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Advertising Fireworks, Social Bonfires

An analogy on the worlds of 'Advertising' and 'Social Media', and why the two are distinctly different things...

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Advertising Fireworks, Social Bonfires

  1. If advertising is a firework, then social media is a bonfire.<br />John V Willshire<br />Head of Innovation<br />PHD<br />
  2. Just a way to help think about the difference between social media and advertisingOr explain it to someone<br />
  3. Advertising is like fireworks<br /><br />
  4. <br />Fireworks are attention grabbing beacons on steroids<br />
  5. Good ones make you go ‘ooh’ and ‘aah’<br />ooooh<br />aaaaah<br /><br />
  6. They draw people in from miles around<br /><br />
  7. They’re prepackaged; just light a firework and stand back<br /><br />
  8. Or get in the professionals<br /><br />
  9. It’s so easy… EVERYONE is doing it<br /><br />
  10. Just like advertising<br />
  11. It’s the standard solution<br /><br />
  12.<br />
  13. Fireworks burn very brightly, but die very quickly.<br /><br />
  14. You need to keep lighting fireworks to keep folk interested<br /><br />
  15. Which is expensive<br /><br />
  16. It’s an arms race<br />Bigger,<br />brighter,<br />louder,<br />MORE<br />
  17. Bonfire night is not just about the fireworks<br />(the clue is in the name)<br /><br />
  18. If advertising is a firework, then social media is a bonfire.<br /><br />
  19. Two very different things<br />
  20. Very different disciplines<br />
  21. Building bonfires takes time…<br /><br />
  22. …and it takes time to get good at building them<br /><br />
  23. It might go out…<br />Keep trying<br /><br />
  24. Use whatever you have to hand<br /><br />
  25. It might be a bit lonely at first<br /><br />
  26.<br />Then a few friends gather round<br />
  27. Then a few more<br /><br />
  28. It’s where people like to hang out and share<br /><br />
  29. Then, wonderfully……your friends start helping out<br /><br />
  30. Because people like helping with bonfires<br /><br />
  31. more friends, more wood, bigger fire, more friends...<br /><br />
  32. From a small start, you can end up with something pretty amazing<br /><br />
  33. Just like social media<br />
  34. So have advertising fireworks had their day?<br /><br />
  35. In the long term… …we don’t know<br /><br />
  36. Right this moment… it’s not either / or<br />It’s both<br />
  37. If you have an amazing bonfire already, use a few fireworks to bring folk to it<br /><br />
  38. If your fireworks are great, stop people disappearing by getting a good ol&apos; bonfire going<br /><br />
  39. Just remember,remember…<br /><br />
  40. Putting fireworks in bonfires isn’t a great idea<br />
  41. John V Willshire, PHD<br />@willsh<br /><br />Simon Kemp<br />David Wilding<br />Beth Williams<br />Chris Stephenson<br />Daniel Goodall<br />Mat Riches<br />Vijay Sankaran<br />Thank you to…<br /><br />