View Mike Lazerow’s well-received presentation from Web 2.0. Social is not just about advertising, it’s about marketing, conversations and people. In the new model of social brand marketing, brands buy engagement and earn loyalty through social branded apps that turn consumers into loyal brand advocates. The most forward-thinking brands are investing heaviliy in apps to support their marketing initiatives with promising results. See how the branded social app — the new ad unit — is emerging as the leading way for major brands to reach and engage consumers.