Its about 9PM and only now I've been able to go online. I decided not to take the PC to WeMedia and write down with pen and paper (so analog!) and pay more attention to the keynotes. I'm not doing it ever again. I felt naked without my reliable T60p in my lap.
Day 2 annotations (Evereything but John Bell's presentation, too tired to finish it today). My conclusions will have to wait for a couple of days I'm afraid.
The first track was entitled "Communicating with the new generations"
Carlos Perez, President BBDO.
"It is the how that changes, the what remains the same". Carlos started by showing a Video from 1976's Olympic Games featuring Nadia Comanechi's Perfect 10, freezing the image on the display that showed a 1.00 score because it was not prepared to show a perfect 10 performance.
He sees the generational clash as massive as the difference between Columbus and the Native Americans when he first reached the continent. (Personally I don't think it is that wide, or even think there is a generational clash, but rather some personality differences)
"New generations multitask by nature"
Marketing for the new generations intertwines things that usually would not be otherwise connected, this marks a new tendency.This can lead to Brandjacking, although people do not consciously hijack brands, they just relate to the message. Unidirectional marketing is gone for good. (Amen!).
"When everything changes one should ask: 'what has remained the same'".
Guillermo Oliveto, CEO, CCR.
Time's "Man of the year" cover for 1997 featuring "you" is an example of what WeMedia is.
"We can do amazing things with technology, but there's always a side B to things".Destructive vs. Constructive technology, quotes Humberto Eco.
"We need to humanize technology". "We're going back to basis": giving new meaning to the future based on giving value to things from the past. Underlines the tendency that brands have on putting emphasis on their heritage.
iPhone is an example of the fascination on the how. There's a lack of truth, we're shaken when we're told the truth.
Second part of 1st track. Several youngsters share their views.
Since there was not a very clear line of thought, bulleted list is in order.
- TV is not their favorite type of media
- Internet is their main means of communication
- "Social Networks are all alike"
- "I don't understand facebook"
- MSN is respectful enough to call people contacts and not friends. (Killer phrase if you ask me)
- Cumbio: "Besides an individual am a product of the internet".
Second track: Online Communities
"Social Networs are the natural evolution of media".
"Users switch from simpler Social Networks to more complex ones".
"Microsites don't make sense"
"We need to find new ways to advertise"
Victor Kong, MySpace.
In Victor's view Social Networks:
- are based on fundamental changes on relationships
- "Enrich real life interactions"
- Have very high penetration and usage rates. (doh!)
- People like to connect with brands. ("They talk to McD's as if it were a person"
Florencia Pettigrew, Linkedin.
Linkedin has diversified its revenue stream. Linkedin groups came as an answer, they allow people to "do stuff". Politicians (Obama) and Media create groups. Linkedin has content agreements with several news sites (CNBC, New York Times).
Le monde a very well known and global French newspaper is moving it's blog engine to WordPress. You can already read about this in tons of places:
So I wont extend too much on the huge success this suposes to WordPress and open source.
What I find most interesting is the current newspapers' tendency to open up and become more "interactive". What's actually surprising is how long it took them to do so.
Mass media has a pretty interesting vice, they love the sound of their own voice; but are not too fond about listening to others. Something quite ironic if you ask me, since they are supposed to be the "reflection of reality".
I wonder how long it will take until we start hearing about censorship of some kind.