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Why Traditional Ad Models will not work in social networks (and what will...)

by david cushman

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Quick graphical represenation of why traditional ad models won't work and how messages which are allowed to evolve are better suited to survival in this group-forming environment

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Why Traditional Ad Models will not work in social networks (and what will...) Presentation Transcript

Why traditional ad models won’t work in social networks ( and what will ) David Cushman fasterfuture.blogspot.com David Cushman FasterFuture.blogspot.com

THE STAGE Scale = audience = where the eyeballs have gone Message broadcast at audience David Cushman FasterFuture.blogspot.com

THE STAGE But in social networks the broadcast message doesn’t arrive David Cushman FasterFuture.blogspot.com

They aren’t looking at The Stage. They are looking at each other Scale = lots of communities of purpose = where the eyeballs are focused David Cushman FasterFuture.blogspot.com

They share messages among

their groups.

They adapt them to suit their groups.

They make the message theirs

We share what we think is cool with people who (we think) will think its cool , too David Cushman FasterFuture.blogspot.com

The groups are not fixed (adhoc).

The message spreads when the

groups reform around a new purpose

Users select what they think is cool (has utility) to take with them on their journey David Cushman FasterFuture.blogspot.com

Participants adapt the message to suit the group they wish to share it with The people best-placed to adapt the message are in the group, not on the stage David Cushman FasterFuture.blogspot.com

And so it continues; the message evolving to survive. Or it dies out. We share what we think is cool. That which we co-create, we embrace David Cushman FasterFuture.blogspot.com

They aren’t your groups, they are theirs. They aren’t your messages, they are theirs Marketing is not done to them, it is done by them David Cushman FasterFuture.blogspot.com

More: http://fasterfuture.blogspot.com Communities of purpose are the business units of the 21 st century http://www.scribd.com/doc/2565589/Communities-of-Purpose-are-the-business-units-of-the-21st-Century?ga_uploads=1 We are all publishers now (and why that means we are all advertisers, too http://fasterfuture.blogspot.com/2008/06/were-all-publishers-now-my-presentation.html To advertisers: Stop targeting and start broadcasting ( http://fasterfuture.blogspot.com/2008/06/to-advertisers-stop-targeting-start.html ) Recommendation, it’s all in the mind – theirs not yours. http://fasterfuture.blogspot.com/2008/06/recommendation-its-all-in-mind-theirs.html David Cushman FasterFuture.blogspot.com

Thoamas Lee 이찬진, 대표 at 엠퍼니인터랙티브(주) good ppt 2 years ago

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biraja swain, Consultant at OMD Digital Great presentation Dave.....very crisp and lucid!!! 4 years ago

Graham Bennett, Training & Development Specialist at GGB Bearing Technology Enjoyed this very effective presentation - Great job!! 4 years ago

david cushman, Strategy Partner at TheSocialPartners.com, London If you enjoy the slidedeck, can I recommend the following books by way of further/deeper explanation (as well as the links to my blog):
1. Here Comes Everybody: http://www.amazon.co.uk/Here-Comes-Everybody-Organizing-Organizations/dp/0713999896?&camp=2486&creative=10522&linkCode=waf&tag=coincidence-21

2. Herd: http://www.amazon.co.uk/Herd-Change-Behaviour-Harnessing-Nature/dp/0470060360?&camp=2486&creative=10522&linkCode=waf&tag=coincidence-21

3. Everything is Miscellaneous: http://www.amazon.co.uk/Everything-Miscellaneous-Power-Digital-Disorder/dp/0805080430?&camp=2486&creative=10522&linkCode=waf&tag=coincidence-21 4 years ago

david cushman, Strategy Partner at TheSocialPartners.com, London thank you so very much for th ekind words and support 4 years ago

Meryl3 Well done. You've made it to to the 'other side' of complexity.

Twitter Meryl333 4 years ago

Amit Ranjan, CoFounder at SlideShare this is an awesome preso... gets the point across really well... 4 years ago