Assignment 2-Assignment 2-YouTubeYouTube

HistoryHistory

YouTubeYouTube 成立於成立於 20052005年年22月月，由，由查德查德··賀利賀利（（ CChad Hurleyhad Hurley ）、）、陳士駿陳士駿（（ Steve ChenSteve Chen ）、）、賈德賈德··卡林姆卡林姆（（ Jawed KarimJawed Karim ）等）等 33 名名 PayPalPayPal前僱員創辦。其創辦原意是為了方便朋友之間前僱員創辦。其創辦原意是為了方便朋友之間分享錄影片段，後來逐漸成為分享錄影片段，後來逐漸成為網民網民的回憶儲存的回憶儲存庫和作品發佈場所。在台灣出生的創辦人之一庫和作品發佈場所。在台灣出生的創辦人之一陳士駿陳士駿（（ Steve ChenSteve Chen ）在）在 20072007年年1010月月回到故回到故鄉，並宣佈正式成立台灣中文版鄉，並宣佈正式成立台灣中文版 YouTubeYouTube 。 。

YouTubeYouTube 網站技術網站技術 YouTubeYouTube 採用採用 Sorenson SparkSorenson Spark 與與 Adobe FlashAdobe Flash11

00 提供之影像編碼技術，將用戶上傳影像檔案進行壓提供之影像編碼技術，將用戶上傳影像檔案進行壓縮轉檔。今日縮轉檔。今日 YoutubeYoutube 影片內容包羅萬象，涵蓋個影片內容包羅萬象，涵蓋個人人影片影片及及電視電視節目片段，音樂錄影帶及家居錄影等。節目片段，音樂錄影帶及家居錄影等。YouTubeYouTube 影像品質遠不如影像品質遠不如 RealVideoRealVideo 與與Windows MediaWindows Media等線上串流技術，但因低頻寬需求等線上串流技術，但因低頻寬需求並可簡易地藉由並可簡易地藉由 Flash Plug-inFlash Plug-in 內嵌於個人的內嵌於個人的 blogblog或其他網站中而迅速取得壓倒性的知名度與成功。或其他網站中而迅速取得壓倒性的知名度與成功。有研究與投資公司決策高層指出有研究與投資公司決策高層指出 YouTubeYouTube 的網站流的網站流量需求極高，甚至每月需要付大約量需求極高，甚至每月需要付大約 100100 萬美金的費萬美金的費用，在用，在 20062006年年33月月，， YouTubeYouTube 開始在網站賣廣告。 開始在網站賣廣告。

What are the YouTube APIs anWhat are the YouTube APIs and Tools?d Tools?

Broadcast yourself – Broadcast yourself – make the newsmake the news

YouTube styleYouTube style content content is now infecting the is now infecting the mainstream mediamainstream media news agenda news agenda

Digital convergenceDigital convergence has led to a blurring of has led to a blurring of the boundaries between reporter and the boundaries between reporter and audienceaudience

Broadcast newsBroadcast news organisations are now using organisations are now using non-professional video in greater numbersnon-professional video in greater numbers

This has implications for what we say about This has implications for what we say about professionalism in professionalism in journalismjournalism

The Age of TouTubeThe Age of TouTube 20 years of digital technologies20 years of digital technologies Digital has moved from the sublime Digital has moved from the sublime

to the mundane—the everydayto the mundane—the everyday Network society Network society (Castells)(Castells)

Convergence culture Convergence culture (Jenkins)(Jenkins)

Surveillance economy Surveillance economy (Hirst)(Hirst)

Search

Media Information Comm. Shopping

Entertainment

PEOPLE

Social Wb, Peopleware/Socialware/Social ComputingSocial Wb, Peopleware/Socialware/Social Computing

People as Platform

Digital Media Landscape

Social Media Has Gone Mainstream

Measuring Social Media- Super Measuring Social Media- Super Six Steps to MeasurementSix Steps to Measurement

1.1. Set your objectivesSet your objectives2.2. Define your stakeholdersDefine your stakeholders3.3. Determine which metrics to useDetermine which metrics to use4.4. Benchmark against yourself over tiBenchmark against yourself over ti

me or your competitionme or your competition5.5. Pick your measurement toolPick your measurement tool6.6. Analyze the results and start overAnalyze the results and start over

By Katie Paine, KD Paine and Partners

Top YouTube CompetitorsTop YouTube Competitors FacebookFacebook IFILM IFILM MySpace MySpace

Financial Financial