This is a very funny little video that does a great job bringing to life the totality of how we act on the web. So often we analyze the web in a very linear fashion talking about Facebook, IMing or watching content of some form on YouTube one at a time in singular isolation. But really they are all part of an inter connect ring of activity. And for us as marketers you can't "own," "leverage," or try to dominate one arm of these, but create something you can throw in the mix of the web and allow to be churned around and consumed in all the various arms of popular digital activities.
It would be interested to see whether there is an incremental network effect with each digital arm one ads. YouTube + blog + brand twitter + microsite + Facebook group + Firefox skin = n6
where n = number of consumer engagements.