Soundstreams Conference : New Models for Distribution

I am in Toronto for Soundstreams’ New Models for Distribution Conference.
Presenters included IP and copyright lawyers such as Howard Knopf, and marketers like
Sean Howard from Lift Communications & Max Valiquette from Youthography who examined the world of social media.

The keynote was delievered by Paul Hoffert, CEO of Noank Media.

Below are a few notes from today’s conference:

The term “Global Village” coined by Marshall McLuhan (coincidentally a Canadian who taught at Toronto University) assumes we will have harmonized (and similar) products, services, and programs. These products, services, and programs will exist across territorial, political, and cultural boundaries.

In fact, what we are seeing is that the information age is local – infrastructure is global, but content and culture is local

We think global, but act local. Generally, we trust only 20 people (family, sports teams), can track 150 people, and recognize 1000 people (via email+social networks).

The 21st century model looks to monetize experience, is user centric, and assumes there is viral distribution – Peer-2-Peer. This is a DISTRIBUTED network, and distributed tasks.

Max Valiquette spoke on best practices for social media marketing.
He asks: What are best practices for increased impact?

1. Be where they are – The “If you build, they will come” strategy won’t always work. Make it easy for them. TripAdvisor: Travel Map “Where have you traveled?” Generate post-event content.

2. Be flexible

3. Be interactive – social media cannot be treated as advertising or a media buy. It’s an opportunity for engagement. Be responsive, and proactive. A one-time media buy just doesn’t work in these spaces. Be prepared to listen and talk back. There is a trend towards single spaces that allow you to do everything: blog, email, chat, share photos/music/videos, keep track of birthdays and events.

4. Be Real. Be transparent. Be a person.

The distributed social web flattens the marketing world – theaters, companies, and artists are all brands and everyone else is a brand, so organizations must compete with individuals.

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