Marketers are still trying to figure out how to reach the friends of brand-fan followers. Jennifer Winberg, global social strategist at Momentum Worldwide, delivers the day 2 keynote at the Social Insider Summit, talking about the "connected protagonist," anyone who has "embraced technology." She calls technology the sixth sense. Each person sees themselves in their own epic narrative. To reach that secondary audience, marketers must start simple, provide value, revelant, appealing, and the ability to share with friends and family. Brands also need to thank fans for following them. Appeal to me as a human, she said, rather than a wallet. "I'm not cash money." What drives content beyond the first circle? Be relevant, in the moment, and do something that will make me look cool and tell my story.