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The Next Web has been out and about at Internet Week Europe (IWE) this week, and you can monitor all our coverage here. We were at the What’s Next in Social Video? event, where a panel of experts immersed in the social video space offered their perspectives on where we’ve come from and where we’re going in terms of social video.
On stage to help answer this question were Toto Ellis, Strategy Director at TBWA; Paul Wright, Chief Digital Officer at OMD Group (UK); Jon Williams, Creative Group Head at Unruly Media, with Matt Cowan, Technology Correspondent at Thomson Reuters, moderating proceedings.
Social video campaigns generated over 2.7 billion views in 2010 and this figure is likely top 10 billion in 2011. But what IS social video? “It’s a bringing together of content and conversation”, says Williams. “It’s an evolution of ‘viral’ and it has grown up a lot now; it’s content that sparks conversation, it’s content that people want to be associated with through their social media profiles. It’s something that draws the viewer towards it, rather than being pushed in front of people.”