Everyone's jumping on the Web 2.0 bandwagon, but public discussion of these trends is still playing catch-up with the fast-moving expert debate around the subject...
NMK has thrown its hat into the ring on this front, and announced the details of its conference 'Content 2.0' to be held in London at the RSA on 6th June.
Posing the question, 'what is the value of content?', the conference addresses the current and future impact of social networks, user generated content (such as MySpace, recently purchased by News Corporation) and disruptive technologies on the business and marketing models of the digital content industries - music, film, TV, radio, games and publishing.
Marketing capsized...
The capsizing effect these combined trends and innoavtions are having on the efforts of traditional marketing (traditional digital marketing included) starts the day's agenda.
An international line-up of speakers will explore the dynamics of Content 2.0 through a series of keynotes, panels, and head-to-head debates.
What do consumers value?
Speakers from MySpace, Broadband Mechanics and The Big Blog Company will outline and discuss the implications for business and marketing of these accelerating trends.
High on the agenda sits the issue of whether Web 2.0 is more about delivering a social value or benefit to the consumer, and if so, how will we derive commercial value from content in the future? Can it be co-created with consumers? And where do brands figure in the face of the rising tide of user generated content?
With content everywhere, how to chose and who to trust?
Moreover, the growing power of search and recommendation as the main way for the consumer to discover and gain added value from content (through sharing and communities) raises issues and opportunities for those who create and distribute the content.
The latest breakthroughs in search and recommendation - with regards to the future of content promotion and delivery - will be addresed by leading experts from Yahoo!, blinxx and Microsoft.
In trying to raise the conversational bar, will this conference also break the UK mould and get audiences involved - offstage and elsewhere? Does it deserve to? Why aren't more UK conferences doing the same?
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