InVerge 2007 – day 2

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InVerge 2007: the interactive convergence conference, day 2.
The day begins with Steve once again thanking the sponsors including the Portland Development Commission and others. He is now introducing Mark Deuze.

Mark
Mark Deuze
Professor, Journalism and New Media, Leiden University (The Netherlands)
Who Needs Media Workers When Your Customers Do The Labor For Free?

Mark is telling us about his book Media Work. The book was created by interviewing many media professionals.

A lot of people don’t even realize they are using media when they are.

Half of our media use is passive. The reverse is also true. Half of our media use is active. It is normal today to consider media when it is brought into our house as unfinished. This makes us co-producers.

None of this in new it is just more visible. What is new is the Social media.

Why now?

Expert > Collective Intelligence
Absolutism > Pragmatism
Solid > Liquid Modernity

All this makes a brand message very difficult to convey. Brands can be successful but their lifetime is becoming more limited.
The rolls of consumer and producer are very liquid today. This makes the users roll very confusing.

Convergence Culture

Unfinished campaigns that are only finished when the consumers complete it.
Micro$oft XNA – create your own xbox games and upload for others to use.

Creative Industries

Normal creative channels are being skipped in the process.

PEPSICO
you news tv
myspace.com
Counter Strike

Who am I? The key to Social Networking sites. This is only possible if there is more than one answer.

Transparency vs. Control

Go viral let people know what you expect of them and let them go.
What is this 33 touchpoint thing? (oops wrong presentation)

Media work has become GLOBAL.

Low cost labor.
It is becoming increasingly difficult to control.

We have to stop looking at our businesses as buildings where people work on projects. These are just shells. People are craftsmen and should be treated as such an given freedom to create. Let them run. Just control the agency not the company.

Your talent is SPECIAL

Steve is back on stage and is plugging the sponsors again and introducing Renny.

Renny
Renny Gleeson
Global Digital Strategies Director
Wieden+Kennedy

Tay Zonday, Brands and Agencies

Renny and Steve are talking about their agency experiences while the computer gets set up.
Renny is up and running. He is now sharing the set up for the Henry Rollins story.

We can’t even keep up with the news stuff that is created over night. How does it change what we do? Is the internet the new PunkRock?

Brand — Agency — Consumer
Now they are all merged on top of each other.

“I’ve got a little money left in the budget let’s do viral!”