Making sense of it all

Today Association Event Planner published my latest guest blog in their Insider Views series, the message of which was about the need for associations to strategically consider the value inherent in their conferences and congress sessions and how they can get the best return on their investment. It is a reaction to and comment on the controversial speech delivered by Andrew Keen, who incidentally describes himself in his Twitter bio as “The Anti Christ of Silicon Valley”, at the International and European Associations Congress back in June, when he warned associations about the perils of losing their “exclusivity” by sharing content on line for free. You can see the full speech here – and yes it is free!

Shortly after I saw this had been posted my attention was drawn to a blog by Dan Rayburn about the YouTube live stream of the Felix Baumgartner Red Bull Stratos jump and the subsequent media hype over the number of viewers it attracted. It reminded me that its not only associations that are trying to make sense of how to profit from streamed content.

As Dan says

“Webcasting events live on the web has been going on for more than 15 years now and it’s time the media stops getting all giddy with bandwidth numbers and instead, starts asking the questions of how this medium can be monetized, when content owners will start to make money from live events and what changes need to take place in the market so that webcasts can be profitable events for content owners, as opposed to simply a way for someone to show off meaningless stream count numbers.”

I think he missed the point with this specific example, because clearly, as a blog comment by Daniel Demsky points out in no uncertain terms,

” It was a giant Red Bull commercial for crying out loud!”

That agreed, Dan’s point is sound for any content owners who are or are planning to stream their content live (or on demand); they need to consider very carefully the business case for so doing. Having millions, thousands, hundreds or tens of viewers – whatever scale of audience you aspire to – counts for nothing if you don’t have a sound reasons for streaming in the first place.

Don’t get carried away by the shiny technology; it has to make solid business sense or you are wasting time, effort and money.