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Advertising Fireworks, Social Bonfires
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Advertising Fireworks, Social Bonfires

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An analogy on the worlds of 'Advertising' and 'Social Media', and why the two are distinctly different things...

An analogy on the worlds of 'Advertising' and 'Social Media', and why the two are distinctly different things...

Published in: Business, Technology

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  • 1. If advertising is a firework, then social media is a bonfire.
    John V Willshire
    Head of Innovation
    PHD
  • 2. Just a way to help think about the difference between social media and advertisingOr explain it to someone
  • 3. Advertising is like fireworks
    http://www.flickr.com/photos/stage88/3228637838/sizes/o/
  • 4. http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/
    Fireworks are attention grabbing beacons on steroids
  • 5. Good ones make you go ‘ooh’ and ‘aah’
    ooooh
    aaaaah
    http://www.flickr.com/photos/chrisjones/60562951/sizes/l/
  • 6. They draw people in from miles around
    http://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/
  • 7. They’re prepackaged; just light a firework and stand back
    http://www.flickr.com/photos/epicfireworks/2829363989/
  • 8. Or get in the professionals
    http://www.flickr.com/photos/alkiol/732074235/sizes/o/
  • 9. It’s so easy… EVERYONE is doing it
    http://www.flickr.com/photos/arnar/340888701/sizes/o/
  • 10. Just like advertising
  • 11. It’s the standard solution
    http://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/
  • 12. http://www.flickr.com/photos/srivera/2799747313/
  • 13. Fireworks burn very brightly, but die very quickly.
    http://www.flickr.com/photos/barbarasworld/1308507724/
  • 14. You need to keep lighting fireworks to keep folk interested
    http://www.flickr.com/photos/epicfireworks/2848241812/sizes/o/
  • 15. Which is expensive
    http://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/
  • 16. It’s an arms race
    Bigger,
    brighter,
    louder,
    MORE
  • 17. Bonfire night is not just about the fireworks
    (the clue is in the name)
    http://www.flickr.com/photos/51035774131@N01/283224088/sizes/l/
  • 18. If advertising is a firework, then social media is a bonfire.
    http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/
  • 19. Two very different things
  • 20. Very different disciplines
  • 21. Building bonfires takes time…
    http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/
  • 22. …and it takes time to get good at building them
    http://www.flickr.com/photos/jbhalper/3013369399/
  • 23. It might go out…
    Keep trying
    http://www.flickr.com/photos/numuseum/533515920/sizes/l/
  • 24. Use whatever you have to hand
    http://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/
  • 25. It might be a bit lonely at first
    http://www.flickr.com/photos/inajeep/265544195/sizes/l/
  • 26. http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/
    Then a few friends gather round
  • 27. Then a few more
    http://www.flickr.com/photos/bluearc21/2359336236/sizes/l/
  • 28. It’s where people like to hang out and share
    http://www.flickr.com/photos/78428166@N00/3679575777/sizes/l/
  • 29. Then, wonderfully……your friends start helping out
    http://www.flickr.com/photos/israluv/147458000/sizes/o/
  • 30. Because people like helping with bonfires
    http://www.flickr.com/photos/78428166@N00/3759200168/sizes/l/
  • 31. more friends, more wood, bigger fire, more friends...
    http://www.flickr.com/photos/mstreb/617462120/sizes/l/
  • 32. From a small start, you can end up with something pretty amazing
    http://www.flickr.com/photos/powi/2455460100/sizes/o/
  • 33. Just like social media
  • 34. So have advertising fireworks had their day?
    http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/
  • 35. In the long term… …we don’t know
    http://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/
  • 36. Right this moment… it’s not either / or
    It’s both
  • 37. If you have an amazing bonfire already, use a few fireworks to bring folk to it
    http://www.flickr.com/photos/clintjcl/3724362640/sizes/l/
  • 38. If your fireworks are great, stop people disappearing by getting a good ol' bonfire going
    http://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
  • 39. Just remember,remember…
    http://www.flickr.com/photos/daverexwood/1874498701/
  • 40. Putting fireworks in bonfires isn’t a great idea
  • 41. John V Willshire, PHD
    @willsh
    http://feedingthepuppy.typepad.com
    Simon Kemp
    David Wilding
    Beth Williams
    Chris Stephenson
    Daniel Goodall
    Mat Riches
    Vijay Sankaran
    Thank you to…
    http://www.flickr.com/photos/gin_soak/1878526591/sizes/l/

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