Marketing | Convergence | Professional Development

Posted • September 6, 2008 • 1 Comment

InVerge Day 2 – The Convergence Culture

Restructure Time? Two Years in Convergence Culture

Joshua Green, Research Manager, Convergence Culture Consortium, MIT

Convergence is more than technological happenstance it is cultural.

Twitter @peggyolson is following Joshua

Transmedia texts the flow of media across multiple platforms

tiwtter
madmen

madmen+amc+twitter=????

AMC – Twitter-gate and the case of the MadMen9: working in convergence culture

4 ways to think about the MadMen9

• fan fiction
• brand hijacking
• sheer devotion
• copyright misuse

YouTube – foot fetish porn – Not going to go there!

brand ambassadors – grassroots

There is always a but – maybe

reduction is using the culture around you to make meaning

hulu.com

• embed code
• doesn’t enter into the logic of the internet
• fringe activity

What we can do is realize the value audiences play in the creation of media?

John Fisk
mass culture comprises raw materials of production of culture

Audiences

• make stuff popular
• contribute value
• success in media requires consumers
• audiences are co-creators of media content value

Media Communities – Everything is Live and On Demand

Marc Scarpa, producer/director of the MySpace LIVE! series and several episodes of the Verizon VCAST Mobile performance series for Live Nation

History of user generated content

John McDougal AKA Captain Midnight #1

Should have been titled the history of Marc Scarpa

From Telephone to Tweetup: an abbreviated history of technology and social exchange

Amber Case, Cyborg Anthropologist and Social Media Consultant

Amber @caseorganic is uploading her presentation to Twitter as she presents it.

Good example of controlling what is being said about your presentation on twitter.

EXPERIENTIAL MARKETING: Creating Brand Theatre

Paul Matthaeus, Founder, Chief Creative Officer & Chairman, DIGITALKITCHEN

Company founded in ’95; 13 year history in 4 minutes.

90% of what Digital Kitchen (DK) does is full motion, high-bandwidth
until recently, no Web or signage work.

Brand Theatre is not a thing but a measurement of success

City center Pavilion

• theater for exponential marketing built in Las Vegas
• 360 degree screen
• hit a golf ball it will land on other side

8 principles of creative genius

• Most people think reductively – What they’ve seen before
• Creative types think productively – Detach from ideas
• Look at problems from all possible angles
• Make novel combinations
• Think in opposites
• Think metaphorically
• Creative geniuses pursue opportunities for failure – Creative quotas
• Prepare for chance

“creative geniuses produce more bad work than their peers”

Robert Redford aside (I guess you had to be there.)

Cross-Media Usage Patterns and the Convergence of Content, Communication, and Marketing

David Card, VP & Research Director, JupiterResearch

What does content-communication convergence mean for media businesses?

The cell phone may be the internet device of the future but for now according to the statistics it is still only being used for direct communication. Not for Video, not for surfing the web.

JupiterResearch and Forrester Research are going to combine.

Can’t wait for next year! – Special thanks to @CarriBugbee

Late,
Gary Pool

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