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

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