If advertising is a firework,
then social media is a bonfire.<br />John V Willshire<br />Head of Innovation<br />PHD<br />

Just a way to help
think about the difference between social media and advertisingOr explain it to someone<br />

Advertising is like fireworks<br />http://www.flickr.com/photos/stage88/3228637838/sizes/o/<br
/>

http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/ <br />Fireworks are attention
grabbing beacons on steroids<br />

Good ones make you go
‘ooh’ and ‘aah’<br />ooooh<br />aaaaah<br />http://www.flickr.com/photos/chrisjones/60562951/sizes/l/<br />

They draw people in from
miles around<br />http://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/<br />

They’re prepackaged; just light a
firework and stand back<br />http://www.flickr.com/photos/epicfireworks/2829363989/<br />

Or get in the professionals<br
/>http://www.flickr.com/photos/alkiol/732074235/sizes/o/<br />

It’s so easy… EVERYONE is
doing it<br />http://www.flickr.com/photos/arnar/340888701/sizes/o/<br />

Just like advertising<br />

It’s the standard solution<br />http://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/<br
/>

http://www.flickr.com/photos/srivera/2799747313/<br />

Fireworks burn very brightly, but
die very quickly.<br />http://www.flickr.com/photos/barbarasworld/1308507724/<br />

You need to keep lighting
fireworks to keep folk interested<br />http://www.flickr.com/photos/epicfireworks/2848241812/sizes/o/<br />

Which is expensive<br />http://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/<br />

It’s an arms race<br />Bigger,<br
/>brighter,<br />louder,<br />MORE<br />

Bonfire night is not just
about the fireworks<br />(the clue is in the name)<br />http://www.flickr.com/photos/51035774131@N01/283224088/sizes/l/<br />

If advertising is a firework,
then social media is a bonfire.<br />http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/<br />

Two very different things<br />

Very different disciplines<br />

Building bonfires takes time…<br />http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/<br
/>

…and it takes time to
get good at building them<br />http://www.flickr.com/photos/jbhalper/3013369399/<br />

It might go out…<br />Keep
trying<br />http://www.flickr.com/photos/numuseum/533515920/sizes/l/<br />

Use whatever you have to
hand<br />http://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/<br />

It might be a bit
lonely at first<br />http://www.flickr.com/photos/inajeep/265544195/sizes/l/<br />

http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/<br />Then a few friends
gather round<br />

Then a few more<br />http://www.flickr.com/photos/bluearc21/2359336236/sizes/l/<br
/>

It’s where people like to
hang out and share<br />http://www.flickr.com/photos/78428166@N00/3679575777/sizes/l/<br />

Then, wonderfully……your friends start helping
out<br />http://www.flickr.com/photos/israluv/147458000/sizes/o/<br />

Because people like helping with
bonfires<br />http://www.flickr.com/photos/78428166@N00/3759200168/sizes/l/<br />

more friends, more wood, bigger
fire, more friends...<br />http://www.flickr.com/photos/mstreb/617462120/sizes/l/<br />

From a small start, you
can end up with something pretty amazing<br />http://www.flickr.com/photos/powi/2455460100/sizes/o/<br />

Just like social media<br />

So have advertising fireworks had
their day?<br />http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/<br />

In the long term… …we
don’t know<br />http://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/<br />

Right this moment… it’s not
either / or<br />It’s both<br />

If you have an amazing
bonfire already, use a few fireworks to bring folk to it<br />http://www.flickr.com/photos/clintjcl/3724362640/sizes/l/<br />

If your fireworks are great,
stop people disappearing by getting a good ol&apos; bonfire going<br />http://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/<br />

Just remember,remember…<br />http://www.flickr.com/photos/daverexwood/1874498701/<br />

Putting fireworks in bonfires isn’t
a great idea<br />

John V Willshire, PHD<br />@willsh<br
/>http://feedingthepuppy.typepad.com<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 />http://www.flickr.com/photos/gin_soak/1878526591/sizes/l/<br />