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Social Media and the Future of Advertising | Daniel Lee, Euro RSCG | iStrategy Singapore 2010

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Social Media and the Future of Advertising | Daniel Lee, Euro RSCG | iStrategy Singapore 2010

  1. 1. Social Media And the Future of Advertising December 2nd 2010, Singapore Daniel Lee, Regional Digital Director SEASoMe The Money! SoMe Expert social media strategy
  2. 2. Behold the new shiny toy!
  3. 3. What changed? !"#$%&(% )$$*%+%% ,"-./(01%*$2% 3.44"%35"6$7 !"#$%&()#*)#%()#+,-.%/0.&1+#,$/"# &2)#&)-2$,/,3"#%$4#-,$$)-56.&"# &2%&#2%+#-2%$3)4Social interactions went digitaland got pumped 7879:;##<8=>?7@=<:8A# B<;<=79#<8=>?7@=<:8A B.I-/&#&,#J%$5E" K.+.L/)#%$4#H,+&/"#H)%+(%L/) 9.H.&)4#()%-2 !,(4)(/)++ 9.6)+#E,(#%$#.$+&%$& <&#/.6)+#,$#C%$4#,$D 7&#&2)#+G))4#,E#-,$6)(+%5,$ =2)#+G))4#,E#/.32& =2)##)FG)(.)$-)#,E#%$#.$4.6.4%/ =2)#*.+4,H#,E#-(,*4+
  4. 4. 3 Shifts for thepost-crisis world of marketing
  5. 5. 1. The New World of Marketing is not social* *because its always has been 9Massive Impact of Social Media
  6. 6. The Old World of Marketing Was Linear !(%$4 @,$+H)(Social Media Has DramaticallyChanged That !(%$4 >HG/,")) M(,+H)( @,$+H)(
  7. 7. Source: BRAND REPUBLIC, November 16, 2009A digital brand experienceSource: BRAND REPUBLIC, November 16, 2009
  8. 8. 2. The New World of Marketing is Open-SourceOpen Source? N%-./.&%&)#&2)# .4)%O#",#4,$1&# 2%6)#&,#,*$#.&#,(# -,$&(,/#.&!"#$%&()*+(*,-&*./,/$&*+0*1+%&*0&23*4(15*,-&*160&$0*7+11*-#8&*,6*9#5*.6$*+,3! Jon Bond Co-Founder Kirshenbaum Bond Senecal + Partners
  9. 9. Dan Carter – All Blackrugby player Pete Postlewaite - Actor
  10. 10. Blue-chip brands supporting thecampaign around the worldGreenpeace ‘tck’ on Beijing main gate
  11. 11. 90 Days To CopenhagenBike Tour from Southeast AsiaSchool children outside theUnited Nations in Bangkok
  12. 12. Advert produced by Y&R Brazilto support the campaignOxfam event at London Aquarium
  13. 13. Jakarta, joint Campaign between Oxfam,WWF and GreenpeaceIn Total Over 17 Million climate Allies
  14. 14. 3. The New World of Marketing is more human
  15. 15. What if brands behaved more like people? @,HG%$.)+#&%/Q#4,*$#&,#G),G/) M),G/)#&%/Q#&,#)%-2#,&2)( @,HG%$.)+#%()#3())4" M),G/)#%()#3)$)(,+ @,HG%$.)+#E,//,*#G(,-)++)+ M),G/)#%()#P)F.L/)#%$4#%4%G&%L/) @,HG%$.)+#%()#,G%J) M),G/)#6%/)#&(%$+G%()$-" @,HG%$.)+#%42)()#&,#-%/)$4%(+ M),G/)#.$&)(%-&#.$#()%/#5H)Being human can be a brand built on asingle personality 89:;<=%/.55.*%)(0.*$00%.*%>%&$"?0@%*% "%A(*B"C*%A%06."5%/$B."
  16. 16. Or built on an army of volunteers onsocial media as a service channel D?"*B%.0%$-3$?.$*6$B%)&%/?$%+E"*% F(0+%"B#$?C0.*GBeing human is fun (where relevant) H"3310%6(5+(?$%"*B%0$?#.6$%.0% 5$G$*B"?&@%?$.*A?6$B%)&%06."5%/$B."
  17. 17. Being human and having personalityalone is not enough @,HG)&)$&#4)/.6)("%.0%0C55% IJ@%)(+%$#$?&%$BG$%.0% #"5(")5$Being human can be creating a causeto believe in
  18. 18. Being human means creativityfor big ideas for a better futureKLE$0$%3$35$%"?$%+E$%+&3$% A%6/3"*&%*$%B"&%2$% 2"*+%+%)$6/$M L$-%N(**.*G N5)"5%OPQ%:(5(-%RS4*)$5
  19. 19. Social Media and the Future of Advertising A,-.%/#H)4.%#.+#G%(&# ,E#&2)#L(%$4## )FG)(.)$-) :G)$#+,(-)#&2)# !)#H,()#2H%$ .4)%+ Thank You @danlee888 @eurorscg
  20. 20. Q&A

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