Moving lives online, creating conversations across geography, connecting with consumers – how is social media defining the current entertainment landscape? As people not only put more content online, but conduct more of their daily lives in networked spaces and via social networking sites, how are social media influencing how we think of audiences?
Video-sharing platforms have changed how we think of production and distribution, and Facebook gifts point to the value of virtual properties, how are these sites enabling other processes of production or distribution practices. Spaces where commercial and community purposes intertwine, what are the implications for privacy, content management, and identity construction of social media? How have they impacted notions of civic engagement?
Last October, I was invited to speak at MIT’s Futures of Entertainment 3, an interdisciplinary thought leader event that brought together the academic and business worlds for two days of communication on the effects of the digital age on things like communication, business, news, and entertainment. The following is the video from my session on Social Media.
Thanks to Joshua Green for inviting me to speak at the conference. It was one of the highlights of 2008.
Joe Marchese – President, SocialVibe.com
Joe Marchese is co-founder and President of SocialVibe, a service that effectively brings brands into social media by empowering people to interact with the brands and social causes of their choice. Series A funded by Redpoint Ventures, SocialVibe connects brands and people in social media, recognizing that individuals hold the key to attention and influence in social media. SocialVibe’s goal is empower its member community to team with brands to make a difference for the causes they care about; the service allows people to utilize their influence to enhance their social media experience and provides a way for brands to reward the people that support them with brand specific perks. Most importantly, SocialVibe empowers people to use their influence in social media to raise money for the causes they care about, by allowing people to direct the money they earn from the brands they support to the charitable cause of their choice.
Prior to SocialVibe, Marchese built and lead the online media strategy division at a boutique management consulting firm. Marchese developed and guided the group to provide Fortune 1000 clientele research and online strategy development focused on digital media. Before consulting, Marchese began his career as a business analyst for Monster Worldwide, the parent company of Monster.com. He is a well known thought leader in the social media and advertising industry, writing weekly for MediaPost publications. Joe has also keynoted various digital advertising and media summits including, OMMA, iMedia, Digital Hollywood, as well as having contributed to a number of national publications as an expert on new media, such as BusinessWeek, NY Post, Boston Globe.
Amber Case is a Cyborg Anthropologist and Social Media Consultant living in Portland, Oregon. She received her degree in Sociology/Anthropology from Lewis & Clark College this May with a thesis on “The Cell Phone and Its Technosocial sites of Engagement”. She uses her anthropological training to provide strategic intelligence to businesses and individuals. She is an active blogger on caseorganic.com and is currently researching how the psychology of space in the digital world affects relationships, business systems, and value creation online.
Sabrina Calouri – Director, Marketing and Promotions of HBO online
What Sabrina Caluori, a storyteller who has found a home in digital entertainment strategy, loves about the web is that it’s a logical extension to on-air plot development in an environment that encourages conversation. After two years as an Account Executive at a Los Angeles creative agency that specialized in the motion picture industry, she moved back to NYC and joined interactive agency, Deep Focus as the third employee. As Account Director she led digital marketing strategy for clients such as HBO, Picturehouse, Miramax and Court TV. Shepherding effective ideation sessions across multiple disciplines (media, creative and publicity) to a unified strategy led to award-winning work and happy clients.
In 2007, Sabrina joined HBO as part of the leadership team managing the enterprise-wide redesign of HBO.com. As Director of Marketing and Promotions she oversees consumer engagement including community and social media, sponsorship and research. In the spirit of giving back, Sabrina acts as a Pro Bono Account Director for the Taproot Foundation. Currently, she is overseeing the redesign of The Hetrick-Martin Institute’s website www.hmi.org. If community is about the intersection and exchange of human experience, then Sabrina believes that technology will continue to redefine the delivery and the shape of those exchanges, but never the substance.
Kyle Ford – Director of Product Marketing, Ning
Kyle Ford is the Director of Product Marketing at Ning, a service that lets anyone create their own social network in seconds. He has been with the company for nearly three years.
Prior to Ning, Ford was an Associate Product Manager at Yahoo! Movies and TV, and a Writer/Producer for new media at FOX Broadcasting Company, working on shows such as The X-Files, Firefly and Undeclared. He’s currently based in Los Angeles and blogs at houseofkyle.com.
Rhonda K. Lowry – Vice President, Social Media Technologies, Office of the CTO, Turner Broadcasting
Rhonda K. Lowry is Vice President, Social Media Technologies within the Office of the CTO for Turner Broadcasting System, Inc. (“TBS”) and has been with TBS for eight years. In this role, Rhonda provides thought leadership and strategic guidance toward emerging social media technologies and trends across the spectrum of social networking, blogging, online communities and virtual worlds, gaming, social collaboration and computing, and personal media. Ms. Lowry is based in Atlanta and reports to Scott Teissler, Chief Technology Officer. Prior to her current role, Ms. Lowry was Vice President within the New Products Group and led the development of key digital business initiatives including the development of Turner’s advertising widget. She led efforts in the adoption of virtual worlds including the CNN iReport presence in the virtual world of Second Life and is the company’s primary contact for emerging social spaces and virtual worlds. Rhonda began her career at Turner in the Digital Media Technologies department where she led technical program management and development teams for major programs across a wide portfolio including: CNN digital news production and archive systems, digital offerings including CNN Pipeline and GameTap, as well as numerous web systems and publishing services for the CNN, NASCAR, Turner Entertainment, and Sports Illustrated web properties.
Ms. Lowry has over 15 years of complex systems development experience and held a number of program management and technical leadership roles within the aerospace industry at NASA, Rockwell International, and Lockheed Martin. She began her career at NASA where she was a software developer and systems integrator for a multi planetary detection system that eventually became part of the Kepler Mission. Ms. Lowry was Chief Engineer and Department Manager at Rockwell where she was twice awarded the President’s Award for professional achievement, and she spearheaded a revolutionary modeling and simulation program for Lockheed on the F-22 program for which she was awarded Lockheed’s highest award for leadership, the NOVA Award. Ms. Lowry earned a Bachelor’s degree with honors in Physics from the University of California at Santa Cruz, and a Master’s degree in Physics from Washington University in St Louis. She has a certification in Systems Engineering from UCLA and is a member of ACM, INCOSE, WICT, and is a Betsy Magness Leadership Institute Fellow. Lowry was the recipient of WICT Atlanta’s 2006 Catalyst Award for Woman in Technology and was listed on Cable World’s Top 50 Women in Cable in 2006.
Moderator: Alice Marwick – NYU
Alice Marwick is a PhD candidate in the Media, Culture, and Communication department at New York University. Her dissertation examines how social media technologies affect social status and social hierarchies. Most discussions of power and cyberspace focus on either the positive transformative potential of the internet, or how structural oppression (race, gender, class, sexuality) is maintained through technology. Instead, her research looks at one form of power-social status-and how it is transformed by mediated “lifestreaming” technologies, like Twitter, FriendFeed, and Facebook, when used by a specific community. Alice is a frequent presenter on internet celebrity and social media and recently gave the keynote at “ROFLCON”. Her work has appeared in First Monday, the LA Times, Wired, Business Week and on BBC radio. Alice holds an MA in Communication from the University of Washington and a BA in Women’s Studies and Political Science from Wellesley College. She grew up in suburban New York, spent eight years in Seattle, and now mostly resides in Manhattan. Alice currently lives in San Francisco, where she is conducting ethnographic research on status structures in Web 2.0 startups, consulting on user practice for technology companies, and enjoying karaoke, thrift stores, and feminist blogs.
Amber Case is a Cyborg Anthropologist who studies new media and the relationship between humans and computers. She enjoys data visualization, search engine optimization (ask), and how marketing works in the online ecosystem.
You can follow her on Twitter @caseorganic, or drop her an E-mail at caseorganic[at]gmai[dot]com. She’s spoken at various conferences including MIT’s Futures of Entertainment 3, Inverge: The Interactive Convergence Conferece, Ignite Portland, and Ignite Boulder.