SWITCH Conference, Coimbra: Out of the Box [en]

Running notes from the SWITCH conference in Coimbra. Are not perfect. Feel free to add info in the comments, or corrections.

Ricardo Tomé

From a 1h talk-show to a 24h talk-show.

Stuff about pizza and sandwiches and what social media is closest to (pizza). Anybody can make pizza.

Be different, do things differently, engage, engage, engage. Different but better.

Important for them to define a goal: engage. 24h talk show! The communication is the content.

*steph-note: trouble following this one, sorry, very bad notes*

Crossmedia: really a challenge. Go from making a show for just TV to producing something that works on all platforms.

5 hosts. 3 of them had never touched a facebook or twitter account. Daily show on TV. On the web, 24/7. The show was never the same, no routine, always something new.

Changed the process: put the focus on the content rather than on the media.

*steph-note: following better now there is no talking behind me ;-)*

Webcam for the TV show 45 minutes before the show and 15 minutes after, so you can see what’s going on, and chat, etc.

3 months is really short to make something work on the web (in normal TV, it’s 2 weeks before the kill/live decision).

There is no perfect web. The real web is organic. You don’t know what’s going to happen or which direction it’s going to grow. *steph-note: the whole lack of control thing*

Each host made a commitment about their use of social media to support the show. Update Twitter, Facebook, reply to e-mail, moblog, etc etc.

6 hosts doing that => lots of interaction between those platforms, connected accounts etc.

Lots of feedback during the creative process and production, compared to less use of social media.

Daily tracking and monitoring with weekly reporting. Lots of numbers and hard work. But measuring everything means you have tons of data, what do you do with it?


  • more interaction between hosts and audience and amongst them
  • long-tail effect
  • active participation
  • mobilization
  • faster learning curve (season1)

TV show got a 9.7% share (channel average is 4.7%) (double the channel on almost all targets, and peak at 20% share)

Videos on the web, huge jump in views between season 1 and season 2.

*Ricardo is now showing us figures, all impressive — views on the blog, video views, webcam and chat participants, facebook fans, etc.*

Have fun! They were doing a humourous talk-show, so if they weren’t having fun doing it, now way people would have fun watching it…

Rewarded the host with the biggest web engagement, each week.

Prof. Freitas Magalhaes

The science of facial expressions. *projector problems*

Micro-expressions. *showing us lots of moving faces and expressions on screen; steph-note: I’m not sure where we’re going with this.*

  • FACS is a tool for the study of micro-expressions. Code the face.
  • F-MPF is the Portuguese face database.
  • Psy7Faces: detects movement in the face.

what he studied:

  • Psychopaths: they have different facial expressions.
  • Human fetus smile.
  • Alcohol addicts.

Alexandre Lemos

Bubok: we publish every book that comes our way. A recent project! (Not Alex’s project. He just loves it.)

How do they do it? POD (print on demand), I+d, Ebook, Cloud computing, Social networks… A bunch of technologies that give us easy and cheap access to publishing.

Why? it’s a challenge. It allows us to take position, make people look at them. Lots of publishers! Helps them stand out.

Their point: they publish without choosing. But nobody does that! Publishing *is* choosing. The authors choose. They are the ones who choose to publish — self-publish.

  • first book
  • morabilia
  • self-marketing
  • dreams
  • education
  • independance
  • special books

All sorts of reasons to self-publish. Most of the time, books are self-published because the author has a dream.

After only some months of activity, bubok started receiving partnership requests from other publishers. Most publishers gain prestige by refusing books. It’s a strategy! “I’m more important than your book.”

Other publishers get in touch with them, not understanding how they do it — how are they not overwhelmed? how do they afford it? etc.

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