b.TWEEN08 Conference Highlights – Day 2 – 20th June – Part 2

b.TWEEN08 Conference Highlights - Day 2 - Part 2As promised, here’s the follow up to my Day 2 highlights of the recently concluded b.TWEEN08 conference in Manchester.  Here’s what happened on Day 1.

There have been a couple of neat write ups of the conference around the web not least Kaiser Kuo of Ogilvy China’s follow up post about his much discussed ‘Censorship, Culture and Chinese Netizens’ talk.

Kaiser’s talk appears to be everyone’s favourite from the conference: it’s even garnered a mention on Matt Locke, Commissioning Editor for Education & New Media at Channel 4‘s blog.

It’s interesting to contrast all this talk about internet censorship in China with the digital politics now playing itself out in the upcoming United States presidential elections.

For those who are waiting(!), here are the slides from my presentation at the Quick Fire networking event on Thursday evening.

If you’d rather watch than read then you’ll be pleased to know videos from b.TWEEN08 are now up on the b.TWEEN website.  Navigate through using the Session titles on the b.TWEEN08 Programme page.

Here’s a one stop link to recommended videos from b.TWEEN08.  You can also track comments and post-conference chatter on Twitter at the btween page at Hashtags.org.

As before, this highlight post features my favourite quotes and notable points.  It’s my take on the conference, in a speaker’s own words.

I’m picking up where I left off in the fascinating Aggregators & Integrators session.  If you’ve got 61:29 minutes you can watch the entire session at the link below.

Session: Aggregators & Integrators – Kevin Bacon, Artists Without A Label, Carolyn Maze, MD, Fluorescent Media. Panel moderated by Richard Adams, Digital Strategy Director, Chemistry Communications Group.

Rather than separating out each of the panelists answers to questions posed by the moderator as before, I have collected all their responses in one fell swoop as more often than not their responses were spread over a number of questions.

Kevin Bacon, Artists Without A Label:
Artists Without A Label (aka AWAL.com) is more of a client portal. Show sales info and geomap information of social networking activity.

Offer a ‘Digital Management’ service not a ‘Digital Marketing’ service.

Use this info to plan tours etc.

Richard Adams, moderator asks: What is success?

Biggest success is “All I Want For Christmas Is A Hippopotamus”
Over 7,000 downloads.  £30,000 earned by artist (whose name I didn’t catch) Google search unearths Gayla Peevey.  Anyone care to confirm/refute?

Record labels have lost the ability to monetize music.  Their market is disappearing.  So they spread rumours about the music industry dying.  The industry is moving though, led by brands, Coke Music etc.  It will be monetized a different way.  Subscription model revenues really low.

[Breaking NewsRecording Industry calls Radio ‘A form of piracy’]

Carolyn Maze, MD, Fluorescent Media:
Fluorescent Media’s technology enables tailored, data mining of activity from multiple sources. A robust database that manages website transactions? (question mark mine)

Richard Adams, moderator asks: What do you define as engagement?

Carolyn Maze, MD, Fluorescent Media:
Point of Entry by consumer into platform.

Register Unique CLI for each session… This is tracked.  This profile would automatically be presented to the (show) producer.

Other things that can be tracked:
Participation.
Look and feel of site.  Unique CLI affects profile page, changes graphics presented to user etc.
How it works – ask key questions during trial(?) and use this to feed into the database.

Richard Adams, moderator asks: What is success?

Ensure that partners have access to cutting edge platform and ideas for brand engagement.

Campaigns all run at an entertainment destination (aka website – paranthesis mine)

Tangible user feedback information captured by the technology.

The following points are in response to questions asked by users of the b.TWEEN Online Chat system.

Conversations between online participants and delegates physically present at Manchester’s Museum of Science and Industry were relayed on the big screen on the stage throughout the conference.

Some points on the PHOENIX technology:

  • To be open sourced.
  • Will be platform neutral
  • Design of engaging experiences and, either via registration or other, track responses and feed into the PHOENIX system.
  • Collate reports, data mine etc.

I missed Bill Tidy’s popular talk because I was in a One2One session.

I came in as James (Holler) and Ana (Twenty Twenty TV) were talking about Channel 4’s forthcoming cross platform project, The Insiders.

Session: Channel 4 Cross Platform Innovation – Ana DeMoraes, Twenty Twenty TV, James Kirkham, MD, Holler. Panel moderated by Matt Locke, Commissioning Editor, Education & New Media, Channel 4.

The process: Channel 4 commissioned Twenty Twenty and they hired Holler.

The Insiders was filmed by Twenty Twenty, animated by Holler.

The majority of The Insiders is housed on MySpace which is the main Hub site. There are other hub sites planned.  Partnerships, comedy highlights with different partners.

Give people the opportunities to find it on their own terms.

Matt Locke, Commissioning Editor, Channel 4:
Teens have a fragile web experience.  They don’t bookmark. They Google search terms. Remember links sent by friends.  Just because you’ve got their attention doesn’t mean they’ll give it again.

Ana DeMoraes, Twenty Twenty TV:
(In response to a question about measuring success I think? Check via webcast.)
“Haven’t done [it] before so don’t know how to measure.”

Matt Locke, Commissioning Editor, Channel 4:
New sign off process.
Lots of meetings because there are so many elements involved.
Hardest thing – content, little bits of content, video, skins, scripts etc etc.
Very hard to hear the overall story for the project.  Is it all going to work?
How do we sign off projects like this in future?
How do they communicate this to the agency?

Matt Locke, Commissioning Editor, Channel 4 asks:
How is it going to progress?

James Kirkham, MD, Holler:
Getting audience to know.  Acquiring  fans.
Mid-July audience would be able to watch it and can follow it for 6 weeks.

Placed over lots of different places.

The Insiders gives teenagers information about jobs they might not have access to information for.

Blog asks audience to tell their stories/experiences.

Launch with 100 local teens.

Year Dot – another collaboration with Holler.  30 half-hour programmes with teens, gives them an opportunity to talk about the rest of their lives (I think that’s what he said!).

Competitions – have a conversation with your audience. Get them to think about the project.

Try to become a part of what your audience actually wants to be involved in.

Advice from Ana DeMoraes, Twenty Twenty TV to people embarking on similar projects:
Digital agencies – get in touch with a number of these.  It helps you think in a different way.

When you talk to commissioning editors telling them you have a digital agency helps.

Advice from James Kirkham, MD, Holler:
Don’t be afraid to say No
These are projects that teens discover in their own time.
You do have big audiences out there looking for this online.
[It’s about] getting projects to users and finding out how they ant to use it.

As always, I welcome discussion on any of the above.  Dispute or contest anything I’ve written?  Say so in the comments…

Next up? A blog post covering interesting breakout session by Kaiser Kuo (Ogilvy China) and Matt Hanson (A Swarm of Angels) at the conference.

Image credit: Eventful on Flickr

Related posts:

  1. b.TWEEN08 Conference Highlights – Day 2 – 20th June – Part 1
  2. b.TWEEN08 Conference Highlights – Day 1 – 19th June
  3. b.TWEEN08 – Relegating Conference Q And A Sessions To The Dustbin
  4. b.TWEEN08 conference, PUMA Manchester Exclusive Gig And More
  5. Next Speaking Engagement: Social TV Forum, RIBA, London, 28th September

Tags: , , , , , , , , , , , , , , , , , , , , , ,

  • http://a.morelyrics.co.uk/2008/06/25/btween08-conference-highlights-day-2-20th-june-part-2/ A » Blog Archive » b.TWEEN08 Conference Highlights – Day 2 – 20th June – Part 2

    [...] b.TWEEN08 Conference Highlights – Day 2 – 20th June – Part 2 As promised, here’s the follow up to my Day 2 highlights of the recently concluded b.TWEEN08 conference in Manchester. There have been a couple of neat write ups of the conference around the web not least Kaiser Kuo of Ogilvy China’s follow up post about his much discussed ‘Censorship, Culture and Chinese Netizens’ talk. Kaiser’s talk appears to be everyone’s favourite from the conference: it’s even garnered a mention on Matt Locke, Commissioning Editor for Education & New Media at Channe [...]

  • http://www.realfresh.tv/btween08-conference-highlights-day-2-20th-june-%e2%80%93-part-1/ Real Fresh TV |  b.TWEEN08 Conference Highlights – Day 2 – 20th June – Part 1

    [...] For this reason Day 2’s highlights will come in two parts. I will finish the riveting Aggregators & Integrators session and also report on the very interesting Channel 4 Cross Platform Innovation session in a follow up post. Update: Here’s the follow up. [...]

  • http://www.realfresh.tv/real-fresh-tv-wins-manchester-evening-news-blog-of-the-week-award/ Real Fresh TV wins Manchester Evening News Blog of the Week award | Real Fresh TV | Social Media, Multi-Platform Marketing and Internet TV Specialists

    [...] I’m familiar with Paul’s work having read his excellent coverage of local tech and media events, from the Tony Wilson Experience, an innovative 24 hour conversation that paid tribute to one of Manchester’s greatest sons, music industry mogul and broadcaster, the late Tony Wilson, to summer’s media and advertising extravaganza, the b.TWEEN conference, also covered on this site. [...]