The Last Word

Steve Hall

Adrants

Dancing

• http://www.vimeo.com/1211060?pg=embed&sec=1211060

Adopt Versus Create

• Identify previously existing opportunities

• Evaluate for appropriateness

• Reach out and partner

• Cross your fingers

• And, hopefully, watch your sales increase(which Stride Gum’s did)

Lites

• Carson Williams

• Electrical Engineer

• Deerfield Township, Ohio

• 25,000 lights

• Trans-Siberian Orchestra's "Wizards in Winter"

• FM transmitter

Lites

• http://www.rocketboom.com/video/extra/unknown/house_lightsx.mov

• http://www.youtube.com/watch?v=Eq43grUtmLM

Not the only method. Worth considering

It’s Easy (Mostly)• Stride• Miller Lites• Verizon’s Twittering Teddy• Samsung Instinct on Twitter• Personalize (Dexter)• Deep Focus CEO Twitter auction to Metacafe• Busted Tees Facebook Application• Create your own social network• DIY Network Blog Cabin• Dumb Luck

It’s Easy (To Get Confused)

It’s Easy (To Screw Up Too)

• Fake blogs (Walmart, Coke Zero, Sony)– "yo where all u hatas com from... juz cuz you

aint feelin the flow of PSP dun mean its sum mad faek website or summ... youall be trippin."

• Second Life (multiple disasters)

• Unattended Facebook, MySpace Profiles

It’s Easy (To Be An Idiot)

“Coke paying for blogging is no different than Coke paying 'Street Teams' to sample product. Both groups are paid for conveying a new and/or positive message about the product. Paid bloggers can be viewed as the online form of 'Street Teams'...you just can't see them live!”-Adrants commenter is reaction to Coke i9 blogging effort. http://www.adrants.com/2008/07/cokes-i9-blogger-outreach-program.php

Online, Brands Never Had Control

• "The Internet interprets censorship as damage and routes around it." -- John Gilmore, 1993.

• From day one, the notion of “control” was doomed– Can’t control but can listen, learn, participate,

converse

The Conversation Department

• Dedicated person or persons

• Mission: Join. Converse. Clarify– Identify relevant conversations online

– Familiarize oneself with the subject matter

– Represent the company in these conversations

– Identify action items from the conversations

– Distill information from conversations

– Share action items and information with appropriate parties(from Tom Hespos’ blog post)

• At all costs, avoid the urge to control

Social Networking Credo

"As a participant, I will add value to my community. I will not assume a false identity or post under a false name. I will not pretend to be something other than what I am.“

-Dave Evans, Digital Voodoo, Author, Social Media: An Hour a Day

-Really. It’s that simple

Envisioning The (Social) Web• "I had (and still have) a dream that the web

could be less of a television channel and more of an interactive sea of shared knowledge. I imagine it immersing us as a warm, friendly environment made of the things we and our friends have seen, heard, believe or have figured out. I would like it to bring our friends and colleagues closer, in that by working on this knowledge together we can come to better understandings." --Tim Berners Lee, 1995

Thank You

Steve Hall

steve@adrants.com