After a quick morning break, a panel made up of Pinny Gniwisch, Ice.com and Mark Hillman, Resource Interactive talked about this thing called YouTube. Heard of it? :-)

First up was Pinny who talked about how Ice.com is using YouTube. To do innovative things sometimes you need to challenge management. Often they don't understand new technologies and need some convincing.

There are four C's in the diamond world. Pinny decided to build up the four C's of YouTube.

Convince: You need to convince management. They started small with a basic video and racked up over 500,000 thousand views.

That small experiment convinced management to try things.

Clarify: You must clarify your mission. At Ice.com their mission is to have people join their channel. To build a relationship with customers.

Commit: Commit to the movement. You must be genuine, otherwise the YouTube community with shun you. Pinny joined the YouTube community, he interacted with other members.

Collaborate: Make an effort to integrate within the company.

In the end Ice.com has seen a tremendous amount of response from a campaign that only cost a little over $1200.

Next up was Mark Hillman. Mark's main message. Create conversation worthy content. Give people a reason to talk.

Too many videos are heavy on the branding or entertainment. There needs to be a happy medium.

Some of the initial work Mark's firm did for Herbal Essence hair care products was a bit too product heavy. While the videos were informative they didn't take to the true spirit of YouTube.

Further projects with Herbal Essence created the Dump Cupid campaign. The videos were mostly entertainment focussed that was unbranded, with the exception of a URL at the end of the spots. The YouTube portion was part of a total campaign, online and offline.

Mark's tips:

- Find something that is already accepted and back you brand into it
- Always go entertainment over brand
- Make if feel low-budget
- Think of everything, but make it feel chaotic
- Keep it loose
- Be brave

From the Q&A: Mark said it's hard to get people to go to consumer products/goods web sites.