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Annie Baxter In September 2011 Annie spoke at the Rutherford Innovation Showcase in Wellington about the ability of individuals and companies to broadcast their message through the medium of video. Here are the key points from her presentation: • • YouTube gives everyone with an Internet connection immediate access to a global audience, making the world their stage. The economics of online video have effectively turned yesterday's niche into today's mainstream. Have an interest in kite surfing? While there may not be enough enthusiasts in New Zealand to maintain an entire television channel, by taking the channel online you can access kite surfers from around the world. • Web content producers can reach a global audience on a single platform. That audience is no longer dictated by geographic boundaries – it's dictated by interest. • Technology has narrowed one of the world's greatest geographical divides, the Pacific Ocean. Together with the rollout of ultra- fast broadband New Zealand now has access to unprecedented information and new markets, access to important people and decision makers, and most fundamentally, access to an audience. • Remember that 'you' in YouTube is not just an abstract notion. It really is you! Princeton and Cambridge. It's fantastic because it means that access to the world's best thinkers is no longer restricted to the privileged few who can afford it. New Zealand universities are among the best in the world and we'd love to see more of them on YouTube, so we're working on that." The third area of focus at YouTube For Good is free expression. "We're very conscious that YouTube is a way for people to have their voices heard. This is particularly so in countries where the mainstream media has been silenced and those with a camera on their mobile phone are risking a lot to have their story told." The power of communication is being placed firmly back into the hands of 'regular' people declares Annie, a positive step in her mind. "We've seen it so many times in the last couple of years where a single 19 | www.hermagazine.co.nz tweet or YouTube video has moved the world. Kony 2012 is probably one the most remarkable examples we've ever seen of a non-profit organisation getting its message out there to the entire world. Everyone now has access to the same audience, access and power that was once restricted to very powerful interests and large organisations. If we have something important to say, you and I now have the same ability as them to be heard. I think it makes our world a better place." The instinct to share and the ability to do so through social media is also ensuring our communications online replicate those offline, observes Annie. "When you see something you love, or you read something that is really interesting or thought provoking, you want to share it with people. It's an instinct that leads to connection and that's what we crave as people. The ability to say 'I read this article and thought of you' is really quite special when you think about it. Sharing is clearly becoming a bigger part of how we consume media, and how companies and individuals communicate." Annie finds listening to the messages people have to share and the stories they want to tell provides her with an endless stream of positive vibes. "Opening yourself up to people and asking them their story is one of the most interesting things you can do. It's inspiring, and you get to take a bit of that inspiration with you as you go through your job and your life." Catherine Murray www.hermagazine.co.nz | 19