The document discusses how social media and consumer empowerment are changing customer acquisition and marketing. Some key points are: 1) Marketers need to embrace long-term thinking and focus on building trust with customers through authentic relationships on social platforms. 2) Customers are increasingly producing and sharing content online through activities like reviews, photos and videos. Brands need to become publishers of original content that entertains customers. 3) Time is the new currency for customers, and brands should focus on designing experiential marketing that engages customers and is worth their time. Creating communities where customers interact is important.

4. Marketers as Publishers Experiential Marketing

12. Elements of the Social Web R.S.S.

14. Experiential!

15. What’s Changing?

16. The New Reality Dr. David Weinberger Author, Speaker, Academic “ There is no market for your message.”

18. Social ‘Currency’

20. Trust as Currency Source: Nielsen 2007 26,486 internet users in 47 different countries

21. Trust

22. TIME

24. ROI 4X Traditional Investments Source: Forrester Research

27. Designing Experiences

29. Let’s Get Radical Doc Searls Co-author, The Cluetrain Manifesto Fellow at Harvard’s Berkman Center for Internet & Society “ Advertising is about supply finding and ‘creating’ demand. [There is] nothing wrong with that. At its best, it’s good and necessary stuff. But think about what will happen when demand can find and create supply.”

30. Content + Community “Crowdsourcing”

31. $30,000,000 (2007)

32. Secret Sauce of “Crowdsourcing?”

35. What separates ‘content’ from ‘community’ when the community is the content? What separates customer & company when a community of customers IS the company?

36. Crowdsourcing!

38. Birds of a Feather… Examples of Content/Community Sites

39. E-Commerce “Magalog” / Adver-cation

40. Exclusive Sponsorship

41. B2B Lead Generation Using RSS Publishing

43. Integrates with Lead Gen Process Responders /Prospects Tele- qualification Qualified Lead Passed to Reseller Marketing Message w/ CTA RSS

46. (using the Social Web)

48. “ You are interrupting their life. All advertising is unwanted. So if you’re going to crash the party bring some Champagne with you.” Bob Thacker OfficeMax Inc.