Moderator: Joe Marchese, President, SocialVibe:
The most important thing you are doing in social media?
What does the word 'viral' bring to mind?
David Berkowitz 360i: Client education.
Augustine Fou MRM Worldwide: Go out into the field (places where IT professionals hang out) and start interacting.
Rich Gagnon DRAFT FCB: hooking up brands with causes people care about
Greg Verdino Crayon: Viral makes me throw up a little bit in my mouth (where did that quote originally come from?)
Adam J. Broitman Morpheus Media: Viral= lazy
If you are not doing this.. then you are behind:
It's about listening and an opportunity to do research.
Thinking about social media as a cultural trend.
Need to take a holistic approach to SM.
SM is not about buying banners on MySpace - make mistake of start and stop your media plans on social networks.
What is the value of relationships vs. impressions?
What is success in SM? You can't sit with just marketing metrics - Leggo used SM to develop new products. Goin with some ideas of what you want to learn.
How do you create an actual campaign in SM?
David: Paid media helps, Blogger outreach
Banner or Widget - Which do you buy and how to explain it to a client?
Widgets come with an implied endorsement and that is worth more AND takes more time to measure.
Measurement challenges abound. Who should be leading the charge here? Platforms, agencies? The obvious answer: Work together to gather data, talk, spend more time on the questions and dialogs at conferences like this. Social marketing is as social marketing does!
Ask not what SM can do for your brand but what your brand can do for SM
Launch campaign and - tweak - tweak - tweak - tweak - until you have that feedback loop. It just takes time but once it's established its invaluable.
We need to change the way people think about it ultimately.
Adam thinks we should call it Social Media Commitments not Campaigns.
Time for lunch : )