Friday, April 11, 2008

Helsinki Media Conference 2008

I attended the Helsinki Media Conference event for the first time. The event is mainly for journalists and marketing people. This time there was a lot of talks about blurry concepts such as web2.0.

If you can Finnish, there are excellent Jaiku reports available from the event. For the rest of you here are some points I found interesting.

Andrew Keen talked about web2.0 but never really explained what he meant with it. He was upset that people upload videos to YouTube but do not get any money out of it. Perhaps people are after other ways to "benefit" from their videos?

It was also a bit worrying to hear that (as far as I understood his view) Mr. Keen saw bloggers as an alternative to mass communication. I would say they are primarily an addition to mass media and enrich the data by sharing their personal opinions about something.

Sami Salmenkivi talked about funny social networking / viral marketing case. It was exciting to realize that it would only take a small group of enthusiasts to get into the game and ready to go out and do whatever the Joker asks AND they would get hundreds of thousands of viewers to the "real life episodes". Impressive.

I also learned that you can reach half of 12-19 year old Finnish teenage girls via Demi magazine & website and 75% of 15-24 year old Finns use IRC-Galleria. For Demi magazine online community has become a vital source of information about trends, interests and phenomenon. I am more and more surprised that for example music magazine Suosikki or techie-mag Tekniikan maailma do not utilize communities and/or different groups of users any more efficiently.

Erik Norin gave a really nice presentation of FarFar ad agency. He gave examples of "ongoing marketing campaign model" and talked about Heidies but even more interesting example was a campaign their did for Nokia. They created quite funny Stavros character who is into "position art". Check out the website and you'll get the point. Ongoing model focuses on flexibility, adaptivity, discussion and creating a relationship with the customer. Mr. Norin showed how one could extend the lifespan of a campaign by enabling the consumers to take part of it for example by contributing questions, suggestions, answers... to the campaign.

In my presentation the main points were:
- the "information and communication layers" are flattening both contact and demand-wise. Facebook and Google HomePage both flatten the layers. Facebook does it by including various ways (both public and one to one) communication under one "community" and by flattening different acquaintances to one level. Google HomePage by giving the power to the user to mix and match various sources from information to one level and one layout -- anything from web diaries to personal blogs and official web news portals.
- There are three characteristics how youth use digital media: 1) communication acrobatics, 2) multitasking and 3) snack culture.
- My presentation:

1 comment:

SonjaK said...
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