, technology and doing things with my family at the weekend anything that takes that data and helps me spend my time and money better is welcome.
Your crisis comms needs to be really, really good
We have the expansion of tech through the internet of thing and others the surrender of all that data. Here’s a really bright and cheery prediction. There’s going to be a massive cyber attack along the lines of a web 3.0 9/11. Not if. When.
Thomas Lee upon sees an internet of things showroom in San Franscisco by US firm Target where a car alarm wakes a baby whose cries are spotted by sensors which play soothing music. It dawns on him:
“We are so screwed… it was all very impressive, but I couldn’t help notice an irony: the retailer that ion 2013 was subject to a hack that compromised the credit card data of 100 million consumers now wanted people to entrust their entire homes to the internet.”
So, I’d maybe look at how you respond when there’s a data breach and things fall over.
Your internet is being automated
Data, data everywhere. That’s for the geeks, right? Actually, no. Not really. In a really challenging piece in Vox Todd Van Der Werff wrote a piece under the headline ‘2015 is the year the old internet finally died.’
He drew a simple conclusions from a number of recent stories which he maps out in the piece here before concluding:
“The internet as we know it, the internet of five, 10 or 20 years ago is going away as surely as print media replaced by the new internet that reimagines personal identity as something easily commodified that plays less on the desire for information or thoughtfulness than it does the desire for a quick jolt of emotion.
“It’s an internet driven not by human beings but by content, at all costs, And none of us – neither media professionals, nor readers can stop it. Every single one of us is building it every single day.”
People prefer the snackable and the fun, he argues. And it’s true. Yet most comms people haven’t got that. They – we’re – born in a world of newspapers and press releases. They – we’re – institutionalised to think that the organisation we work for is the centre of everyone’s waking moment and if it isn’t that’s their fault not ours.
At this point I think back, not for the first time, to the former Her Majesty’s Ambassador to Lebanon Tom Fletcher who said that we need to communicate like insurgents. In other words, fast, agile, snackable, fleet-of-foot content that thought more about the person than the organisation.
Getting good at data… and saying ‘no’
Of course, we’ve said it for years that data will be important to communications. We’ve said it but I’m not sure we really acted upon it. I’ve got a bit testy with the open data community in the past for not being very good at talking to people. But I wouldn’t deny the potential that data has to make the world a better place and to help you communicate better. I think of open data helping to expose massive fraud in Canada. I think on a very micro level the Coast Guard comms person who when I showed her followerwonk realised there was a spike in how active her Twitter followers were at 6am and then decided to schedule some content every day at that time.
The reality is that communications and PR people are very, very bad at using and interpreting data and need to be better. We also need to be much, much better at kicking back and asking for the data to be produced by the people who are asking us to write the press release, set-up the Twitter account or plan the campaign.
There is an art to saying ‘no’ and I don’t think comms people say it often enough. Sometimes, this can be done politely. Sometimes, this needs to be done by banging the table. Or in other words, to be able to command the skills of ‘Yes Minister’ alongside almost but not quite ‘The Thick of It.’ But maybe just be really careful who you are Malcolm Tucker direct with, okay?
So what does all this mean?
It means more things changing faster. It means the Robert Phillips phrase of ’embrace chaos’ being ever more relevant. Why? Because that’s all we can do. There’s a long tail with all of this. This will take shape in some sectors way before they reach others. But this is the direction we’re headed.
Posted: July 11, 2015 Filed under: communications | Tags: #commscamp, events, PR, public sector
A couple of days after a good event is often the time to reflect and make sense of things. So with a cup of coffee that’s what I’m doing.
Commscamp was that good event and one that drew 154 comms, PR and digital people from across the public sector in the UK.
As an unconference, the day has no agenda, with the sessions getting decided on the day by people who came along. There were NHS, local government, Welsh Government, UK government and one or two third sector.
Was it a good event? It seems slightly self-regarding to call something you helped organise ‘good.’ But I’m sure my fellow co-organisers Emma Rodgers and Darren Caveney would agree that it really, really is the attendees who make it. We just provide the space.
Here are 20 things that struck me.
- I love the look in the eyes of some people who came for the first time who revelled in the permission to talk, think and do with freedom. It’s important that everyone is on the same level. Organisers included. I’m quite nostalgic for that.
- A pre-event curry and drinks are a good thing.
- Cake really does bring people together and Kate Bentham is brilliant at building that spirit. So is Andy Mabbett.
- Music playlists also bring people together. Big up Sarah Lay and everyone who contributed.
- The spirit of the event can be summed up by a first time attendee called Chloe ending up helping out on the check-in desk minutes after she arrived.
- Twitter running commentaries by John Fox are a good thing.
- There is a need for people who are trying out new things in their organisation to come together face-to-face to remind themselves that it is not ‘you’ but ‘them’ who are the problem.
- Birmingham in the sunshine looks great.
- Next year we are hiring a canal barge and running a session in it.
- David Banks is on the money with media law in a changing landscape. You really should make friends with him. Or sign-up for his regular emails.
- It would be great to get a handful of private sector people along who came in the spiurit of sharing not selling.
- It would be great to get some third sector and not for profit people along. Catching-up with Laila Takeh at the post-event pint made me even more convinced of that.
- A junior media officer can have better ideas than a self-appointed thought leader or head of a big department. No-one has the monopoly.
- Media teams should stop doing things that aren’t their job at all. First, do so by being polite. Then by banging the table a bit. This doesn’t happen in planning or legal. Stop under valuing your job.
- Sitting round for a good whinge is quite theraputic.
- Sitting round to be deliberately optimistic is also theraputic.
- Bad intranets are a symptom of an organisation that doesn’t care about or trust staff.
- There’s no point replacing the intranet and building something better until you tackle the culture. Sorry.
- Musterpoint is a hootsuite for the public sector built by someone from the public sector.
- There are still some people who think that giving staff social media should be controlled and treated as an extension of core trad comms. I fundamentally disagree.
- Maybe we don’t need intranets.
- No matter how many unconferences you go to you end up wanting to be in two places at once.
- A first ticket release that went in less than three minutes is quite something.
- Nigel Bishop takes good video and pictures.
- Big up Sasha Taylor, Sian Fording, Rob McCleary, Nicky Speed, Kelly Quigley-Hicks and Amanda Nash and James Cattell for their volunteering.
- I’d like to be part of the team of volunteers who does another one of these next year. It was good to see old faces and new. I hope co-founder Ann Kempster can come next year.
- There’s still so much to do.
- Having good sponsors helps. Thank you Christine at MusterPoint, David and Paul at Govdelivery, Liz and Jason at Knowledge Hub, Kirstie and Scott at Touch Design, Steph at Helpful Technology, Pete at IEWM, Nick at PSCSF and supporters Alex and David at GCS, Hannah at LGA, Rachel at All Things IC and Phil at the NUJ.
- Thank you if you came because you helped make it a success.