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- 1. The New Rules of Digital Content Currency DERMOT McCORMACKEVP, MTVN DIGITAL MEDIA@dermot100
- 2. We are in a transition phase in media. @dermot100 2
- 3. Audiences continue to move to digital platforms 31 VIDEO STREAMS BILLION PER MONTH 200 TWEETS MILLION PER DAY 54 MINUTES ON FACEBOOK BILLION PER MONTH 70% OF DEVICE OWNERS CONNECT WHILE WATCHING TV @dermot100 Sources: comScore, Twitter, Nielsen, eMarketer 3
- 4. There is a bewildering array of content choices available… and its getting worse. @dermot100 4
- 5. @dermot100 5
- 6. How can publishers rise above the clutter to establish themselves as trusted sources? @dermot100 6
- 7. 3 commandments for the next online content leaders through Build AUTHORITY CURATION and CONTEXT @dermot100 7
- 8. AUTHORITY What is authority? Who has it? How can it be earned? How can it be proven? @dermot100 8
- 9. @dermot100 9
- 10. AUTHORITY VMAs: Authority in combining – 1 2 Cultural Moments Music Discovery “Someone Like You” – #1, +441% iTunes Singles Chart “Tha Carter IV” – #1 album, 964K Most tweeted event: - 10M+ #VMA tweets Most social moment: - 8,868 tweets per second Billboard 200 Chart @dermot100 10
- 12. CURATE FUTURE of CURATION EXPERTS CROWDS ALGORITHMS @dermot100 12
- 13. @dermot100 13
- 15. What does this mean for me?
- 16. What does this mean for society?@dermot100 14
- 17. Jay–Z & Kanye: “Otis” @dermot100 15
- 18. To recap: 3 commandments for the next online content leaders Build AUTHORITY through CURATIONand CONTEXT @dermot100 16
- 19. “It's not the strongest who survive, nor the most intelligent, but the ones most adaptable to change.” – Charles Darwin @dermot100 17
- 20. @MTV @mtvsplashpage @VH1 @MTVNews @MTVShowBlog @BWEtv @MTVStyle @MTVClutch @MTVMusicMeter @MTVOMA @mtvmoviesblog @mtvmultiplayer @MTVHive @MTVRapFix @MTVGeek @MTVBuzzworthy @theFABlife @LogoTV @MTV_2 @VH1PopUpVideo @CMTPress Thank You @dermot100
Hinweis der Redaktion
- The next 5 years of digital media will not resemble the last 5 years as we move to a hyper-connected, multi-platform society
- The way people consume, share and interact with content, and the platforms they use, are fundamentally changingAccording to Comscore's Video Metrix report, the industry at-large generates, on average, 30.6B video streams from 174M video viewers per month in the US
- There’s an overabundance of distracting media clutter. It seems everyone has a megaphone and access to a million or more channels they’re using to share their thoughts, spanning everything from world politics to their lunch menu.With all of this noise, people have begun seeking safe havens in the form of trusted sources.
- What is authority? An authority is an accepted source of expert information or advice. Who has it?For example, I trust BBC News when it reports on a story about UK politics (and even U.S. politics sometimes). I trust MTV’s Matt Pinfield when he directs me to a good song or cites a band’s influences. I trust ESPN to provide accurate sport scores.Trusted and authoritative brands run the gamut from traditional media companies like The New York Times, to small niche-specific music bloggers like Arjan Writes.How can it be earned?Consumers are quick to skepticism when information is reported inaccurately or presented in an inauthentic manner.While there’s no blueprint, remaining relevant and trustworthy requires ongoing work and periodic self-evaluation. Brands must frequently ask themselves: Who is my audience? What do they care about and believe in? Is my voice authentic? What distinguishes my brand from my competitors? What do my competitors do better than I do, and how do I fix that?How can it proved?While the transition may not immediately translate to traffic spikes or press coverage, influence can be measured non-traditionally — for instance, a rise in the number of retweets and link backsIt’s through link banks and social media sharing that we’ll start to actually measure authority. And with advertisers eagerly looking to lock arms with key influencers, the importance of building authority is more important and critical than ever
- Authority lets you own the conversationOutrageous Moments2011 VMAs were the most social tentpole – 10M #VMA tweetsOur production and social media teams broke and amplified the Beyonce pregnancy storyThe most social moment @ 10:35PM during Beyonce’s performance – 8,868 tweets per secondMost re-tweeted picture for MTV everMusic MomentsAdele’s “Someone Like You” #1, +441% The song was not even in the top 10 when iTunes released the charts for the week ending August 22ndBeyonce’s “Love on Top” #3, +221%Lil Wayne’s “Tha Carter” dropped at midnight 4 tracks in Top 25, Album reached #1, just behind Lady GaGaLady GaGa’s “You and I” moved back into Top 10 @ #4
- Authority lets you own the conversationOutrageous Moments2011 VMAs were the most social tentpole – 10M #VMA tweetsOur production and social media teams broke and amplified the Beyonce pregnancy storyThe most social moment @ 10:35PM during Beyonce’s performance – 8,868 tweets per secondMost re-tweeted picture for MTV everMusic MomentsAdele’s “Someone Like You” #1, +441% The song was not even in the top 10 when iTunes released the charts for the week ending August 22ndBeyonce’s “Love on Top” #3, +221%Lil Wayne’s “Tha Carter” dropped at midnight 4 tracks in Top 25, Album reached #1, just behind Lady GaGaLady GaGa’s “You and I” moved back into Top 10 @ #4
- Over the past 10 years, much of the movement in the content world has been driven by machines and crowdsourcing. ALGORITHMS: New technologies and algorithms have allowed a variety of services to attempt to recommend the same news and information. While innovative, the technology alone isn’t enough to service a super savvy consumer market.CROWDSOURCING: Nor can crowd sourcing, since the general public is not professionally trained in reporting or branding.EXPERTS: But it’s time to bring the human expert back into the mix, now with the companion toolkit of great technology and access to crowd wisdom. That way, he or she can truly curate thoughtful content that will cut through the noise, and ultimately rebuild the trust and authority severely damaged by content overcrowding.THE FUTURE OF CURATION: 1 part experts, 1 part crowds, 1 part algorithms
- The element of surprise and delight is key to the art of curation. Human experts still have an edge here. An algorithm may tell you what song you are “most likely” to enjoy. An expert has a chance of surprising you with a tune you never expected (“Wow, I didn’t know I liked German opera music!”)MTV Hive curates the Indie music scene Algorithms created by the EchoNest power the Music Meter – generating a list of the most buzzed about up and coming artists. Hive produces editorial and video content around those same artists, giving a human voice and context around the Meter.
- Context adds essential meaning to information.Brands that can clearly articulate the proper context around curated information will build authority by bringing the big picture into focus for their audience.
- We build editorial around an event – instead of just saying “this is happening”, we layer in editorial context There were over 35 News articles posted during the month of August about Jay-Z and Kanye
- The world is changing and these new pillars are helpful to content leaders in navigating that change.
- The next 5 years of digital media will not resemble the last 5 years as we move to a hyper-connected, multi-platform society