The intelligence is us…The giant brain is us…blogosphere doubling about every every 5 months. Major news events cause the blogosphere to surge! Peter’s a piece of work. Huge energy, lots of fun, lots of ideas. Watch him on the webcast. Well worth the time.
Wow…what a Mashup…Gloria Gainer and Jesus Christ!
Panel…
Charlene Li / Forrester…does a lot of research in the social network space.
Jeff Nolan…SAP…Trying to get people to stop referring to the big German software company.
Steve Rubel…Edelman…MeToo revolution group, try to bring big brands into the conversation.
Bradley Silver…How’s the PR machine working, how are you customer being affected?
Jay Stockwell..Intelliseek, Nielsen Buzz-Metrics…function to monitor what’s going on
Q: Are brands embracing because of fashion or ROI?
Jay…any company can participate, if they have a loyal fan base. HIM has 443,00 friends on MySpace! Toyota announced a recall on a forum!
Q: Aren’t brands still scared to death!
Steve: Control is the linqua franca of brands. Continuum between control and transparency. Can’t reside in the same box. Control issue by far is what counts. Regulated industries are really in trouble.
Jeff: Being driven from the bottom up, i.e. blogging. CMO..”How do we know that blogging is driving decisions”….
Charlene: What is the relationship you want to drive and then what tool do you want to use.
Bradley: Test is where the org. is in their sense of adopting the opportunity. Customer owns the conversation, driving research and product performance.
Jeff: Apple has gone so far as to sue bloggers.
Steve: Apple stores, blog and podcast!
Bradley…some interesting examples..finding audience and driving audience into the movie.
Q: What’s the line between finding and spamming?
Steve: Gets more pitches that are crappy….what are the motivations of the person who publishes the blog. Compare that with what the company is trying to do!
Charlene: What does my audience really want to hear about? Generosity of spirit is important to the the community.
Bradley: Participate in conversation, and recognize they are speaking to you.
Steve: Fortune 500 companies don’t go where the bloggers are!
Jeff: Brought 11 bloggers to Orlando. Didn’t limit them in any way. Let them go wild. Amazing result, the 11 bloggers stayed together! Didn’t go to bloggers, but brought them to us.
Q: Brands are beginning to create their own networks!
Charlene: Schwab brought together 400 of their top traders. Outsourced the community building idea. Blogs are a megaphone experience. 50–70% participate every week!
Steve: What Brands need to do, is connect to the other places where people are hanging out.
Charlene: Looking for people who share her experience.
Jeff: Who is blogging, what are they saying, do they have any authority, how can I communicate with them.
Steve: Money is not going to the small bloggers.
Charlene: Looking at user generated media. Dell 80% of the comments were comments on the blog, but 20% were customer service issues.
Peter: The word consumer is becoming an oxymoron.
Charlene: People don’t trust bloggers because they haven’t achieved a reputation.
Steve: Three underlying technologies, RSS, Tags and Mobile!
Jay: Mobile is going to be huge!
Charlene: Branding is going to be very different. Branding is about engaging people.
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