Guest blog from Adam Maidment, a
Digital PR Specialist at NeoMan Studios in Manchester. Adam shares
insights from the New Media Europe conference which featured
keynote speakers from across the World.
"Is new media finite or infinite?" was the question that Peter
Billingham, master of ceremonies at the New Media Europe 2015
conference last week, opened the weekend with. His own intention of
the weekend was for every single attendee and speaker to answer one
simple question: What are you going to do about it?
The line-up for the conference included some of the most
experienced individuals in new media including podcast producers,
media consultants, brand strategists, authors, editors and
motivational coaches who were all there to answer the very question
Peter posed in their own way and understanding.
Kicking off events was a keynote from Cliff Ravenscraft, a podcaster
and media consultant, who wanted to ask how the world could be
changed with the content we create. Starting his online career with
a weekly podcast based on the American TV show Lost, Cliff got off
to a very rocky start. Receiving comments from numerous people
telling him his show was awful and that he should quit, he decided
to turn the negative into a positive and address what he could do
After realising that you can't please everyone all the time he
decided to "forget about the naysayers" and focus on what mattered
to him. Fast forward to now when he owns his very own podcast
production network and works on numerous different shows. He fell
in love with podcasting and creating content after looking at the
majority of responses he got from people and realising he was
having a positive and powerful impact on people by creating
entertaining, educational and inspirational content.
Inspired by the 1997 advert by Apple in which it challenged
people to think different and become one of the crazy ones - as
"the people who are crazy enough to think they can change the world
are the ones who do", Cliff came up with four life changing
with a clear message
Identify your audience and the message you are delivering, then
grasp onto it and make it relatable.
Be the crazy person and change the world - Do what matters to
you. People will appreciate the individuality and personality
behind it all.
a relationship with your audience
Interact with individuals, communicate through social media and
make notes of things about them. When you show people you care: it
environments of community
Give people the opportunity to connect not only with you, but
The overall message of the inspirational keynote was that most
of all, remember to stay grounded and remember that this is who you
are and this is what you are. Be crazy and be yourself - forget the
New Media Europe 2015 conference in Manchester continued with a
talk from Harmony
Eichsteadt, a start-up coach and author from Texas. Her session
was all about how important it is to not only build an audience but
to build a community.
Building a community gives you a fall-back and a little bit of
leeway when things may go a bit pear-shaped. People will be more
forgiving as a community than they would as an audience. Without a
community, you might as well be standing on just one leg.
"Being understood and belonging are among our most basic human
needs. Even the best content can't compete with real
It is impossible to appeal to every single person and
demographic out there, so figure out who matters most to your
message and content and just try to appeal to them. It is important
to think of a community as a net. Without all the strings and knots
that form the net, you don't have anything.
Building a community matters because it is it meaningful and
sustainable. The sense of community provides its members with the
opportunity to be understood and have a feeling of belonging.
The three essentials to building a community are as follows:
Take on feedback, communicate with your audience to find what
engages and resonates with them best.
your true believers
Make your audience feel like you are on the same page as them,
make them feel like they have a voice. Create messaging that
clearly defines who's in and who's out.
core and shared values
What is the reaction from the target audience? Do they enjoy it?
Resonate with 'your' people. This can then help you focus on
different calls to action based on responses.
But most importantly, be sure to put people are the centre and
prioritize making and keeping relationships. Find a way to reach
out and keep in touch with your audience - the people that matter
most to you and those that you matter most to.
David Shaw was
next. The Chief Marketing Officer from Virally, David Shaw, was
next up to answer why good content was simply not good enough on
its own. Content is king but if nobody reads it then it's
irrelevant and doesn't matter. We need to put on a digital mind-set
and consider how to reach out to new audiences and communities.
People are nowadays quick to point out that the over-consumption
of technology in todays' culture has ruined us but that might not
necessarily be the case. We have always wanted to consume content
when it most suited us - in the past, we would listen to the radio
or read newspapers nowadays our attention has just moved onto new
and modern digital formats.
90% of all media interactions are now screen based. We spend an
average of 4.4 hours of our leisure time a day in front of some
form of screen. We are an on-demand audience and our attention is
most certainly all over the place. We have a definite sense of FOMO
(fear of missing out) and it's more than likely that the first
thing and the last thing you touch each day is a connected
Today's digital currency is attention. The average persons'
attention span in 2013 was around about 8 seconds. Compare this to
the 9 second average for a goldfish and we start to feel a pretty
You have to be able to grab your audience's attention, create
content that matters to them and is worthy of their time. It's time
to stand out. Be what people are looking for. It's time not keep up
with the different and evolving world but to understand it. Figure
out how to stand out and be what your customers are looking
The general consensus of the whole conference was to focus on
how we create our content and how audiences preserve and take it
in. It's time to think outside the box if we want to survive in a
If you missed the conference, worry not - you can download all
of the sessions on MP3 audio files! Here's how…