Shiv Singh from Avenue A Razorfish started with a story about buying a sofa to illustrate social influence on buying decisions, then presented convincing research and theory to support recommendations for using social networks to create and spread information about your products and services.
Because we are influenced more by each other than by the brand it is important to tap into the immersive social powers of the web.
1. Create pluckable information that is easy to share.
2. All departments have different constituents and should talk to them. Conduct 2-way personal conversations.
3. What we hear from each other is more important that what we hear from the brand.