LIFT 2016: How Live Streaming, Virtual Reality, and Messaging Apps are Changing Social by Natalie Benson

#LIFTSocial

How Live Streaming, Virtual Reality & Messaging Apps Are Changing Social

MediaNatalie Benson | PBS

@NatalieNBenson

@NatalieNBenson | #LIFTSocial

“Mainstream Media” vs. “Main Street Media” 18B Daily Video Views on Snapchat & Facebook Vertical video Snapchat 9x completion rate, FB 3x CPMs80% increase in conversion rates on homepage 92% of mobile video consumers share 135% greater organic reach with videos vs. photos75% of world’s mobile traffic will be video by 2020

Food for Thought - Video is King


LIVE STREAMING

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Live Streaming: Twitter Live


1/2015 – Acquired by Twitter after 11 months3/2015 – SXSW, remember Meerkat?8/2015 – Reported 10M accounts6/2016 – Twitter integration

Live Streaming: Periscope, Timeline


200M+ broadcasts110 years of video/dayWas Ephemeral No broadcast limitLive map & SearchSketch, seasonal hearts, screenshots

Live Streaming: Periscope, Basics


What It WasHosted by Joe Hanson of It’s Okay to be Smart15 streams over 4 daysBehind-the-scenes of a live show, exclusive access, host Q&As, and more

Live Streaming: Periscope, Big Blue Live (Fall 2015)



The Result@TwitterTV boosts & a Periscope “featured channel”13k+ viewers, 10k+ followers and 70k+ hearts2015 Shorty Award Finalist – Best Use of Live Streaming

Live Streaming: Periscope, Big Blue Live (Fall 2015)


Live Streaming: Facebook Live, Timeline

1/2016 – Facebook Live open to the public3/2016 – PBS & Year In Space experiment 6/2016 – Partner with Blizzard for gaming


Live Streaming: Facebook Live, Year In Space


Live Streaming: Facebook Live, Timeline

1/2016 – Facebook Live open to the public3/2016 – PBS & Year In Space experiment 6/2016 – Partner with Blizzard for gaming


Live Streaming: Facebook Live, Basics

Algorithm boosts ONLY while live 4 hours / Continuous LiveAnalytics Reactions Friends Are Watching alerts Comments build (red dot = original broadcast)Coming soon – Trimming & Waiting Room





Algorithm boosts ONLY while live 4 hours / Continuous LiveAnalytics Reactions Friends Are Watching alerts Comments build (red dot = original broadcast)Coming soon – Trimming & Waiting Room


Live Streaming: Facebook Live, Use Cases



4/2016 – Exploding Watermelon, 800k concurrent/ 10M+ all-time5/2016 – Chewbacca Mask & Candace Payne, 160M+ all-time6/2016 – Buzzfeed Q&A on Brexit, Reaction voting/on-screen graphic2016 – NBA Exhibition Games, Manchester United, Conventions8/2016 – Netflix teased first 11 min of Narcos season 28/2016 – Obama Q&A with Buzzfeed – what not to do




Live Streaming: Facebook Live, PBS NewsHourProduced Facebook Lives


Live Streaming: Facebook Live, PBS NewsHourShow Segments


Live Streaming: Facebook Live, PBS NewsHourLive Events


Live Streaming: Facebook Live, PBS NewsHourHybrid


Users watch Live 3x longer

Interactivity with real-time feedback

API = better equipment, on-screen graphics, longer duration

Live Streaming: Takeaways & Best Practices

Branding – 40% don’t attribute

Audio delay with camera switch

Pre-promote across platforms

Promoted/Sponsored guidelines – use


VIRTUAL REALITY

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2014-2015 • 360• Google Jump

(GoPro/Google)• Jaunt Studios• Facebook & Oculus• Dreamworks VR• AltSpace 10M+ in first mo• Mattel’s View-Master

Virtual Reality: Timeline2016• Digicapital - 30B market by 2020 w/

12M+ HMD sales, 1B so far• Google’s Alphabet VR• HTC Vive• Samsung Gear free w/phone• Hulu & Netflix on Gear• XBOX One/Oculus Rift• NextVR & Fox Sports• Magic Leap raises 793M• Six Flags Gear rides• Cardboard Camera App on iOS• Vertebrae – Ads, $10M funding


Tethered – Oculus Rift (Facebook), Sony Morpheus, HTC ViveMobile – Samsung Gear, Mattel View-MasterGoogle Cardboard360 –YouTube, Facebook, Littlstar, Homido

Virtual Reality: Displays


Virtual Reality: Cameras, Consumer/Low Res


Virtual Reality: Cameras, Professional


EntertainmentJournalismArtEducation

Virtual Reality: Use Cases

Engineering/ArchitectureTravelHealthcareRetail


Virtual Reality: Frontline

Winter 2015 – Facebook Partnership for 12 360 Videos

What’s next? – 3 films with Nonny de la Peña & Knight Foundation, VR Journalism ethics & guidelines standard


MOST SHARED 19 Thousand MOST ORGANIC REACH2 Million



Inaugural Peabody Facebook Award Emmy Nominated



1M hours watched w/ Samsung Gear on Facebook

Narrative vs. Interactive

What can 360 do to enhance your story that you can’t do in 2D?

Virtual Reality: Takeaways & Best Practices

Partnering = funding

Better tech/cameras = better prices

Distribution, Approval time & Zeitgeist


Sphero – Star Wars Force Band POPAR – Interactive BooksSony – Xperia ProjectorMicrosoft – HoloLens headsetNintendo – 3DS Games

Augmented Reality, Use Cases

DIY – Layar, Aurasma, DAQRI, ZapparCustom Apps – Appshaker, GravityJack, MarxentIndustry-Specific – Blippar(Advertising), Holition (Jewelry Retail)


Over 15M DAU’s in first week (more than Twitter)Local businesses: KTTZ, restaurants

Augmented Reality, Pokémon GO!


MESSAGING APPS

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Messaging Apps: Players by the Numbers

257B+ Messages Sent/Day

iMessage – NEW iOS, 85% 3rd party keyboard useFacebook Messenger – 1B usersKik – 300M users, 6 chats/13 min/day Line – Japanese 218M users/25M US


CreatorsAppleFacebook Messenger Tenor (formerly Riffsy)BitmojiSnaps

Messaging Apps – Keyboards

Use CasesEmojisGIFsStickers


CreatorsFacebook Messenger BotsKik (Promoted Chat)Echo ManySnapsCustom

Messaging Apps – Chat Bots

Use CasesHyatt – customer service HealthTap – doctor accessDisney – character blogsCNN – newsSpring – commerce GoT Three Eyed Raven – video


Reaches 41% of 18-34 /day75% are 18-31150M+ DAUs Buzzfeed traffic – 21% via Discover, 27% via Facebook

Messaging Apps: Snapchat


In Conclusion


Live Streaming - leverage interactivity, don’t forget branding

VR/AR - new medium

Messaging Apps – chat bots & keyboards, go where they are

Next Gen. Storytelling - Get in the Game!

QUESTIONS

#LIFTSocial

Thank You

#LIFTSocial

LIFT 2016: How Live Streaming, Virtual Reality, and Messaging Apps are Changing Social by Natalie Benson

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