Transcript
@brandbuzz at #NABShow15
WHAT’S OLD IS NEW: Revisiting Your Archives
It’s Not All “New” Content
1.8 Billion images posted to Facebook, Instagram, Flickr, Snapchat, and WhatsApp every day (ComScore)
300 hours of video posted Per Minute on YouTube (YouTube)
350 Million new photos per day on Facebook (Business Insider)
5 Million daily article pins on Pinterest every day. 20% fresh. (Quora)
50,000 long form posts every week on Linked In (DMR Stats)
5 Vines tweeted every second. (Mashable)
Vimeo users streamed 4.9 Billion videos last year. (Vimeo)
Plan for Platform Elasticity.
Organize photos, videos, blog posts for easy re-
purposing and accessibility.
Know your Audience. (we covered that)
What This Means for You
Planning for Platform Elasticity 4
Video 5
Acquire more images from the start
Plan for multiple versions, multiple output specs
XDCam or ProRes as your master file
Split audio for faster re-purposing
ID sound bites from transcripts for fast pulls for other formats
Don’t forget rights clearances
Repurposed Video 6
Remember rights clearances
Music, stock images
Appearance releases
Different content streams should have…
Differentiated POV
Understand the viewing environment
Where are we “pushing” the viewer next?
Consider “the envelope”
Photos
BTS among top re-shares
Easily accessible
Tag for content
Pull into a “Best of”
folder for easy reposts
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Blog Posts 8
Rework
Repurpose
Look at your top hits
Evergreen topics
Update with relevant #hashtags
Facebook and Linked In offer long form vehicles
HELP OTHERS PROMOTE YOUR CONTENT
Case Study: Azealia Banks
Music Video
User-generated images embedded
Viewer/user looks at self in webcam,
instantly control Azealia’s movements
and place yourself in the backdrop
of her new music video
Built with Google Cloud for Chrome
Visibility/amplification by tech
community
200,000 views and counting
Publicity stunt or future of content
creation?
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Case Study: #bigimpacts
Big Brothers, Big Sisters Campaign
Focus on impact “bigs” have on “littles”
Participants share #bigimpacts stories in
videos and photos
Youtube embedded with Donation and
Share links
Stories spread through thousands of shares
and FB conversations
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Case Study: Snap Chat 12
Historic
Snowstorm
Prediction
January 26,
2015
New Yorkers took thousands of photos and videos of the city's snowy streets and adding them to their stories.
Snapchat employees in CA selected the best images to stitch into a single mega-story.
Snapchat then published this onto every single Snapchat users "My Friends” list
Over the next 24 hours, 25 million people watched this mega-story. Then, as with every Snapchat story, it disappeared.
Read more: http://www.businessinsider.com/snapchat-threat-to-google-facebook-tv-2015-2#ixzz3T4JJ5gTx
Tips to Help Others 13
Provide Visuals
Either photos or video
Provide hashtags for cross-platform amplification
Create custom, trackable links for shares
Bit.ly, Ow.ly, Tinyurl.com etc
Check uptimes here http://url-shorteners.public-website-status.com/
Human Stories Resonate
A personal experience or
personal connection to the
content being shared
increases re-shares
exponentially
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Plumb your own archives
Organize content to be rapidly find-able
Be prepared to re-cut, reversion video
WRAPPING UP
top related