Where's the Vision? First Impressions of Blogworld

This week, I visited BlogWorld & New Media Expo 2011 at the Los Angeles Convention Center, which was promoted as "The first and only industry-wide conference, tradeshow & media event for all new media."   It was jam-packed with seminars, a busy exhibition hall, numerous networking opportunities, book signings, parties and plenty of one-on-one time with noted bloggers from around the world.  In the one day I spent there, I gained a great deal of perspective and information - but I was with one nagging question:  Where's the vision?

Blogworld is, first and foremost, about the business of blogging (and, despite the title, only touching a bit on new media).  Like many trade shows, It's an expensive proposition - full price for the entire convention could set you back nearly thirteen hundred dollars (hence my one-day visit).  For professionals in any field, there's a true value in attending events like these, and improving both your knowledge and legitimacy in your chosen profession. In the blogging world, however, I soon felt the pricing might be a bit steep for the blogging world at large. 

The highlight of the day was Shani Higgin's presentation of Technorati's State of the Blogosphere  report -  a thorough, though sobering - in-depth look at the world of blogging.  You can find it on Technorati's website.  For me the most important message was that blogging just isn't a lucrative profession - at least directly.  Even among those who described themselves as professional full-time bloggers, only 37% report that they derive their primary income from blogging (in other words, blogging only supplements their income).

A good portion of the exhibition floor at Blogworld was dedicated to firms that paired bloggers with advertisers, matched bloggers with commercial firms to provide writing services on their own blogs or on company sites, or provided analyzation tools to allow bloggers to better understand and serve their readers.  There were also plenty of books (and book signings) on how to increase readership and/or make money with one's blog. 

After Technorati's report, however, which I felt showed blogging as a stagnant industry, I couldn't escape the nagging feeling that there was too much emphasis on the industry as it is, and too little on transforming and bringing it to a wider audience.

I'm certainly not an expert on the blogging world, and this was my first blogging-centric conference, but it seems to me that there should be be more emphasis on growing the universe of readers and/or viewers  - and making it possible for more bloggers to benefit and - yes - make a living in this field, if that's what they choose to do.

I look forward to your thoughts.

The Vlogger Interviews: Josh Rimer [JoshRimer]

"The Vlogger Interviews" is an ongoing series of vlogs and blogs exploring the definition of vlogging – from the vlogger's perspective, If you like this interview, I would appreciate your subscription to http://youtube.com/worldaccordingtorich on YouTube.  

In my latest "Vlogger Interview," I had the opportunity to chat with Vancouver, Canada-based Josh Rimer.  Josh is both a successful YouTuber (4.4 million views; 9120 subscribers), and, as of earlier this year, a YouTube Marketer.

Huh, what's that?  If you've never heard of the term "YouTube Marketer," that's probably because the concept really didn't exist until just recently.  As YouTube becomes more and more popular - and vloggers and other YouTubers being to see what they're doing as potentially a profession, knowing how to actually bring those videos out to an audience has become something of an art.

Vidcon: So, What Does It All Mean?

I could go on for days and weeks about the atmosphere at Vidcon, the YouTube conference that just concluded here in Los Angeles - but I was just considering the lasting impressions left from the experience.

After spending three days immersed in YouTube culture, I'm more convinced than ever that this is really the beginning of a widespread revolution in human interaction.  As huge as YouTube has become, it's true power as a community still remains largely unknown beyond those of us who have chosen to be content creators. The YT world is empowering on so many different levels, it's almost overwhelming.

The difficulty that many people still have with social media, and social networking in general, is understanding how to use it effectively.  I know many people that realize that they should be involved in social media, but don't quite understand yet what that means or entails.  Complicating the matter is the fact that the rules are being invented daily.  Social media and social networking are strategies, not destinations, so they require a customized approaching depending on who you are and your goals and ambitions.

Vidcon consisted of 1,400 people, each building their own personal brand - each brand as unique as each individual.  Some are singers or musicians - others have tech shows, and still others are comedians.  There are some developed strategies in building a following on YouTube, but professional strategies - how to make money on YT - are still being developed.   The most successful YT partners are making a good living - but many other YouTubers are finding ways to put the platform to work to achieve their individual goals.  It's the ultimate in niche marketing - figure out what your brand is, and how to get the word out to the YouTube population, and you will find your specific audience.  If you're really lucky, you'll engage your audience and find ways of sustaining their interest. To some, that extends only to t-shirts and CD's, but also includes books, professional services, and consulting.  As the old cliche goes, the possibilities are limited only by your imagination.

Having said all that - this is a world at the dawn of its creation.  To really be effective in this world, I think, content creators also need to help "spread the word" about the possibilities of social media.  After seeing the sea of talent (of all types and ages) at Vidcon, I'm convinced that the YouTube/social media environment (YouTube won't always be the only game in town) could be the most exciting entrepreneurial opportunity in generations.

It's not there yet, but  one way or another, it will be.

(and yes, I'm still on my Vidcon high.  Is it that obvious?)