The document discusses the rise of user-generated content and social media. It notes that Time magazine named "You" as the person of the year in 2006 in recognition of users creating and rating content on sites like YouTube, Wikipedia, and MySpace. It also provides statistics about YouTube's growth and popularity. The document discusses how social media has changed trust online and consumer behavior. It notes brands should proceed with caution when using social media and must be willing to trade control for influence in the conversation.

1. The Social Web

2. The New Web

3. Consumer Generated Media

10. Mass media (TV, Radio, Print, Outdoor) Mass Market (Homogeneous categories) One way traffic No response mechanism Niche Media (Websites, blogs, special interest media) Niche Markets (multiple new categories, products and line extensions) Dialogue Email and all other response media) 1900 - 1990 1990 – Present Naïve Consumer Pass the cornflakes and have a nice day  Wary Consumer Cornflakes? Are you mad sugar, fat, carbs – Pass the low GI oats

25. Brands and 2.0 Proceed with caution From www.russelldavies.com

26. Brands and blogging don’t enjoy a marriage made in heaven

27. Blogging changes the writer’s behaviour more than it changes the readers’ behaviour

28. If your brand is going to blog you need to understand what you want to change about it

29. This is uncomfortable because brands usually like changing consumer behaviour not the other way round

30. There are no ‘old’ or ‘new’ media – there are communications media and social media

31. Communications media are the natural habitat of brands

32. Their use of social media is problematic

33. Social media demand that you trade control for influence

34. Unless brands are happy with this they should stay out of social media

35. Just use it to listen to the conversation

36. Social media is all about conversation

37. Brands only have a role if they can make the conversation more interesting

38. Advertising can’t succeed against the conversation but it can influence and contribute to the conversation

39. The social media gurus bang on about the stupidity of advertising but really it is a criticism of media

40. Creative agencies must free themselves from media - they are content creation companies

41. And increasingly content co-creation companies

42. Media neutrality must mean just that – we shouldn’t care where our content appears

43. Maybe media agnostic would be a better term

44. Media is only interesting as content distribution vehicle. And increasingly it will be free to use.

45. Social media can’t be measured so lets stop trying

48. We have to get comfortable with managing the immeasurable

49. Lets face it the truth is that all good advertising is a leap of faith

50. Only poor advertising is predictable

51. one Brand Identity & Brand Image