#SocialTVConf Presentations - 22/1/13 - Matt Locke from Storythings

download #SocialTVConf Presentations - 22/1/13 - Matt Locke from Storythings

of 45

Embed Size (px)

description

Matt Locke's outstanding and insightful opening presentation at the event, giving us a fascinating journey through Social TV, and his `ABC` of how to drive best effect, through understanding consumer behaviour.

Transcript of #SocialTVConf Presentations - 22/1/13 - Matt Locke from Storythings

  • The ABC of social TV Matt Locke @matlock @storythings
  • AttentionBehavioursCirculation
  • What is attention?
  • Attention is the feedback loop for storiesIt is the connection between artists and the audience Attention is a visceral experience
  • New technologies give rise to new attention patterns
  • A. M.9:00 -- . . Exact astronomical time.9:30 -- 10:00 . . Reading of programme of Vienna and foreign news and of chief contents of the ofcial press.10:00 -- 10:30 . . Local exchange quotations.10:30 -- 11:00 . . Chief contents of local daily press.11:00 -- 11:15 . . General news and nance.11:15 -- 11:30 . . Local, theatrical, and sporting news.11:30 -- 11:45 . . Vienna exchange news.11:45 -- 12:00 . . Parliamentary, provincial, and foreign news.12:00 noon . . Exact astronomical time.P. M.12:00 -- 12:30 . . Latest general news, news, parliamentary, court, political, and military.12:30 -- 1:00 . . Midday exchange quotations.1:00 -- 2:00 . . Repetition of the half-days most interesting news.2:00 -- 2:30 . . Foreign telegrams and latest general news.2:30 -- 3:00 . . Parliamentary and local news.3:00 -- 3:15 . . Latest exchange reports.3:15 -- 4:00 . . Weather, parliamentary, legal, theatrical, fashion and sporting news.4:00 -- 4:30 . . Latest exchange reports and general news.4:30 -- 6:30 . . Regimental bands.7:00 -- 8:15 . . Opera.8:15 (or after the rst act of the opera). . Exchange news from New York, Frankfurt, Paris, Berlin, London, and other business centers.8:30 -- 9:30 . . Opera.
  • 40 Seconds of Twitter Mentions http://www.ickr.com/photos/hepwori/5981862741/
  • Why are behaviours important?
  • Pre 1993MessagingUsing emailreplying, forwarding, replying allattaching lesUsing newsgroups
  • 1994BrowsingOpening a browserTyping a URLBookmarking
  • 1998SearchingTyping a search termRening a search termNavigating search results
  • 2000BuyingOpening an accountRegistering credit card detailsComparing pricesRating sellersLeaving Feedback
  • 2003BloggingWriting and publishingUploading photosCommentingLinking
  • 2005WatchingWatching videoInstalling pluginsRatingTime-shiftingBinge-viewing
  • 2008Going mobileDownloading appsUsing locationSwiping/Tilting
  • 2009ConnectingFollowing friends/celebritiesRetweeting/SharingLikingTagging/using Hashtags
  • 2010PlayingPlaying social/multiplayer gamesUsing virtual currenciesPlaying mobile gamesTwo-screening
  • 2011FundingPledging/backingMicro-nancingCrowd-sourcing
  • 2012WearingWearing connected devicesSyncing them with mobile/desktopsConnecting home devices to the cloud
  • Audiences learn new behaviours for two reasons: The behaviour is trivially easy The value is incredibly high
  • Why is circulation important?
  • We are moving from an age of distribution to an age of circulation
  • http://www.22squared.com/blogs/justin-oh/all-facebook-fans-arent-created-equal-participation-inequality-and-the-90-9-1-rule/
  • Design for two people, not one
  • So...
  • What does this mean for telling stories now?
  • We are in the middle of a shift from networks built around distributionto eco-systems built around circulation
  • GOOGLE APPLE FACEBOOK AMAZONStorage Google Drive iCloud N/A EC2 AndroidPlatform iOS Facebook API Amazon version of Android Google Apps iPod 3rd Party Tablets/mobiles iPhone KindleDevice running Android N/A iPad Kindle Fire Google TV Apple TV PingSocial Google+ Game Center Facebook Kindle Public Notes Twitter (intergrated into iOS) Films/TV (iTunes) Films/TV (Youtube) Music (iTunes) Music (google music) Books (Amazon) Games (App Store) GamesContent Books (google books) Music (Amazon MP3) Books (iBooks) Photos Games (Android) Film/TV (LoveFilm) Magazines/Newspapers Photos (Picasa) (Newsstand) Android App Store iTunes AmazonMarket Facebook Credits Google Checkout App Store Kindle Store Google AdWordsAdvertising Google AdSense iAds Facebook Adverts Amazon Advertising Youtube
  • Youtube is the centre of one of the most interesting battles between distribution and circulation
  • Social TV will come of age when the schedule is replaced by behaviours from other contexts: organic search algorithmic recommendation social recommendation
  • It took 30 years for the music industry to be transformed by new behaviours.Were about 10 years into the same transformation of the TV industry.
  • so...
  • We are in a long period of transition
  • We are in a long period of transitionWe have to design for new attention patterns
  • We are in a long period of transitionWe have to design for new attention patterns We have to design for new behaviours
  • We are in a long period of transition We have to design for new attention patterns We have to design for new behavioursWe have to design for circulation, not distribution
  • We are in a long period of transition We have to design for new attention patterns We have to design for new behavioursWe have to design for circulation, not distribution We are still only at the beginning
  • Thanks!www.storythings.com @storythingsmatt@storythings.com