Eric Weaver:

'One of my favorite sites: Profilactic. This can aggregate all of your online activity in one place. What if this became automated? I can subscribe to all the blog, podcast, post, etc., activity of a person. What are the ramifications? Think about that.'

Eric Weaver:

'Also new on the scene are Reputation Aggregators. You may or may not have your reputation scored automatically. What if someone else claims your profile and destroys your reputation? Be aware that these sites are here and that you can and should claim your 'reputation.'

Personally I believe that a lot more business will be done with companies that have transparent actions, histories and reputations. Might as well dig in now!'

Eric Weaver:

'Here we have one of our attendees: Don Low of Horton Lantz and Low. This is a page that was automatically culled from various sources on the web, and has been presented as a biography and record of Don Low. What if the engine grabs articles that AREN'T about Don? What if they're about a porn star named Don Low? These profiles are being aggregated now and you need to be aware of this. So do your clients.'

Eric Weaver:

'Some interesting future trends that I think are rearing their heads now are Identity, Reputation and Activity Aggregation. In other words...how do you claim information online that is truly about you? How do you manage your reputation when anyone can say anything about you? And how is that impacted by the fact that more and more of your behavior is being archived, found and can be subscribed to?'

Eric Weaver:

'Regarding internal alignment: provide your clients with lots of research. Show them hardcore business cases, and how the low spend got high buzz.

And this one is important: many brands don't have a solid brand strategy worked out. If you don't have an initial brand strategy and messaging platform worked out before you go to market, how do you know when consumers are running your brand off the rails? You need something to present to the market so they can react, rather than being a non-entity.

And whatever you do, don't pander to consumers. They can smell it a mile away.'

Eric Weaver:

'This is one of my favorites. Ireland's budget airline, Ryanair, decided it would be a good idea to drown their passengers in ads, just like on the bus. What was funniest about this was the press release, which talked about how this was 'exciting' and created an 'uncluttered, relaxed and comfortable environment.' THAT IS SOME DAMNED TASTY KOOLAID! As they say in Ireland, 'Jaysus.''

Eric Weaver:

'I wanted to share some examples of 'addled advocacy.' An AMA seminar I sat in focused on how to get your email marketing programs past filters that customers deployed to prevent email marketing efforts, insisting that you could build relationships by bypassing filters. (!)

A huge fast-food chain worked with TiVo to turn off fast-forwarding during commercials. In other words, the CUSTOMER has purchased tools to circumvent INTRUSION - and you're locked in a battle with them. It's like shouting in someone's face and when they cover their ears, to pull their hands away. Outrageous.

And there's the mega beer brand (crappy beer by the way) that apparently used their relationship with an affiliated credit bureau to track down opt-outs and RE-OPT THEM IN.

Emmm..are we building those relationships yet?'

Eric Weaver:

'Regarding dialogue: clients MUST be where the prospects are. Make sure your efforts can be found through search.

Dedicate resources...hire junior staffers to monitor and engage using strict ground rules.

Help clients predetermine their 'action boundaries': when do they speak out publicly? When do they remain silent? What if they get a particularly nasty troll - how do they handle them? Strict ground rules.

There are tons of automated tools out there to help you listen to the blogosphere. Coach your client on how to use them.

Realize that by engaging in social media, you're engaging with future customers, not just current ones.'

Eric Weaver:

'Five ways to empower your client: first of all, be their Tony Robbins. Encourage them to try. Show them the low cost of experimentation.

Next, help them reposition themselves within their firm. Marketing has taken a beating over the last few years. We often have the largest programs budgets, yet demonstrating clear ROI is often challenging. Help the management team see Marketing as the primary bridge builder between company and customer.

These channels are AWESOME for feedback and research. Help keep them from trying social media JUST to validate existing strategies...get them to see it as a customer petri dish.

And help them 'get' that monologue is dead. They must dedicate resources to dialogue: community managers, outreach marketers, cause marketing efforts. Make sure they're listening and not just paying lip service.

Finally, help them create internal alignment by creating education programs about these channels that they can champion internally. Help them look like a rock star.'

Eric Weaver:

'You'll hear a lot of questions from curious clients. Should we be on MySpace? In Second Life? I've heard about Facebook strategies...do we need one?'

Eric Weaver:

'Many clients will look at social media with a very limited lens, often that involves teenage children on MySpace or self-indulgent bloggers. They don't know any other way to try to generate awareness or leads, and will be averse to trying new channels.

That's where you come in. You can demonstrate innovation and forward thinking, and they can more fully engage their markets. And the best news? When customers realize they're not being played, they will become advocates - extensions of that company's sales force. The brand can be extended WITHOUT extending spend.'

Eric Weaver:

'That means that our traditional approaches to marketing must be reexamined if we want to have effective marketing spend.

Intrusive methods should simply be put out. Our prospects are completely distracted, inundated in information, and asked to do a lot with a little. Do we really want to be selfish and interrupt them again, pushing our messages in front of them? Is that 'client advocacy'? Selfishness, dare I say, leads to a loss of trust. A loss in trust leads to a loss in transactions.

As agency folks, our job security is tied to long-term demonstrable value. Clients are risk averse. So how do we help them? Get them to understand these shifts and how their agency can champion them as honest, authentic advocates for the consumer.

Let's look at where they might get started.'

Eric Weaver:

'Here's a cold, hard reality, one that really hit home for me. Search is usually the first place consumers go. When they find people like themselves posting about a brand, 81% have said that they will trust that opinion more than that of the manufacturer or brand. That means the more effort you spend to convey a message, the more it can sound self-serving, inauthentic and untrustworthy!'

Eric Weaver:

'Here we have a Google search for the word Comcast. Google LOVES blogs and rich media and places those listings high, regardless of whether or not you crafted them. You can see that there are several official links on the first page of results. But...at number 5, they have content generated by consumers, and the first video is a video commentary about a Comcast technician that fell asleep on a customer's sofa.

The simple message: we're not in control anymore. And we need to accept that and embrace this change to the advantage of our brands.'

Eric Weaver:

'How many of you heard about Justine Ezarik and her first 300-page iPhone bill? Her video commentary and walkthrough went viral within days and within 2-3 weeks, AT&T announced changes to their billing process in response. GM also tried consumer-generated media with their Chevy Tahoe/The Apprentice experiment. The homemade commercials bashing GM made headlines, but GM had the right attitude and approach by leaving comments and videos uncensored. They were listening.'

Eric Weaver:

'AMC's Mad Men is a great example of the agency hierarchy and internal business model that's dominated advertising for generations. Yet our client leaders are clearly telling us it's time to get off that pot.'

(ERIC WEAVER SLIDES START HERE)

(Want to follow along with more convo about Marketing 2.0? http://www.twitter.com/weave)

Eric Weaver:

'How many of you got into advertising because of Bewitched? It all looked so easy: mock up the creative and pitch the client over drinks. Now we have to take consumer experience and conversation into consideration.'

Eric Weaver:

'We're hearing it from our clients, we're hearing it from the trades. I'm likely stating the obvious: monologue is dying or dead. We've entered the era of Mandatory Consumer Dialogue.'

Laura Porto Stockwell: 'Watch for online identities connecting through ID tags
Second Life and other 3D environments gain popularity
Gadgets are getting more wifi enabled -- upload photos to Flickr direct from your phone.

Look for POVs and community school'

Laura Porto Stockwell: 'This is an example of the Microsoft digital home. It shows how a teenager might interact with a “website” in the future. The experience is projected on the walls.'

Laura Porto Stockwell: 'Justin literally streams his life over tv every day, all day.'

Laura Porto Stockwell: 'Twittervision provides a visual interface of what users are doing globally. It is just one of many spins offs of twitter based on the twitter api.'

Laura Porto Stockwell:

EMPOWER PERSONALITIES. ' Online identities are often an extension of offline ones. Allow for a balance of information and privacy.
A shared sense of purpose is the most important element of an online community—and profile creation allows for that.
Profiles create strong communities
Issues of anonymity
Also important: reputation systems which provide a sense of history and allow users to make prediction regarding future actions. “No real reward or penalty system” is top five reason why social networks fail according to Guy Kawasaki; eBay quote from Office Live'

TAP MOTIVATION. 'People are motivated to participate online for a number of reasons: build social capitol, garner knowledge and develop connections (Rheingold 2002)

85% of US users have received help from their online network when making a big decisions (Pew)

Empowering user’s passions allows you to share the workload and increase the quality of the output. Look at sites such as Slashdot and epinions and About and Amazon who use users to moderate and develop content.

Did you hear about the guy who corrects commas on wiki?'

ENABLE FEEDBACK. 'Implement feedback loops that are right for your audience. This is the core of social media. Let me be clear, this is not about broadcast, this is about talk back.

Video is not social media. Allowing users to post their own video and comment on posted video is social media.'

MASTER MODERATION. 'Comfort is needed for participation. Moderation enables comfort.

A core component of cybernetic theory is self correction. Online communities are no  different.

Four general types of moderation: system; pre, post, peer and system.  Figuring our the right combination is vital. People always need to be involved.  “Empathetic” communities have shown less need for moderation (Preece 2000).  Communities focusing on sports, politics or religion need more moderation.

Figuring this out depends on the type of content and type of community. For example,  empathetic communities have been shown to need less moderation (Office Live example).  Sports, politics and religion need the most moderation. With Web 2.0, there has been a move toward self-moderated communities.'

DON'T TALK TO YOURSELF. 'Seeding may be defined as populating an online community
It is often necessary to help build a critical mass of users (Preece, 2003)
Seeding encourages active community users by providing them with a base with which to interact. While opinions vary, a healthy rate of active participation can be estimated at 10 percent (Mieszkowski).
“Active community user” may be defined as a user who posts at least once every three months (Preece, 2000).
In addition, seeding benefits lurkers because it provides them with content to consume, generated from active community users, thereby increasing repeat visits. All users lurk at some point in their online activities, although not everyone lurks in the same places or at the same time (Nonnecke and Preece, 2000). Users lurk because that feel comfortable within a community and because their needs are being met without participating; they often develop a sense of community simply through lurking. (Nonnecke and Preece,1999).'

GEEK OUT. 'Don’t forget that we’re talking about databases and servers and storage and content management. UGC often requires interaction with other systems (I.e. existing registration) as well as intense storage needs.

Don’t forget about the user experience. Technology such as Ajax and Flex are here and now and are part of what make up Web 2.0.'

INTEGRITY. 'Don’t lie about who you are. Ever. Not only is it bad form but your consumers will figure it out.

Examples: Walmart, McDonalds (monopoly game), Sony (all I want for xmas is a psp)

Jim Nail, chief strategy and marketing officer for Cymfony, a buzz measurement firm, said that the decision to shutter the site was the right one. 'The proper response is take it down, take responsibility and embrace the new reality that companies can't just talk at consumers, they must learn to speak with them in an honest and authentic way,' he said.'

Laura Porto Stockwell:

'TAKEAWAY : THIS IS NO LONGER EFFECTIVE!

This is the difference. Prior to the Internet, filibustering as the best we could do with the technology we had. But we should not get stuck there.

Why should you care? Because the latter approach is not affect and is becoming less and less so.'

Laura Porto Stockwell:

'Actually, the alphabet was the last invention that affected how we sat down and talked together, because it changed the way we communicate.

We used to be an ear-based culture, an aural one. Tribal cultures are aural and their communications are cyclical. When we moved to a visual culture we became more linear.

Today, some theorists, like Walter Ong, propose that our communication is post-aural. This changes everything. There are even biological implications regarding how we process information.

Socrates said, “The discovery of the alphabet will create forgetfulness in the learners’ souls, because they will not use their memories; they will trust the external written characters and not remember of themselves.” They will appear smart will know nothing.'

Laura Porto Stockwell:

'WE COMMUNICATE IN NEW WAYS

Part of the reason mass media is less effective is because we are moving from a literate to a post-aural way of communicating. Remember that literacy is just 3,000 years old. We communicated in more tribal ways for more than a million years prior to the invention of today’s alphabet.'

Laura Porto Stockwell:

'Video by Professor Wesch at Kansas State University

Provides context--because what we call web.20 is not new, and therefore it is not a trend; it just happened to be “coined” in 2004

Web 2.0 is a marketing term, but speaks to a number of technologies such as XML and folksonomies that allow the separation of form and content. Much of Web 2.0 existed prior to 200, it has just become socially and technologically accessible.'