What Social Media Can Learn From #MadMen


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A trip into the worlds of John Hegarty and Don Draper in a quest to find out what Social Media Marketing can learn from great advertising.

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What Social Media Can Learn From #MadMen

  1. 1. What Can Social Learn from Mad Men?(Aside from smoking, drinking and treating women badly) Sept 2011 roger@contentandmotion.com @RogerWarner 1
  2. 2. Big Brand Ideas: Hardwired for Social • Part of Box Network Europe • Formed 2009 • 18 staff, and growing • 20 active clients • 25+ active programs and campaigns • All revenue is digital and majority is retained • One focus: SOCIAL Communications 2
  3. 3. “We drink because it’s what men do...” 3
  4. 4. About Mad Men • 1960+ • Madison Avenue (get it?) • Not much happens • Characters... • Drink • Womanise • Drink • Smoke (Pls Click) • Drink and smoke • What can we learn? 4
  5. 5. 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) 5
  6. 6. Me, 1988 • Charlton YTS Trainee apprentice • Key points: • Dashing • Slow • Career limiting hair do for a bone crunching centre half • Joined Margate FC 1990 • MargateFCHistory.com: ‘my interest in the game was dwindling by then...” • More interested in advertising than football 6
  7. 7. Advertising, 1980-ish • Nick Kamen’s butt in boxers and Levis (BBH, 1985) • Sales up 800% for 501s • British Airways (Saatchi & Saatchi, 1984) 7
  8. 8. Social Media, 2010 • (Sir) Brian Solis, Engage, 2010 • Houston, we have a problem... 8
  9. 9. Act #1: “The boffins had taken over...” 9
  10. 10. “Social media is complex”• Issue: most brands are ill equipped to communicate effectively on Social Media• Teams, processes, communications, content, campaigns and strategies all need re-wiring• This is a technical and a process challenge, not a creative challenge• Technology (and technology skills) are quickly learned, built and commoditised• i.e. a short term opportunity• Once the plumbing is done, then what? Maintenance contracts? 10
  11. 11. Plumbing and Wiring •To the left are some classic consultant charts •First goal is enablement (training, seminars, workshops, etc) to enable a higher call of duty •This is a training and consultancy exercise •Most brand comms people are smart - they get it. Brands are adapting fast with new roles, missions, etc to bake Social into the enterprise (comms, support, product development) •Where’s our value tomorrow...? 11
  12. 12. It’s Not About the Plumbing[On the introduction of TV advertising]The boffins had taken over - they couldbamboozle clients with all the technical jargonof this mind boggling new media. In the landof the blind, the one-eyed producer proved tobe king. And these one-eyed men - and theywere all men - were the kings of advertising.Until, that is, someone said ‘we need an idea.‘And then the one eyed producers were foundto be somewhat wanting... Hegarty 12
  13. 13. Act #2: “Never stop thinking like your audience...” 13
  14. 14. “Social Media is a conversation”• Goal: deliver consistent stream of comms• Success determined by how compelling, rewarding and relevant the brand is - as long term engagement, dialogue and support programs• Problem: competition not other nearby brands, but every other online activity between breakfast and bedtime - friends, family, and other smart engaging brands on Facebook• We can’t ALL be friends on Facebook!• Brands want conversations / ‘engagement’. People want.... what?• ...be careful not to lose the plot 14
  15. 15. Tactics • To the left is a classic consultant chart (an old one of ours) • Brands want to plot the audience on a neat map • A trap: real people don’t behave like this • What if the real world just doesn’t want to talk to you on Facebook? • Engage with that... 15
  16. 16. People Aren’t Dumb. You Are One. Think Like YouThe key to great marketing isnever to stop thinking likeyour audience... Understandingthe role your brand plays inpeople’s lives and knowinghow to make it more relevantis crucial... Hegarty 16
  17. 17. Act #3: “Ideas are everything...” 17
  18. 18. Chanel: WTF? (Pls Click)
  19. 19. “Authenticity is 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? 19
  20. 20. A Great Display Ad 20
  21. 21. It’s About the IdeasIdeas and stories are everything,otherwise advertising is justinformation.The trick is to make advertisinginteresting and relevant...Ultimately, it’s just common senseand a desire to excite people... Hegarty 21
  22. 22. Do I Entertain You? 22
  23. 23. Do I Relate to You? 23
  24. 24. Do You Like Me? 24
  25. 25. Would You Buy Me? 25
  26. 26. Would You Buy Me Now? 26
  27. 27. Act #4: “The opportunity has changed...” 27
  28. 28. The Opportunity...?• Messages that sell are great ideas, stories• But the playbook is static - TV, display, etc• Traditional advertising wins by attrition, repetition• Those with the best ideas and the deepest pockets win• Social doesn’t work that way - it’s a relationship, a dialogue• How do you deliver a great creative idea, via dialogue, 24x7, one to many?• Houston, we need re-wiring 28
  29. 29. Average Days 29
  30. 30. The Real ChangeThe value of a great ideahasn’t changed, but theopportunity to exploit ithas... Hegarty 30
  31. 31. Act #5: “This device is not a spaceship...” 31
  32. 32. Stories Sell (Pls Click) 32
  33. 33. Social Media = Earned Media EXPERTS! ADVICE! FREE!!!! 33
  34. 34. Excuse Me Mr Social, You’re On...Stories sellTechnology doesn’tIdeas are everythingHow to sustain creative value?We need to find some answersBefore our x2 Martini lunch gets eaten...by Mad Men (?) 34
  35. 35. The Next Google Update? IDEAS!The Timothy Dalton update - Itll just make everything more stylishand attractive. (@BobbyBeansprout)The Badling update - will burn to the ground anyone who doesntknow the difference between SEOs (belonging to the SEO) andSEOs (more than one SEO). (CrackAddictSEO)The Nortel update - it will only show search results for web siteswhich praise Android phones. (@ChrisDepper)The Pigeon update - after joking about PigeonRank in 2002,Google realises that Pigeons are actually quite good at determiningpage quality. (@MarkRocky) 35
  36. 36. buy!Thanks... e? iv ! at g re rin c i hroger@contentandmotion.com@RogerWarner 36