July 22, 2010
Derek Beere
1. Great post Suzi, I enjoyed reading it!

   It’s an interesting time for a lot of brands as they try to discover new ways to break through the clutter, how they can best reach and serve their audiences, and a lot of the time, how can they do all of this (and more) without big advertising budgets.

   I couldn’t help but think of a personal experience. I had the amazing opportunity of working with the Krispy Kreme brand when it was launched here in Connecticut. Talk about a true passion brand that relied on zero advertising and mostly on word of mouth and a public relations strategy to generate that excitement and chatter. To me, it’s always been the world of public relations that helps a brand truly connect with their audience and it seems like a lot of the presenters at this conference touched on a lot of tried-and-true PR tactics. For example, Maker’s Mark inviting bloggers to test product, Zappos and their amazing customer service, etc. All are brand touch points focused on positive experiences that ultimately inspire their audiences to do what they want most: talk about them!

   Good stuff! See you around,
   Derek

July 22, 2010
Suzi Craig
2. Really good point Derek — the missing link is PR. And I see the approach in PR these days is along the lines of the Brian Solis’ of the world: http://www.briansolis.com. If you haven’t read his book Engage, do it now. He was at this conference as well (I didn’t sit in on his session because I’ve heard him before).

   The new PR is not controlling the message, it’s connecting the dots to get the right people in your conversation, just like you said. We’re all trying to make something interesting happen — the trick is playing matchmaker and instigator to make it happen!

July 22, 2010
Rohit
3. Suzi,
   Thanks for this great recap and for offering your takeaways on the conference. I’ll be sharing your post in a tweet not only because I found it highly engaging to read, but because I love your choice to focus on quotes and key takeaways rather than trying to capture the conference verbatim. This is, in my humble opinion, the way to write a recap post. Thanks for a great read!

   R

July 22, 2010
Suzi Craig
4. Rohit –

   Thanks so much for your feedback. As much as I can, I try to bring the mojo of a real world experience to those who were unable to be there. It’s so hard to replicate an in-person experience through an online channel. I struggle with connecting the dots but am intent on bridging that gap as much as possible.

   I’m glad you found it interesting enough to share. You totally just made my day!

   Many thanks.

August 5, 2010
deko web tasarım
5. Thanks good topic ..

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July 14, 2010
Cheryl Rice
1. Great insights, Suzi! Sometimes it’s tough to figure out the best way to contribute to the conversation — but trying to force something to “go viral” is a recipe for failure. It’s better to just be honest and authentic, and to share what you know.

   I just watched the follow-up video of the guys who found the Double Rainbow Guy and interviewed him. I was so moved (okay, blubbering) over how much joy he has, with obviously so little “material” wealth. That is far from noise — it’s a great story!

July 15, 2010
Jonathan Tufano
2. Suzi,

   Great post.

   But what does it meeee-aaan?

   This is a fantastic example of the power of authenticity, in today’s world of hollow offers and false claims, authenticity rings true.

   People are desperate for it. They can’t get enough of it. It almost seems to good to be true, but it sure seems like the more real and true to themselves organizations (or people for that matter) are, the more successful they will be, and happier too…

   I’m starting to think that rainbow guy is onto something…

July 18, 2010
Peter Larson
3. Great article, Suzi. Good food for thought for 35+ curmudgeons like me.

   I agree with your spirit in making online conversations what we need them to be (meaningful). That spirit aligns with so much else that we see going on in the world around us; a growing collective realization that we have to find methods to change mechanisms that we once thought were unchangeable. Although the web is changing all the time, I think we still see it as this thing with its own inertia, and feel too small to make it what it needs to be.

   It’s a giant shift for those of the older generations to invest the time in this form of communication. Our good old business world is used to directly correlating action to result. Engagement in the correct online conversations can be more indirect and long-term.

   Sorting through the noise is daunting…we need to each use our own compass to not be overwhelmed, but to see where the meaningful thinking/conversations are and then to be willing to invest the time in them. This is particularly hard…There is so much out there!

July 19, 2010
Suzi Craig
4. Pete: You are spot on in calling it “this thing with its own inertia.”

   Not to overgeneralize but it does seem like the younger set owns the web because they see a purpose in that ownership, just like they see a purpose in getting a degree or buying an iPhone. In talking about feeling too small to make change, do we think the online world belongs to those who are already immersed in its language and culture? If that’s the case, are we battling more than the technology barrier, and also slipping into a Jets v. Sharks atmosphere?

   Or, is it simply that we cannot visualize tomorrow’s manifestation from today’s current potential? Yet, what it will be is 100% up to what we start doing today. Not just that other guy already on here. You, me and that guy.

   Like everything else that requires a new way of thinking, we need to step back and assess where we are so we can distance ourselves from current habits. Great — you’re on Twitter blasting away. But, as our Double Rainbow friend would say: what does it mean?

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