The three imporant takeaways for me from the last half of the book were about ESPN and Charles Shawb, The (almost) Subway failure, and joining them before they beat you.
The most interesting part to me was the podcast about fantasy football and how the guys at ESPN were so creative to incorporate their sponsor, Charles Shawb into their cast without it even seeming like they were a sponsor. Creating a character by the name of Chuck and having him them "just ask chuck" was very creative and I think it shows a trend towards how social media can be shaped around the product you are delivering, while having key product placement that invites customers to try it sutally, rather than forcing it in their face like a standard advertisement.
The second part I found interesting was how Subway almost missed out on the Jared fad. They were so stuck in their ways that when the advertising company came to them, they turned down the idea. It was cool to see the advertising agency stick to their guns, knowing well the potential that the Jared story could have on the American public, and the potential it has for Subway. The part that interested me is where Qualman mentioned that fewer of these stories will be hidden, and that as a direct result, companies will continue to benefit off of these extremely awesome customer experiences.
The final part I liked in the book was referring to companies realizing they need social media, and that they better join the party, before it is too late. In my job I am continuously running across companies that do not have any social media platforms at all. Most of them are small mom and pop stores, but I am going to venture to say that they have quite a loyal customer base. The example of the Associated Press was of particular interest to me because they were so dumb they asked google to remove stories from their news feed. Talk about hoping off the bandwagon (but not in a good way)!
That's it. Kiley
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