0
#0 retweets: Things I hateabout digital advertising        By Michael Goldstein          strategist, nyc            @micke...
Since when did how becomemore important than what 	  
WHY DID AN OBSESSION WITH THESPREAD OF A MESSAGE OVERTAKE THE        MESSAGE ITSELF?                	  
why do people think thatsocial media platforms are magictricks to get people to love your             brand?
WHY are people treating Platforms like a        message not a medium ?                   	  
They are just platforms.Without great content, they       are nothing.
Everyone got really excited over this              tweet...
Many thought that if their brandjoined a conversation in a timely  manner they would be able toinfluence further conversat...
WRONG.	  
wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIRWEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO           CHAT AT THE RIGHT TIM...
wOULD YOU talk to your high school teacher about thetime you lost your virginity if he asked STRAIGHT away?!	  
Would you talk to a stranger about your darkest                    secrets ?	  
PROBABLY NOT!	  
But your nanna, a teacher and even astranger can all offer valuableconversation.......	                .........IT just ha...
Breaking down brand relevancy	  
It comes down to three cs:ContentContextconversation	  
Quick note!I define online conversation as the relevantintersection of context and content.                               ...
how did the famous Superbowl tweet use the                  3 C s?
THEY HAD GREAT CONTENT.(powered by the BRAND LOVE for Oreo)THE APPROPRIATE CONTEXT.(THE SUPERBOWL BLACKOUT)And AUTHENTIC C...
The lesson from Oreo s Superbowl tweet shouldhave been about how brands can use theirpersonality to comment in a relevant ...
INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING          OF brand TWEETS, NOT THE CONTENT OF TWEETS!	  
They even came up with a brand new buzzword:            REAL TIME MARKETING 	  
REAL TIME MARKETING did not go too well	  
Time for aTruth bomb.	  
JUST BECAUSE YOU join a conversation,	           even in real time DOES NOT MEAN        PEOPLE VAlUE WHAT YOU HAVE TO SAY....
Another way brands try to spread weak       messages is through incentivized word of mouth,	         or worse, a beg for r...
An incentivized piece of	         content is not only       inauthentic.....       It is advocacy prostitution ! 	  
Just because you give someonemonetary incentive to engage withyou does not mean they genuinely	  enjoy that engagement.......
Strong communication will	           always gain momentum,        regardless of platforms.
 
Chuck another shrimp	          on the barbie hit an        infectious cultural       friction that is a part       of pop ...
        HOW MANY ReTweetS DID IT GET?	  
        0 ReTweetS.	  
        0 retweets.	  
        0 retweets.	  
        0 retweets.	  
        0 retweets.	  
        0 retweets.	  
INFECTIOUS CONTENT IS NOT       CREATED JUST THROUGH	         CLEVER USE OF PLATFORMS.       iNFECTIOUS CONTENT IS       C...
             Thank you!         Any thoughts or feedback tweet                  @mickeyg77       chuck another email on th...
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Things I hate about digital advertising

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By Michael Goldstein, strategist, nyc
@mickeyg77

Published in: Technology
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Transcript of "Things I hate about digital advertising"

  1. 1. #0 retweets: Things I hateabout digital advertising By Michael Goldstein strategist, nyc @mickeyg77  
  2. 2. Since when did how becomemore important than what  
  3. 3. WHY DID AN OBSESSION WITH THESPREAD OF A MESSAGE OVERTAKE THE MESSAGE ITSELF?  
  4. 4. why do people think thatsocial media platforms are magictricks to get people to love your brand?
  5. 5. WHY are people treating Platforms like a message not a medium ?  
  6. 6. They are just platforms.Without great content, they are nothing.
  7. 7. Everyone got really excited over this tweet...
  8. 8. Many thought that if their brandjoined a conversation in a timely manner they would be able toinfluence further conversation and drive brand love.  
  9. 9. WRONG.  
  10. 10. wOULD YOUR FRIENDS LOVE TO TALK ABOUT THEIRWEEKEND ANTICS WITH YOUR NANNA IF SHE WANTED TO CHAT AT THE RIGHT TIME?   .  
  11. 11. wOULD YOU talk to your high school teacher about thetime you lost your virginity if he asked STRAIGHT away?!  
  12. 12. Would you talk to a stranger about your darkest secrets ?  
  13. 13. PROBABLY NOT!  
  14. 14. But your nanna, a teacher and even astranger can all offer valuableconversation.......   .........IT just has to be RELEVANT  
  15. 15. Breaking down brand relevancy  
  16. 16. It comes down to three cs:ContentContextconversation  
  17. 17. Quick note!I define online conversation as the relevantintersection of context and content. CONVERSATION   RELEVANCY   context   content  
  18. 18. how did the famous Superbowl tweet use the 3 C s?
  19. 19. THEY HAD GREAT CONTENT.(powered by the BRAND LOVE for Oreo)THE APPROPRIATE CONTEXT.(THE SUPERBOWL BLACKOUT)And AUTHENTIC CONVERSATION.(the relevant intersection of context andcontent)  
  20. 20. The lesson from Oreo s Superbowl tweet shouldhave been about how brands can use theirpersonality to comment in a relevant fashion oncurrent events.
  21. 21. INSTEAD, EVERYONE BECAME OBSESSED WITH THE TIMING OF brand TWEETS, NOT THE CONTENT OF TWEETS!  
  22. 22. They even came up with a brand new buzzword: REAL TIME MARKETING  
  23. 23. REAL TIME MARKETING did not go too well  
  24. 24. Time for aTruth bomb.  
  25. 25. JUST BECAUSE YOU join a conversation,   even in real time DOES NOT MEAN PEOPLE VAlUE WHAT YOU HAVE TO SAY.  
  26. 26. Another way brands try to spread weak messages is through incentivized word of mouth,   or worse, a beg for retweets or other forms of engagement.
  27. 27. An incentivized piece of   content is not only inauthentic..... It is advocacy prostitution !  
  28. 28. Just because you give someonemonetary incentive to engage withyou does not mean they genuinely  enjoy that engagement.....  advocacyprostitution.  
  29. 29. Strong communication will   always gain momentum, regardless of platforms.
  30. 30.  
  31. 31. Chuck another shrimp   on the barbie hit an infectious cultural friction that is a part of pop culture today.
  32. 32.   HOW MANY ReTweetS DID IT GET?  
  33. 33.   0 ReTweetS.  
  34. 34.   0 retweets.  
  35. 35.   0 retweets.  
  36. 36.   0 retweets.  
  37. 37.   0 retweets.  
  38. 38.   0 retweets.  
  39. 39. INFECTIOUS CONTENT IS NOT CREATED JUST THROUGH   CLEVER USE OF PLATFORMS. iNFECTIOUS CONTENT IS CREATED BY INFECTIOUS CONTENT.  
  40. 40.   Thank you! Any thoughts or feedback tweet @mickeyg77 chuck another email on the internet ‒ michaeldgoldstein77@gmail.com
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