Neil DuLake of The Guardian
Now it's the turn of Neil DuLake, digital consultant for The Guardian. He'll be explaining how even a Big Media firm like Guardian News & Media is preparing to lose control over some of its content. Latest entry is below, with chronological updates after the jump.
12.26: Also, The Guardian must be part of the web, not just on the web. The most successful brands in this space will be that – encourage debate, be provocative and edgy, and move to a multi-way conversation. And the best brand campaigns in the future will probably be created by the consumers themselves. Does this mean Saatchi & Saatchi will pay me a huge fee for YouTube videos of my cat? No. Ah well.
12.13: Who uses Guardian Unlimited? All of you? Crawlers.
12.14: Hurrah, it's a slide of jargon that Neil WON'T be using. Phew. Now he's showing the Technorati stats showing the explosion in how many blogs are being created every day. So where does the Guardian fit in?
12.15: The Guardian website is apparently the most blogged non-US commercial news source. So blogs are amplifying the Guardian's message.
12.16: Now Neil's showing the Guardian's homepage from 1996. Actually, I think that retro button look is due a revival soon. Now he's showing a more recent homepage, which looks more polished but is still text and pics.
12.17: Another homepage shot – I can't squint and see the date, but it's when they first introduced the 'Talk' link to get people to post their opinions. Now he's showing an image of the actual Guardian newspaper when it relaunched in Berliner format (something to do with donuts, if my JFK knowledge is correct). Anyway, it shows how the Guardian has been using web content in the print product.
12.19: Now Neil is showing the current Guardian Unlimited homepage, with its blogs and Comment Is Free section. Oh dear, he's trying to go online. It'll never work. Oh, it is! He's showing the Comment Is Free section of the site now - I'm loving the prominent 'Next the anti-smoking Guardianistas will be coming for dogs and cats' rant.
12.20: Now Neil's talking about an HSBC campaign called 'Your point of view'., where visitors were invited to give their opinions on a range of subjects WITHIN the ad formats on the Guardian site. It lent itself well to the blogging environment – most of the ads went out on Comment Is Free. HSBC has spent about £60k since in the Guardian's blogging environment, because the campaign went so well.
12.23: Now he's showing a commercial blog that the Guardian has done for the Martell brand, with a strapline 'Let the conversation flow'. "We get asked to do these a lot actually, but we don't do a lot of them any more. We'd rather our clients invested more in creative and post-campaign analysis..."
12.24: The Guardian's BeenThere section is doing well, with readers contributing travel tips and reviews. It's an example of this conversation, and brands are getting involved.
12.25: In summary, users aren't just consuming, they're creating. And they talk about UCC being the new UGC (ouch!) - user 'curated' content – breaking down the walls and fences around content and letting users remix it, share it, reuse it, tag it, and so on.
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