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.

1. Social
media
is
a
hype
and
adver4sing
sucks.
(or
how
social
media
is
changing
brand
communica4on)
April
12th
2010
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viralcommunica4on.nl

2. Let’s
start
with
the
adver4sing
part.
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3. I’m
crea4ve
director
at
IN10.
Crea4ve
&
digital
shop
located
in
RoHerdam.
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2010
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4. IN10.nl
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5. IN10.nl
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6. IN10.nl
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7. April
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hHp://gapingvoid.com

8. We’re
also
called
Adver4sing
agency
-­‐
New
style
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12th
2010
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9. Adver4sing
agency
-­‐
New
style
?
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2010
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10. April
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hHp://adsoLheworld.com

11. April
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viralcommunica4on.nl
Barbara
Kruger
on
hHp://buynowpaylater.wordpress.com

12. What’s
to
like
about
adver4sing?
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12th
2010
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viralcommunica4on.nl
Banksy
on
hHp://yayeveryday.com

13. (I’d
rather
not
be
in
adver4sing)
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12th
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14. I
understand
that
there
was
a
4me,
when
we
needed
commercial
messages.
Otherwise
we
wouldn’t
know
certain
products
even
existed.
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2010
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hHp://www.flickr.com/photos/clotho98/3704628418/

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hHp://www.geHyimages.com

16. Since
the
60’s
the
amount
of
brands
started
to
grow
rapidly
as
did
the
adver4sing
for
these
brands.
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2010
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hHp://www.flickr.com/photos/radarsmum67/3046575346

17. Today:
NO
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hHp://www.flickr.com/photos/iharsten/3672670228

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19. Internet
as
a
channel
where
people
listen
quietly.
Big
mistake.
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2010
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20. Delete
all
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12th
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viralcommunica4on.nl
hHp://www.flickr.com/photos/tonydemarco/46333099

21. Brands
are
less
important
to
us.
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2010
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viralcommunica4on.nl
hHp://www.flickr.com/photos/29969847@N05/3441788672/

22. What
about
social
media?
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2010
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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
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2010
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24. Hype?
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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.
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12th
2010
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viralcommunica4on.nl

27. We
love
it.
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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
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29. Our
space.
Like
a
favourite
city
or
even
a
bit
like
home.
April
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2010
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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
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viralcommunica4on.nl
hHp://mfayaz.deviantart.com/

31. And
they
should
be.
But,
on
our
terms.
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32. The
social
web
is
about
everyday
live,
rela4onships
and
human
behaviour.
Not
about
brands.
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33. Do
not
use
it
as
a
media-­‐channel;
it’s
not
about
aHen4on,
interrup4on
and
messaging.
It’s
not
only
about
you
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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
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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
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viralcommunica4on.nl
Mindmap
hHp://www.flickr.com/photos/vaxzine/172651123
/
Quote
Helge
Tennø

36. Yay
for
Mobile!
April
12th
2010
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hHp://www.flickr.com/photos/phil_needs/2337384558

37. Back
to
brands.
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2010
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38. Social
media
takes
4me
and
effort.
It
is
a
process.
April
12th
2010
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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viralcommunica4on.nl

52. Thank
You
:)
mynameise.com/nicolesanberg
@niexo
/
nicole@in10.nl
www.in10.nl
April
12th
2010
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viralcommunica4on.nl