BYOB - Shubho Sengupta

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  • 1. If advertising is a firework, then social media is a bonfire. John V Willshire Head of Innovation PHD
  • 2. Just a way to help think about the difference between social media and advertising Or explain it to someone
  • 3. Advertising is like fireworks http://www.flickr.com/photos/stage88/3228637838/sizes/o/
  • 4. http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/ Fireworks are attention grabbing beacons on steroids
  • 5. Good ones make you go ‘ooh’ and ‘aah’ http://www.flickr.com/photos/chrisjones/60562951/sizes/l/ ooooh aaaaah
  • 6. http://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/ They draw people in from miles around
  • 7. http://www.flickr.com/photos/epicfireworks/2829363989/ They’re prepackaged; just light a firework and stand back
  • 8. http://www.flickr.com/photos/alkiol/732074235/sizes/o/ Or get in the professionals
  • 9. http://www.flickr.com/photos/arnar/340888701/sizes/o/ It’s so easy… EVERYONE is doing it
  • 10. Just like advertising
  • 11. http://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/ It’s the standard solution
  • 12. http://www.flickr.com/photos/srivera/2799747313/
  • 13. Fireworks burn veryFireworks burn very brightly, but diebrightly, but die very quickly.very quickly. http://www.flickr.com/photos/barbarasworld/1308507724/
  • 14. http://www.flickr.com/photos/epicfireworks/2848241812/sizes/o/ You need to keep lighting fireworks to keep folk interested
  • 15. http://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/ Which is expensive
  • 16. It’s an arms race Bigger, brighter, louder, MORE
  • 17. http://www.flickr.com/photos/51035774131@N01/283224088/sizes/l/ Bonfire night is not just about the fireworks (the clue is in the name)
  • 18. http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/ If advertising is a firework, then social media is a bonfire.
  • 19. Two very different things
  • 20. Very different disciplines
  • 21. http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/ BuildingBuilding bonfiresbonfires takes time…takes time…
  • 22. …and it takes time to get good at building themhttp://www.flickr.com/photos/jbhalper/3013369399/
  • 23. http://www.flickr.com/photos/numuseum/533515920/sizes/l/ It might go out… Keep trying
  • 24. http://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/ Use whatever you have to hand
  • 25. http://www.flickr.com/photos/inajeep/265544195/sizes/l/ It might be a bit lonely at first
  • 26. Then a few friends gather round http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/
  • 27. http://www.flickr.com/photos/bluearc21/2359336236/sizes/l/ Then a few more
  • 28. It’s where people like to hang out and share http://www.flickr.com/photos/78428166@N00/3679575777/sizes/l
  • 29. http://www.flickr.com/photos/israluv/147458000/sizes/o/ Then, wonderfully… …your friends start helping out
  • 30. Because people like helping with bonfires http://www.flickr.com/photos/78428166@N00/3759200168/sizes/l
  • 31. more friends, more wood, bigger fire, more friends... http://www.flickr.com/photos/mstreb/617462120/sizes/l/
  • 32. From a small start, you can end up with something pretty amazing http://www.flickr.com/photos/powi/2455460100/sizes/o/
  • 33. Just like social media
  • 34. So have advertising fireworks had their day? http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/
  • 35. In the long term… …we don’t know http://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/
  • 36. Right this moment… it’s not either / or It’s both
  • 37. If you have an amazing bonfire already, use a few fireworks to bring folk to it http://www.flickr.com/photos/clintjcl/3724362640/sizes/l/
  • 38. If your fireworks are great, stop people disappearing by getting a good ol' bonfire going http://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
  • 39. Just remember, remember… http://www.flickr.com/photos/daverexwood/1874498701/
  • 40. Putting fireworks in bonfires isn’t a great idea
  • 41. http://www.flickr.com/photos/gin_soak/1878526591/sizes/l/ Thank you to… Simon KempSimon Kemp David WildingDavid Wilding Beth WilliamsBeth Williams Chris StephensonChris Stephenson Daniel GoodallDaniel Goodall Mat RichesMat Riches Vijay SankaranVijay Sankaran John V Willshire, PHD @willsh http://feedingthepuppy.typepad.com