Brian Remmel’s posterous

I'm here at the San Mateo Marriot, where Steve Rubel (@steverubel : www.steverubel.com/), Richard Brewer-Hay (@ebayinkblog : http://ebayinkblog.com), Michael Brito (@britopian : www.britopian.com), and Angela LoSasso (@AngelaAtHp) will be discussing how companies should be implementing the social web.

Stay tuned...

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Introductions

@britopian - Twitter Manifesto - 80% personal tweets / 20% work related

 

Panel = Thought Leader (Steve) vs. Do-ers (Everyone Else)

Lifestreaming vs. blogging

Steve started blogging in 2004. 2004-2007, he posted 3-6 posts each day

After Twitter came along, he fell off blogging "The world has gottern faster, and I longed for something between a blog and a tweet." - SR

Fell in love with posterous.

"Twitter is a sushi boat moving at 100 mph. You're likely to miss a lot of the good stuff." "I use posterous as a launching pad for all of the other networks."

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Richard Brewer-Hay (ebay)

ebay will be pioneering lifestreaming in October

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Angela LoSasso

If the experts are looking for a way to lower the bar (content, access, etc) then what is the audience trying to do

Its an entirely different world today, 5/10 top web sites are social

Its ok to experiment, most be open to change/experiment

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Britopian

uses posterous as all parts of himself that arent professional

#1 who are we trying to reach, #2 where are they

as consumers begin using facebook as a broswer, it will be interesting to see hp and intel change strategies

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Steve

Have a digital embassy strategy - advice for clients

ex. france has embassies in all nations where they feel they need diplomatic ins

if you have embassies in all locations you need them,

may only be able to take on 2 at once

know why youre there - CSR, cust service, etc

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Angela

for HP, its not a one size fits all strategy

each business unit has their own strategies

units share best practices

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Britopian

soc med embassador programs usually dont work

he tries to find people who are passionate abotu social media, and has the bandwidth to participate

1 to 1 interaction between rep of brand and consumer is the goal

'if you want to blog, this has to be a commitment. unless its built into job expectations, it usually wont work.'

Dell has a great team who's sole responsibility is to connect with consumers online

Charlene Li recently released a report correlating last 12 months of revenue gain/loss vs. top 50 breadth&depth of online participation

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Q from Audience: What metrics do you use to define success/failure in soc med participation?

Richard: tracks sentiment for blog posts. monitors sentiment between ebay sellers

Michael: management wants a dashboard of all the stats. Tip: find the nuggets that management might not think of.

Angela: uses social mention . When kodak launched a campaign,

Steve: no doubt, social has a huge impact on SE visibility. Social search - more searches take place in soc nets every day. 'gotta be in it to win it'. when setting metrics, what are our business and marketing objectives. reach, engagement, develop model and system that works for you. must find a way to connect all the peices (stats)

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Q: What does management think of the one small social media success?

A: Michael:No idea what managemnt does with the info. His boss sees value of the interaction, but doesn't know about CMO/CEO level. At the end of the day, he wants to sell product, but its over impossible to measure.

Angela: You have to read voratiously, and read between the lines.

The power of UGC and ratings is huge. Women are using soc networks to buy as often as traditional search.

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Steve: databases will get very intelligent. call center people will have access to tweets from people who call in. Quote: there is an entire generation growing up who will not have

Must have an escalation plan. Must have a channel from soc med to cust service, etc

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Moderator: Now that the hype is over, what new tools/experiments are we looking at?

Steve: soc med is here for tech enthusiasts and silicon valley, but not everywhere. This will become much more normalized. Media is doing a great job of  furthering this. Prediction: 5 years from now, the entire web will go social. If a site doesnt have a social aspect, it wont be a place you'd want to go.

Angela: we have 300,000 employees, why wouldnt we want them out there being brand advocates?

Michael: The tools are changing, and forward-thinking brands need to immerse themselves in it. Spending in enterprise soc med is increasing.

Steve: Those who innovate get great credibility in early adopter groups, regardless of whether they make some mistakes or not. Some investments pan out and some don't. Applying to colleges analogy(portfolio approach: mix

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Personal-Branded accounts

Richard: Noticed that he was being perceived as the exception to the norm, as seperate from the corporation. He then scaled back his personal presence (removed his picture from the twitter profile).

Steve: Risks and rewards come along with personal brands. If the person knows how to walk the tightrope, they can be amazing and form great relationships.

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Question: In 5 years, what will your jobs look like?

Richard: If I do my job, everyone in the corporation will be doing my job. That's why I keep bartending. (laughs)

Michael: At the end of the day, conversational marketing is about 1 to 1. Organizationally, building social engagement into job descriptions is the way to go. I don't know if I'll have a job.

Steve: Doesn't agree. As sitting on the cutting edge, I can't see how you guys will be dinosaurs in 5 years. It's about evolution.

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Question: Of all the succesful companies, Apple/social.

Steve: Apple has spent hundreds of millions on advertising. They have the products and

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Closinng Toughts

Angela: I'm in the storytelling business.

Steve: Admires Marissa MAher and Bob Iger(Disney?)

Why? Marissa - refused to get broadband until 50% population has it

Bob - Need one foot in the present and one in the future. Must understand whats happening now, but keep looking around the corner.

Michael: Business results are critical, but conversations and connections are more important.