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

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The ABC of social TV Matt Locke @matlock @storythings

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

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The ABC of social TV

Matt Locke@matlock

@storythings

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AttentionBehavioursCirculation

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What is attention?

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Attention is the feedback loop for storiesIt is the connection between artists and the audience

Attention is a visceral experience

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New technologies give rise to newattention patterns

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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 official 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 finance.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-day's 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 first act of the opera). . Exchange news from New York, Frankfurt, Paris, Berlin, London, and other business centers.8:30 -- 9:30 . . Opera.

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40 Seconds of Twitter Mentionshttp://www.flickr.com/photos/hepwori/5981862741/

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Why are behaviours important?

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Pre 1993Messaging

Using emailreplying, forwarding, replying allattaching filesUsing newsgroups

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1994Browsing

Opening a browserTyping a URLBookmarking

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1998Searching

Typing a search termRefining a search termNavigating search results

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2000Buying

Opening an accountRegistering credit card detailsComparing pricesRating sellersLeaving Feedback

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2003Blogging

Writing and publishingUploading photosCommentingLinking

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2005Watching

Watching videoInstalling pluginsRatingTime-shiftingBinge-viewing

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2008Going mobile

Downloading appsUsing locationSwiping/Tilting

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2009Connecting

Following friends/celebritiesRetweeting/SharingLikingTagging/using Hashtags

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2010Playing

Playing social/multiplayer gamesUsing virtual currenciesPlaying mobile gamesTwo-screening

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2011Funding

Pledging/backingMicro-financingCrowd-sourcing

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2012Wearing

Wearing connected devicesSyncing them with mobile/desktopsConnecting home devices to the cloud

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Audiences learn new behaviours for two reasons:

The behaviour is trivially easyThe value is incredibly high

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Why is circulation important?

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We are moving from an age of distribution to an age of circulation

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Design for two people, not one

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So...

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What does this mean for telling stories now?

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We are in the middle of a shift fromnetworks built around distribution

to eco-systems built around circulation

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GOOGLE APPLE FACEBOOK AMAZON

Storage Google Drive iCloud N/A EC2

Platform AndroidGoogle Apps iOS Facebook API Amazon version of Android

Device3rd Party Tablets/mobiles running AndroidGoogle TV

iPodiPhoneiPadApple TV

N/A KindleKindle Fire

Social Google+PingGame CenterTwitter (intergrated into iOS)

Facebook Kindle Public Notes

Content

Films/TV (Youtube)Music (google music)Books (google books)Games (Android)Photos (Picasa)

Films/TV (iTunes)Music (iTunes)Games (App Store)Books (iBooks)Magazines/Newspapers (Newsstand)

GamesPhotos

Books (Amazon)Music (Amazon MP3)Film/TV (LoveFilm)

Market Android App StoreGoogle Checkout

iTunesApp Store Facebook Credits Amazon

Kindle Store

AdvertisingGoogle AdWordsGoogle AdSenseYoutube

iAds Facebook Adverts Amazon Advertising

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Youtube is the centre of one of the most interestingbattles between distribution and circulation

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Social TV will come of age when the schedule is replaced by behaviours from other contexts:

organic searchalgorithmic recommendation

social recommendation

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It took 30 years for the music industry to be transformed by new behaviours.

We’re about 10 years into the same transformation of the TV industry.

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so...

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We are in a long period of transition

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We are in a long period of transition

We have to design for new attention patterns

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We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

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We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

We have to design for circulation, not distribution

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We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

We have to design for circulation, not distribution

We are still only at the beginning

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Thanks!www.storythings.com

@[email protected]