Social Media Group SMWTO: Cutting Through the Noise
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This presentation will discuss the ways in which barriers to entry for anyone to create content have dissolved in the age of affordable technology. How can your content make an impact when it’s competing with nearly everyone on the planet? Brandon talks about Pop Culture and the importance of taking the road less traveled to make an impact in the digital age.
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Social Media Group SMWTO: Cutting Through the Noise
- 1. CUTTING THROUGH THE NOISE Presented by: Brandon Oliver Smith • Feb 17, 2012
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Editor's Notes
- Thanks Maggie,Good morning everyone. My name is Brandon Smith, I’m a Research Analyst here at Social Media Group. Today I’ll be talking about the democratization of content in the digital age and how you can cut through all that noise.13 sec
- In the past, content was time consuming and expensive to make. Because of this, systems were created to “filter” what would be produced. These old systems brought certain values to the process of production. But, variety was scarce.15
- Rightfully, people felt that in order to create something, you needed to be a "professional" or have "connections". There was amystery around how great content was created, be it news articles, books, music or film.12 sec
- People loved consuming other people's content (and still do). However, without a way to overcome scarcity, the price for their consumption was to have their tastes shaped by other people.
- As technology advanced, the complexity and time needed to create content began to minimize. Soon, it took only weeks to create something that would normally have taken months in the past.
- As the cost of technology lowered, more people to began experiment with creating their own content. It turns out, that when you enable people to create things, they really dig it and want to share with others.
- With a lower barrier to entry and more people creating content, new and exciting forms began to emerge. Many of these forms would go on to have a lasting impact on popular culture.
- In the digital age, the barrier to entry for anyone to create their own content has nearly completely eroded away. And with it, has gone the old ideal that the voice of authority lies with the system.
- No longer is there a cap on creativity. People cancreate as much as their capacity will allow. Also interesting is the personalization of the creative process, which has opened up new opportunities for expression.
- There are, however, some side effects with the democratization of content. The primary one being that everyone is doing it. In a age where everyone fancies themselves as a creator, the act of creating has become irrelevant.
- In the past, we paid a price to have content "filtered" for us. That deal is not as easy to come by in the digital age.I question if much of we see in pop culture today, is a simply bi-product of fatigue.
- Content that cut through all of thisnoise?Hold people’s attention? Create passionate fans?
- Look to curators forcontent ideas. The hallmark of a good curatoris their ability to see through the hype machine. They can spot genius when others can not, and will often advise on emerging trends to look out for.
- A curator’s talent for taste making also makes them popular contacts among the creator community. In the newdigital domain,the talent of awesomecreators makes all the difference and the curator can help make introductions.
- Well for starters, don't ignore pop culture. They call it "popular" for a reason and the numbers are certainly there to back it up. Just be aware that pop culture is largely superficial and the returns are typically short lived.
- For more long term gains, I propose diversifying andtaking the road less traveled.Consider how new forms of content first created on the fringe often end up reinventing popular culture.
- For example, it wasn't so long ago when this year’s super bowl halftime performer M.I.A was releasing free music on indie blogs and Justin Beiber was getting his break on YouTube.
- Often, content that’s first perceived as unpolished, messy or unprofessional goes on to revolutionize the status quo. Technology has leveled playing field and placed emphasis on Art over Craft.
- Believe it or not, the 1st gen iPod was not a runaway hit. It took time to gain traction in the mainstream. I challenge you to consider a road less traveled when creating your own content, as climbing from obscurity, to popularity, will most always net life long fans.
- Believe it or not, the 1st gen iPod was not a runaway hit. It took time to gain traction in the mainstream. I challenge you to consider a road less traveled when creating your own content, as climbing from obscurity, to popularity, will most always net life long fans.