Online consumers are the hero of their own epic adventure.

A session at Digital Shoreditch Festival 2012

remember when you were the centre of the universe? (childhood) well, now you are again
you are the main character in the story of your life - through social media you can present the epic journey that only you are on
within this unique adventure, your family and friends play supporting roles
what makes you care about some characters more than others? (Entertaining, useful, compassionate etc)
everyone has their own unique narrative and in everyone's lives, there are brands
so, in the same way that we care about some people's stories, what makes us care about certain brand's stories?
successful brands have to have human qualities online.
as a character in someone's narrative, a brand is amongst the privileged. They are competing with attention from family and friends.
hence, brands should only add to the narrative when they have something valuable to contribute
they need to keep the long term view. This is a relationship and these are not built in a day.
as with real friendships, it is about quality not quantity
brands should remember that they will always be fitting into other people's narratives, and therefore they are not the centre of the universe
that privilege is reserved for you - the consumer