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Next Generation Content - What's going on at the Syndicate Conference

Next generation content--RSS, blogging, podcasts, wikis… These are the center of the Syndicate Conference in San Francisco, CA. The Syndicate Conference is a business-to-business conference providing clarity and education for everyone who suspects their business will be transformed by the syndication of consumer-generated media (CGM). Cymfony is a solution showcase sponsor so I have spent most of my day in the exhibit area, but I did manage to slip away to one of the keynote sessions by Larry Weber of W2Group (who happens to be a partner of ours).  The session was on Pandemonium and The Rise of Unpaid Media.  Weber brought up many interesting facts about the future of blogging, how marketing is changing due to blogging, and strategies marketers should take to monitor and adjust to the changing environment.  He believes that although this is a revolutionary change, you can’t look at CGM or as some are now calling it, citizen or user generated media, in a microcosm. You need to use this in relation to click though data, mainstream media analysis and advertising effectiveness.

One major difference Weber highlights is that unpaid media is often uncontrollable. Before the rise of unpaid media we were able to control everything… Now it is not as easy.  According to Weber, it is going to get more confusing before it improves.  Marketing strategy and marketing mix allocations are going to get more complicated before it becomes easier to know where to put your dollars for effectiveness.  Weber, from the viewpoint of a well established PR leader, lends further validation to the importance that this new media is part of the daily tasks of the PR professional.

Posted by Jeri Weaver on December 13, 2005 at 07:38 PM | Email this post Permalink

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