Produsers and Produsage

Copenhagen.
Following the next09 conference last week, I've now made my way to Copenhagen, to attend the COST298 conference with the somewhat unwieldy title "The Good, the Bad, and the Challenging" - don't hold that against it, though: the actual theme of the conference (and of the COST298 EU research programme) is participation in the broadband society, so it should be interesting. (The two-volume proceedings alone are going to seriously push my luggage weight over the edge on the flight back.) Also, erm, interesting is the choice of location, at Aalborg University's campus in Ballerup on the outskirts of Copenhagen, almost an hour's metro ride out of town - I must say I much preferred the IT University campus, just cross from the city centre, where we held the AoIR conference last year.

Hamburg.
The final presenter at next09 is conductor (as in, music) Itay Talgam. He begins by describing the way an orchestra tunes up - everyone doing their own thing; this is noise, not yet music. But when the conductor steps up to the podium, attention is focussed, and music begins. Whose creation is this music? Who is responsible? Who contributed to the success of the performance?

This is a question of ownership, of course - and it applies just as much to collaborative online environments as it does to an orchestra. The conductor of the orchestra provides the leadership, controls the process, and the musicians follow - but in the process, the musicians also lose some of their independence, their ability to introduce their own personality into the performance.

Hamburg.
Only two more sessions to go at next09... The next one brings together a number of the major professional networking sites, with Kevin Eyres from LinkedIn, Stefan Groß-Selbeck from its German competitor Xing, and Markus Berger-de León from German student networking site StudiVZ (which has also launched a post-studies site, MeinVZ, and a site for schoolkids, SchülerVZ).

Stefan begins by stating that social networking has been the key development in online media over the past few years. In Germany, Xing is a leader of this development, especially in the professional networking context; its business network is moving through the current financial crisis very in a very stable fashion. The current crisis is an opportunity - and the company is confidently planning for its future. Kevin adds that for LinkedIn as a global platform the main challenge is to service the global business community. And he agrees that the crisis has raised the awareness of networking as a crucial element of professional life. By contrast, Markus describes StudiVZ with its strongly German focus as the most truly local networking site of the three. So far, the sites has not yet experienced any impact from the financial crisis - members are as active as they have been previously.

Hamburg.
The next next09 panel is with Jeremy Allaire from Brightcove and Axel Schmiegelow from Sevenload - online video hosting companies in the US and Germany. Brightcove licences its video platform to a variety of partners; it now operates online video for some hundreds of media companies. Increasingly, this is used for syndicating and distributing content through a variety of social media Websites. Sevenload, by contrast, brings together communities and the content they are interested in, significantly also including user-generated content. They monetise for the content providers by running advertising on the site. (And the two companies have just entered a commercial partnership.)

Hamburg.
We continue at next09 with a panel expanding on the question of brand-consumer relations in the social media age. Chris Heuer from the Social Media Club promotes a holistic, whole-of-business approach here - it's about more than marketing. Great products aren't sold, he says - they're bought; this has been the case for the iPhone, for example. The brand needs to convene the conversation around their products, and act like the host of the party - this means returning to basics, and letting go of the illusion of control.

Hamburg.
The next session here at next09 is a panel on the future of public broadcasting organisations with Ian Forrester from the BBC and Robert Amlung from the ZDF, under the theme of open media. Both are clearly aware of the increasing involvement of users in media content creation and distribution, and aim to tap more into this; the ZDF is aiming especially to make redistribution legal by employing appropriate content licencings schemes (e.g. Creative Commons) and offering a suite of RSS feeds for its content. It is becoming more and more important to make content available to users (who, as licence or as tax payers, have already paid for it).

Hamburg.
Unfortunately I had to miss the talk following mine at next09, by my host at the Hans-Bredow-Institut, Jan Schmidt - I had to do a couple of interviews with German media. So, I'm now in the post-lunch 'fireside chat' session with Jeff Jarvis and Umair Haque. We begin with a discussion of business models in a Googlified economy, and Jeff says that sharing your intellectual property always comes first here. In the end, you don't charge as much as the market can bear, but as little as you can bear.

Hamburg.
OK, I'm next at next09, speaking on produsage and business. Here's the presentation - audio to come as soon as I get a chance is already online, too...

Update: a video of my presentation is now also available through conference partner Sevenload.

Hamburg.
I skipped the final speaker in the previous session at next09 - there were major laptop problems which delayed the start by 15 minutes. So we're already in the next session, in which I'm also presenting; we start, though, with Nicole Simon, whose talk is about the use of Twitter in business.

Twitter, Nicole says, has become mainstream in the US; Germany and other countries are still lagging behind, though. This may be a function of the fact that no mainstream stars (such as Ashton Kutcher in the US) have promoted its use yet. This could happen any time, though. So,how does this affect business - what if Twitter is used to build a good company profile for a competitor, and if that competitor is poaching staff; what if news or rumours about a company spread via Twitter; what if there's a fake profile for a company; what if a company's star twitterer leaves?

Hamburg.
The next speaker this morning at next09 is Lee Bryant from Headshift, whose interest is in user-driven companies. Such companies may engage in user-led product design or user-led innovation, for example, and much of their approach draws on the experience of the open source movement. But can we think beyond the 'user involvement' model, where user innovation takes place only on the surface? Examples for existing models, Lee suggests, include Digg as a totally user-driven environment, Dell's Ideastorm which draws in user ideas, and Walkers Chips' exercise in crowdsourcing new potato chips flavours - but even those remain to a large extent on the surface, and is not likely to be enough.