23 Video & Open Video

Talk given at "Internet och Öppen Video" hosted by 23 and .SE in Stockholm April 21th 2012.

Video är Internets sista föräldralösa barn — andra typer av kommunikationsmedel har blivit vanliga verktyg för webbutvecklare och webbredaktörer, men video har alltid varit svårt att använda. Som tur är har detta börjat förändras med öppen videostandard, med support direkt i webbläsaren och med massor av spännande nya videoprojekt.

.SE och 23 startar samtalet om både praktiska och tekniska möjligheter: Vad betyder HTML5, WebM och H.264 för video på Internet? Vad betyder det för användbarheten? Är det äntligen dags att plocka videon ur den fyrkantiga embedden? Och hur kan online video användas på ett sätt som främjar samtal, demokrati, försäljning, förståelse, socialitet eller vad man nu förväntas uppnå med sin kommunikation?

Transcript

2. Ste en Tiedemann Christensen CTO & Co-founder @ste entchr ste en@23company.com
3. (I have slides. I have a story in mind. But please, break in and ask questions....)
4. (who is 23?)
9. Launched in Denmark in 2009
10. International launch in October 2010
11. Customer service Marketing campaigns Tra c generation Competitions Sales support Knowledge sharing Journalism Branding Internal communication Trainings Events + Conferences Product demonstrations Media Archives Documentation 23 VIDEO MAKES VIDEOSITES AVAILABLE FOR COMPANIES AND ORGANIZATIONS
12. Your own design Your own video player Your own domain Analytics and tracking Social distribution Section and subtitles Unlimited uploads Upload once, play anywhere Native mobile and HTML5 Playflow and advertising Open upload Access control Built-in CDN Secure, OAuth-based API ... TO HELP BUILD A RELATIONSHIP TO YOUR AUDIENCE THROUGH VIDEO
13. HELPED LAUNCH 250 VIDEOSITES OVER THE PAST THREE YEARS
14. WITH 115 PARTNERS IN THIRTEEN COUNTRIES
15. free enterprise (innovation + ease of use) (features + control)
16. free enterprise (innovation + ease of use) (features + control) 23 Video
17. Är det äntligen dags att plocka videon ur den fyrkantiga embedden?
18. visual text
20. (or why is video so hard?)
21. We’re conditioned to misunderstand video
22. (the last orphan child)
23. normalize
24. (a few real examples)
25. ESCAPING THE BOX
26. TECHNOLOGY PRACTISE
27. Video is caught in broadcast mode Video is caught in embeds Video is caught in Flash Video is considered a special case Video doesn’t have a best practise
28. TECH SITE DISTRIBUTION FEEDBACK > > >
29. TECH SITE DISTRIBUTION FEEDBACK > > >
30. (how can we make it work?)
31. BALANCE FREE OPEN BROWSER WEBM H.264 MOBILE FLASH HTML5 <video> Usability On2 + VP8 + Quality? Chrome Indemnification VP6 + H.264 + VP8? Hardware De facto standard Right direction? OS + Version + Plugins Proxy war + Definitions
32. TECH SITE DISTRIBUTION FEEDBACK > > >
33. IT’S QUITE EASY TO BUILD WEB SITES IT’S SURPRISINGLY HARD TO BUILD VIDEO-CENTRIC WEB SITES
34. (the last orphan child)
35. stand-alone player full videosite vs
36. the videosite
37. the branded player
38. tight integration all screens branded player the videosite BUILD OUT A VIDEO UNIVERSE THAT YOUR CUSTOMERS WILL WANT TO RETURN TO
39. TECH SITE DISTRIBUTION FEEDBACK > > >
40. Embedding Social sharing Subscriptions Podcasting Video SEO Distributions Push notifications Media centers USE THE VIDEOSITE AS AN ANCHOR TO ENGAGE AND MAINTAIN THE AUDIENCE
44. Embedding Social Sharing Subscriptions Podcasting Video SEO Distribution Push notifications Media Centers
45. TECH SITE DISTRIBUTION FEEDBACK > > >
46. dogma
47. (back to the same problem)
48. IMPROVE BY TRACKING METRICS THAT ACTUALLY MATTER TO YOUR BUSINESS ACTIONS Do loads convert to plays? Are viewers clicking ads? ENGAGEMENT Are visitors only watching 30%? What is the optimal clip length? RETURNS How many views per session? Is my audience returning? SOCIAL Are videos being shared? Which sources are converting? VALUE The value of a view? Of a minute? What is the return on investment?
50. www.23video.com