Reframing TDC

Time really does fly when you’re having fun. We can’t believe it was only a year ago that we entered the Thinking Digital Startup Competition and made it to the final with CEO Kev pitching on the Thinking Digital stage in front of 500 people – and even more watching online. Although we didn’t win, the experience and exposure was great and we were proud to be part of the very special event and community that is Thinking Digital Conference (TDC).

That’s why we were so excited when Herb Kim, the creator of TDC, asked us to Reframe this year’s event. We worked with the small but perfectly formed TDC team to enhance the livestream experience, enabling people everywhere to join the #tdc15 conversation wherever and whenever they’re watching.

The sold-out event has been hailed as the best TDC to date. It welcomed 500 business and technology enthusiasts, 23 incredible speakers over seven sessions with more than 1200 people in 255 cities, across 46 countries and six continents tuning in to watch via the free livestream and on catch up.

And there was a lot of love for Reframed – and the chance to catch up with or simply re-watch missed sessions. Don’t forget, you can still watch all the sessions online and join the conversation – that’s the beauty of Reframed!

It was also a great chance to get feedback on the product, help prove increased engagement (see stats below) and we really appreciate everyone’s input.

Herb Kim said: “I’ve known Kev and Jo for years now and have been a supporter of their startup,, from the beginning. They were finalists in the 2014 Thinking Digital Startup Competition so when we decided to open up the Thinking Digital Livestream to everyone free of charge in 2015 we knew it would be a great opportunity to collaborate with Reframed. The Livestream and the collaboration between Thinking Digital and Reframed was a massive success. We look forward to working with them again soon.”

Photograph: Thomas Jackson

Photography by the brilliant Thomas Jackson

Here’s how it works:

Reframed captured tweets using #tdc15 and synced them to the session videos so you can always join the conversation in context.

Livestream viewers had a ‘unified experience’ enabling them to see tweets and pause, restart or watch later then make your own comments all on the same screen. Each comment is shareable and brings people into the exact moment of the video you want to share with a deep link.

If you’re signed in you can see your own tweets and you can make your own public and private notes for each session’s video

Some awesome stats:

Reframed is sticky – how it increases engagement

We gathered almost 3500 tweets and synced them back to the video for each 2hr20m session.

900 people in total tuned in across the two-day event to watch live, with viewers peaking at 157 for session 1.

Of those 900 people watching live:

  • 18% stayed online to watch for the full length of the video
  • 6% watched the streams for twice the length of the video

For catch up with two weeks after the event, more than 2000 views were logged from people in 135 countries across 33 countries and six continents checked out the conference videos online after the event.

Catch up viewers stayed on the site almost twice as long watching videos (an average of 70 minutes) as live viewers (48 minutes).

Kev Price, CEO of Reframed, said: “The statistics are significant as they show that Reframed does increase engagement. People weren’t just watching the video in chronological order, they were jumping in and out of moments of interest, based on the activity graph, and ended up doubling their time spent online.”


How Reframed can change engagement

A great example of this is LJ Rich’s experimental talk in Session 7 where audience members shouted out musical artists and musical styles which she then played on a Steinway piano to demonstrate Experiment & Experience.

Viewers watching the catchup video of LJ’s talk from the start stayed for an average of 10 minutes following this deep link shared on Twitter –

However, viewers who were brought into the moment of video from this Twitter deep link (Lionel Richie + metal) watched for 45 minutes – four times as long.

Kev explains: “Directing people into a moment via deep linking, which is a ‘highlight’ grabs attention and engages the audience on the video for longer. In this way, deep linking acts as a personal recommendation engine via social networks. It’s like crowdsourcing highlighted moments that will be relevant to the audience they’re shared with.”


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