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Things I hate about digital advertising
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Things I hate about digital advertising

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By Michael Goldstein, strategist, nyc …

By Michael Goldstein, strategist, nyc
@mickeyg77

Published in: Technology

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