Presentation to EACA


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Presentation to EACA, Warsaw, 11 June 2010

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Presentation to EACA

  1. 1. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution Presentation to the EACA Warsaw June 11, 2010
  2. 2. The take away <ul><li>A basic understanding of what social media is </li></ul><ul><li>An introduction to the future client </li></ul><ul><li>The shape of the future agency </li></ul>
  3. 3. What is social media? Separation Information Means of distribution
  4. 4. A brief history of information
  5. 5. A brief history of information
  6. 11. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  7. 12. Answers to a problem which no longer exists
  8. 13. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message
  9. 14. The King of Marketing Brand Proposition XVI
  10. 16. Let them eat Twitter
  11. 17. The end of the brand proposition and a return to the world of storytelling More on this later ...
  12. 18. Traditional digital marketing
  13. 19. The world of social media
  14. 20. What’s going on out there?
  15. 21. Not a world of information It’s a world of connection and action
  16. 22. The challenge: Get the connected crowd to support what you do, rather than replace what you do
  17. 23. Death by 10,000 niches Big / Generic Small / Specific
  18. 24. The end of the brand proposition and a return to the world of storytelling
  19. 25. The future client Andy Lark Dell Computer
  20. 27. “ Social media is not about blogging, or wikis, or RSS or any of that sort of stuff. It’s about how you use listening and coalescing the conversations that are going on to inform everything you are doing... “ ...It powers the fundamentals of the business – it changes everything”
  21. 28. We like what you do Say thanks We don’t like what you do Apologise and explain what you are doing about it Who are you, what do you do Provide a detailed answer Here’s how to make it better Create a space where this can be discussed CONVERSATION CONTENT COMMUNITY BRAND STORY
  22. 29. The future for agencies Making candles Providing light
  23. 30. The present for agencies
  24. 31. Conversation Content Community Stories
  25. 32. Conversation Content Community Stories
  26. 33. The Apple Story
  27. 34. The P&G Story
  28. 35. Content How we used to do it
  29. 36. Makes 5,000 “ads” every day
  30. 37. Content warehouse <ul><li>Contains the answers to all the questions a customer might have </li></ul><ul><li>Tells people what you are up to </li></ul><ul><li>Brings your story to life </li></ul>
  31. 38. Conclusion Reductive marketing Brand proposition One-to-many mass message <ul><li>Creating brand stories </li></ul><ul><li>Content which answers questions </li></ul><ul><li>Making, rather than buying, media </li></ul>
  32. 39. <ul><li>The Social Media Revolution </li></ul>The Social Media Revolution