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Neil Perkin's presentation from IPA Social Oct 09

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Neil Perkin's presentation from the IPA Social event, 6th October 2009

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Neil Perkin's presentation from IPA Social Oct 09

  1. 1. #IPASocial 10 Conversation Starters… (not the 10 commandments) http://www.ipa.co.uk/Content/IPA-Social http://www.neilperkin.typepad.com/
  2. 2. 1. People not consumers “We’ve come to view the economic aspects of the people who buy your stuff as being the-people-who-buy-your more interesting and important than the other (more interesting) things… …so we’ve got to get human. Human scale. Human-interested. Human-kind. Helping the people-who-buy-stuff do what they do best – like interact with other humans http://en.wikipedia.org/wiki/Barbara_Kruger Mark Earls… http://herd.typepad.com/
  3. 3. 2. Social agenda not business agenda Business agenda = profit profit. Social agenda = actions, behaviours, technologies that allow them to share, connect, interact, learn, love, have fun Le’Nise Brothers… http://lenisebrothers.com/
  4. 4. 3. Continuous conversation not campaigning http://www.flickr.com/photos/bananajagal/ "If advertising is a firework – attention grabbing, burns brightly, dies quickly - social media is a bonfire; slow to start, collaborative to build, then gets bigger and brighter..." John Willshire… http://feedingthepuppy.typepad.com/
  5. 5. 4. Long term impacts not quick fixes Relationships require building, so rather than short-term ROI, you need to take a longer-term view "You can’t make friends and ask to borrow money in the same breath — you will fail at both. Relationships must come before sales” Faris Yakob… http://farisyakob.typepad.com/ http://www.flickr.com/photos/jryle79/
  6. 6. 5. Marketing with people not to people People aren’t receptacles waiting eagerly for your advertising message…from involving people…to inviting participation...to simply listening – being interested is as important as being interesting http://www.flickr.com/photos/timothyschenck/ Katy Lindemann… http://www.katylindemann.com/
  7. 7. http://www.flickr.com/photos/virtualsugar/ 6. Being authentic not persuasive Customers are empowered, well-informed, connected. C t d ll i f d t d "Social marketing earns, not buys attention so have an opinion, be true to what you say, be of value, be open - above all be human” Neil Perkin… http://www.neilperkin.typepad.com/
  8. 8. 7. Perpetual beta “Striving to be right first time is no longer acceptable. It means you're not willing to listen.” People are very forgiving if they feel they are being listened to http://www.flickr.com/photos/russelldavies/ Jamie Coomber… http://www.freshenmeup.com/
  9. 9. 8. Technology changes, people don't Technology changes but the fundamentals changes, of human nature remain constant. Social Media is merely the platform for connecting and sharing g g http://www.deborahschultz.com/ Amelia Torode… http://ameliatorode.typepad.com/
  10. 10. 9. Change will never be this slow again “It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change” “Our focus should not b on emerging t h l i b t on emerging cultural practices” “O f h ld t be i technologies but i lt l ti ” Henry Jenkins http://little-people.blogspot.com/ Graeme Wood… http://graewood.blogspot.com/
  11. 11. 10. Measure and evaluate We work in a commercial context – tracking, monitoring, analysis, measurement “Not everything that can be counted counts, and not everything that counts can be counted.” Albert Einstein http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html Asi Sharabi… http://no-mans-blog.com/
  12. 12. “Is this really about social media or has the pervasiveness of the internet merely Is revealed that the advertising emperor had no clothes and should have been observing these ten principles all along?” John Dodds http://makemarketinghistory.blogspot.com/

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