This week it was held in Madrid the FICOD (International Forum on Digital Content). It is the second year that this Forum is organized so it is expected that it is established as a reference in Spain for IT, internet and technology.
The event was divided in panels covering different topics: digital distribution, markting through social networks and UGC, how to measure the different media audience, new revenue models, etc. There were also some keynote speakers like Chris Anderson or Gerd Leonhard. In parallel, different companies and start-ups had the chance to present their products or news through live or recorded workshops (actually Cristobal already showed you the preview of ours in Youtube).
As always, there were some remarkable presentations and ideas and other speeches that lacked depth and openness. The proposals for new ways of understanding media and content contrast with the views of other people, which are anchored in the past. At the same time I must recognize that the way Anglo-saxon people present and speak is normally more appealing to the public than the way that some Spanish executives use…
Some interesting ideas taken from the different sessions and speakers are the following:
- The user can value and decide how much to pay for a certain piece of content
- Talent to create content is going to exist always: 9 out of the top-10 most watched videos in Youtube are not improvisations but professional recordings.
- Publicity is going to tend to "behavioural targeting": non-intrusive ads that are not perceived as publicity.
- In that way, brands could be taken by users as "social brands", brands that contribute something to you.
- To measure the audience, the technology used is not the most important factor, but a model that is common for all.
- The immediacy is important for the user: they want instant updates and the possibility of sending immediate feedback.
- What matters today and generates value is not a copy of a content, but the "attention" (the attention of the users)
- Content (i.e. music) cannot be walled-in anymore, and sharing is a key driver.
- "Command & control" becomes "coordinate & culture"
- User wants to participate: ratings, reviews, taggings, bookmarks, etc.
- It is predicted that 25% of the content will be created by the user in 2012.
- You can make money by side businesses and upselling: sell previews, exclusives, etc. You can sell "experiences" (which cannot be copied) and valuable intangibles.
- In the same way that we get water at home, music could be let as a free flow, and then sell it bottled with a value added.
From our perspective, we see that our current vision is aligned with some of the thoughts that were expressed in this event.