Social media is a hype and advertising sucks.

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Social media is a hype and advertising sucks.
(or how social media is changing brand communication)

This is a talk I gave at the Piet Zwart Institute in Rotterdam last April about social media and advertising.

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Social media is a hype and advertising sucks.

  1. Social  media  is  a  hype   and  adver4sing  sucks.   (or  how  social  media  is  changing  brand  communica4on)   April  12th  2010    |    viralcommunica4on.nl  
  2. Let’s  start  with     the  adver4sing  part.   April  12th  2010    |    viralcommunica4on.nl  
  3. I’m  crea4ve  director  at  IN10.   Crea4ve  &  digital  shop  located     in  RoHerdam.   April  12th  2010    |    viralcommunica4on.nl  
  4. IN10.nl   April  12th  2010    |    viralcommunica4on.nl  
  5. IN10.nl   April  12th  2010    |    viralcommunica4on.nl  
  6. IN10.nl   April  12th  2010    |    viralcommunica4on.nl  
  7. April  12th  2010    |    viralcommunica4on.nl   hHp://gapingvoid.com  
  8. We’re  also  called   Adver4sing  agency     -­‐  New  style   April  12th  2010    |    viralcommunica4on.nl  
  9. Adver4sing  agency     -­‐  New  style  ?   April  12th  2010    |    viralcommunica4on.nl  
  10. April  12th  2010    |    viralcommunica4on.nl   hHp://adsoLheworld.com  
  11. April  12th  2010    |    viralcommunica4on.nl   Barbara  Kruger  on  hHp://buynowpaylater.wordpress.com  
  12. What’s  to  like  about  adver4sing?   April  12th  2010    |    viralcommunica4on.nl   Banksy  on  hHp://yayeveryday.com  
  13. (I’d  rather  not   be  in  adver4sing)   April  12th  2010    |    viralcommunica4on.nl  
  14. 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/  
  15. April  12th  2010    |    viralcommunica4on.nl   hHp://www.geHyimages.com  
  16. 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  
  17. Today:  NO   April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/iharsten/3672670228  
  18. April  12th  2010    |    viralcommunica4on.nl  
  19. Internet  as  a  channel  where   people  listen  quietly.   Big  mistake.   April  12th  2010    |    viralcommunica4on.nl  
  20. Delete  all   April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/tonydemarco/46333099  
  21. Brands  are  less  important  to  us.   April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/29969847@N05/3441788672/  
  22. What  about     social  media?   April  12th  2010    |    viralcommunica4on.nl  
  23. 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  
  24. Hype?   April  12th  2010    |    viralcommunica4on.nl  
  25. April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/mcmo/2623598945  
  26. 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  
  27. We  love  it.   April  12th  2010    |    viralcommunica4on.nl  
  28. 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  
  29. Our  space.  Like  a  favourite  city     or  even  a  bit  like  home.   April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/boeke/171133628/  
  30. 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/  
  31. And  they  should  be.     But,  on  our  terms.   April  12th  2010    |    viralcommunica4on.nl  
  32. The  social  web  is  about  everyday   live,  rela4onships  and  human   behaviour.  Not  about  brands.   April  12th  2010    |    viralcommunica4on.nl  
  33. 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  
  34. 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  
  35. “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  
  36. Yay  for  Mobile!   April  12th  2010    |    viralcommunica4on.nl   hHp://www.flickr.com/photos/phil_needs/2337384558  
  37. Back  to  brands.   April  12th  2010    |    viralcommunica4on.nl  
  38. Social  media  takes  4me  and   effort.  It  is  a  process.   April  12th  2010    |    viralcommunica4on.nl  
  39. 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/  
  40. It’s  not  what  you  say  you  are,     it’s  what  they  say  you  are.   April  12th  2010    |    viralcommunica4on.nl  
  41. 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  
  42. ‘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    
  43. 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/  
  44. 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  
  45. 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  
  46. 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  
  47. 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  
  48. 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    
  49. 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  
  50. 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  
  51. 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  
  52. Thank   You  :)   mynameise.com/nicolesanberg   @niexo  /  nicole@in10.nl   www.in10.nl   April  12th  2010    |    viralcommunica4on.nl  

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