Social media is a hype and advertising sucks.

Social media is a hype and adver4sing sucks. (or how social media is changing brand communica4on) April 12th 2010 | viralcommunica4on.nl

Let’s start with the adver4sing part. April 12th 2010 | viralcommunica4on.nl

I’m crea4ve director at IN10. Crea4ve & digital shop located in RoHerdam. April 12th 2010 | viralcommunica4on.nl

IN10.nl April 12th 2010 | viralcommunica4on.nl

April 12th 2010 | viralcommunica4on.nl hHp://gapingvoid.com

We’re also called Adver4sing agency -‐ New style April 12th 2010 | viralcommunica4on.nl

Adver4sing agency -‐ New style ? April 12th 2010 | viralcommunica4on.nl

April 12th 2010 | viralcommunica4on.nl hHp://adsoLheworld.com

April 12th 2010 | viralcommunica4on.nl Barbara Kruger on hHp://buynowpaylater.wordpress.com

What’s to like about adver4sing? April 12th 2010 | viralcommunica4on.nl Banksy on hHp://yayeveryday.com

(I’d rather not be in adver4sing) April 12th 2010 | viralcommunica4on.nl

I understand that there was a 4me, when we needed commercial messages. Otherwise we wouldn’t know certain products even existed. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/clotho98/3704628418/

April 12th 2010 | viralcommunica4on.nl hHp://www.geHyimages.com

Since the 60’s the amount of brands started to grow rapidly as did the adver4sing for these brands. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/radarsmum67/3046575346

Today: NO April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/iharsten/3672670228

April 12th 2010 | viralcommunica4on.nl

Internet as a channel where people listen quietly. Big mistake. April 12th 2010 | viralcommunica4on.nl

Delete all April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/tonydemarco/46333099

Brands are less important to us. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/29969847@N05/3441788672/

What about social media? April 12th 2010 | viralcommunica4on.nl

There are 15,740 Social Media Experts on TwiHer Using Tweepsearch to search bios on TwiHer proﬁles, blogger B. L. Ochman found there were 4,487 social media experts in May 2009. Today there are 15,740. April 12th 2010 | viralcommunica4on.nl

Hype? April 12th 2010 | viralcommunica4on.nl

April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/mcmo/2623598945

It was always meant to be social. But only in the last 10 to 5 years, we began seeing and using its poten4al and opportuni4es. April 12th 2010 | viralcommunica4on.nl

We love it. April 12th 2010 | viralcommunica4on.nl

To find inspira4on. To find knowledge. To find each other. To chat. To make friends. To meet. The whole world. To share. To document. To enjoy yourself. To create. To get a sense of the world. To learn. To mix. To remix. To shout. To have fun. To give. To exchange ideas. To be in control. April 12th 2010 | viralcommunica4on.nl

Our space. Like a favourite city or even a bit like home. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/boeke/171133628/

Since we all have a plaform where we can share what we care about with the world, brands also want to be part of this cool new space we’re in. Since every minute 13 hours of video is uploaded on YouTube, since we placed 4 000 000 000 photos on Flickr, since we spend 5 000 000 000 minutes per day on Facebook, since we shared 1000 000 000 pieces of content on Facebook. April 12th 2010 | viralcommunica4on.nl hHp://mfayaz.deviantart.com/

And they should be. But, on our terms. April 12th 2010 | viralcommunica4on.nl

The social web is about everyday live, rela4onships and human behaviour. Not about brands. April 12th 2010 | viralcommunica4on.nl

Do not use it as a media-‐channel; it’s not about aHen4on, interrup4on and messaging. It’s not only about you April 12th 2010 | viralcommunica4on.nl

Do not just push the send-‐buHon. Stop thinking adver4sing, ads and campaigns. Measuring in Gross Ra4ng Points? Change it into Social Interac4on Points. April 12th 2010 | viralcommunica4on.nl

“The web is not a des4na4on it is a SOCIAL OPERATING SYSTEM” In the next years the integra4on of diﬀerent networks will con4nue. One network or opera4ng system will emerge. Where technology behind the system will be less and less visible. April 12th 2010 | viralcommunica4on.nl Mindmap hHp://www.ﬂickr.com/photos/vaxzine/172651123 / Quote Helge Tennø

Yay for Mobile! April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/phil_needs/2337384558

Back to brands. April 12th 2010 | viralcommunica4on.nl

Social media takes 4me and eﬀort. It is a process. April 12th 2010 | viralcommunica4on.nl

OPEN UP and hand over control. The way a brand is seen in social media is not determined by a brand-‐manager, it’s determined by what people say about a brand. So you’d beHer listen carefully. And remember, they, people, are emo4onal creatures… April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/fotorita/sets/72157600013338042/

It’s not what you say you are, it’s what they say you are. April 12th 2010 | viralcommunica4on.nl

Join in by giving valuable ideas, insights, fun or service. But… do not just interrupt. It’s not just about you April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/brandoncwarren/4164759025

‘The best conversa4ons are ones where I know something you don’t and you know something I don’t. We share what’s new. Too bad this isn’t how most marke4ng and adver4sing works; marketers love conversa4ons (about their products).’ April 12th 2010 | viralcommunica4on.nl Quote by Bud Caddell

Change your organiza4on. Manage, direct or choreograph the conversa4on instead of your brand. Brand-‐mangers need to turn into community-‐ and conversa4on-‐managers. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/swisscan/1850486419/

Give us social currency. In order to survive, it’s important to give and facilitate. Serve us , make us feel signiﬁcant and make our experiences beHer. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/coun4ngphotons/3652675451

Content isn’t king. But rather if your content has room for us to engage, add, remix, improve and share. If your content let’s me create my own version of it. Help me make my story beHer. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/msjordankay/2925549489

Because peers’ endorsement s4ll maHers more. Don’t just tell me your story, give me tools and I will use it to tell my own story. By sharing, your brand-‐story will grow, get much more personal, spreadable and believable. April 12th 2010 | viralcommunica4on.nl Skydeckcartoons.com

Make beHer stuff, stuff that maHers. If your brand or product sucks, I’ll let you know so you can improve. April 12th 2010 | viralcommunica4on.nl hHp://www.flickr.com/photos/robsonbarista/4479054242

Provide service instead of messages. Service that makes life easier or more fun. Time, convenience, control and independence is what we need and want . April 12th 2010 | viralcommunica4on.nl Quote by Bud Caddell

Service will be more important than the brand. But we want brands to be ‘always-‐on’ and with us when we need them. Instant gra4ﬁca4on with instant (brand-‐)experience at the most relevant moment. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/dennisevers/1657016897

Service will become a part of our life and can change behaviour. And social media will really be the social opera4ng system that we all use in a natural way. April 12th 2010 | viralcommunica4on.nl hHp://www.ﬂickr.com/photos/grahamblackall/3107853787

Brand-‐communica4on in social media: Don’t try to sell me the same old junk in a new way. Use the social opera4ng system I am in, in a clever way or I will ignore you. Improve your stuff, so it fits in my life. Because your stuff maHers. Understand that it’s not about you. It’s about us. April 12th 2010 | viralcommunica4on.nl

Thank You :) mynameise.com/nicolesanberg @niexo / nicole@in10.nl www.in10.nl April 12th 2010 | viralcommunica4on.nl

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Social media is a hype and advertising sucks.

by Nicole Sanberg on Jun 07, 2010

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