Periscope and Meerkat lead the way on creating a new kind of shared experience

"What if you could see through the eyes of a protester in Ukraine? Or watch the sunrise from a hot-air balloon in Cappadocia? It may sound crazy, but we wanted to build the closest thing to teleportation."

Rather poetically (and much quoted), this is how new live video streaming app provider Periscope describe their service - one of two new high profile launches of live video streaming apps with the other being Meerkat.

This is not a new market, apps such as LiveStream and UStream have been around for a while.  However, with increasing 4G coverage and investment from the likes of Twitter (they recently purchased Periscope for just under $100m 2 weeks after it launched), this sector is hotting up as the next big thing.

Meerkat founder Ben Rubin describes the trend as "spontaneous togetherness” and this to me is the most interesting aspect of it.

In a media world where everything is available at the touch of a button; TV can be paused and rewound; films are available on demand (and sometimes before they're even in the cinema); the “magic” of TV has been lost.  That shared experience we used to have when a new TV show aired is increasingly becoming extinct.  With so much choice, technology and platforms, people are watching it at different times or even not watching it at all.

Indeed, if you’re in the Millennial Generation, there’s a good chance you never even tuned in.  

Something that hasn’t really made the headlines, is that in 2015 there has been a double digit decline in traditional TV viewing for millennials (18-34).  This has been happening since 2012 with a fall of around 4 percent year on year.  However at the end of 2014 this fell an amazing 10.6 percent.  Overall this has translated as almost 20% fewer young adults watching traditional TV than 4 years ago.

Alan Wurtzel, NBCUniversal’s audience research chief is quoted as saying:-

“The change in behavior is stunning. The use of streaming and smartphones just year-on-year is double-digit increases […] I’ve never seen that kind of change in behavior.”

This doesn’t mean of course that they’re not watching video content, it’s just not the content that the media industry wants them to watch.  Instead, they are reportedly watching 11.3 hours of “free” online video per week and interestingly the major ways young people are selecting online content to watch is based firstly on content that has been viewed/liked by a lot of people (59%) and secondly content that was sent by “someone I respect” (58%).  

So no surprise - peoples viewing habits are now more likely to be influenced by their personal social network.

This is where both Periscope of Meerkat have a distinct advantage.  They both tie into twitter as a means of making people aware of live broadcasts and given that tweets are heavily influenced by the people you’ve chosen to follow, these broadcasts are more likely to be relevant to the viewers.

But it goes further than this.  These are not static video feeds like you see on Youtube, instead the audience is positively encouraged to participate, to help direct the production.  

In an article on the Verge they reported that "In their early tests [of Meerkat], they found something delightful in the interactions between the broadcaster and their audience: the audience always wound up helping direct the broadcast with their comments, to the general enjoyment of everyone involved”… and this is where the “spontaneous togetherness” comes in.

There is something powerful about being in the moment; this ephemeral experience which can only happen at that time, which places you at the centre of the action, allows you to take part and which happens within your social network - this could be a truly compelling mix.

Having played with Periscope, it’s funny how much it differs from a traditional pre-recorded video stream.  Even when the vloggers have created tailored content for their audience and speak to them like a personal friend, its still not as compelling as actually being in the moment.

It’s like we’ve gone back to that shared experience, but at a hyper relevant level.

So whats the implications for loyalty marketing?  Well I’ve no doubt that marketers generally will find ways to create “brand engagement” and “brand experiences” through live videos - whether product launches, celebrity moments or just regular brand ambassadors creating content to watch and interact with.

What I think will be interesting though is if that personal connection - that in the moment experience - becomes as common place as the Facebook wall-post or the Tweet.  If that happens, people are going to have greater expectations of their interactions, whether personal or business.  Imagine what online banking looks like through live video streaming or being able to access customer service at your online retailer through video.

In fact, stop imagining it as that’s what Amazon has already done with it’s Mayday button on the Kindle Fire, launched in late 2013.

Described by CEO Jeff Bezos as “the greatest feature we’ve ever made”, they may truly have hit on something at the beginning of a new trend.  As consumers are conditioned by apps like Periscope and Meerkat to want “real” connections, you can imagine them increasingly seeking out brands that provide a similar experience.

Amazon is reportedly fielding 75% of questions from Kindle Fire customers through Mayday with questions ranging from how to beat a level on Angry Birds to singing Happy Birthday to a new Kindle Fire owner.

Loyalty is all about customer experience and it would seem that what Periscope, Meerkat (and Amazon) are showing is that a new kind of customer experience can be created.  One centred around real moments of truth in real time.

 

 

 

 

 

 

 

Millennials - More open, but no less private

Well if you have any association with loyalty marketing, you can't fail to have noticed the new brand on the block, Aimia.

Whilst exciting news (full disclosure - I work for Aimia), it was also great to see some new research released at the same time which we've just carried out on the loyalty market. Part of an ongoing strategy for loyalty thought-leadership, the new research entitled "Born this way - the US Millennial Loyalty Survey" focused on the growing importance of the Millennial generation. Numbering over 1.7bn globally, this generation is bigger than the Baby Boomers and three times the size of Generation X - they are also coming of age and so will be increasingly important to brands who want to connect with them.

Whilst the research focussed on many different areas, a really interesting aspect was the Millennials opinion of data privacy.

Interesting because for many, including Facebook chief, Mark Zuckerberg there is a feeling that younger people don't care about privacy and will share anything and everything. Zuckerberg was quoted as saying:-

People have really gotten comfortable not only sharing more information and different kinds, but more openly and with more people

For a generation growing up in a connected world with internet access, mobile phones and social networks it's probably no surprise that they have a different take on privacy, openness and the sharing of data - but does this mean they are any less concerned about their privacy?

The Aimia research does indicate that they have higher levels of openness than non-Millennials being more likely to share personal information with websites (36% vs 22%) and more likely to share information with a reward programme (50% vs 37%).

However what doesn't seem to change with age and is consistent across the generations is the desire around data to be both informed and to inform. Consumers overwhelmingly want to know why data is being collected (84% Milllennials / 86% None) and want to be able to opt in to sharing it with with over 77% preferring to opt-in when sharing location information or online behaviour.

There is however a higher level of trust with reward programmes, with Millennials trusting these even more. It seems when the value exchange is explicit and the consumer knows why their data is being collected they are much more comfortable with sharing it. Highlighting this within the report, it says:-

Millennials expect the Value Exchange to be transparent and permission-based. [they] are willing to grant you a measure of trust—but will quickly end the relationship if you violate that trust.

Social network privacy is also important to all consumers with Millennials valuing this even more (40% vs 38%), indicating both the value they put on social networks and the value they put on their data. This is backed up by new research from Forrester in a report entitled "Personal Identity Management". The report discussed findings from Gigya which highlighted how consumers tend to use different social network identities to log into different types of web content, stating:-

Users are most likely to log on to entertainment sites via Facebook Connect, for example, but prefer to log in to news sites via their Twitter handles. Each option shares a different set of data with the authorized site, so the fact that consumers are making an active choice highlights how they differentiate among the various sites with which they engage.

The Forrester report goes on to highlight a growing trend for consumers taking more control of their personal information, something they term PIDM (Personal Identity Management) but which is also similar to the growing movement around VRM (Vendor Relationship Management). This is something which is backed up in the Aimia research where the consumers desire for more control of their data is expressed with a strong preference (76%+) for being able to create a portable "privacy profile".

Forrester go on to discuss the implications of this for marketers, highlighting five main areas that need to be addressed in order to "unlock" consumer information and which echo the Aimia research around the consumers desire for privacy, security, value exchange, transparency and portability.

In conclusion, Forrester articulates what they feel a value exchange looks like for consumer personal information saying:-

[..] Two factors will come into play when it comes to the notion of value. First, consumers will need to receive highly targeted and relevant content, offers, discounts, and rewards for sharing their data. Second, we envision a rewards-based system wherein individuals will accumulate points across a closed ecosystem of marketers, services, and vendors that wish to retain maximum access to consumer data

This sounds a lot like a loyalty programme to me and given the increased likilihood for consumers to provide this information to reward programmes as highlighted within the Aimia research, it would suggest that the future of loyalty is very bright indeed. Wrapping this up the Aimia research concludes by saying:-

[..] The tools of loyalty management can make the difference. By facilitating the value exchange through targeted applications of reward and recognition, you’ll gain customer data that provides insight into Millennials as individuals. You’ll learn to deliver offers that focus their attention. They’ll respond to your efforts with increased loyalty, profitable behavior and word-of-mouth advocacy.