Panelists discuss how marketers can harness the power of blogs and online social networks.

Empowered by blogs, forums, email, text messages, chat and wikis, people increasingly think and act in swarms. Now brands like Audi and Budget RentACar are seeding the blogosphere with online/offline treasure hunts and narratives to inspire swarming and unleash the dynamism of these new social networks. Are we witnessing the emergence of higher-order advertising? Can the line between producer and consumer of advertising be eliminated? Will beekeeping marketers find honey in e-hives, or will they just get stung?

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Speaker(s): B.L. Ochman, President, WhatsNextOnline.com; Paauw Sebastian, Netherlands Board of Tourism and Conventions; Brian Clark, Director, GMD Studios

Format: 57:06, 20.0 MB, Mp3