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So clearly the world is changing. Social media is here. Everybody's so darn and scared.
这个世界真是变了，社交媒体来了，有些人大声唾骂，有些人害怕不已。
You know what does that mean? I mean I really don't care what you call it but clearly there are two-way conversations going on in the internet
社媒究竟是什么意思？ 我不在乎你怎么叫它，但现在的互联网已经成为了人们的互动平台，
and brands are being built differently and as we go into 2009 and beyond,
而品牌发展也发生了变化，那么从2009年开始，
the eyeballs are being stretched from what was just, you know radio or actually those ears,
我们的视野将会无限宽广，从我们收听的广播，
you know newspapers and then television for such a long time and then more channels of television,
到报纸和电视，电视已经占据了很长一段时间，之后又发展成了多频道电视，
but now with the Internet age, so many people spending more time on their computer than in front of television.
那么到了互联网时代，人们在电脑前的时间超过了电视。
The way brands are going to be built is going to change. Because where the eyeballs go, brands go.
那么我们创建品牌的方式也会发生变化，因为我们看到哪里，品牌就会到哪里。
And what do these brands have in common? Or what I think they have in common is they have to realize that in 2009 and beyond,
那么这些品牌有什么共同点？ 我认为从2009年开始，
they've got to look at the way they build their brand and interact with the people is like the difference between
创立品牌的方式和与客户互动的方式就好比是
giving a presentation and working a room. So what does that mean?
宣传和互动的关系，什么意思呢？
These brands, especially old-school brands like Cracker Jacks for example, have spent years and years and years
桌子上的这些品牌，尤其是一些老牌子比如“Cracker Jacks”，多年来他们一直在
understanding that they give presentations right? They buy, they buy a newspaper ad or a magazine ad.
做宣传，做宣传对吗？ 他们在报纸或杂志上做广告。
They have a presentation. You consume it. You see it. It was a presentation. That's where the conversation ended.
他们一直在做宣传，你只是看到了他们的广告，这就是宣传的作用，但只是这样，后面没有了。
You didn't talk to Cracker Jack himself. You didn't talk to, you know the Cinnamon Toast Crunch dude.
你不会和“Cracker Jacks”有直接接触，你也不可能和“Cinnamon Toast Crunch”（品牌）有直接接触。
You didn't talk to them. They told you something. You absorbed whether you liked it or not.
你们之间没有互动，他们提供给你信息，你做的只是接收工作，它不会考虑你喜不喜欢。
That's how you made your decision. Well, just like if in a conference or somebody gives a presentation
你就这样做了决定，这就好比是一次会议或是你听了一场演讲，
and then goes out backstage and is out in the limo and off to the races.
但听完就完了，没有其它的了。
You know, you loved it. It was a great concert, maybe a great presentation, but there was no conversation after.
你可能会觉得不错，想法不错或是演讲效果很好，但没有后续的交流与互动。
In my opinion, using things like Twitter and Facebook and things like Ustream and YouTube and things like Viddler and
我认为我们要充分利用比如说“推特”“脸书”“Ustream”“YouTube”“Viddler”
Vimeo and things like StumbleUpon and Digg and all,
“Vimeo”还有就是“StumbleUpon”“Digg”等等等等，
and then blogs and all these tools and websites and all the things that are about to come in the future
还有什么博客，网站之类的，包括所有未来一系列的线上平台，
is like working a room unlike giving a presentation.
用这些来进行线上互动，而不是像演讲一样。
Working a room is going in and having many conversations with lots of different people.
线上互动就是要走进去，与线上用户进行交流与沟通。
If it's a huge room, lots of many different conversations. Oh, I think your logo sucks. Well I think your logo is awesome.
如果这个平台很大，那么你就会接触到各种各样的讨论，比如你们的商标太差劲了，或者是你的商标太好看了。
Well I didn't like that flavor. Oh I love that flavor and gathering all that information and the quicker brands like this understand
我不喜欢这个口味，我喜欢那个口味，我们要对信息进行整理，许多与时俱进的品牌明白这个道理，
that they need to start working the room instead of giving presentations. They're gonna be the ones that win and now the problem is
他们知道要进行线上互动，而不是像演讲一样去灌输，那么他们将赢得最终的胜利，但问题来了，
there are so many CEOs and CMOs and chief marketing this and that and this in these companies
许多首席执行官，许多首席营销官，许多首席市场官等等这些人，
that really don't care about, you know General Mills or they don't really care about Nabisco.
他们才不会在乎什么通用磨坊（品牌），或是什么纳贝斯克（品牌）。
They worry about their stock price. They worry about their cash out and worry where they're moving on to in three years
他们只关心他们的股票和钱，关心他们未来三年应该去哪里发展，
and that's why a lot of big brands are gonna lose, but these small nimble companies are going to be creating,
这就是为什么许多大品牌会垮掉，但许多小品牌正在创造，
you know marketers, people come together from big companies. They're gonna be the ones that create the next Red Bull
你知道他们都是来自大公司的市场营销人员，他们将创造出下一个红牛，
or the next Vitaminwater and the reason they're gonna be able to do that is cause they're gonna network and work social media
或是下一个维他命水，他们之所以会成功是因为他们善于利用社交媒体，
and here's what's sexy compared to Red Bull and Vitaminwater. The cost of the next big brands and beverage and in chips and ketchup,
但相对于红牛和维他命水等大品牌，他们还有一点需要注意，如果想成为饮料，薯片或是番茄酱品牌大王，
their cost is just their time. They just have to care enough to work the room.
他们的唯一代价就是时间，他们要把时间放在互动上，放在社媒上。
