welcome back to the second segment of show 12 now we’re going to talk about a
show 12 now we’re going to talk about a
show 12 now we’re going to talk about a potential shift in the video industry
potential shift in the video industry
potential shift in the video industry which is basically the focus from the
which is basically the focus from the
which is basically the focus from the quality and the merits of evergreen
quality and the merits of evergreen
quality and the merits of evergreen videos or timeless videos moving towards
videos or timeless videos moving towards
videos or timeless videos moving towards capitalizing on real-time news whether
capitalizing on real-time news whether
capitalizing on real-time news whether it’s Steve Jobs passes away or Amy
it’s Steve Jobs passes away or Amy
it’s Steve Jobs passes away or Amy Winehouse’s fine dead or the rapture yes
Winehouse’s fine dead or the rapture yes
Winehouse’s fine dead or the rapture yes or the rapture or you know Gadhafi is
or the rapture or you know Gadhafi is
or the rapture or you know Gadhafi is killed and dragged on the streets etc
killed and dragged on the streets etc
killed and dragged on the streets etc etc so what are your thoughts do you
etc so what are your thoughts do you
etc so what are your thoughts do you think we’re seeing the shift you
think we’re seeing the shift you
think we’re seeing the shift you basically what AOL and five men have
basically what AOL and five men have
basically what AOL and five men have launched this new product called the
launched this new product called the
launched this new product called the editors room and it’s basically to help
editors room and it’s basically to help
editors room and it’s basically to help publishers capitalize on news items yeah
publishers capitalize on news items yeah
publishers capitalize on news items yeah i think the model will the incentive for
i think the model will the incentive for
i think the model will the incentive for publishers anyways they can you know
publishers anyways they can you know
publishers anyways they can you know manage this manage their inventory of
manage this manage their inventory of
manage this manage their inventory of embed codes for videos that keep people
embed codes for videos that keep people
embed codes for videos that keep people on the page longer which helps them push
on the page longer which helps them push
on the page longer which helps them push their fair own ad space what do you
their fair own ad space what do you
their fair own ad space what do you think do you think we’re seeing a shift
think do you think we’re seeing a shift
think do you think we’re seeing a shift like from timeless to ever to more
like from timeless to ever to more
like from timeless to ever to more real-time news no i don’t think so i
real-time news no i don’t think so i
real-time news no i don’t think so i think it’s just the technology in the
think it’s just the technology in the
think it’s just the technology in the media has made the real-time stuff more
media has made the real-time stuff more
media has made the real-time stuff more accessible more easily manageable more
accessible more easily manageable more
accessible more easily manageable more by that i mean technology or like social
by that i mean technology or like social
by that i mean technology or like social media like Twitter and Facebook where
media like Twitter and Facebook where
media like Twitter and Facebook where people could share and realize i think
people could share and realize i think
people could share and realize i think well one the technology has made it more
well one the technology has made it more
well one the technology has made it more manageable for the business end of
manageable for the business end of
manageable for the business end of things whether you’re a Content producer
things whether you’re a Content producer
things whether you’re a Content producer publisher or whatever but i also think
publisher or whatever but i also think
publisher or whatever but i also think it’s made video more accessible to the
it’s made video more accessible to the
it’s made video more accessible to the average consumer because of facebook
average consumer because of facebook
average consumer because of facebook because of YouTube because of mobile
because of YouTube because of mobile
because of YouTube because of mobile phones so I think people just consume
phones so I think people just consume
phones so I think people just consume more video in general okay now let me
more video in general okay now let me
more video in general okay now let me ask you this do you think that we are
ask you this do you think that we are
ask you this do you think that we are far more descent aside descent two sides
far more descent aside descent two sides
far more descent aside descent two sides and we were like you know ten years ago
and we were like you know ten years ago
and we were like you know ten years ago or 20 years or 30 years ago bringing
or 20 years or 30 years ago bringing
or 20 years or 30 years ago bringing this up cuz of the qaddafi yeah I mean
this up cuz of the qaddafi yeah I mean
this up cuz of the qaddafi yeah I mean is that normal like we never saw I mean
is that normal like we never saw I mean
is that normal like we never saw I mean back in the day that would happen and
back in the day that would happen and
back in the day that would happen and then the next day there would be like a
then the next day there would be like a
then the next day there would be like a front-page news on the you know the the
front-page news on the you know the the
front-page news on the you know the the the Libyan Times that said Gaddafi
the Libyan Times that said Gaddafi
the Libyan Times that said Gaddafi killed himself and he was you know like
killed himself and he was you know like
killed himself and he was you know like you know what I mean we see things now
you know what I mean we see things now
you know what I mean we see things now which is like we would never see before
which is like we would never see before
which is like we would never see before I I don’t think i think this this trend
I I don’t think i think this this trend
I I don’t think i think this this trend actually says more sadly about human
actually says more sadly about human
actually says more sadly about human nature than it does about anything about
nature than it does about anything about
nature than it does about anything about the media or technology there obviously
the media or technology there obviously
the media or technology there obviously is a demand for this kind of thing or
is a demand for this kind of thing or
is a demand for this kind of thing or it’s it’s almost intuitive the people
it’s it’s almost intuitive the people
it’s it’s almost intuitive the people like capture terrible stuff happening
like capture terrible stuff happening
like capture terrible stuff happening all the time and immediately upload it
all the time and immediately upload it
all the time and immediately upload it and feel the need to share it
and feel the need to share it
and feel the need to share it and and we have an appetite for this
and and we have an appetite for this
and and we have an appetite for this kind of thing so I don’t think that
kind of thing so I don’t think that
kind of thing so I don’t think that we’re more to sensitize I think we just
we’re more to sensitize I think we just
we’re more to sensitize I think we just don’t have this gatekeeper telling us
don’t have this gatekeeper telling us
don’t have this gatekeeper telling us what we should and shouldn’t pay
what we should and shouldn’t pay
what we should and shouldn’t pay attention to okay okay fair enough fair
attention to okay okay fair enough fair
attention to okay okay fair enough fair enough okay now do you think that this
enough okay now do you think that this
enough okay now do you think that this is going to actually be effective do you
is going to actually be effective do you
is going to actually be effective do you think that in any case like obviously
think that in any case like obviously
think that in any case like obviously like you saw what happened with with SEO
like you saw what happened with with SEO
like you saw what happened with with SEO and demand medias of the world like
and demand medias of the world like
and demand medias of the world like content farming do you think you could
content farming do you think you could
content farming do you think you could apply what what works with articles in
apply what what works with articles in
apply what what works with articles in the video space um no I don’t think so
the video space um no I don’t think so
the video space um no I don’t think so at all and I’m thinking of a Content
at all and I’m thinking of a Content
at all and I’m thinking of a Content forum in terms of like you know you
forum in terms of like you know you
forum in terms of like you know you submit a you submit a request for some
submit a you submit a request for some
submit a you submit a request for some kinds of content or you shop the content
kinds of content or you shop the content
kinds of content or you shop the content that’s already there the thing that why
that’s already there the thing that why
that’s already there the thing that why content farms work so well is they were
content farms work so well is they were
content farms work so well is they were cheap way to produce keyword rich
cheap way to produce keyword rich
cheap way to produce keyword rich content so it was kind of an SEO thing
content so it was kind of an SEO thing
content so it was kind of an SEO thing if you had a site and you built up some
if you had a site and you built up some
if you had a site and you built up some a trust and authority and rankings with
a trust and authority and rankings with
a trust and authority and rankings with Google over the years and then he wanted
Google over the years and then he wanted
Google over the years and then he wanted to scale back your production cost you
to scale back your production cost you
to scale back your production cost you go to a Content farm you buy this rich
go to a Content farm you buy this rich
go to a Content farm you buy this rich keyword content and it was crap but it
keyword content and it was crap but it
keyword content and it was crap but it didn’t matter it was gonna rank anyway
didn’t matter it was gonna rank anyway
didn’t matter it was gonna rank anyway it was gonna pull in the eyeballs and it
it was gonna pull in the eyeballs and it
it was gonna pull in the eyeballs and it would just allow you to kiss me before
would just allow you to kiss me before
would just allow you to kiss me before tanda or is it still the case now it was
tanda or is it still the case now it was
tanda or is it still the case now it was much more before panda but you know
much more before panda but you know
much more before panda but you know panda changed a lot of things obviously
panda changed a lot of things obviously
panda changed a lot of things obviously it really explain what panda is well
it really explain what panda is well
it really explain what panda is well panda was a Google algorithm update
panda was a Google algorithm update
panda was a Google algorithm update where they pretty much went after
where they pretty much went after
where they pretty much went after content farms so guys who were get
content farms so guys who were get
content farms so guys who were get ranking a lot because they had lots of
ranking a lot because they had lots of
ranking a lot because they had lots of content it was very keyword rich very
content it was very keyword rich very
content it was very keyword rich very big site and they knocked a lot of them
big site and they knocked a lot of them
big site and they knocked a lot of them out so that’s what panda was it this one
out so that’s what panda was it this one
out so that’s what panda was it this one work for video because i think the kind
work for video because i think the kind
work for video because i think the kind of video the way video search works is a
of video the way video search works is a
of video the way video search works is a little bit differently if you really
little bit differently if you really
little bit differently if you really want to rank well for video it’s more
want to rank well for video it’s more
want to rank well for video it’s more about how much the video was shared how
about how much the video was shared how
about how much the video was shared how much it was watched how many people link
much it was watched how many people link
much it was watched how many people link to it crap farm video won’t have that
to it crap farm video won’t have that
to it crap farm video won’t have that effect yeah tell me about it that’s
effect yeah tell me about it that’s
effect yeah tell me about it that’s interesting that you mentioned so what
interesting that you mentioned so what
interesting that you mentioned so what are the criterias again that video gets
are the criterias again that video gets
are the criterias again that video gets indexed how much is weird viewed shares
indexed how much is weird viewed shares
indexed how much is weird viewed shares views backlinks because at the end of
views backlinks because at the end of
views backlinks because at the end of the day you can put in a description
the day you can put in a description
the day you can put in a description about the video but descriptions usually
about the video but descriptions usually
about the video but descriptions usually aren’t long it’s not like you have this
aren’t long it’s not like you have this
aren’t long it’s not like you have this big page of life farm text that Google
big page of life farm text that Google
big page of life farm text that Google can just chew on and shoe on and chew on
can just chew on and shoe on and chew on
can just chew on and shoe on and chew on so Google’s really counting on user base
so Google’s really counting on user base
so Google’s really counting on user base metrics such as view shares that kind of
metrics such as view shares that kind of
metrics such as view shares that kind of thing and this is why I always remind
thing and this is why I always remind
thing and this is why I always remind people that as much as you know you have
people that as much as you know you have
people that as much as you know you have to rely on distribution over building
to rely on distribution over building
to rely on distribution over building your own destination because the
your own destination because the
your own destination because the audiences are out there on YouTube the
audiences are out there on YouTube the
audiences are out there on YouTube the second that you put your video on
second that you put your video on
second that you put your video on YouTube
YouTube
YouTube say guess who’s going to win an SEO
say guess who’s going to win an SEO
say guess who’s going to win an SEO fight between you and YouTube YouTube is
fight between you and YouTube YouTube is
fight between you and YouTube YouTube is going to get that traffic I’ve seen it
going to get that traffic I’ve seen it
going to get that traffic I’ve seen it time and time again and like let’s face
time and time again and like let’s face
time and time again and like let’s face it stuff like you know Qaddafi being
it stuff like you know Qaddafi being
it stuff like you know Qaddafi being killed on film that is always going to
killed on film that is always going to
killed on film that is always going to get a kajillion hits you know your
get a kajillion hits you know your
get a kajillion hits you know your crappy farm video on how to make a
crappy farm video on how to make a
crappy farm video on how to make a mojito forget about okay so one thing we
mojito forget about okay so one thing we
mojito forget about okay so one thing we touched on and we’ve always been a theme
touched on and we’ve always been a theme
touched on and we’ve always been a theme and you know like who coined trivia
and you know like who coined trivia
and you know like who coined trivia question do you know who coined the
question do you know who coined the
question do you know who coined the content the the same content is king no
content the the same content is king no
content the the same content is king no idea okay we’ve covered it so if this
idea okay we’ve covered it so if this
idea okay we’ve covered it so if this was a quiz you’d help that’s fine Sumner
was a quiz you’d help that’s fine Sumner
was a quiz you’d help that’s fine Sumner Redstone CEO founder chairman of Viacom
Redstone CEO founder chairman of Viacom
Redstone CEO founder chairman of Viacom not CEO sorry chairman and founder of
not CEO sorry chairman and founder of
not CEO sorry chairman and founder of Viacom said that content is king and
Viacom said that content is king and
Viacom said that content is king and with new distribution outlets the value
with new distribution outlets the value
with new distribution outlets the value of that content grows which makes sense
of that content grows which makes sense
of that content grows which makes sense now my sort of saying is that content
now my sort of saying is that content
now my sort of saying is that content and distribution are two sides of a coin
and distribution are two sides of a coin
and distribution are two sides of a coin one without the other is pretty useless
one without the other is pretty useless
one without the other is pretty useless over time have also defined you know
over time have also defined you know
over time have also defined you know evolve that into context this King and
evolve that into context this King and
evolve that into context this King and people said well what’s context and I
people said well what’s context and I
people said well what’s context and I said well context is actually that its
said well context is actually that its
said well context is actually that its content plus distribution which is the
content plus distribution which is the
content plus distribution which is the context targeting that’s what context
context targeting that’s what context
context targeting that’s what context it’s it’s targeting but exactly and I’ve
it’s it’s targeting but exactly and I’ve
it’s it’s targeting but exactly and I’ve actually added now a new dimension
actually added now a new dimension
actually added now a new dimension thanks to all this AOL five min editors
thanks to all this AOL five min editors
thanks to all this AOL five min editors room news which is context is actually
room news which is context is actually
room news which is context is actually equal to content plus distribution plus
equal to content plus distribution plus
equal to content plus distribution plus timing I think that’s maybe I don’t know
timing I think that’s maybe I don’t know
timing I think that’s maybe I don’t know if there’s going to be a fourth addition
if there’s going to be a fourth addition
if there’s going to be a fourth addition to that equation I think it’s missing
to that equation I think it’s missing
to that equation I think it’s missing something but I think you’re pretty much
something but I think you’re pretty much
something but I think you’re pretty much hitting what are we missing I love to do
hitting what are we missing I love to do
hitting what are we missing I love to do there’s got to be follow-up article it
there’s got to be follow-up article it
there’s got to be follow-up article it has to do some demographic variable you
has to do some demographic variable you
has to do some demographic variable you know that’s the end of the day you could
know that’s the end of the day you could
know that’s the end of the day you could get a million views on a very niche
get a million views on a very niche
get a million views on a very niche video if you know how to reach that
video if you know how to reach that
video if you know how to reach that niche so it’s more than just
niche so it’s more than just
niche so it’s more than just distribution it’s okay but but wouldn’t
distribution it’s okay but but wouldn’t
distribution it’s okay but but wouldn’t your talking that about demos like
your talking that about demos like
your talking that about demos like demographics and audience wouldn’t that
demographics and audience wouldn’t that
demographics and audience wouldn’t that sort of fall in distribution because the
sort of fall in distribution because the
sort of fall in distribution because the distribution to me is the environment
distribution to me is the environment
distribution to me is the environment and the area where then we’re defining
and the area where then we’re defining
and the area where then we’re defining distribution a little bit differently I
distribution a little bit differently I
distribution a little bit differently I was thinking a more technical delivery
was thinking a more technical delivery
was thinking a more technical delivery delivery sense good i think we defined
delivery sense good i think we defined
delivery sense good i think we defined context okay so ultimately if you had to
context okay so ultimately if you had to
context okay so ultimately if you had to give connecting the dots here let’s say
give connecting the dots here let’s say
give connecting the dots here let’s say you have a a company that is your client
you have a a company that is your client
you have a a company that is your client and they are looking at ways of getting
and they are looking at ways of getting
and they are looking at ways of getting traffic or using video would you tell
traffic or using video would you tell
traffic or using video would you tell them if you had to choose you can’t say
them if you had to choose you can’t say
them if you had to choose you can’t say both if you had to choose would you tell
both if you had to choose would you tell
both if you had to choose would you tell them to focus on real time stuff that’s
them to focus on real time stuff that’s
them to focus on real time stuff that’s happening to jump on that or screw that
happening to jump on that or screw that
happening to jump on that or screw that that’s not a fad but it’s close to a fat
that’s not a fad but it’s close to a fat
that’s not a fad but it’s close to a fat you
you
you focus still on Evergreen timeless videos
focus still on Evergreen timeless videos
focus still on Evergreen timeless videos although i can say both i will say it
although i can say both i will say it
although i can say both i will say it depends it depends on the kind of
depends it depends on the kind of
depends it depends on the kind of content or the audience they want to
content or the audience they want to
content or the audience they want to reach right okay when would you use
reach right okay when would you use
reach right okay when would you use which one I don’t know for example if if
which one I don’t know for example if if
which one I don’t know for example if if you want to reach more mainstream wider
you want to reach more mainstream wider
you want to reach more mainstream wider adults demographic you might want to go
adults demographic you might want to go
adults demographic you might want to go with the timely content the stuff that
with the timely content the stuff that
with the timely content the stuff that will keep them coming back if you want
will keep them coming back if you want
will keep them coming back if you want to just become the number one
to just become the number one
to just become the number one destination site for 18 year old males
destination site for 18 year old males
destination site for 18 year old males who like to pull their putt a lot well
who like to pull their putt a lot well
who like to pull their putt a lot well then you might go for more time
then you might go for more time
then you might go for more time evergreen content such as porn or
evergreen content such as porn or
evergreen content such as porn or qaddafi videos well well we’ll have to
qaddafi videos well well we’ll have to
qaddafi videos well well we’ll have to finish off that segment on that we’ll be
finish off that segment on that we’ll be
finish off that segment on that we’ll be right back for lightning round
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