Simon Bond, BBDO: Moving into earned media, means a deeper relationship. "There are some things that happen: they don't listen which ends up in divorce," says Smon Bond of BBDO. "We need to make sure
that to maximizing opportunity in earned media is letting consumers play a role. Make sure you are being genuine, empathic. make sure you are being responsive in the moment. The real important thing
is to be human. Be real and act real.
Lauren Weinberg at Yahoo!: 80% say they want brands to be genuine. The brands that can do these things that exemplfify qualitifes you want in a friend
become passion brands. Netflix changing their pricing model backlashed. But they used earned media to get out there before problems became big.