Social Media Inspiration from Spikes Asia – Part 1

One month ago, we announced that Spikes Asia Festival of Creativity, would be held in Singapore from September 15th to September 18th.

For the record, Spikes Asia is a festival that brings together “some of the finest creative thinkers from across the region and around the world”, with delegates and media attending workshops, seminars and various sessions dealing with creative topics.

Geeks in Cambodia had the pleasure to be one of the official media partner for this year edition, and we are pleased to share some Social Media inspirations from this event with our readers today.

On September 16th, we attended a seminar held by Eric Solomon, head of Global Insights & Strategy at the ZOO – YouTube. He started his session with presenting the first video ever updated to Youtube in 2005, and expressed that “what is amazing is what Youtube has become”, reminding that the platform now represents an amount of 6 000 000 000 hours of video watched every month, and 1 billion unique visitors per month.

For him, Youtube is one of the most powerful means of communication nowadays as “people spend so much time on Youtube, driven by the desire to connect and share with the entire world”. He gave the example of the harlem shake viral videos and the screaming goats ones, saying that Youtube has changed the boundaries of what is possible within media.

“Unlike TV, Youtube is about the new generation, who is hyper engaged and hyper connected” which is why creators understand how Youtube can provide them with huge possibilities of creation and sharing through media. “Youtube video creators are influencers” he said, and in his opinion, the platform is the best place to engage a community.

“For every passion, there is a Youtube Community” and “Brands are already part of the dialogue” are some achievements highlighted in the video presentation Eric shared  with the audience. “Brands get it”, he said, explaining that many of them start to really understand how to take the most advantage of the leading video media.

For instance, Red bull got the most watched live stream in the history of Youtube with Felix Baumgartner’s highest altitude free-fall in human history, becoming the first human to break the speed of sound. During the live stream, 7,4% of the global internet band held their breath while watching that video, taking it to the equivalent of several years watch time. It became a “Global Social Phenomenon” said Eric.

Also, GoPro created the “craziest video content the world has ever seen”, taking their Youtube experience to another level. Every 2 minutes, a new piece of GoPro video created is uploaded on Youtube. 80% of those pieces are user generated videos. GoPro has not only become the fastest growing camera company in the world, but has become a major content curator with a huge amount of hours of videos watched through Youtube.

And for the last example but not the least, we couldn’t miss talking about Marquese Scott, a Hip Hop and Dubstep street dancer, who was discovered by brands such as Cola Cola or Peugeot, thanks to Youtube.

“Many stars are born on Youtube” explained Eric, and brands start to integrate them in their communications, as they understood that “Brands don’t sell brands, people sell brands”.

As curators of contents, brands can rely on creators and in this way “give people a reason to believe” in the authenticity of their messages, in their genuine passion.

As a conclusion, we can say that, as Eric said in his Spikes Asia interview, “Youtube has tremendously affected advertising already”, and there are still many ways that the platform can interact with brands :

- Brands can be contents creators, meaning that they can bring contents in a way they actually can’t do in traditional media.

- Brands can curate contents, as we already said that “For every passion, there is a Youtube Community”, so brands can think of many ways to integrate those creations in an advertising context.

- Brands can be collaborators, by partnering with existing strong resources on Youtube, like Amex did with VEVO for example.

- Brands can also “orchestrate everything”, and use Youtube and related media to “put together all their ecosystem of what they can do on the online space”.

“What begins with a click becomes a shared experience “