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The Language of Digital Content: Why Mobile and Video are Changing the Conversation

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The Language of Digital Content: Why Mobile and Video are Changing the Conversation

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For over 10 years StumbleUpon has been the place where people come to discover new things online. With over 40M global users and 50 billion pages served, they index the world’s content and have a unique view on the way its consumed. Join Anne Gherini, Director of Marketing at StumbleUpon, as she reveals trends in content creation and distribution and discusses why mobile and video are (finally) changing the game for both consumers and brands.

For over 10 years StumbleUpon has been the place where people come to discover new things online. With over 40M global users and 50 billion pages served, they index the world’s content and have a unique view on the way its consumed. Join Anne Gherini, Director of Marketing at StumbleUpon, as she reveals trends in content creation and distribution and discusses why mobile and video are (finally) changing the game for both consumers and brands.

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The Language of Digital Content: Why Mobile and Video are Changing the Conversation

  1. 1. The Language of Digital Content Why Mobile and Video are Changing the Conversation
  2. 2. Bio
  3. 3. 6-29-07 “Your life in your pocket” –Steve Jobs
  4. 4. Evolution of Mobile Entertainment • New Games • Reading more enjoyable • Video improving yet still slow 2008 2009 Samsung launches with Android • Mobile gaming space was starting to boom • Game development for Mobile, not just ports • Social media dominates consumption 2010 Launch of the iPad SPEED Forward • Advanced phone technology • Fastest OS • Robust networks • Content optimized for mobile consumption • Video now enjoyable Apple Launched the App Store
  5. 5. App Entertainment
  6. 6. 6 is the new 60
  7. 7. Consumers are hungry for mobile content • 1 billion smartphones sold in 2014 • 235MM mobile users in the US • Mobile video accounts for 66% of mobile web traffic • 50% of all mobile users viewed videos over 3 mins • YouTube is now driving the highest purchase intent for brands • 1 in 3 Millennials don't even watch broadcast - watch videos online
  8. 8. Good Bye Cable? • 24% 18-34 yr olds are not subscribing to paid TV – @recode
  9. 9. Something to Talk About • Added advantages of Mobile content • 92% of mobile video viewers share the videos they watch • But it has been a siloed experience
  10. 10. Virtual Living Room • Video Discovery • Users shared videos via SMS • Not just comments, conversations!
  11. 11. If you build it, they won’t come • 60 Trillion Unique Web Pages • Over 100 hrs of videos added to YouTube every MINUTE • Average person only visits 8 websites a day • Content is NOT King!
  12. 12. ALS Challenge Why did this work? • Great cause • Simplicity • Tapped into social video • Celeb Evangelists • Gamification of self gratification • Luck
  13. 13. Choose your Vehicle • Content distribution • CRM channels • Tap social • Boost with advertising
  14. 14. Rented vs. Owned • Renting Social Space • Lure Users to Owned Space – Own the data – Have total control over how the content is presented
  15. 15. Ignite Your Content • Build a fire • Create a Spark • Add lighter fluid • Enjoy the glow
  16. 16. Rev Your Engines • Beyond advertising & social • Find your brand’s Evangelists – Not just about A-list tweets – Brand Ambassadors – Find who speaks to your Niche
  17. 17. “Celebrity” Seeding • The new A-List?
  18. 18. Nash Grier… who? • @griernash • Age: 16 • Followers: 7.2MM • Sing: No • Dance: No • Talent: ?
  19. 19. How about some talent • Shaun McBride • Age: 27 • SnapChat Artist • Deals: Disney, Taco Bell, MLS + • $30K deals!
  20. 20. Tap Into Their Creativity • Meagan Cignoli • Followers: 514K • 73MM Loops • #FixInSix • Cannes Lion
  21. 21. Play It Again…Loop • Klarity • 3 twenty something dudes • Vine Followers: 2MM • 400MM LOOPS • Income: Over $100K a yr • One Video: $20K-$50K • “Squeaky-clean Image
  22. 22. Takeaways • Adaptation and technology now allow mobile video to be the dominate player • 6 is the new 60 • Build content for Mobile consumption • Not just comments, start conversations • If you build, they won’t (just) come • Choose your vehicle and ignite the fire • Define entertainment for your mobile audience
  23. 23. THANK YOU! @ANNIEG

Hinweis der Redaktion


  • ----- Meeting Notes (10/15/14 08:22) -----
    intro
    name
    head marketing
    title
  • Started my career in Entertainment

    Moved to the Bay area to get into Tech and Gaming

    Caught the startup bug and never looked back.

    My focus and passion is around Mobile Entertainment.
  • Why is this date important? *show iphone*

    revolutionized the smart phone
    Redefined portable computing
    First true touch-focused phone
    Software was the focus

    game-changer. Mobile communication and soon mobile entertainment would never be the same.

    Not everyone thought it was a sure thing. Blackberry fans slow to adapt. $499 and over $100 a month service

    How often have you said “ what did we do without smart phones?”
  • 2008 -- App launch: most apps were simple – shotgun app

    2009 – Samsung entered and gave Apple some competition
    -Mobile gaming space was starting to boom – leading indicator of entertainment
    Game development for Mobile, not just ports
    Social media dominates consumption
    2010
    New better Games
    Reading more enjoyable – iBooks launched
    Video improving yet still slow!!!!
    Spinning Wheel of death – videos were very short

    2014
    Advanced phone technology
    Fastest OS
    Robust networks
    Content optimized for mobile consumption
    Video now enjoyable



  • Video and streaming TV are coming at a rapid rate!

    HBO Go will now allow new users without cable subscription – announced today
    Stand alone streaming!
  • Anyone guess what this means?

    6inch phones are the new 60 inch TVs

    People, millennial in particular, are more excited about their new phones than their TVs

    Entertainment has now gone mobile
  • Hungry for Mobile entertainment
  • People are watching programing on their tablets and phones more than ever!

    Take Away: Must invest in mobile Video.
  • Mobile content can be consumed anywhere which is great, BUT the real value is what people are doing with the content.

    Added value

    People are talking and share content like never BEFORE

    But it has been siloed. 1:1 experience via SMS or 1 way comments on a thread
  • Users don’t just want to watch entertainment on mobile, they want to talk about it.

    Not just comments, CONVERSATIONS

    This is great for Brands! People talking/engaging in your content like never before. BUUUUUUT!
  • It takes more than great content!
  • Lets look at something that recently went viral.

    ALS Challenge.

    This was a big leap for Facebook in getting into video. Paired with them test auto-play.

    So how do you get your content out from the clutter?
  • GO Where your Fans are

    Create this great content, now need to get it out there – Email lists, Social Channels

    You can drive traffic to your content or take advantage of Native Advertising opportunities.

    Native Advertising : StumbleUpon Ads, FB, TW and AOL
  • But where should your content Live?

    There are some frustrations with using Social. You are at the hands of Facebook's black box of impressions. (edgerank)

    Brands and publishers are pulling back from Facebook due to lack of control.

    Owned space = what you control

    Brands are shifting dollars to new niche networks (snap, vine, insta, SU)

    This is big for us at Stumble bc we serve content in full form as opposed to ads on other network.
  • At StumbleUpon we were the pioneers in content discovery and native advertising. So we sit on loads of data around why content goes viral

    For a Marketer I find this fascinating.

    What does it take?

    Like building a fire – put all the pieces in place, create your content. Then you rub some sticks, light a match, click some rocks to get your spark

    But you need a fire that will keep you warm for days not one that will die in the wind. Sometimes you are lucking and starts blazing, sometimes it is harder to get initial traction.

    Native Advertising – we see a lot of brands with great content come to us at StumbleUpon to get their content to be that roaring fire. Needing that added boost.
    Similar to FB boosted posts

  • So what are some other ways to get your content out there.

    Some other ways to create compelling content for these new social channels

    Think outside the box and look at the new world of mobile content.
  • Who are these people?

    The 6 year old dancer, The littlest big diva, The follow back expert.

    This is the next wave of “celebrity” and they are seriously killing it. Producing high and low brow content, esp video, like never before.
  • Anyone know who Nash Grier is?

    Brands are paying stars like him up to $4000 a SECOND to promote them

    Why? Because he connects with 13-17 yr old teens better than any of us.



    Many companies are more sensitive about their brand and cautious to hand it over to a 16yr kid

    But do internet stars have talent?
  • Use these celebs and their following to promote your content.

    Some brands a a bit more conservative. When I was consulting a big name toy company came to be and wanted a “VINE Strategy” but was too afriad to put it all in the hands of someone like Shaun or Nash.

    My solution was working with talent. And letting them produce

    DIY Celebrity.
  • Use an expert. Discovered by Lowes #fixinsix

    Now has her own agency that just produces content for brands

    Tribeca Film Festival now has a spot for Vine videos #6secfilms
    ----- Meeting Notes (10/14/14 15:19) -----
    You don't have to have high production value to produce great content.

    Be Creative.
  • The nature of vine and Snap Story videos is creating an endless loop of content like an animated GIF

    You become mesmerized watching the content.

    ----------------------
    Mobile video content is snackable entertainment.

    Fun, creative videos you can watch wherever you are

    You don't have to have high production value to produce great content.

    Be Creative. And if you are not creative find someone that is, the web is crawling with them
  • This is an exciting time in Mobile and entertainment
    1)
    Technology advancements have enabled us to reach audiences where ever they go
    Brands are thinking beyond the standard IAB and creating content that spurs conversations.



    Content producers - We are competing for people’s time.
    Mobile is more snackable
    They work because they are entertaining – convey message as quickly as possible
  • Connect with me on Twitter or LinkedIn

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