The ABC of social TV

Matt Locke@matlock

@storythings

AttentionBehavioursCirculation

What is attention?

Attention is the feedback loop for storiesIt is the connection between artists and the audience

Attention is a visceral experience

New technologies give rise to newattention patterns

A. M.9:00 -- . . Exact astronomical time.9:30 -- 10:00 . . Reading of programme of Vienna and foreign news and of chief contents of the official press.10:00 -- 10:30 . . Local exchange quotations.10:30 -- 11:00 . . Chief contents of local daily press.11:00 -- 11:15 . . General news and finance.11:15 -- 11:30 . . Local, theatrical, and sporting news.11:30 -- 11:45 . . Vienna exchange news.11:45 -- 12:00 . . Parliamentary, provincial, and foreign news.12:00 noon . . Exact astronomical time.P. M.12:00 -- 12:30 . . Latest general news, news, parliamentary, court, political, and military.12:30 -- 1:00 . . Midday exchange quotations.1:00 -- 2:00 . . Repetition of the half-day's most interesting news.2:00 -- 2:30 . . Foreign telegrams and latest general news.2:30 -- 3:00 . . Parliamentary and local news.3:00 -- 3:15 . . Latest exchange reports.3:15 -- 4:00 . . Weather, parliamentary, legal, theatrical, fashion and sporting news.4:00 -- 4:30 . . Latest exchange reports and general news.4:30 -- 6:30 . . Regimental bands.7:00 -- 8:15 . . Opera.8:15 (or after the first act of the opera). . Exchange news from New York, Frankfurt, Paris, Berlin, London, and other business centers.8:30 -- 9:30 . . Opera.

40 Seconds of Twitter Mentionshttp://www.flickr.com/photos/hepwori/5981862741/

Why are behaviours important?

Pre 1993Messaging

Using emailreplying, forwarding, replying allattaching filesUsing newsgroups

1994Browsing

Opening a browserTyping a URLBookmarking

1998Searching

Typing a search termRefining a search termNavigating search results

2000Buying

Opening an accountRegistering credit card detailsComparing pricesRating sellersLeaving Feedback

2003Blogging

Writing and publishingUploading photosCommentingLinking

2005Watching

Watching videoInstalling pluginsRatingTime-shiftingBinge-viewing

2008Going mobile

Downloading appsUsing locationSwiping/Tilting

2009Connecting

Following friends/celebritiesRetweeting/SharingLikingTagging/using Hashtags

2010Playing

Playing social/multiplayer gamesUsing virtual currenciesPlaying mobile gamesTwo-screening

2011Funding

Pledging/backingMicro-financingCrowd-sourcing

2012Wearing

Wearing connected devicesSyncing them with mobile/desktopsConnecting home devices to the cloud

Audiences learn new behaviours for two reasons:

The behaviour is trivially easyThe value is incredibly high

Why is circulation important?

We are moving from an age of distribution to an age of circulation

http://www.22squared.com/blogs/justin-oh/all-facebook-fans-arent-created-equal-participation-inequality-and-the-90-9-1-rule/

Design for two people, not one

So...

What does this mean for telling stories now?

We are in the middle of a shift fromnetworks built around distribution

to eco-systems built around circulation

GOOGLE APPLE FACEBOOK AMAZON

Storage Google Drive iCloud N/A EC2

Platform AndroidGoogle Apps iOS Facebook API Amazon version of Android

Device3rd Party Tablets/mobiles running AndroidGoogle TV

iPodiPhoneiPadApple TV

N/A KindleKindle Fire

Social Google+PingGame CenterTwitter (intergrated into iOS)

Facebook Kindle Public Notes

Content

Films/TV (Youtube)Music (google music)Books (google books)Games (Android)Photos (Picasa)

Films/TV (iTunes)Music (iTunes)Games (App Store)Books (iBooks)Magazines/Newspapers (Newsstand)

GamesPhotos

Books (Amazon)Music (Amazon MP3)Film/TV (LoveFilm)

Market Android App StoreGoogle Checkout

iTunesApp Store Facebook Credits Amazon

Kindle Store

AdvertisingGoogle AdWordsGoogle AdSenseYoutube

iAds Facebook Adverts Amazon Advertising

Youtube is the centre of one of the most interestingbattles between distribution and circulation

Social TV will come of age when the schedule is replaced by behaviours from other contexts:

organic searchalgorithmic recommendation

social recommendation

It took 30 years for the music industry to be transformed by new behaviours.

We’re about 10 years into the same transformation of the TV industry.

so...

We are in a long period of transition

We are in a long period of transition

We have to design for new attention patterns

We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

We have to design for circulation, not distribution

We are in a long period of transition

We have to design for new attention patternsWe have to design for new behaviours

We have to design for circulation, not distribution

We are still only at the beginning

Thanks!www.storythings.com

@storythingsmatt@storythings.com