What Facebook Can Learn from Mad MenIN DEFENCE OF IDEAS AND DON DRAPERFacebook Developer Garage21st March 2012@RogerWarner...
We Are...  In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.  Specialist: 10...
About Mad Men                          •   1960+                          •   Madison Avenue (get it?)                    ...
Our Advertising Man, 1982                                   • John Hegarty                            buy!   • Co-Founder ...
“Never stop thinking like your audience...”                                              5
Social Media, 2010, 2011, 2012    • (Sir) Brian Solis, Engage, 2010    • Houston, we have a problem...                    ...
It’s Not About the Plumbing  [On the introduction of TV advertising]  The boffins had taken over - they could  bamboozle c...
What People Want8                  @RogerWarner / @ContentMotion
People Thinking  The key to great marketing is  never to stop thinking like  your audience... Understanding  the role your...
“Ideas are everything...”                            10
Chanel, Levis (Flat Eric): WTF?                   (Click)                                                                 ...
“Authenticity is, um, the Key”  • Goal: be transparent, human, real, true  • But people buy brands: diamonds, Audi, Levis,...
Ideas, Ideas, Ideas  Ideas and stories are everything,  otherwise advertising is just  information.  The trick is to make ...
“The opportunity has changed...”                                   14
Real Change  The value of a great idea  hasn’t changed, but the  opportunity to exploit it  has...                     Heg...
The Power of THE ZUCK
17
The Power of the Verb - Putting People in the Product        Shave         WANT         Wish         Vote         GIVE!   ...
F**k These Words...  Curation  Co-Creation  Adprovising  Co-Co-Co-Curation  Liquid Content  Spreadable Media  Co-Co-Co-Co-...
Respect this Man...                                                      20                      @RogerWarner / @ContentMo...
The Creative Mission...      Create joy and value - not by shouts or bribes, but by getting      inside people’s heads (an...
?                     ve               e                   i                 at g!      buy!             cr i r i nThank Y...
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In Defence of Ideas and Draper: What Facebook Can Learn from Mad Men

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Presentation for London Facebook Developer Garage, 21.03.12.

SHOCK OF THE OLD!

A reflection on the value of ideas, the will of the people and the need for better creative(s).

Published in: Business, Technology
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In Defence of Ideas and Draper: What Facebook Can Learn from Mad Men

  1. 1. What Facebook Can Learn from Mad MenIN DEFENCE OF IDEAS AND DON DRAPERFacebook Developer Garage21st March 2012@RogerWarner@ContentMotiongetintouch@contentandmotion.comwww.contentandmotion.co.uk
  2. 2. We Are... In the Box: founding partner of Europe’s first (and only) independent Social PR agency network. Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out. Focused: boutique, 15 people, organised around one discipline: Social PR Engagement. Up for it: very. Good at it: see below... Average Monthly TomTom Brand Mentions Volume of TomTom Facebook Fans 90,000 90,000 80,000 80,000 70,000 60,000 70,000 60,000 900%+ growth 50,000 50,000 40,000 40,000 30,000 30,000 200%+ mentions 20,000 10,000 20,000 10,000 - Q1 Q2 Q3 Q4 - 5m+ views, month #1 1 1 1 1 1 1 1 11 11 11 11 11 1 -1 r-1 -1 l-1 -1 -1 n- b- n- g- p- c- ar ay ct ov Ju Ap De Ja Ju Au Fe Se M O M N Mentions Fans 2 @RogerWarner / @ContentMotion
  3. 3. About Mad Men • 1960+ • Madison Avenue (get it?) • Not much happens • Characters... • Drink • Womanise • Drink • Smoke (Click) • Drink and smoke • What can we learn? 3 @RogerWarner / @ContentMotion
  4. 4. Our Advertising Man, 1982 • John Hegarty buy! • Co-Founder of Bartle, Bogle, Hegarty • Author of Hegarty on Advertising • Pioneers of modern advertising (esp TV) • Founded 1982 • Levis, Audi, Lynx (Axe) 4 @RogerWarner / @ContentMotion
  5. 5. “Never stop thinking like your audience...” 5
  6. 6. Social Media, 2010, 2011, 2012 • (Sir) Brian Solis, Engage, 2010 • Houston, we have a problem... @RogerWarner / @ContentMotion 6
  7. 7. It’s Not About the Plumbing [On the introduction of TV advertising] The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting... Hegarty 7 @RogerWarner / @ContentMotion
  8. 8. What People Want8 @RogerWarner / @ContentMotion
  9. 9. People Thinking The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial... Hegarty 9 @RogerWarner / @ContentMotion
  10. 10. “Ideas are everything...” 10
  11. 11. Chanel, Levis (Flat Eric): WTF? (Click) 11 @RogerWarner / @ContentMotion
  12. 12. “Authenticity is, um, the Key” • Goal: be transparent, human, real, true • But people buy brands: diamonds, Audi, Levis, etc • Facebook: “Hey guys, what did you do this weekend?” • Problem: lack of charisma is fatal / we can all play that game • Problem: what magic is there to aspire to? • What makes a brand in this environment? • Brands are different now. 24x7, always on, support as marketing, marketing as support. How do we turn that into magic? 12 @RogerWarner / @ContentMotion
  13. 13. Ideas, Ideas, Ideas Ideas and stories are everything, otherwise advertising is just information. The trick is to make advertising interesting and relevant... Ultimately, it’s just common sense and a desire to excite people... Hegarty 13 @RogerWarner / @ContentMotion
  14. 14. “The opportunity has changed...” 14
  15. 15. Real Change The value of a great idea hasn’t changed, but the opportunity to exploit it has... Hegarty 15 @RogerWarner / @ContentMotion
  16. 16. The Power of THE ZUCK
  17. 17. 17
  18. 18. The Power of the Verb - Putting People in the Product Shave WANT Wish Vote GIVE! Smile 18 @RogerWarner / @ContentMotion
  19. 19. F**k These Words... Curation Co-Creation Adprovising Co-Co-Co-Curation Liquid Content Spreadable Media Co-Co-Co-Co-Co-Creation TransMediaStorytelling Unit 19 @RogerWarner / @ContentMotion
  20. 20. Respect this Man... 20 @RogerWarner / @ContentMotion
  21. 21. The Creative Mission... Create joy and value - not by shouts or bribes, but by getting inside people’s heads (and shoes) and giving them great value - by enabling them to give to and share with one another. This is the core dynamic of great Social comms - helping people be benefactors, storytellers, sages, entertainers and more... allowing them to create personal kudos. Think Social Capital. These are the ideas that matter. (Big ideas are not dead - we just need GOOD IDEAS, fit for social.) 21 @RogerWarner / @ContentMotion
  22. 22. ? ve e i at g! buy! cr i r i nThank You! h

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