On the second day of the 2010 nextMEDIA conference, produced by Achilles Media there was something for everyone - from the digital practitioner to the content producer, conference sessions were large in scope and wide in range.
Kicked off by Peter Tortorici, the helm of 3M proclaimed that reach is not enough when it comes to digital; it's about enablement. Fittingly so, Tortorici took an engaged audience through the various lifecycles of brands whom have used and leveraged digital properties to their advantage through funded entertainment. With a focus on the agency's role in this relationship Tortorici emphasized that the business of media has always been a reflection of lifestyle regardless of digital or traditional mediums. Ultimately, one could argue that it comes down to self-selected content. If everyone's view of the world depends on where they sit, then Tortorici is clearly of the viewpoint that relationships matter and sustainable, two way relationships at that, are of the uttmost importance.
Jordan Banks, Managing Director at Facebook Canada offered a refreshing vantage point on innovation in Canada and why it's not at par with the res of the world: "There's a problem with the fostering of innovation in Canada and it goes beyond the social web. Canada's entrepreneurs are highly competitive to those across the globe, however, Canada does not place the same importance on institutionalized investment that other countries support." Asked about what the social graph means for businesses, Banks explained that they can leverage power from this graph to determine social influence and ultimately, this is why businesses should care. Banks explained that the paradigm shift that has ultimately occured from a marketing standpoint is the fact that anonimity on the web no longer exists. "Fifteen years ago," said Banks, "people had screen names like skaterboy83. Now marketers can connect at a personal level which is the key shift in the social web." Banks confirmed the notion that appealing to people's vanity is a key driver in the path to purchase funnel: "Human Beings are still motivated by the Warholian fifteen minutes of fame."
In exploring the increasing shift in terms of technology, consumer adoption of broadband technologies and consumption of entertainment, games and video from online to broadband over mobile devices, a panel of experts which included Steve Billinger (consultant), Norm Bolen (Canadian Media Production Association) and David Neale (RIM), the discussion turned to the future of Canadian content generation and consumption. Bolen proclaimed that as an independent content producer, if you're giving away your rights you're giving away your future. He also offered the advice that "nothing cannibalizes anything. Have as many doors open to your content as you can." According to Billinger, no organization in Canada is in a partnership as substantive as that of online video service Hulu. Concentration of digital funding in Canada lags and Canadians need to consciously be aware of this. Neale explained that there is a demand for original content when it comes to broadband citing Will Ferrell's "Funny of Die" as an example of this.
With innovation at the forefront of every business discussion, 2010's nextMEDIA offered a unique look into the different channels, ideas and strategies that create connections, drive revenue and create lasting impressions across all verticals and geographies.
We're looking forward to the Canadian New Media Awards tomorrow which will showcase a number of innovative Canadian companies in the digital, tech and social space. Find out more here.