So you’ve made it to this second entry about a social media conference. Congrats.
Rather than go play-by-play, here are some thought clusters with a few nuggets:
Travel Channel: Employ paid bloggers/social outreach folks which they call “Sidekicks”… to leave comments on forums and inform the social web of their programming.
Dell experiences what you lose sleep at night about: Negative movement vs a brand in social media. DELL HELL
This Book was recommended by several people. I just bought it. More on that soon.
Sun Microsystem’s initial social media policy: “Don’t be stupid”. It has since changed, but I love the sentiment.
If your campaign/app/tool can’t pass the “porn or kittens” test, it will fail: In other words, it you can’t get people to stop what they normally do online, you don’t stand a chance with any sort of would-be “viral” campaign.
Great Clorox campaign that capitalized on an already existing media spectacle: A port-a-potty pyro in San Francisco last year. We heard all about that and more from their marketing queen Mary O’Connell in her Meet The Boss interview taping (is it just me or does the host have a big-time case of the Michael Scotts?)
Never trust drag queens with your social media (according to LOGO and case study notes about a Drag Race campaign).
According to Chris Tolles, CEO of Topix, location-based and review-based sites (like Yelp, 4sq) lack targeting and the ability for you to read reviews based on people of your demo or tastes. That is a mighty bold statement…and something I believe FB social graph can fix, ya?
Ted Gilvar, EVP and CMO of Monster, showed us how his team’s hustle (quickly jumping on a huge opportunity) allowed Monster to team up with Alicia Keyes to search for Keyes’ new blogger. A win-win for Monster and Alicia’s new project. Lots of valuable impressions and consumer involvement (and a great case study!)
Mr. Youth’s Doug Akin ended the conference with a bang (well, a few hugs and some awkward dancing) … and a ton of great examples of social media done right (case studies… yay!):
Dew DIY (old campaign… site slightly creaky)
Warby Parker eyeglasses -Socially (and technology) enabled glasses (with virtual try-ons!)
All-in-all, looking back, I am glad I attended. I have set up several meetings with folks I met there.
The Lord of Marketing 
What I was referring to was that local crossed with your friends often ends up with too few results to matter.p, not that they couldn’t provide that functionality…