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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.

Hamburg.


We're now starting the second and last day of the next09 conference here in Hamburg - and we begin with a speech by Brian Solis from Futureworks. His theme is what he calls 'the human network': the social and cultural networking which is enabled and supported by social media technologies (but is so much more than just the technology itself). For Brian, the share economy (which gives this conference its title) is the social economy - an economy in which conversations represent social currency, in which we earn social capital and influence rather than simply monetary value.

Hamburg.


Day one at next09 ends with a humorous review of tweets on Twitter, by the team from TwitKrit, a German blog offering 'literary criticism' of Twitter posts. Those of you who are so inclined will know how to find #next09 comments on Twitter - or otherwise, pop in to the next09 community at SixGroups.

(Speaking seriously for a moment, though - a conference presentation compiled from random Twitter users' outstanding tweets raises some very interesting questions about the boundaries between public and private. Discuss.)

Hamburg.


The final keynote on this first day of next09 is by Matthias Schrader of next09 conference organisers Sinnerschrader, who brings us back to the conference theme 'share economy'. What can we share, what do we want to share, what do we get out of sharing?

In the share economy, what we share are in the first place the tools we use; using (physical, mechanical) tools, of course, has long been seen as a uniquely human trait (although that belief has now been shown to be mistaken - other animals use tools, too). Perhaps the next step from here is the belief that only humans use tools to create other tools - that is, that only humans innovate by combining small, modular, commodity tools into more complex, composite, cutting-edge 'meta-tools'.

Hamburg.


From Andrew Keen's rant we move on to a next09 panel on mobile telephony. What will the mobile environment look like in 2020? We begin with a brief video from the open think tank MoCom2020.com, showing where we've come from, and where we may be going (a 'sensorconomy' based on digital device sensors, new mobile services and mobile broadband offerings, major takeup in India, Africa, and other developing regions, miniaturisation and embedding of mobile devices, a shift of newspapers from print to mobile delivery, instant translation tools, location tracking, and substantial privacy and security concerns).