The document discusses how brands have lost control over their messaging as social media and user-generated content have proliferated. It describes how brands initially had full control over their communications through owned channels like print, TV, and websites. However, customers began engaging with each other through blogs and social networks, creating a new "social network." Now, conversations happen everywhere across many networks, and some brands have tried to reassert control rather than adapt, with negative consequences. The document advocates that brands must let go of control, listen to audiences, and participate in networks to help shape their image organically with the audience's input.

1. Giving up control
A brands perspective

2. In the beginning, brands had control
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3. But then ...

4. A customer started talking
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5. Then more started
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6. The
‘talkers’
grew and
GREW

7. They grew until they were a network
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8. A social
network

9. Obviously, the brand had to do
something
But what?

10. So the
brand
thought and
thought...

11. ... it thought
for 2 years...

12. Then it joined the network
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13. It was
great.

14. The brand could
talk about itself,
and allow people to
comment on stuff.

15. All while maintaing control over most
of its communications
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16. But then ...

17. The web
changed...

18. The Web

19. The Web 2.0

20. ‘Talkers’ were everywhere & the
brand was scared
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21. Some of the brands
friends didn’t know
how handle these
changes

22. And focused on increasing brand
control
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23. That approach
had negative
consequences
$

24. Luckily our
brand figured out
a way to adapt...

25. It gave up control...
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26. It listened & took part in all sorts of
networks...
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27. And allowed its audience to help
shape its image.
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28. Our brand is still
scared of saying
the wrong thing
from time to
time...

29. But with all of
our help...

30. It’s learning