cameron church

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


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


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


Why Brightcove Video on Facebook?

Whitelisted by Facebook

Extensive player API and framework


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


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)


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


Demos

Pull – Branded Channel by LIV

Push – Seed Player example


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


Contact

Email : [email protected]

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

cameron church

Technology