Advertising Fireworks, Social Bonfires

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Advertising Fireworks, Social Bonfires - Presentation Transcript

  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/

+ John V WillshireJohn V Willshire, 3 months ago

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