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Presentation to EACA, Warsaw, 11 June 2010

Presentation to EACA, Warsaw, 11 June 2010

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  • 1.
    • The Social Media Revolution
    The Social Media Revolution Presentation to the EACA Warsaw June 11, 2010
  • 2. The take away
    • A basic understanding of what social media is
    • An introduction to the future client
    • The shape of the future agency
  • 3. What is social media? Separation Information Means of distribution
  • 4. A brief history of information
  • 5. A brief history of information
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11. Welcome to the post-Gutenberg World Mass information distribution costs nothing Everyone has the tools Content has been liberated
  • 12. Answers to a problem which no longer exists
  • 13. Marketing = the art of reduction Advertising man Web designer A 30 second, one-to-many mass message
  • 14. The King of Marketing Brand Proposition XVI
  • 15.  
  • 16. Let them eat Twitter
  • 17. The end of the brand proposition and a return to the world of storytelling More on this later ...
  • 18. Traditional digital marketing
  • 19. The world of social media
  • 20. What’s going on out there?
  • 21. Not a world of information It’s a world of connection and action
  • 22. The challenge: Get the connected crowd to support what you do, rather than replace what you do
  • 23. Death by 10,000 niches Big / Generic Small / Specific
  • 24. The end of the brand proposition and a return to the world of storytelling
  • 25. The future client Andy Lark Dell Computer
  • 26.  
  • 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”
  • 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
  • 29. The future for agencies Making candles Providing light
  • 30. The present for agencies
  • 31. Conversation Content Community Stories
  • 32. Conversation Content Community Stories
  • 33. The Apple Story
  • 34. The P&G Story
  • 35. Content How we used to do it
  • 36. Makes 5,000 “ads” every day
  • 37. Content warehouse
    • Contains the answers to all the questions a customer might have
    • Tells people what you are up to
    • Brings your story to life
  • 38. Conclusion Reductive marketing Brand proposition One-to-many mass message
    • Creating brand stories
    • Content which answers questions
    • Making, rather than buying, media
  • 39.
    • The Social Media Revolution
    The Social Media Revolution