There is a whole generation of people who need to change how they communicate with the world. Just this week, Michelin hired TBWA to create a Facebook campaign around their slogan "The right rite changes everything," in an attempt to rebrand the Michelin Man. Companies like Michelin just don't get it. That kind of thinking will get you nowhere on the social web. The world doesn't work that way anymore. We don't want to connect with a slogan. We don't follow a logo. We don't care about your message.Traditional marketing is not compatible with the social world. The social web is not just a different format; it is a completely different form of communication.To illustrate just how drastically the world has changed; I created this short story (which you can also download as a PowerPoint or Keynote presentation below). Traditional Marketing - 20 years agoTwenty years ago, marketing was a one way street. A company created something that they thought they could sell, and then spent an enormous amount of money on ads in newspapers, magazine, billboards, and on TV. Because this was the only way to get mass information, it kind of worked. We were impressed by fancy full page ads with cute images, or huge billboards. But, the problem was that there was no communication. You could see the ads, but you could not respond to them. You couldn't provide feedback. It was like watching a (often) really boring art show. Then came the internet. And it brought with it the ability to interact with people. You could create a campaign that people could respond to. Create surveys or interactive experiences. It was every marketers dream. To be able to fully immerse people in your campaign were like having a virtual amusement park at your finger tips. Can we all say interactive bonanza? Weeeeeee!Except, the advertising industry completely missed what the internet was really about. If people could interact with your ad, Then maybe they could also interact with other parts of the company? Maybe they could co...