Even the chilly Melbourne weather couldn’t keep us away from Melbourne’s modern day speakeasy, 24 Moons in ACDC Lane, for Social Media Club’s stellar panel:
- Simon Goodrich – MD of Portable and National President of AIMIA
- Nick Bolton – GM of Viocorp
- Suzie O’Carroll – Industry Manager of YouTube
Everyone was dying to know (ok maybe not dying but you get my drift) about the current state of social video in Australia? Are we fast forwarding, rewinding, playing, pausing or stopping?
According to the panelists, we still have a long way to go with social video use in Australia. While there is plenty of interest with campaigns such as Old Spice, there are also plenty of questions still to be answered.
Why do we still have a long way to go you ask? Well unlike blogging, video production takes more time and money. Poor infrastructure, bad viewing quality and a lack of understanding were also reasons for the slow uptake of social video.
Portable’s Goodrich said many people still underestimate the need for quality content in order for a campaign to go viral. And the panelists agreed content is still king!
Speaking of content, YouTube is not only the home of online video, with approximately 24-hours of content being upload each minute, it is also the second largest search engine in the world.
YouTube’s Suzie O’Carrol spoke about the Toyota Sienna’s YouTube campaign as an example of companies who “get” social video. She also highlighted the fact YouTube is being used by a wide variety of Australians, not just young kids.
The panelists also chatted about the 1500 Australians who participated in Ridley Scott’s ‘Life in a Day’ film experiment, which will be shown at Sundance next year.
And no conversation about video and social media would be complete without talking about #QandA. The integration of Twitter on shows like QandA and MasterChef creates trending topics, which in turn builds viewers. While it may be exciting, moderation becomes difficult with the increase of numbers.
We were also interested to hear about the movement in retail and online video, where stores such as JayJays are linking products in videos straight to the shopping basket . Which as one tweep put is is “killer interaction for retailers!”
Here are some tips from the panelists:
– integrating your online and offline strategies is essential
– content needs to be engaging and offer a unique experience
– a good length for a video depends on the audience but 2-4 minutes is a safe bet
– You can’t force engagement when people want to be passive
Have a great weekend and don’t forget to vote.
Cheerio, the c word
PS – thanks to all who happily tweeted away on the night. My phone battery didn’t make it to the end of the day so no notes or tweeting. Great to have such rich content available on #smcmelb to refer back to 🙂