LIFT conference bannerWell, better late than ever! But the thing was that since there wasn’t energy supply inside the room I decided to took notes on paper instead of directly on my PB. Result? Posting completely delayed, plus double work, remind me for not doing it again! Anyway this is the first of a series of post I’ll do about my personal notes from the LIFT conference. They might not be exactly true from the presentation, but are personal notes and conclusions drawn from them.

The first notes I’m posting today are about two of the presentations at LIFT I’ve enjoyed most, funny or not they were also the first two keynotes for the first day!

Here’s what I wrote down from them:

Bruno Giussani

Bruno Giussani

“Connection is no longer localized, it’s personal and environmental”

Individuals as witnesses (9/11, tsunami, london bloggings, etc)
Individuals as actors (blogs)

You can control some of your contents, but not all of them, for instance, you can control the content and comments on your blog, but not what google indexes about your post or comments.

Companies started buying electronic advertising, examples, World of Warcraft and Second Life, if not for direct revenue, at least to leave a mark of their presence on this electronic communities.

Are we witnessing the born of a new form of economic? People trading virtual items with real money? and vice-versa?

LOST example, a TV serie that’s populate with hidden clues and objects that correspond to keys on the website, relating different experiences, the one live (watching the television and the on the internet while browsing the site).

Rule: Make your own kind of music!

Digital Decade? -> Video and Voice just reached mass global distribution -> the future implications are not certain but there will be plenty of them.

Globalization of the Internet, in 1995, 65% of the internet users came from US, today, only 23% are US citizens,

Denmark example, VOIP surpassed the fixed line conversation minutes.

Japan: more email sent from mobile phones that by PC’s

Convergence: all technologies are converging, for instance, approximately 10% of the IM sessions end up in Video conferences.

Bruno also talked about how the the hierarchy of needs is changing…

One excellent example Bruno mentioned about the impact of blogs in journalism, is the one coming from L’HEBDO (), where journalism got total freedom with blogs, by allowing journalists to write about subjects that although weren’t value enough (from the editorial point of view) to be printed still presented value on the Website. We also mentioned about the Blogs effort of L’HEBDO in a sense that they now have a team of bloggers working as dispatched journalists covering topics from distant locations where L’HEBDO doesn’t have journalists, the example he mentioned was

David Galipeau – UNAIDS

David is head of the web for the UNAIDS projects, he was one of the guys at LIFT I wanted to meet and cross ideas, which i actually did after his presentation! I really enjoyed his presentation, for two main reasons, simplicity and clarity, he had a strong message and clean slides. Here are some of the notes I’ve written on my notepad:

“The message is not the video”

People are changing. Changing a lot like going thru the transition of the national societies to the global society at a multitude of levels.

GOAL: shaping opinions and behavior modification
Internet represents a transfer of power from the common decision structures to the individual.

David mentioned the MIT/Standford examples, you won’t received a diploma but you’ll be educated.

The market is changing and started looking for BEST PRACTICES, where are them, who’s making them?

Two examples of different goals as the goals for the non-profit organizations and the typical profit organization, very different objectives for the same mediums. One thing to notice also is the increasing importance of the public pressure and the grassroots community mobilizations. As an example he raised the question: “Was there greenpeace before Television?”.

One thing is certain for David, this convergence we see in channels will for sure change our structures, and in this I totally agree, we might not see what’s coming but as the history showed us, nothing is for certain and as our lives and technology around us changes, so has the structures on which we’ve build our societies, so somethings next, we simply haven’t made it yet.

One thing I got from his presentation and that I personally experienced a lot in Portugal, is that most of our barriers to advance reside essentially in our own organization structures, in Portugal, traditional companies have quite a hard time reacting to events, their used to stability the problem is that there’s nothing stable anymore, markets are evolving, changing, people are changing, and the companies of the future will be for sure the ones that use the change as their advantages.

This part of the presentation evolved around a survey made during Dec 2005 and Jan 2006, there were 412 “online media” decision makers who got the questions and answered anonymously to 16 questions. David mentioned that 47% of the people who answered were non-profit organizations, 87% considered themselves very competent and only 49% of the people interviews answered that they had build a successful online campaign.

I would really like David to post his presentation since it’s full of graphics and stats for those who take time and enjoy looking at them, some of the values raised my attention, for instance, the most effective use of online campaigns came from political quarters, followed by the non-profit organizations, a fact I had any idea of.

Starting from this conclusion David sketched some scenarios, the first one entitled: “VOTE”

The idea is that every vote counts and that most of the political participants join the internet ranks merely as a way to gather more supporters and publicize their movements. Most political websites compromise a set of tools that might vary, but nevertheless help them support their online communities (mailing lists, forums, blogs, etc). One more interesting thing about this particular group is that they operate in a multitude of mediums, and face internet as just one more channel, rather than make it the base of their efforts.

Still under this group, David mentioned some examples of media misuses, like the ones with Blogebrity and Black People Like us websites, where rather than promoting someone’s idea, was basically the front-face of PR machines. People don’t like this, people like frontally, honesty and it’s one of those situations were good PR becomes damn bad PR!

Do they achieve their online objectives? The majority of people on this group answered yes!

The group that followed was build around GOD, and portrait David on one of very best LIFT photos!

David Gallipeau at LIFT

God is online! Yes, it’s true, some of you might haven’t notice, but David does have a point here, there are lots of religious organizations using internet to help their causes, they’re goals don’t differ much from politicians which I found a funny fact! But nevertheless they’re mostly seeking to increase their followers and to change public opinions and policies.. ah yes! I almost forgot they’re heavily tried to increase their FUNDRAISING! Surprising or not they don’t use the net for recruitment, most of the religious organizations still prefer the face-to-face approach for this.

A curious fact David presented was the fact that religious presence on the net, has two different targets, or audiences, the Mainstream, for which they are informative and it’s all about spreading the word, and a more Fundamentalist audience for which they use more harder texts and high impact multimedia contents.

The results from David survey are kind of surprise to me, but he stated that almost everyone think about this religious campaigns as very effective, but most of people don’t give them much credibility.

Lately we all have seem examples, for viral spreading of an idea, arranging of a gathering or even the silent manifestation in Madrid opposing to their bombings. The idea behind the mob group, is to mobilize actions, the concept isn’t new, and its all about smart mobs and globalization. Their goals are policy changes and tactical advantages and essentially media attention, main stream media attention, they want this ideas to get to national televisions, to radios, etc, etc.

One special particularity about this group is that they base their operation from bottom-up instead of the top-down approach of the grassroots movements.
Mod operations also tend to be heavy users of pseudonyms, giving them the ability to be anonymous while acting and promoting any action in insecure environments.

This particular group has a very well stated interest: capital value or economic value. That’s their objective and their in the internet for it, they see it as an alternative channel, they use it as a channel for convergence of all the others. Normally using closed systems, where users are considered more like users rather than citizens.

They benefit from the fact that most of the governments ignore the online transactions. This is a great bottleneck since many of the profit coming from this transactions are kind of used in organized crime, not necessarily for killing anyone, but there are a lot of not so clear uses for a lot of the money transactioned this way.

Non-governmental organizations are a very special group of internet players, their goals are mainly centered around public support for their interests, values or policies and they effectively seek for social and politic changes. David give an example of BONO, which rather that meaning the super rock star BONO from the U2, really means: Branding Of Non-Governmental Organizations.

Curious facts about this group is that they see the Internet as an evolution for the politics as in the successor of Real-Politic and Media-Politic. For NGO’s who needs expensive awareness when you can opt for product placement? Why not use the mobs power instead of fighting with them? One NGO online campaign might produce something like 30 million ads per day. And for all that’s worth, NGO’s enjoy lots of credibility for the public in general, so what they promote is normally center of a lot of attention.

David’s conclusions
Media used to shape public opinions, not anymore!
There are a lot of new media tactics coming around.
Horizontal linkages between readers
Exploit the basics: KIS – Keep it simple: simple emails, simple websites.
Killer apps for tomorrow: social apps.
Information as a unit of currency.
Empowerment as a way to reach social leverage, intellectual leverage, political leverage and commercial leverage!
Analytics -> campaigns must reflect impacts.
Success criteria: KPI’s and KOL’s