Title: Innovative Marketing Programs Using New Media
Main Points: Understand what you are trying to accomplish and what strategies support that
Take-Away Action: Discover what niche communities your customers are already participating in.
Koudas: Intrigued by companies that are successful using media that isn't branded until the very end. But, also interested in what is the return on the social media success. If people watch your YouTube video, what does that mean?
Strategy doesn't have an end. You need to take what you learn at the end and start over to go forward.
People will know if you are not honest. You don't want to get caught being dishonest.
Borges: Two companies without huge brand name are making social media work for them in the space that is important to them.
Niche doesn't mean that you can't find success. If you can own that niche, you can still do well.
Walker: It's easy to pursue meaningless numbers in social media if we aren't thinking about what our objectives and strategies should be. Ask first: Where are our customers already congregating online?
I don't agree that there is a limited pool of dollars for the social media pool. They will continue to bring in more dollars, and customer bases will grow when you can show quality of product/company versus your competitors.