DAY 2
09:40 - 10:30 PANEL DISCUSSION
ONLINE VIDEO: GREAT TO WATCH, EVEN BETTER TO SHARE
This year has witnessed an explosion in the popularity of online video. But it has also seen a shift in the way we consume that content. According to a recent report from Unruly Media, one of the more notable trends of 2011 was a significant increase in shares compared to views. In 2011, the top 20 ads generated 25 million shares, a nearly five-fold increase from 2010 levels, while the ratio of shares to views changed, too – in 2010, only one in 39 people who viewed video content went on to share it online, whereas this year that figure was one in 10. So how can brands capitalise on this paradigm shift? And what potential does social video have to help companies build a high-impact, long-term emotional connection with their audience?
KEY TAKEAWAYS:
• Best practice: what are the panel’s top tips on creating a successful viral video?
• Virality versus views: is the number of times a video is passed on and shared a better metric than the total number of eyeballs reached?
PETE BLACKSHAW, NESTLE @pblackshaw
Pete is Nestle’s Global Head of Digital Marketing and Social Media and author of Satisfied Customers Tell Three Friends, Angry Customers Tell 3000: Running a Business in Today’s Consumer-Driven World. He founded
PlanetFeedback.com and the Word- of-Mouth Marketing Association.
• Connected TV: what challenges/ opportunities does the convergence of TV, online and social channels present to marketing teams?
CHRISTER HOLLOMAN, FIRST
TUESDAY @holloman
A serial entrepreneur, Christer is Chairman of First Tuesday UK, Europe’s largest network for high growth tech companies and investors. A published author, he was ranked one of London’s most influential new media individuals by The Evening Standard.
LOCATION: THE GREAT HALL
50
www.istrategyconference.com
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