View
371
Download
1
Category
Preview:
DESCRIPTION
Presentation for the Facebook Developer Garage 2009
Citation preview
Facebook Video: Viral vs Destination
© 2009 Brightcove, Inc. All rights reserved.
Who is this Guy?
Cameron Church : Technical Channel Director EMEA
6+ years technical experience in Online Video
2+ years with Brightcove
Privileged to work with many major publishers across EMEA
© 2009 Brightcove, Inc. All rights reserved.
Why Video? – some 2008 stats
13% yoy growth of number of UK people watching online video
France and Germany grew 17% and 10% yoy
Videos per viewer has grown 18% yoy : average 131 each in Dec 2008
Time spent per video is up 46% yoy : average over 8 hours a month
Source comScore 2008 data
© 2009 Brightcove, Inc. All rights reserved.
Why Video on Facebook?
Engagement demands on the web and with online video is on the up
This implies they want to share / communicate to friends
The number 1 sharing / communication platform – major self-contained social hub
Users of all demographics (including my mum!) use FB – massive reach in inherently fragmented market
Controlled platform – you are god
© 2009 Brightcove, Inc. All rights reserved.
Why Brightcove Video on Facebook?
Whitelisted by Facebook
Extensive player API and framework
© 2009 Brightcove, Inc. All rights reserved.
Push or Pull?
2 Types of video distribution: Push and Pull
Push – Viral Pull - Destination
-Send the video to your user-The video is free to go anywhere-The experience is packaged but limited
-Self- contained branded content : Message in a bottle-For fragmented approach (user profile unknown)-Non-monetisable
-Video shared via newsfeed
-Bring the user to your video -The video sits in a controlled brand zone-The experience is completely immersive / full space
- Any type of content (including rights controlled) : Carnival approach- For segment approach (targeted user profile)-Ideal for monetisation
-Video supplied via FB App
© 2009 Brightcove, Inc. All rights reserved.
Push – Sharing via the NewsfeedA user takes the video from a seed player (outside of FB)
Uses the FB Share API
The video shows up for playback on personal profile pages
Share from within profiles to any other profiles
Non advertising (according to FB T&Cs)
© 2009 Brightcove, Inc. All rights reserved.
Pull – A video enabled FB App
Bring a user to you
Immersive controlled environment
Full access to the FB APIs – including targeting
Shared via App Bookmarking
Can mix in other engagement tools (polls, links, branding)
Mainly for Monetization Strategies
© 2009 Brightcove, Inc. All rights reserved.
Demos
Pull – Branded Channel by LIV
Push – Seed Player example
© 2009 Brightcove, Inc. All rights reserved.
Conclusions
Video and Facebook just makes sense
Use Brightcove to leverage our whitelisting
Push viral content : Branded content / leverage user popularity
Pull users to “monetizable” content : Branded Channel / Give them an experience
Try it yourself using a Brightcove 30-day trial account
+49 (0) 40 401 900 - 166
© 2009 Brightcove, Inc. All rights reserved.
Contact
Email : cchurch@brightcove.com
Blog : http://blog.brightcove.com/global
Trial Account : http://www.brightcove.com/en/30-day-trial
Dev Site : http://developer.brightcove.com
We’ve launched the London Brightcove Developer Group
Email me to join up
Recommended