This week we had two fantastic gentlemen join us for various features across our brands. Here’s a selection of some of the videos we shot.
Are you tired of misinformation? Sick of Fake News? Don’t be! We The Unicorns proudly presents the first in a series of new videos looking at the world of YouTube. Tuck in.
Last Thursday we were proud to broadcast our very first end of year YouTuber awards for We The Unicorns live from Twitter HQ in London. The event was initially launched back in November with a number of categories we felt offered something original by supporting the rising stars and rebels from across the year. All in all, I was blown away by the sheer volume of votes we eventually received (over 48k in total) – and the support from everyone involved (fans and creators alike) was simply amazing.
As I mentioned above, we streamed it from Twitter HQ via Periscope and I’ve embedded it below in all its glory. Well done to the whole team behind this and to everyone who voted!
— We The Unicorns (@wetheunicorns) December 15, 2016
Every year we host Capital’s Jingle Bell Ball at London’s O2 – a fantastic weekend of music where fans can celebrate the best artists and tracks of the year in an amazing venue. Covering an event like this is a true privilege as it’s a great chance to meet fans, find out what they’re listening to and learn about what’s important to them.
What’s also important is that we took the decision years ago to make the Jingle Bell Ball a true digital experience. That means, that wherever you are in the UK, if not the world, you’ll be able to experience the event as if you were at the O2 itself.
That doesn’t mean ‘just’ filming the artists on stage and conducting behind the scenes interviews* – it means thinking very carefully about what platforms our digital audience are currently on and delivering formats that excite, engage and get them coming back for more.
Here’s a short overview of what you can expect from our digital coverage in the next 48 hours:
- Radio coverage (naturally) across FM and digital
- Capital TV dedicated coverage
- Highlights of the best on stage performances and back stage interviews (video on demand)
- Exclusive Facebook Live interviews with all the artists (and kittens)
- Live blog coverage – a great single location to see all the action as it happens
- Snapchat coverage incl. exclusive Snapchat filters
- Live Instagram Video stories
- Dedicated content for social media – we believe with a passion that we should be entertaining you in your space, so our social media team will be creating the funniest and informative memes and updates they can.
So what’s the best thing about all this coverage? The fact that it’s all happening live – with all sections of the business (radio, tv, digital, marketing, pr, events, commercial) working together to make sure this is the best experience possible for YOU.
So here goes. Another fantastic Jingle Bell Ball is about to happen. I’ll post some highlights when I can!
*I say ‘just’ but shooting, editing and distributing video is a massive part of our operation. Adding this now before the Head of Video decapitates me.
Here’s a selection of my best content strategy reads over the last week. Enjoy!
Announcing Keyword Explorer: Moz’s New Keyword Research Tool
Interesting new tool from Moz.com. I’m not entirely sure if this does anything over and above a basic understanding of Google’s Keyword Planner but it’s a nice introduction to keyword research if you’ve never done this before.
One month in: Four things The New York Times has learned using Facebook Live
I thought this was a fantastic insight into what NYT has been doing with Facebook Live. P.S, here’s what we’ve been up to on LBC and We The Unicorns…
Internet Video Views Is A 100 Percent Bullshit Metric
The validity of Facebook’s success metric is up for debate again this week. A useful reminder I think, of what makes true video engagement – otherwise we’re all going to end up exploding watermelons.
Former Facebook Workers: We Routinely Suppressed Conservative News
I‘m sure you all read this story which resulted in Facebook publishing their editorial guidelines for their Trending module. As someone who has advised on editorial Code of Conducts in the past, I’ve found the whole issue fascinating. It looks like Facebook is recognising the need for more publisher transparency – although I’m sure it would deny it was a publisher.
3 charts that show the very different news audiences for mobile web and apps
Read this to understand the different kind of engagement across mobile web and app.
And lastly, thanks to Classic FM for unearthing this video of Prince this week. I’ve had the tune in my head all week…
A list of my most interesting content strategy-related reads this week…
Here’s What Makes The Guardian So Successful On Facebook
A great insight into FB distribution strategy at the Guardian. And if you like that, find out what Buzzed are up to in the video space as well.
Facebook videos live fast, die young
We all knew this right? but still interesting read…
‘While YouTube and Facebook have established themselves as major hubs for mobile video, the lifespan of content on each platform is markedly different. Put in astronomical terms, a Facebook video is a brief supernova, peaking early and then quickly fading out; a YouTube video is more like a cooling star that emits a small flash of light then slowly decays.’
Facebook is going to start showing you pieces people actually read
Time online is back people!
With a scripted daily comedy news show, Mic looks to add a little late night TV to the social video mould
Interesting to see how Mic is choosing the comedy format to increase reach amongst the millennials. Again, it’s an example of a team that has been given the freedom to experiment.
How to build audiences by engaging your community
Great starter-guide for approaching community journalism in your newsroom.
Netflix Knows Which Pictures You’ll Click On–And Why
“One of Netflix’s earliest findings was that interest tended to drop off when an image touting a show or movie contained more than three people. It seems that users find it hard to focus when there are too many people, and may not be able to absorb cues about the storyline. This was a surprising insight for Netflix, given that some shows are popular precisely because they have large casts. Orange Is the New Black is a good example of this. “While ensemble casts are fantastic for a huge billboard on the side of a highway, they are too complex at small sizes,” Nelson says. “They are ultimately not as effective at helping our members decide if the title is right for them on smaller screens.”
A couple of weeks back The Gadget Show team came down to our office to film a typical day with We The Unicorns. It was a really exciting day, with some great interviews with creators like Savannah Brown who popped in to tell us all about her new book, face-swap and generally look amazing in our Unicorns photoshoot.
Being approached by tv broadcasters is just such a great reflection of the hard work the team have put in other the last six months. We’re already attracting more than a million users every month and that’s down to the talent of the team but also the fantastic comments and interaction from the Unicorns community – that’s YOU!
So…..here’s the video. Onwards and upwards!
If you’ve ever wondered what a ‘Rock Box’ or ‘Squealer’ was, well, tonight was your night at the latest UXPA UK event hosted by Lisa Moore at City University campus.
We heard from there great speakers on the topic of ‘Content, Context and Community’, presented to the mostly UX crowd but with a healthy contingent of content strategists now appearing in the ranks. Kudos to Lisa for getting more of us involved at these events.
First up, Yelp London Director Alex Shebar on ‘Putting the ‘U’ and ‘I’ in Community’. My notes as follows:
- Did you know Yelp is the largest local review website in the world? (No I did not know that Alex)
- Their strategy is to get people to talk about the local issues and services that are important to them.
- Alex flagged early on you need to listen to what people are saying in your area of interest. If you don’t, you are already failing.
- Alex pointed to Nielsen’s Trust in Advertising study which indicated that content on your site is less trusted than a random stranger talking about you on social media. Go figure.
- The Xbox Elite Tweet Fleet were heralded as a great example of community interaction. Once upon a time no one was responding to gamers in the evening and during weekends – now not proving 24/7 support is unthinkable. Alex flagged them as the first, true ‘responsive brand’.
- When building a community, Alex highlighted that quite often managers get scared by negative reviews left on their websites. Alex’s advice was simply: “Get over it. People will say bad things. There will always be haters. The best response is not to delete but to respond.” People trust sites more with mixed reviews.
- Alex talked about the Yelp Time Traveller’s ball which Yelp organised last year. He said that Londoners are challenged by having too many options for things to do in London and, as a result, are more likely to stay within the vicinity of their local pub. The fancy dress ball which featured a) free food and b) free booze offered the community to meet learn about local services in their area. It also enabled Yelp to tap into ‘Active Contributors’ which makes up about 2% of their total audience but who generate the majority of the comments.
- Alex didn’t advise every band to be on Facebook or Twitter – only if your community used these social networks.
- Alex had some advice around using your community for redesign purposes. Generally, he said, try to avoid asking your community if they like a specific design or change. If possible show examples of other sites you may be taking inspiration from. Be broad in your research. However, if a community member or members really hate something you have proposed then be very direct in asking specific questions to find out why they hate it.
Next up: Andrew Marcus, Deputy Head of Communications, Museum of London on ‘Building Community Through Integration’.
- Andrew framed his competitive landscape nicely. He does not compete with other museums – he competes for your leisure time which means sports, shopping and your sofa!
- The Museum of London’s objectives are to increase their current visitor number of 650k to 1.5million by 2018.
- In order to do this, they are trying several methods including engaging with schools and installing collections, but Andrew wanted to focus on their use of video to aid their PR communications.
- The aim of these videos was to be fun and informative – to counter the impression that museums are stuffy and po-faced
- Their history of the three piece suit video was used to tap into the current drive in male fashion industry
- Users who come to their site from a YouTube video stay twice as long and view three times the amount of page views. Hence they see video as a valuable engagement tool.
- Expect great things in the year ahead including a Sherlock Holmes exhibition plus a digitalised archive of London’s Oral history…
Dildos, butt plugs? It must be Lovehoney’s Matthew Curry @mattcurry ‘Sexy Content!’
- Matt kicked off his session by warning us he was going to talk about lots of rude words. That got everyone’s attention immediately. Cock Locker anyone?
- Although Matt was involved with usability testing and general UX practice, his focus tonight was on the content strategy behind the UK’s biggest sex toy provider.
- Matt said they invested in video because it was difficult to sell products with static images. People want to actually see these toys in action – well not entirely ‘in action’ – but they are keen to know how much noise these products create, size, etc
- It’s these video demos alongside user reviews that can make or break the product
- That’s why Matt sends out more than 100 products per week to his pool of product testers, or as he labels them ‘My Orgasm Army.’
- Matt also taps into his community to help the media connect with potential subjects, understand product requests media requests (interviews) and product requests, instant bug reporting, policy feedback.
- Matt pointed to the value of video bloggers like Trak Gray for reviewing your products
- Alex mentioned the RockBox vibrator. This piece of kit was so powerful that it use dot vibrate itself to pieces. This inclusion in this presentation was worth the price of the entry ticket alone.
- He mentioned the fact that only 7% of people use site search in Google Analytics and he used it to ‘Searchandise’ – to optimise the journey from site search to basket
- He also looked at failed site searches to optimise his content
- To generate blog ideas he typed ‘How do i’ into google to generate topics
- ‘Bang Dildo! – a term used to indicate if content on their site is too raunchy. Editorial care has to be taken as this could split the audience.
And that’s it folks! Great session by Lisa and nice to be blogging again!
Until next time…