The Content 2.0 conference yesterday was a mixed bag of insight into the future of digital content (specifically user-generated content), online marketing and social networks. From a marketing perspective the event was pretty uninspiring, however from an insight into what the big players and big thinkers are thinking it was pretty good.
Thoughts / points of note included:
– the concept of the web as a bunch pipes and not as a channel, and how this challenges major media brands and the way they approach internet media domination (or not).
– the attempted monetisation of MySpace through selling brands a way of targeting key influencers within online social networking
– examples of how brands are successfully handling the concept of co-creation to generate product innovation and effective sales e.g. the Lego Santa Fe train
– examples of the deep impact of blogs (and other social media) on large corporations e.g. Microsoft and Robert Scoble
– an insight into Yahoo’s internet search strategy – based around social search – and why their recent acquisition of Delicious and Flickr are so important to them (because of their social aspects)
– the concept that the best social networks are based around selfish needs – a point made by Matt Locke (BBC)
– the ridiculous business models of content2.0 companies like Last FM, whose main revenue stream seems to be based around Google adwords – not the most sustainable business model I’ve ever seen. Although Last FM does seem like an amazing service.
– the insight of youngpeople2.0 and the fact that they are increasingly engaging with content2.0 (more on this in future blog articles).
The event ended with a beer & innovation session involving Tony Wilson interviewing Tim Clark – Robbie William’s manager – who provided thoughts on the issues involved with Music2.0. Amusingly this session ended in somewhat of a slanging match with a number of the beer-fuelled audience taking the concept of brand participation to heart, fueling a truly participative and heated debate