30 things i have learned creating contents
TRANSCRIPT
Eduardo Prádanos @EduardoPradanos eduardopradanos.com
Ibermedia Programme - La Paz (Bolivia) - September 2015
30 things I have learned creating contents
Who am I?
Eduardo Prádanos Grijalvo • Currently creating an innovation agency (launch in
October / November 2015)
• Founder Innovación Audiovisual • Director
Postgraduate Branded Content & Transmedia Storytelling (Inesdi)
• EuroTransmedia advisory board member
• Teacher at International School of Cinema and TV (Cuba)
• Twitter: @EduardoPradanos • My blog: eduardopradanos.com • SlideShare - LinkedIn
1. ‘Connect & Develop’ is the future of innovation
2. Unstoppable force is in the collective
Innovación Audiovisual
A Transmedia project which includes a blog where more than 80 signatures expose our ideas, a monthly forum, a collaborative group and podcast
The seed
Editorial calendar
The blog http://innovacionaudiovisual.com/
40 authors
Production
Creativity
Analitycs
Content
Transmedia
Storytelling
Social Media
Secret group on Facebook: collaboration and joint assistance
Forum #InnovaciónAudiovisual
Our Manifesto
Production
Creativity
Analitycs
Content
Transmedia
Storytelling
Social Media
Education
Direction
Music
Sociology
Sports
Law
80 authors
Weekly radio section (and podcast)
Our dinners
3. It’s very difficult to stay focused
4. Our consumption content increases everyday
Source: Nielsen, 2015
5. Contents will be great if we really think big from the beginning
http://www.bettercallsaul.com/ ‘Empieza algo nuevo’ (IKEA)
https://www.youtube.com/watch?v=r4L3yGCGLQk
6. 'Swing' is now fashionable but 25 years ago I already played basketball :-)
7. Millennials are actually digital illiterate
http://www.theatlantic.com/education/archive/2015/04/digital-natives-yet-strangers-to-the-web/390990/
https://medium.com/backchannel/a-teenagers-view-on-social-media-1df945c09ac6
8. We always love good stories
#co
rre
rno
ess
olo
corr
er
https://youtu.be/_r3SWEGU-HE
9. Customers trust on people who look at their eyes
http://innovacionaudiovisual.com/2014/06/26/la-teoria-del-brillo-en-las-marcas/
10. You don´t need to focus just on sales to get sales
https://youtu.be/5keczOhu0AU
http://www.telegraph.co.uk/culture/film/filmreviews/10614055/The-Lego-Movie-review.html
“Never before have I felt less like a film was selling me a product, and then left the
cinema more desperate to fill my house with the product it wasn’t selling”
(Source: Telegraph)
11. There are different types of spoilers
https://youtu.be/WAPNxU-m1Gw
12. Trash TV has damaged more than what I thought
13. Many people stopped reading in exchange of looking at Facebook
http://eduardopradanos.com/2015/01/22/nos-hace-la-hiperconexion-mas-infelices/
14. Facebook is unstoppable
http://www.express.co.uk/life-style/science-technology/601367/Facebook-unstoppable-one-billion-users-single-day
http://www.territoriocreativo.es/etc/2015/08/facebook-es-ya-la-octava-compania-mas-grande-del-mundo-dos-motivos.html
Inst
an
t A
rtic
les
Interés doble de Facebook: aumentar el tiempo de permanencia en el site y obtener un 30% de los beneficios por publicidad.
Posibilidad de incluir publicidad
Computa el tráfico al medio directamente (Comscore y Analytics)
Las grandes cabeceras obtienen de media un 60% de su tráfico a través de referencias en Facebook (Fuente: Wall Street Journal).
El 48% de los encuestados había leído noticias de política en Facebook en la semana anterior a la consulta (Fuente: Pew Research Center)
El ahorro de tiempo para consumir el contenido —conlleva un paso menos y tarda en cargar 10 veces menos— aumenta la cantidad de visionados de cada pieza de vídeo.
Facebook Anthology
Facebook Creative Shop
http://bit.ly/1dWOSzd
15. Video wins
http://www.digitaltrends.com/home-theater/online-video-will-dominate-internet-traffic-by-2019/
Dav
id M
uñ
oz:
Div
erX
O
16. Usual faces are the most credible
La Paz (Bolivia)
elrubius
Carlos Boyero
https://youtu.be/dbMdiPSpHhg
https://youtu.be/8W5g4IDBx38
https://youtu.be/d4AYNMKhDdk
https://www.youtube.com/user/EvanTubeHD
https://youtu.be/BHKTX1wi9HI
https://youtu.be/qEbNkatQ1E4
English: http://eduardopradanos.com/2015/07/13/why-i-left-havas-and-what-im-up-to-now/ Spanish: http://eduardopradanos.com/2015/07/08/por-que-me-fui-de-havas-y-en-que-ando-metido-ahora/
Reality blogging?
17. There are real geniuses of snack content
Viners
https://twitter.com/HP/status/499956375255269376
https://youtu.be/B9Tx6olI3l8
https://vine.co/v/MQOOJ30jvLn
https://vine.co/v/M9LuOI5tEeO
https://youtu.be/8W5g4IDBx38
https://youtu.be/zHCy8nDcXRo
https://youtu.be/iPvoq_h4p4A
(*) Although long formats must survive
18. We are going to kill influence marketing before it has been born
19. If there is live streaming video, much better
20. Despite all this (and fortunately) there is a big gap for the radio
21. #ContentStrategyIsNewCreativity
22. It´s extremely hard to get User Generated Content
BBC Taster: Cocreation and prosumers
http://www.bbc.co.uk/taster/
http://www.bettercallsaul.com/ “We are still just scratching the surface”
Ralph Rivera, director of BBC future media:
http://www.bettercallsaul.com/
“We have never really challenged the storyteller to tell their story in a different way, to tell it in a way that takes advantage of what the technology makes available. How do we take the internet and go from it being a distribution platform to being a medium unto itself?”
http://www.bettercallsaul.com/
“I believe that is the challenge for all media companies going forwards, and that is the challenge that we are going to be taken on and we are going to do that in the open, engaging with the public to let us know how we are doing”.
23. The audience, inadvertently, demands Transmedia strategies
http://www.bettercallsaul.com/ El Ministerio del Tiempo
https://youtu.be/EujaUIiPr4w
Vodafone Yu
Marta Gasset (Vodafone): “We wanted to be the favourite brand for young people”
http://www.bettercallsaul.com/
http://www.bettercallsaul.com/
http://www.bettercallsaul.com/
https://youtu.be/UeAP7IEh2UA
24. Technological innovation applied to content generation is unstoppable
25. Twitter doesn´t find its way
26. Social Networks are synonymous with a lot of work and complains and
less money
Fue
nte
: Clie
ntad
as
27. One-click purchase is the biggest enemy for bad managers
http
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29. Even a great content must have Paid Media
29. Human beings seek the way to find interesting content
http://innovacionaudiovisual.com/2015/02/10/el-paquete-algo-mas-que-el-netflix-cubano/
30. Best of all is I still have so much to learn!
Eduardo Prádanos Grijalvo • [email protected] • Twitter: @EduardoPradanos • My blog: eduardopradanos.com • SlideShare - LinkedIn
Thank you! ;-)