Return on CreativityAuthenticity. You cannot fake it in social media. You will get flamed and exposed, and the campaign will become counter-productive.Risk-taking. You have to take a chance on a campaign. The old tried and true corporate-approved stuff will just bomb.Strategy. You have to have a clear strategy. What problem are you solving, and what big lever are you using to hit that goal?The Gillette India StoryFeeling Like the Web 1.0 of 1995How to Play This If You Are a Web Tech VentureDiscuss
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