Stowe Boyd’s SOMESSO London 09 talk on ‘Unmarketing and the Webful Brand’.
“If brands are to have any juice in this new online future, those that are advocating them will have to drop all the mass media shouting, and move past the ‘markets are conversations’ trivialization of the web, too. Their representatives will have to roll up their sleeves and do something, shoulder to shoulder, aspiring to make something in the world, collectively with us, not just selling us the parts.”
1. ’Confession session’: Is this all networky stuff even a good idea? Reservations about social media engagement. 2. A corporate culture of rapid response: Real-time content creation is increasingly common. How will companies anticipate and participate in this upcoming trend? 3. Waging guerrilla warfare against corporate IT: How can corporates become more flexible in adoption of new tools when the ‘guys in the basement’ have the power to determine what a company does? Security, ‘trusted provider’ questions, more open sharing and collaboration all create power struggles between the IT department and the rest of a company. 4. Nurturing the evangelist: How do corporates find the heroes inside? Many companies already employ people who are adopting new tools: how can we help identify, trust and empower these evangelists? 5. Empowering experimentation: Current IT procurement typically focuses on large, expensive deployments that can often lock companies into expensive proprietary systems. How can we encourage a shift to shorter, more ‘agile’ deployments and a more open, experimental and cost-effective IT strategy? 6. “Fudging the ROI”: Large corporations understandably want to see cost-benefit analyses before investing in change. How can we measure and quantify the benefits of social tools? Do we even have to do this?
Rene Rechtman of GoViral talks to Daniel Vidal at SOMESSO London 09 about how companies are learning to earn their online coverage in the social media space.
