My colleague Pete Blackshaw and I just moderated a slightly different workshop at Supernova. This Web 2.0 technology-media conference is largely focused on new technologies, social networks and media disruption, but we tried to mix it up by facilitating a conversation between the social multimedia enablers and the marketers:
Now that user expression is dialing up to a more emotional and viral level through social multimedia platforms — including images, audio and video — how are marketers facing the challenging implications on traditional marketing practices and customer relationships?
In addition to Pete and me, our group included:
- Stan Joosten, Innovation Manager, Holistic Consumer Communication, P&G
- Michael Wiley, Director, New Media, GM
- Curt Hecht, EVP, Chief Digital Officer, GM Planworks
- Brian Zeug, Category Development Officer-CPG, Yahoo!
- Oliver Luckett, Co-Founder, Senior Vice President of Network Development, Revver
Key themes from the discussion:
- Advertising as we know it is dead
- Social media and consumer empowerment really is recognized as top of mind (at least among the major advertisers on the panel)
- The media optimization companies, social media companies, and marketers are not exactly sure how they’ll be working together in coming years
- There will be significant corporate carnage along the way
Thanks to everyone who participated, including Ask A Ninja‘s David Peck, who came in from Los Angeles for the discussion.