Great points in this at Creativity-online.com article Social Storytelling by Lars Bastholm. Big brands most accept that they don’t have any control over their brand anymore. But if they chair consumer’s passion for their brand they will develop and succeed in the non-controlling landscape that Internet provide. It is al about feeding the story. And here is Lars list of how to make the story spread:

1. Look at any marketing effort as the beginning of a conversation. 2. Closely monitor the conversation and be ready to respond to consumers. 3.Provide consumers with tools that help them carry on the conversation for you. 4. Leave room for consumers to interact. Make sure your creative universe is big enough that there are unexplored areas. 5. The conversation is over when the consumers say it is, not when the media plan (or the budget) says it is. 6. Listen and learn from the feedback loop.
Lars Bastholm is Co-Chief Creative Officer, AKQA