Each ad:tech Miami session I've seen follows the same painful format: a moderator introduces himself, then steps aside as each panelist gives a mini-presentation.
It's like watching antsy children read book reports out loud. But unlike their grade school counterparts, each presenter stretches his time allotment as long as possible.
This afternoon I livetweeted ad:tech Miami's Social Media and Consumer Generated Content in Latin America: Exploring the Value Proposition.
Here is a synopsis of what each panelist had to say, taking into account the following three generalities:
- Latin Americans (LatAm) are social people. Possibly more social than the rest of the world. (This struck me as more of a cultural conceit than a verifiable fact, but nobody in the audience contested the stance. Possibly because they were all either of Latin origin, or very eager to cozy up to those of Latin origin.)
- User-centricity is the new fetish. Each panelist cited his company's user focus at outset. (Anton Chalbaud, pictured at left, emphasized Sonico's user-centricity by attesting to his company's "INSANE" focus on real people.) Gone are the days when a quick buck, whatever the means, was a virtue.
- Mastering the elusive art of interactive media, especially digital, is considered crucial to taming the LatAm audience. (Especially now.) As Lucas Morea put it, "The audience is receptive." Marketers should teach users how to create and publish content.
Now. On to the meat of the matter.