Thanks to social media, consumers are even more powerful than advertisers

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The alumni of Plantijn College's communication division, organized a meet & greet event. AdNerds were invited to show the communication professionals, aged 25 up to 50, the power of social media.

We presented two recent cases that showed how consumers are more powerful than ever before: Domino's Pizzas and JetBlue Airways. We pointed out how advertisers can use social media to their benefit and leverage their inherent viral power: our Pepsi Max It case of April-May 2009.

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Thanks to social media, consumers are even more powerful than advertisers

  1. adnerds.com
  2. AdNerds is simple math
  3. AdNerds = A^T A T A = Advertising T = Technology
  4. AdNerds = A^T A T A = Advertising T = Technology
  5. Radical does mean shit to us.
  6. Analog sucks
  7. Analog sucks
  8. The internet has johnnyfied every single one of us.
  9. The internet has johnnyfied every single one of us.
  10. Analog will have to adapt to the online model somehow.
  11. Spam sucks
  12. Spam sucks
  13. Blasting messages at masses.
  14. Spam will be filtered out and therefore non-existent.
  15. Swarming rocks
  16. Swarming rocks
  17. Advertising of the future.
  18. Swarming is the new advertising.
  19. Consumers rock
  20. Consumers rock
  21. Media means people.
  22. Consumers are allies first.
  23. As far as communication goes, consumers are even more powerful than advertisers.
  24. The participation inequality 1% creators 5% distributors 9% collaborators 85% consumers
  25. The social technographics profile
  26. Google has become every advertiser’s homepage
  27. Bird illustrations by Luc Latulippe (www.luclatulippe.com).
  28. Life is public. So is business.
  29. !quot;#$%&'()&*++,-&
  30. &&&&./0&123&%451&*6&278#5)&9$:375&7;&1<7&7;&=7>$07?5&@$AA4&3>quot;%7B335&4quot;quot;34#$0C& $04quot;quot;#7quot;#$413%B&<$12$0&703&7;&78#&;#40D2$53&#35148#4015&2493&E330&D$#D8%4F0C&70%$03- &&&&G$0D3&123&9$:375&H#51&58#;4D3:&B3513#:4B)&123&1<7&<7#I3#5&2493&E330&$:30FH3:)&H#3:&40:& 123&4J3D13:&;#40D2$533&245&H%3:&4&D#$>$04%&D7>quot;%4$01&4C4$051&123>)&40:&123#3&4#3&<4##4015& ;7#&123$#&4##351- &&&&K23&7quot;quot;7#180$F35&40:&;#33:7>&7;&123&$013#031&$5&<70:3#;8%-&L81&$1&4%57&D7>35&<$12&123& #$5I&7;&40B703&<$12&4&D4>3#4&40:&40&$013#031&%$0I&17&D4853&4&%71&7;&:4>4C3)&45&$0&12$5&D453)& <23#3&4&D78quot;%3&7;&$0:$9$:84%5&58::30%B&793#524:7<&123&24#:&<7#I&quot;3#;7#>3:&EB&123& '*M)+++&>30&40:&<7>30&<7#I$0C&;7#&=7>$07?5&4D#755&123&04F70&40:&$0&N+&D7801#$35&4#780:& 123&<7#%:- &&&&O3&4quot;7%7C$A3&;7#&123&4DF705&7;&12353&$0:$9$:84%5)&40:&1240I&B78&;7#&B78#&D70F083:& 58quot;quot;7#1&7;&=7>$07P5&@$AA4-.
  31. &&&&./0&123&%451&*6&278#5)&9$:375&7;&1<7&7;&=7>$07?5&@$AA4&3>quot;%7B335&4quot;quot;34#$0C& K23&7quot;quot;7#180$F35&40:&;#33:7>&7;&123&$013#031&$5& $04quot;quot;#7quot;#$413%B&<$12$0&703&7;&78#&;#40D2$53&#35148#4015&2493&E330&D$#D8%4F0C&70%$03- <70:3#;8%-&L81&$1&4%57&D7>35&<$12&123&#$5I&7;&40B703& &&&&G$0D3&123&9$:375&H#51&58#;4D3:&B3513#:4B)&123&1<7&<7#I3#5&2493&E330&$:30FH3:)&H#3:&40:& 123&4J3D13:&;#40D2$533&245&H%3:&4&D#$>$04%&D7>quot;%4$01&4C4$051&123>)&40:&123#3&4#3&<4##4015& <$12&4&D4>3#4&40:&40&$013#031&%$0I&17&D4853&4&%71&7;& ;7#&123$#&4##351- :4>4C3)&45&$0&12$5&D453)&<23#3&4&D78quot;%3&7;&$0:$9$:84%5& &&&&K23&7quot;quot;7#180$F35&40:&;#33:7>&7;&123&$013#031&$5&<70:3#;8%-&L81&$1&4%57&D7>35&<$12&123& #$5I&7;&40B703&<$12&4&D4>3#4&40:&40&$013#031&%$0I&17&D4853&4&%71&7;&:4>4C3)&45&$0&12$5&D453)& 58::30%B&793#524:7<&123&24#:&<7#I&quot;3#;7#>3:&EB&123& <23#3&4&D78quot;%3&7;&$0:$9$:84%5&58::30%B&793#524:7<&123&24#:&<7#I&quot;3#;7#>3:&EB&123& '*M)+++&>30&40:&<7>30&<7#I$0C&;7#&=7>$07?5&4D#755&123&04F70&40:&$0&N+&D7801#$35&4#780:& '*M)+++&>30&40:&<7>30&<7#I$0C&;7#&=7>$07?5&4D#755& 123&<7#%:- 123&04F70&40:&$0&N+&D7801#$35&4#780:&123&<7#%:- &&&&O3&4quot;7%7C$A3&;7#&123&4DF705&7;&12353&$0:$9$:84%5)&40:&1240I&B78&;7#&B78#&D70F083:& 58quot;quot;7#1&7;&=7>$07P5&@$AA4-.
  32. QO2$D2&7;&123&;7%%7<$0C&4DF705& 4#3&B78&%$I3%B&17&quot;3#;7#>&$0&123&03R1&12#33&>70125ST Before Viewing After Viewing After Viewing Total (n=243) Prank Video Prank Video Apology Video Go to a Domino’s 29% 10% 20% Order Domino’s for delivery 46% 15% 24% Visit Domino’s website 25% 14% 24% Search for information on Domino’s 14% 10% 20% Watch an advertisement/ commercial on Domino’s 61% 27% 42%
  33. Q=7&B78&12$0I&123&4quot;7%7CB&#35quot;7053&9$:37&#3%3453:&EB&=7>$07P5&UG!& @#35$:301)&@41#$DI&=7B%3)&<45&3J3DF93&$0&#3DF;B$0C&40:&#3517#$0C& =7>$07P5&$>4C3&4V3#&12$5&$0D$:301ST Total (n=243) Total YES 31% SOMEWHAT 60% NO 9%
  34. How can you quickly catch and respond effectively to similar social-networking attacks?
  35. How can you quickly catch and respond effectively to similar social-networking attacks? Monitor social media. Respond quickly. Respond at the flashpoint. Educate workers. Foster a positive culture. Set clear guidelines.
  36. “My post is not with the flight being late. Nor the “fix engine light” they were getting. I want them to take alllllllllll the time they need to make sure the plane is working. Check it five times for all I care. I just want to get home in one piece.”
  37. “My post is the lack of communication, service and the fact that I am disappointed by @JetBlue.”
  38. 20 05
  39. 20 07
  40. 20 09
  41. Unique visits Registered Games played 400.000 319.486 300.000 200.000 100.000 109.884 81.000 100.000 75.000 33.000 8.500 35.902 15.000 0 2005 2007 2009
  42. Traditional Facebook { 40.000 15.645 30.000 20.000 35.902 20.257 10.000 0 2009
  43. Time spent. 00:09:01
  44. Nerds will rule the world. Starting with advertising first.
  45. E%7C 2`quot;abb4:03#:5-D7> 1<$`3# 2`quot;abb1<$`3#-D7>b4:03#:5 ;4D3E77I 2`quot;abbquot;#7H%3-17b4:03#:5 quot;7:D451 2`quot;abb4:03#:5-E%$quot;-19 AdNeRdS G!W&QKX!YZ&W[U&[]&W[U]&!KK^YK/[Y_T

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