It’s been a pleasure to talk to marketers and agencies at AdTech San Francisco about how I see brands can best take advantage of social networks such as Twitter and Facebook and I delivered a message I think very different than what most of them do. Most brands see the world in terms of how much exposure (impressions) they are getting or how many followers and fans… It is not about doing another campaign, it is about listening, replying an building long term trust and it is much more difficult, it also takes years and does not come easily.

1. FORGET ABOUT CAMPAIGNS LISTEN AND ENGAGE

2. Hi, I am @loic founder of Seesmic, one of the popular social software apps and of LeWeb, largest web conference in Europe

3. What you want as a brand is to be known, trusted and reach millions of people

4. Oh and you had CONTROL, like Constantin films for “Downfall” http://mingramjr.com/hitler-shows-his-frustration-for-the-lost-iph

5. It was easy: few media sources that lots of people watched. Create campaigns, repeat messages, reach masses.

6. It became tough to get your message: millions of sources on various devices: mac, pc, iPhone, iPad, Android, BB, Nokia, Windows Phone, email, paper

7. Mobile is a nightmare with the number of devices but it's soon larger than desktop Internet source Morgan Stanley

8. Is advertising as we know it dead?

9. More and more sites reject or restrain advertising

10. People spend more time on social networks than email source Morgan Stanley

11. Social networking is a global phenomenon and it's not only about Facebook and Twitter source Morgan Stanley

12. Advertising dollars naturally flow to social networks

13. The fastest growing social network is Twitter

14. "promoted tweets that don't resonate will be removed from Twitter" -Dick Costolo Twitter COO

15. EASY: Just Buy Twitter followers (10,000 followers for $447.30) and Facebook fans (10,000 fans for $1167) #NOT #stupid

16. A brand that no-one cares about won't be able to advertise on Twitter

17. Evan Williams, CEO of Twitter answers @ loic True, but not sure why that's a problem. It will definitely work best for companies who Twitter works well for generally

18. What is a company for who Twitter works well for? @cremebruleecart 10,000+ followers

19. Best brands on Twitter? Zappos, Best Buy, Ford, Comcast, Kodak, RedBull... http://whitscott.com/2009/04/29/this-ad-campaign-should-blow-your-mind/

20. Red Bull already uses Twitter promoted Tweets

21. you do not need a website and nice looking ads anymore 1990 - 2000: your site is the center of your online presence 2010 - : Social networks are the center 2000 - 2010: Google is the center

22. Invest where your brand fans are, not in websites or iPhone apps no-one uses

23. Successful Brands listen to tweets 24hrs a day and answer every single tweet.

24. Gather all the feedback in one central public place and create a public roadmap #yesyourcompetitioncanseeittoo

25. Deliver improvements and features as fast as you can based on the feedback you are getting: work real time

26. use activity streams in your company to familiarize yourself without taking risks: Status.net, Chatter, Yammer, soon Google apps with Buzz

27. Create your presence in all major social networks ... and publish to all of them without pollution (no posting @replies in Facebook #suck)

28. @TheGuild is a fantastic example with a huge community, fans on Facebook, Twitter, millions of views on YouTube and their own social network http://www.watchtheguild.com/

29. Freakin' REPLY to as many questions as you possibly can and forget about #management #PRdept

30. Dedicated team of community evangelists? #great The whole company like #bestbuy or #kodak #better

31. Forget about millions of followers. 1,000 real fans is enough http://www.kk.org/thetechnium/archives/2008/03/1000_true_fans.php The Internets Users Customers Real Fans

32. Create more trust: use home made video, look ridiculous, do live QandA on ustream or formspring.me

33. Create content which isn't like a press release

34. Work in realtime

35. Support best initiatives and events your fans and influencers go to #plug leweb.net is one!

36. The most important: It is not a campaign . It takes years to create a community. Be patient and do it very regularly. #forgetwhatyouhavelearned

37. If your brand is not very conversational #noonereallycares get creative like American Apparel gathering 1,364 butts http://whitscott.com/2010/02/17/please-tweet-and-facebook-this-photo-of-my-butt-thanks/

38. How to measure success: exposure, "resonance" and engagement. Number of Real Fans #notnumberoffollowers

39. Suggestion #1 read Tribes by Seth Godin

40. Suggestion #2: read Trust Agents by Chris Brogan

41. Suggestion #3: read Engage! by Brian Solis

42. Suggestion #4: read Jeremiah Owyang's blog

43. Suggestion #5: follow @zappos and read "Delivering Happiness" by Tony Hsieh

44. Suggestion #6: read Rework by Jason Fried & David Hansson Founders of 37signals

45. Suggestion #7: try my own company Seesmic to share and engage in all places and build your brand in it

46. Stay in touch? twitter.com/loic facebook.com/loic youtube: loic.tv [email_address]