If advertising is a firework, then social media is a bonfire.John V WillshireHead of InnovationPHD

Just a way to help think about the difference between social media and advertisingOr explain it to someone

Advertising is like fireworkshttp://www.flickr.com/photos/stage88/3228637838/sizes/o/

http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/ Fireworks are attention grabbing beacons on steroids

Good ones make you go ‘ooh’ and ‘aah’oooohaaaaahhttp://www.flickr.com/photos/chrisjones/60562951/sizes/l/

They draw people in from miles aroundhttp://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/

They’re prepackaged; just light a firework and stand backhttp://www.flickr.com/photos/epicfireworks/2829363989/

Or get in the professionalshttp://www.flickr.com/photos/alkiol/732074235/sizes/o/

It’s so easy… EVERYONE is doing ithttp://www.flickr.com/photos/arnar/340888701/sizes/o/

Just like advertising

It’s the standard solutionhttp://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/

http://www.flickr.com/photos/srivera/2799747313/

Fireworks burn very brightly, but die very quickly.http://www.flickr.com/photos/barbarasworld/1308507724/

You need to keep lighting fireworks to keep folk interestedhttp://www.flickr.com/photos/epicfireworks/2848241812/sizes/o/

Which is expensivehttp://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/

It’s an arms raceBigger,brighter,louder,MORE

Bonfire night is not just about the fireworks(the clue is in the name)http://www.flickr.com/photos/51035774131@N01/283224088/sizes/l/

If advertising is a firework, then social media is a bonfire.http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/

Two very different things

Very different disciplines

Building bonfires takes time…http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/

…and it takes time to get good at building themhttp://www.flickr.com/photos/jbhalper/3013369399/

It might go out…Keep tryinghttp://www.flickr.com/photos/numuseum/533515920/sizes/l/

Use whatever you have to handhttp://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/

It might be a bit lonely at firsthttp://www.flickr.com/photos/inajeep/265544195/sizes/l/

http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/Then a few friends gather round

Then a few morehttp://www.flickr.com/photos/bluearc21/2359336236/sizes/l/

It’s where people like to hang out and sharehttp://www.flickr.com/photos/78428166@N00/3679575777/sizes/l/

Then, wonderfully……your friends start helping outhttp://www.flickr.com/photos/israluv/147458000/sizes/o/

Because people like helping with bonfireshttp://www.flickr.com/photos/78428166@N00/3759200168/sizes/l/

more friends, more wood, bigger fire, more friends...http://www.flickr.com/photos/mstreb/617462120/sizes/l/

From a small start, you can end up with something pretty amazinghttp://www.flickr.com/photos/powi/2455460100/sizes/o/

Just like social media

So have advertising fireworks had their day?http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/

In the long term… …we don’t knowhttp://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/

Right this moment… it’s not either / orIt’s both

If you have an amazing bonfire already, use a few fireworks to bring folk to ithttp://www.flickr.com/photos/clintjcl/3724362640/sizes/l/

If your fireworks are great, stop people disappearing by getting a good ol' bonfire goinghttp://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/

Just remember,remember…http://www.flickr.com/photos/daverexwood/1874498701/

Putting fireworks in bonfires isn’t a great idea

John V Willshire, PHD@willshhttp://feedingthepuppy.typepad.comSimon KempDavid WildingBeth WilliamsChris StephensonDaniel GoodallMat RichesVijay SankaranThank you to…http://www.flickr.com/photos/gin_soak/1878526591/sizes/l/