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This presentation was given at the SEMM Conference in Calgary Alberta in May 2011.
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A Study of University YouTube Content
T. Brunet, University of Alberta K.Putnam, University of Windsor
A Study of University YouTube Content
Presentation Outline
Ontario University Content
Policing & Copyleft
Recommendations
YouTube Primer
A Metrical Study of University YouTube Content
Steven Shih Chen
Chad Hurley
Jawed Karim3
YouTubePrimer
• Started February 14, 2005• $11.5 million investment • Google purchased 2006• $1.65 Billion Dollars
Time-line
YouTube Primer
Miguel Helft and Matt Richtel. "Venture Firm Shares a YouTube Jackpot". The New York Times. http://www.nytimes.com/2006/10/10/technology/10payday.html. Retrieved November 30, 2008.
YouTube Integration
YouTube Primer
• Reliable video player• Smart phones• Google Search Engine• Alexa.com traffic ranking
3rd in the world 4th in Canada
Alexa.com. Youtube traffic ranking 4th in the world. Retrieved from: http://www.alexa.com/siteinfo/youtube.comAlexa.com. Youtube traffic ranking 3rd in Canada. Retrieved from: http://www.alexa.com/topsites/countries/CA
Reposition your budgets
Content Snapshot
Where do you invest your advertising budget?
•“the average Canadian spends 43.5 hours a month on the Web, almost twice the worldwide average of 23.1 hours.”•“For years, Canadians have been the most prolific users of services such as Facebook and YouTube.”
Globe and Mail, Retrieved from:http://www.theglobeandmail.com/news/technology/canadians-internet-usage-nearly-double-the-worldwide-average/article1934508/
•Content Analysis •Sample Top 15 videos by # of Views•Using a search engine with university names•Categorize the videos
Research Method – Top 15 views and Market Share
Content Snapshot
Using the YouTube Search Engine
Content Snapshot
•“The owners of information no longer own the organization of that information.”•Tags can be larger than the actual file.
How do you monitor/leverage your brand online?
Content Snapshot
Content Snapshot
Which university videos have the most views?
Globe and Mail, Retrieved from:http://www.theglobeandmail.com/news/technology/canadians-internet-usage-nearly-double-the-worldwide-average/article1934508/
Reposition your budgets
F E S L N C P O T R0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4000000
4500000
5000000
Distribution of Views by Category (in Ontario)
Content Snapshot
1 Just for fun(F)2 Projects & Research (T)3 Events (E)4 Lectures (L)5 Sports (S)
Defining the Content - Parties
Content Snapshot
“any student posted video that you wouldn’t want your mom to see”
Content is being removed•By institutions•Students fearing potential employers doing online search
Defining the Content – Projects/Research
Content Snapshot
Projects/Research: includes research by faculty or graduate students in any area of study.University of Alberta - 190,362 Views
Defining the Content – Official Videos
Content Snapshot
Official Videos:
•Spend the money ($10,000 - $15,000)•Use current music•Ensure good sound
Defining the Content – Positive Reported Videos (P)
Content Snapshot
Positive Reported Videos(P): are produced by an outside party such as local news which mentions the University or community in a positive light.
•Favourite positive videos•Set up referencing system
University of Victoria Vote Mob - RESPECT 24,392
Defining the Content – Clubs and Student Groups (C)
Content Snapshot
Clubs and Student groups(C): videos posted by the student community
Simon Fraser University Pipe Band 71,059
Defining the Content – Negative Media (N)
Content Snapshot
Consider Censoring inappropriate material
•Police brutality videos•Campus fights•On-line rants•Strikes•Have a video policy for your campus
*People should ask permission before filming your campus.
Defining the Content – Lectures/Educational
Content Snapshot
Lectures/Educational (L): this category includes “how-to” videos
•Video is more efficient•Great training tool•Instructional design course
Defining the Content - Sports and School Spirit – (S)
Content Snapshot
Sports and School Spirit(S): pep rally or orientation week videos
•Golancers.ca highlight clips•Alumni•Fan base•Parents of Athletes
Defining the Content – Planned Events (PE)
Content Snapshot
Planned Events (E): guest lecturers, conferences and bands performing on campus.
A Portal to Media Literacy 131,318
Defining the Content – Just for Fun
Content Snapshot
Just for Fun(F): includes videos mainly for entertainment and are mostly produced by students.
Viral – Gold Standard•Marianas Trench•Helicopter•Huge # of participants•Tags•Video Sharing•Great production
[OFFICIAL] UBC LipDub - Raise Your Glass & Celebrity Status1,020,416
Your focus: organize the crowdContent Snapshot
Tip: Social Media is rapid community organization by a crowd and not an individual or a committee.
Organizing the crowd see this example
Tip: Read “I agree” content of other projects for model action plans.
Content Snapshot
Quick note on Channels
Content Snapshot
Tips: •Multiple contributors•Favourite videos•Document Life on campus•Your story•Video contest•Expand to multiple channels•Vie for EDU status
Policing & CopyleftPolicing & Copyright
Policing & Copyleft
Copyleft
• Share resources• How YouTube Views Copyright
Ted.com (June, 2010), Margaret Gould Stewart: How YouTube thinks about copyright, Retrieved from: http://www.ted.com/talks/lang/eng/margaret_stewart_how_youtube_thinks_about_copyright.html
Tip: Don’t stay too far to the right. . .you will miss opportunities to innovate. Create a learning environments where mistakes are more acceptable.
Policing & Copyleft
Copyleft
• Read Only• Read Write• Brazil
Tip: Teach your social media community about the creative commons for more creativity and to supply free copyright materials.
Policing & Copyleft
Copyleft
Tip: Review YouTube.com for resources regarding both copyright and copyleft communities.
(Wired 2004; Zittrain 2009)(Daft, 2009)
Policing & CopyleftHans Monderman – Expect more from your community
Tip: Know when to make rules and when to make guidelines
Policing & Copyleft
Organic Structures vs Hierarchical Structures
(Shirky, Clay. (2008). Here comes everybody: The power of organizing without organizations. Penguin.Shirky, Clay. (2009). Cognitive surplus: creativity and generosity in a connected age. Penguin.Daft
Tip: Learn why Wikipedia is so fast, and understand organic community structures
Policing & CopyleftOrganic Structures vs Hierarchical Structures (cage match)
•The CVU – Counter Vandalism Unit• Anyone can edit• Exclude Vandals• Reward Contributors• Automation (Bots)Tip: Learn how electronic communities are monitored and rewarded
Zittrain, September 2009. Ted.com (Retrieved from: Retrieved from: http://www.ted.com/talks/lang/eng/jonathan_zittrain_the_web_is_a_random_act_of_kindness.html)
Policing & Copyleft
Automation
Tip: Be current, convergence will cause new challenges (make your own RSS feeds)
(Strangelove, 2010)
Policing & Copyleft
Moving away from ownership
“all citizens have an obligation to violate copyright law whenever they can”
Mark Poster
Tip: Your community (including yourself should understand the real implications of breaking copyright laws). Keep this conversation open.
(Retrieved from: http://static.thepiratebay.org/dreamworks_response.txt)
Policing & Copyleft
Global environment disintegrating national laws
Tip: Make policies that work and don’t make threats you can’t back up.
Where are You on YouTube?
Recommendations
• Just for Fun• Activate community• Beyond promotion• Innovation vs adaptation
Tip: Measure success by the number of views, quality videos, content, or participation.
Recommendations
Create the Culture
• Editing facilities/workshops• Amateur videographers recordings• Embed videos in your website• Adhoc meritocracy
Tip: See University of Western’s channel.
Recommendations
Speed
Tip: Earn your speed and innovation from the crowd, and open platforms
(Dr. Gordon Gow, Personal Communication, 2010, MACT Spring Institute)
Recommendations
Not just about views
Tip: Video is an introduction to the first year professors in the Human Kinetics program at the University of Windsor (all students viewed the video).
Recommendations
Not just about views
Tip: Have establish community members favourite videos. But be honest about “astro turf”
Tip: Kahn reversed the lecture and homework process. Homework happens at school, the lecture (video) happens at home.
Recommendations
In the end our institutions are designed for Education not promotion!
