R "Ray" Wang
R "Ray" Wang
Event Report: Inside the #SXSW2015 Phenom - Meerkat
Tweeting Live Video Takes Center Stage At #SXSW2015
Live video service Meerkat's launch may well rise above the fray at this year's South by Southwest (SXSW) convention. After slews of invites the two weeks before, the service has taken off. Early users have found three major use cases as SXSW has proven to be the testing ground for live video in the twitter sphere:
- 1. Fixed feeds. Frank's pizza shop in Toronto went on full live stream of the kitchen. Given it was on for hours, almost everyone went first to that feed. In fact, early adopters realized that this could be a great way to tap into CCTV feeds and anywhere battery life would not be an issue for broadcast. Digital and social strategists should consider how to plan for live feeds at events and conferences. Meerkat could improve the service by creating a broadcast schedule or ability to follow a large number of feeds. Curation is key here.
- 2. Person on the street. Folks like David Armano quickly saw Meerkat as a great way to share thoughts and conduct live broadcasts (see Figure 1). The key challenge was to stay on longer than 5 minutes so folks could catch up to the stream and watch. However, this application has a lot of appeal for live coverage at action packed events. Digital and social strategists could employ a number of broadcasters on the street to cover an event, story, or issue. What would be nice would be able to pick different streams for a Hollywood squares like face off.
- 3. Scheduled broadcast. The scheduled broadcast model may prove to be the more reliable approach. Amanda Coolong was early to schedule her SXSW AI Future panel at 11:00 on Saturday March 14th. This approach has the biggest appeal as potential viewers would know when to watch. Kudos to Alan Gleeson got kudos as well for putting his Wales v Ireland game. This strategy may yield the most regular viewers and a programming guide and search would take the service to the next level.
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The Bottom Line: Meerkat Breathes New Life To Twitter
Keep in in mind many live stream services have failed to date with Vine being the most recent example of what could have worked but didn't. Six seconds was just not enough. Success requires the viral nature of community and social graph. As David Armano noted in his Meerkat stream of consciousness this morning, Twitter engagement has shifted to more broadcast than engagement. Meerkat changes the content stream to improve engagement as live video can. Unfortunately, the recent battle by Twitter to cut off Meerkat will only add fuel to the fire as SXSW attendees rally to rebuild community and support. Meerkat will need to find a home for community and social graph but options such as LinkedIn and other networks may prove to be its savior should Twitter make the big fight about Periscope.
Your POV.
Ready for digital disruption by deploying an army of meerkatters? Are you meerkatting your event? Add your comments to the blog or reach me via email: R (at) ConstellationR (dot) com or R (at) SoftwareInsider (dot) org.
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Resources
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- Quips: Five Life and Leadership Lessons From The Billionaire’s Club February 28, 2015
- Research Preview: Enterprise Healthcare Management (EHM) Market Overview February 20, 2015
- News Analysis: Rumors On Apple’s Foray Into Cars “Project Titan” February 15, 2015
- Research Preview: Digital Transformation Services Take Center Stage For 2015 February 9, 2015
- Tuesday’s Tip: How To Plan For SAP’s S/4 HANA Upgrade And Contract Negotiations Strategy #SAPHANA February 3, 2015
- Event Report: Insights From #NRF15 Retail’s Big Show Highlight Need For Continuity Of Experience January 13, 2015
- Event Report: Three Big Themes From #CES2015 January 6, 2015
- Trends: 9 Actions to Consider Before 2015 For Digital Transformation
- Research Report: Inside The 2015 Boardroom Priorities (Parts 1 & 2)
- Monday’s Musings: Why The Third Generation Of Enterprise Mobile Is Designed For Digital Transformation
- Quips: Digital Transformation – Defining The Fundamental Elements For Digital CXOs
- Personal Log: Coming soon! Disrupting Digital Business – The Book
- News Analysis: Adobe EchoSign’s Electronic Signatures Goes 100% Mobile
- Monday’s Musings: Who Gets To Be A Chief Digital Officer?
- Monday’s Musings: The Seven Rules For Digital Business And Digital Transformation
- Tuesday’s Tip: Five Steps To Starting Your Digital Transformation Initiative
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- Research Summary: Economic Trends Exacerbate Digital Business Disruption And Digital Transformation (The Futurist Framework Part 3)
- Research Summary: Five Societal Shifts Showcase The Digital Divide Ahead (The Futurist Framework Part 2)
- Research Summary: Sneak Peaks From Constellation’s Futurist Framework And 2014 Outlook On Digital Disruption
- Research Report: Digital ARTISANs – The Seven Building Blocks Behind Building A Digital Business DNA
- Research Summary: Five Societal Shifts Showcase The Digital Divide Ahead (The Futurist Framework Part 2)
- Research Summary: Next Generation CIOs Aspire To Focus More On Innovation And The Chief Digital Officer Role
- Trends: [VIDEO] The Digital Business Disruption Ahead Preview – NASSCOM India Leadership Forum (#NASSCOM_ILF)
- News Analysis: New #IBMWatson Business Group Heralds The Commercialization Of Cognitive Computing. Ready For Augmented Humanity?
- Harvard Business Review: What a Big Data Business Model Looks Like
- Monday’s Musings: How The Five Consumer Tech Macro Pillars Influence Enterprise Software Innovation
- Tuesday’s Tip: Understand The Five Generation Of Digital Workers And Customers
- Monday’s Musings: The Chief Digital Officer In The Age Of Digital Business
- Slide Share: The CMO vs CIO – Pathways To Collaboration
- Event Report: CRM Evolution 2013 – Seven Trends In The Return To Digital Business And Customer Centricity
- News Analysis: Sitecore Acquires Commerce Server In Quest Towards Customer Experience Management
- News Analysis: Salesforce 1 Signals Support For Digital Business at #DF13
- Research Summary And Speaker Notes: The Identity Manifesto – Why Identity Is At The Heart of Digital Business
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