Brian Solis, founder of the branding and marketing firm FutureWorks. Now, there are hundreds of marketing and PR people in tech, and it's fair to say that most of them have at one point or another pitched me. Including Brian. But behind Brian's PR chops is a person who does more than pitch. Brian is one of the few branding and marketing people I've met in this business who backs up his approach with both a sensitive social radar as well as a real head for research and numbers. His books, Putting the Public back in Public Relations, and Engage, are thoughtful works on how to use social media.
And joining us from the real world (not tech): Rick Bakas, director of branding and social media for St. Supery winery. Rick is also author of the book, 75 Savory Tips for Social Media Success. Rick's real-world cred includes the fact that he's a Certified Sommelier from the Court of Master Sommeliers. He's also an old-school branding expert.
Watch this: How to use social media in your business
AntennaGate: What could Apple have done with social media or social networks?
Old Spice: We have to start by talking about the Old Spice campaign, which just ended. For those six people who aren't aware of it, the campaign started traditionally, with a few great ads featuring the abs of Isaiah Mustafa, a good looking and very funny spokesman for the company's new body wash. The social coup de grace, which just put the brand over the top, was an epic marathon in which P&G sponsored the creative team at marketing agency Wieden + Kennedy to create short YouTube ads (sample) in response to social media. People messaged the campaign on Twitter, Facebook, and elsewhere, and they create ads on the spot -- about 160 all told -- over the course of two days. Why? How'd they do it?