Neil Perkin's presentation from the IPA Social event, 6th October 2009

1. #IPASocial
10 Conversation Starters…
(not the 10 commandments)
http://www.ipa.co.uk/Content/IPA-Social http://www.neilperkin.typepad.com/

2. 1. People not consumers
“We’ve come to view the economic aspects of the people who buy your stuff as being
the-people-who-buy-your
more interesting and important than the other (more interesting) things…
…so we’ve got to get human. Human scale. Human-interested. Human-kind. Helping the
people-who-buy-stuff do what they do best – like interact with other humans
http://en.wikipedia.org/wiki/Barbara_Kruger Mark Earls… http://herd.typepad.com/

3. 2. Social agenda not business agenda
Business agenda = profit
profit.
Social agenda = actions, behaviours, technologies that allow them to share,
connect, interact, learn, love, have fun
Le’Nise Brothers… http://lenisebrothers.com/

4. 3. Continuous conversation not campaigning
http://www.flickr.com/photos/bananajagal/
"If advertising is a firework – attention grabbing, burns brightly, dies quickly
- social media is a bonfire; slow to start, collaborative to build, then gets bigger and
brighter..."
John Willshire… http://feedingthepuppy.typepad.com/

5. 4. Long term impacts not quick fixes
Relationships require building, so rather than short-term ROI, you need to
take a longer-term view
"You can’t make friends and ask to borrow money in the same breath
— you will fail at both. Relationships must come before sales”
Faris Yakob…
http://farisyakob.typepad.com/ http://www.flickr.com/photos/jryle79/

6. 5. Marketing with people not to people
People aren’t receptacles waiting eagerly for your advertising message…from involving
people…to inviting participation...to simply listening – being interested is as important
as being interesting
http://www.flickr.com/photos/timothyschenck/ Katy Lindemann… http://www.katylindemann.com/

7. http://www.flickr.com/photos/virtualsugar/
6. Being authentic not persuasive
Customers are empowered, well-informed, connected.
C t d ll i f d t d
"Social marketing earns, not buys attention so have an opinion, be
true to what you say, be of value, be open - above all be human”
Neil Perkin… http://www.neilperkin.typepad.com/

8. 7. Perpetual beta
“Striving to be right first time is no longer acceptable. It means you're not willing to listen.”
People are very forgiving if they feel they are being listened to
http://www.flickr.com/photos/russelldavies/ Jamie Coomber… http://www.freshenmeup.com/

9. 8. Technology changes, people don't
Technology changes but the fundamentals
changes,
of human nature remain constant.
Social Media is merely the platform for
connecting and sharing
g g
http://www.deborahschultz.com/ Amelia Torode… http://ameliatorode.typepad.com/

10. 9. Change will never be this slow again
“It is not the strongest of the species that survives, nor the
most intelligent. It is the one most adaptable to change”
“Our focus should not b on emerging t h l i b t on emerging cultural practices”
“O f h ld t be i technologies but i lt l ti ”
Henry Jenkins
http://little-people.blogspot.com/
Graeme Wood… http://graewood.blogspot.com/

11. 10. Measure and evaluate
We work in a commercial context – tracking, monitoring, analysis, measurement
“Not everything that can be counted counts, and not everything that counts can be counted.”
Albert Einstein
http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Asi Sharabi… http://no-mans-blog.com/

12. “Is this really about social media or has the pervasiveness of the internet merely
Is
revealed that the advertising emperor had no clothes and should have been
observing these ten principles all along?”
John Dodds
http://makemarketinghistory.blogspot.com/