1. The Limitations of
SOCIAL MEDIA
Syntra Edition

4. The Advertising Anachronism

5. The Advertising Anachronism Hope @ School

6. The Advertising Anachronism Hope @ School Jobs & Social Media

7. The Advertising Anachronism Hope @ School Jobs & Social Media
The Limitations of
Social Media

8. The Advertising Anachronism Hope @ School Jobs & Social Media
The Limitations of
Social Media
TakeAway Tweets

9. 01. THE ADVERTISING ANACHRONISM

10. “Once in front of a screen, be it on
a desktop, laptop, or increasingly
a handheld device, we ‘log in’ – not into
a system, but into a community.”

11. “Once in front of a screen, be it on
a desktop, laptop, or increasingly
a handheld device, we ‘log in’ – not into
a system, but into a community.”

13. 02. HOPE @ SCHOOL

14. Advertising has already changed into something else.
Digital / Interactive Education, Sweden
Programs and Courses 2009
Education in Interactive Design, Communication and
Digital Business Management, Sweden
Education in Interactive Design, Communication and
Digital Business Management, Sweden
“Hyper Island is yet another Swedish success
story... ‘the interactive equivalent of Oxbridge‘”
Kunal Dutta, Campaign
“There is something that Hyper Island puts in its
water. God knows what it is, but its graduates
tend to have a fantastic attitude and are able to
hit the ground running” Derek Robson, manag-
ing partner, Goodby, Silverstein & Partners,
San Francisco
”Our industry desperately needs more schools
that specialize in creating and developing
digital talent at the level and capacity of Hyper
Island” Winston Binch, VP/Group Executive
Producer, Crispin Porter + Bogusky, Boulder
“Hyper Island has a solid understanding of the
industry, a never-ending desire to improve
and to develop great skills with people. I am
amazed how the students grow through the
education and when they end up at some of
the best communication agencies in the world,
they actually deliver” Mattias Nyström, Great
Works, Stockholm

15. Howest, Kortrijk.

19. 03. JOBS & SOCIAL MEDIA

31. 04. THE LIMITATIONS OF SOCIAL MEDIA

32. SOCIAL MEDIA IS
NOTHING BUT A TOOL

33. Social Media Marketing
check

34. Social Media Marketing
check
38 fans
1 like
8 followers
0 retweets
182 visits
no comments
78 views
no ratings

35. Learn
Plan
Create
Govern

36. 4 Possibilities
stay away?
really?
think twice,
and fail fast
find something
to talk about
talk about your product
as in ‘have a dialogue’
Screwed-no-matter-what What-to-talk-about Superior user-gooda-lot-to-talk-about

37. THE VALUE OF FANS
IS DEBATABLE

38. Fans & followers are the people formerly
known as a

39. To a brand’s status updates is the new
“Time for a beer (or pee)” moment.

40. How many of your followers are actually
“following” what you share?

41. How many of your followers are actually
“following” what you share?

42. a
d
v
o
c
a
t
evs.

44. 233,906 friends sacrificed
375,801 fans
1,565 followers
1,636 stories shared
430,922 fans
10,108 followers
people who take opinions
of customers of this
brand seriously
people who believe the brand
is honest and sincere in its
product explanations
24% 46%
31% 62%
Gimmicks
marginalize
trust !

45. WOM IS NOT A CURE-ALL

46. The theory of influence
passive influencer active influencer
?
! ...
!
= reputation = presence

47. The theory of influence
passive influencer active influencer
?
! ...
!
via social media

48. Meet “my possible future bike”

49. Meet “my possible future bike”

50. Whether I’ll buy it largely depends on the bike’s “WOM equity”
“Word-of-mouth equity” is an index
of a brand’s power to generate messages
that influence a consumer’s decision
to purchase.
From “A new way to measure word-of-mouth marketing”, McKinsey

51. How to measure WOM equity?
volume impactx = WOM equity
close/trusted
large/dispersed
relevant
irrelevant
influential
not influential
experience
hearsay
sender source
network content

52. In the case of “my possible future bike”
volume impactx = WOM equity
close/trusted
large/dispersed
relevant
irrelevant
influential
not influential
experience
hearsay
sender source
network content

53. How can a brand impact its WOM equity score?
the event, site, game or contest
that hopefully generates WOM
real experiences generate
the most successful WOM
the pass-on effects of a “cool”
campaign can generate WOM
Generate Intentional WOM Focus on Experiential WOMStimulate Consequential WOM

54. WOM IS NEVER BETTER
THAN YOUR PRODUCT

55. Volvo’s C30 really is a “green” car.
so is this Fiat

57. From “A new way to measure word-of-mouth marketing”, McKinsey
To turn customers into an effective marketing vehicle,
companies need to outperform on product and
service attributes that have intrinsic WOM potential.
It’s about your product, stupid!
perfect

58. How to give your customers a better experience?
the same
categories apply

59. What-to-talk-about

60. SOCIAL MEDIA AREANYTHING BUT FREE

61. 3 Ways of Investing in Social Media
Investment in Culture Investment in DataInvestment in Good Ideas

65. “My mom has zero buzz, but
when she says something, I listen”.
Tony Hsieh, CEO Zappos.

66. Albion’s Oven, 2-4 Boundary Street, Shoreditch,London

69. Craig W.
✓Mayor of Berkeley Station
✓Loves to travel,has the jetsetter badge,
as well as the gym rat badge

70. 14% rode BART more
because of their interaction
with 4sq
BART has simply given its customers a better experience.
43% had recommended
a destination near BART
38% were having “more fun”
23% earned frequent rider badge
19% rode BART because of a
4sq recommendation
17% connected with friends

71. 05. TAKEAWAY-TWEETS

72. @AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays

73. @AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
Branding today is a whole different game: you need to
make sure you’re backing it up in the market place
http://bit.ly/bFPxkR #FollowFridays

74. @AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
Branding today is a whole different game: you need to
make sure you’re backing it up in the market place
http://bit.ly/bFPxkR #FollowFridays
@AdNerds AdNerds
You have to overdeliver in order to generate WOM!
http://bit.ly/a8KUvV #FollowFridays

75. @AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
Branding today is a whole different game: you need to
make sure you’re backing it up in the market place
http://bit.ly/bFPxkR #FollowFridays
@AdNerds AdNerds
You have to overdeliver in order to generate WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
See your company as an information-based service.
Get to know your customers, offer a better experience
http://amzn.to/bXSLix #FollowFridays

76. @AdNerds AdNerds
Experiential WOM beats Consequential WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
Branding today is a whole different game: you need to
make sure you’re backing it up in the market place
http://bit.ly/bFPxkR #FollowFridays
@AdNerds AdNerds
You have to overdeliver in order to generate WOM!
http://bit.ly/a8KUvV #FollowFridays
@AdNerds AdNerds
See your company as an information-based service.
Get to know your customers, offer a better experience
http://amzn.to/bXSLix #FollowFridays
@AdNerds AdNerds
If you think apps are not suited for your company,
you’re suffering from theory-induced blindness
http://amzn.to/923R0L #FollowFridays

77. http://www.adnerds.be