@ Ad:tech. Will be taking notes from various sessions. These are just notes, not direct quotes…

11:54am
-fourth theme: me, only better
-not just an app, an app or content/tech that will make their lives better
-when you think about your experiences, what is your most important component of your online id. what part of your social network profile is most important. how would you enhance it? on facebook, just being able to find people. enhancement: take away all the silly, useless apps. that’s what happened to myspace. facebook kept it simple. photos r one of the most important things. be able to tag them. photos tell people who i am. one thing that i’d change on facebook (invite so and so - the apps that send out too many invites). too many peeps add lots of causes just to make them seem cool. as a branding, not so interesting, but if they did something, that’s fine.
-i don’t like it when advertisers try to be hip and cool b/c usually you’re not. when advertisers use: kewl…come on, i’m not 5yrs old. don’t do that.

11:48am
-politics of virality
-when you think about something you might choose to pass along, what makes you do or not do it? must be legitimate, for a cause that i support or if it’s funny. if it’s really funny. i check if it’s going to be ok (a site like youtube is ok). must be authentic. it’s not just about humor, it has to also be original. humor. sometimes i pass along deals. socially responsible things.

11:42am
-as opposed to do this game and get a free t-shirt (with a logo for a product i don’t care for), i’d rather play a game that gives to a good cause.
-how do you determine if a co. is socially responsible? i look around at the site. have i heard of it? are there too many ads on it? if it has a valid name behind it or if it’s large. names that you believe that are socially responsible: chevron (word of mouth), energy star, lots of health/beauty: sorry, didn’t catch the names, starbucks (cuts down on trash, composting - but she admits that she works for them), warren buffet & bill gates.

11:36am
-theme 2: click to save the world. kids today are appreciative of companies that are doing good.
-freerice.com (spread completely virally - learn and help people)
-what does the idea of social responsibility mean to you? all about freerice.com, sent it to 20 friends. if we’re going to be saturated with advertising, it should be for a good cause. wants to see a direct difference. freerice for me i really like it. some friends say that they are getting smarter for their sats. i do it b/c it’s interesting and because i’m helping (that’s what i’m about). freerice appeals to a broad range of peeps - fun, but getting something done at the same time.

11:29am
-if i could do everything on one device (phone, programming, email), would you? yes - pda, watch movies anytime. even when
-social networks? facebook facebook facebook. myspace less. youthnoise. can’t get rid of it b/c i have a responsibility to my friends.
-games online? xbox and playstation are now live on the internet, so that’s bigger. tetris obsessed (but heard that it’s good for your brain).
-virtual world? back in middle school was big on it b/c i didn’t go out much. high school got a lot more social, hung out with friends, so not as much virtual. WOW is $30/mo, so i can’t afford it. -how about ads within social networking? reason i stopped doing myspace was that it became over-saturated. facebook it seems less in your face. subtlety is important. advertising is ok as long as it’s helping. sometimes it gets annoying, but they make it not sooo bad. i don’t ever really click on it b/c i’m scared it will be a virus.

11:22am
-convergent media is first topic.
-not just that you can do 2 things with one device, but that you can do two completely diff things.
-likely to watch tv online? theme: yes. fits into schedule much better online. hardly ever watch tv. if there’s a ff button, i’ll avoid the ads.
-what do you think about the ads? theme: it’s completely reasonable. if they show the same commercial 5x throughout the show, it’s annoying, and i don’t remember what car the commercial was for. but sympathetic that they have to pay for it somehow

11:19am
-who is on the panel? high schooler in sf - if he only had 1 media device, he would keep: cell phone to keep in touch with his friends. his friends make him who he is. josie - sophomore in hs - cell phone for emailing and txting. stephen - uc berkeley. could not live without computer. another hs student: computer: gateway to the rest of the world.

11:17am
-this is in contrast to gen x
-i have a stack of too many new yorker’s to get through, too many emails
-i’m not in control
-’earned media’ - user is in control. can do so much more about creating own message.
-broken this into 4 main thematics (the digital core - cool to be good, convergence of screens, politics of virality, young peeps expect all of us to make things easier for them)

11:13am
-used to having pc in the household
-used to customization
-mobility is an expectation
-connectivity is an expectation
-ability to profile self, pics, vids, social networking, ability to produce one’s identity on a daily basis

11:10am
-millenials are 12-24
-53.9m (10.5m are college students)
-1 in 5 are non-white
-9 out of 10 say they are close with their family

Panel moderated by Samantha Skey EVP Alloy