Dave Jacob at Lotusphere 2012

 by Dave Jacob 

After most of a week of listening to the push for how social media and mobile applications will affect your life, I started looking for examples that mean something to me. It didn’t take long.

The first instance occurred at the conference. One of the sessions on security was cancelled by IBM legal 30 minutes before the session. Of course, those interested started tweeting and a small cancellation turned into a cause – #occupypelican - the room for the session. Social in action. I was in already in another session so I couldn’t go see what happened first hand but I bet the session was held and the room was probably full of those interested in the topic but also those who wanted to see how IBM handled the push back. If you were one of the tweeters or attended, post your impressions on the blog. I’m curious as to what really happened.

The next instance is an observation as the Super Bowl approaches and the ad campaigns gear up in earnest. Ads are now being pre-posted on YouTube and other media sites and are being spread by interested parties (like me) and are changing the way ads are sold. There is the initial development of the ad and eventual playing of the ad at the Super Bowl, but the real value comes later in the after market. Couple this with comments, blogs and other electronic distribution and you begin to see the potential power of social.Of course, these ads are also meant to be seen on your smart phone, iPhone and lots of other devices. Google “Old Spice super bowl ads” and look for the athlete who loses his mind (or wait for the super bowl ads).

This viral marketing approach is changing how we all do business and presents incredible opportunities for those of us who try and figure out how to bring these systems to market.