Brands and 2.0 - proceed with caution

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A collection of slides about the relationship between brands and the wonderful world of 2.0

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Brands and 2.0 - proceed with caution

  1. 1. Brands and 2.0 Proceed with caution
  2. 2. Brands and blogging don’t enjoy a marriage made in heaven
  3. 3. Blogging changes the writer’s behaviour more than it changes the readers’ behaviour
  4. 4. If your brand is going to blog you need to understand what you want to change about it
  5. 5. This is uncomfortable because brands usually like changing consumer behaviour not the other way round
  6. 6. There are no ‘old’ or ‘new’ media – there are communications media and social media
  7. 7. Communications media are the natural habitat of brands
  8. 8. Their use of social media is problematic
  9. 9. Social media demand that you trade control for influence
  10. 10. Unless brands are happy with this they should stay out of social media
  11. 11. Just use it to listen to the conversation
  12. 12. Social media is all about conversation
  13. 13. Brands only have a role if they can make the conversation more interesting
  14. 14. Advertising can’t succeed against the conversation but it can influence and contribute to the conversation
  15. 15. The social media gurus bang on about the stupidity of advertising but really it is a criticism of media
  16. 16. Creative agencies must free themselves from media - they are content creation companies
  17. 17. And increasingly content co-creation companies
  18. 18. Media neutrality must mean just that – we shouldn’t care where our content appears
  19. 19. Maybe media agnostic would be a better term
  20. 20. Media is only interesting as content distribution vehicle. And increasingly it will be free to use.
  21. 21. Social media can’t be measured so lets stop trying
  22. 22. We have to get comfortable with managing the immeasurable
  23. 23. Lets face it the truth is that all good advertising is a leap of faith
  24. 24. Only poor advertising is predictable

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