So you bit the bullet and integrated social features into your brand’s website. Give yourself a pat on the back, because the hard work is done, right? Think again.
If you thought your job ended at launch, you’re headed for the brick wall. You about to embark on a journey that will lead you to engaging fans and potentially monetizing content like never before! Providing your audience with the best possible video viewing experience and reaching them on all of the devices they use is a task that many underestimate before undertaking. This leads to media companies that develop rich media experiences on their own, homegrown platforms often discovering operational challenges they couldn’t plan for, making for a never ending pile of work and significant financial investments to keep the communities they’ve started vibrant.
One great benefit about websites that deliver a social entertainment experience is that they are very dynamic and engage audiences in ways that build long-term loyalty and value (to both the consumer and the business). However, this can also mean being forever relegated to updating content, the website and features as services change or individual technology components are updated. It also means managing a growing community to ensure a good experience is maintained and the brand promise is delivered.
Media companies are great at developing content, and quite frankly, they should focus on their core business of creating the content instead of the technology platform for delivering it. This is exactly why CMSG continuously updates the Cisco Eos software platform – to make the delivery of a premium content experience embedded with social features, easy. With this in mind, let me quickly introduce you to the latest enhancements to Cisco Eos. The full announcement can be found here.
How do our new features make your life easier? Your web and mobile content experiences more engaging?
Congratulations, Iron and Wine, and the WBR team! And thank you to everyone at Warner Music Group for the continued partnership. (Apologies to @spinclair and @ericsnowden ; I know you guys were hoping it would be an @atlanticrecords artist site. There’s always #150 or #200.)
We’ve had a busy year getting to this point. Consider the following:
Throughout 2010, there was an average of one new Eos site launched per week.
Eos site traffic in the last quarter averaged more than 3.6 million unique visitors per month and 18 million page views per month. This represents an annual growth rate of more than 50% in unique views and a 79% increase in page views.
Richard MacManus (@ricmacnz) of ReadWriteWeb asks a good question in this article about whether “social entertainment” (entertainment content experiences augmented with social features) is leading consumers back to a consumptive, passive content experience.
For more than a year now, we’ve been observing consumers’ interactions with entertainment content/brands on Cisco Eos-powered web sites. Based on that behavior, I’d agree with Richard’s conclusion:
(my paraphrasing) that as entertainment brands “find their footing” on the web, consumers are actively engaging with content through two-way social features. These may be lower investment actions like commenting (versus producing a UG video) but it is still interaction with, and around, content.
What Survey Data Doesn’t Tell You
We’ve observed a wide-range of behaviors and types of consumers engaging on the 100+ social entertainment sites powered by Eos. As some of the GlobalWebIndex data suggests, this includes a vast majority of audience that display a passive, “consumer of content” profile despite the presence of embedded social features.
But you’d miss the real opportunity in social entertainment if you only looked at that top-line audience.
One data point GlobalWebIndex’s data misses (because it’s hard/unreliable to collect from survey data) is that more highly engaged consumers (as measured by repeat visits and site registration) DO tend to use more “active” behaviors such as commenting, rating, sharing, uploading content. It is this active, more engaged audience that can drive value for media brands.
Let’s look at some real data about the audience behaviors across 65 of the Eos-powered sites live in the Summer of 2010. Of the more than 14.5 million unique visitors for these sites, less than 1% engaged in an “active” behavior (see graph). The highest observed behavior — outside of visiting the site and clicking through pages — was the 30% of folks that watched at least one media asset during their visit.
Now, let’s look at those same behaviors (below) for folks that indicated they had a preference for that content / brand by taking the extra step and few minutes to register on these same sites.
On Wednesday, January 5, 2010 from 7-8:30PM PST, Cisco hosted a Tweetup for bloggers in-person at the Venetian in Las Vegas, as well as online at Twitter.com.
We wanted to give people the opportunity to learn about Cisco’s consumer products (Flip, Valet, Linksys, Cisco ūmi, EoS, and Videoscape). We asked people to tweet and retweet for the chance to win over $2000 in Cisco prizes for themselves! We had a groundbreaking 3000 tweets in less than 2 hours!
We are excited to announce the winners of the #CiscoCESTweetup. We will be contacting you early next week to send you your prizes!