Social Media has become the ultimate shiny object. While it is a powerful tool, the focus is so intense that too much of the work we see is devoid of strategy, planning. We must consider social media as part of the marketing mix. Lastly, as the pace of change increases, we need to remind ourselves of the fundamentals of good advertising and marketing more frequently.

1. A Social Media Wake-Up Call

2. Paul Magnani
SVP Digital Strategy
Chemistry
www.visitthelab.com

3. We Are Here
Social Media
X
Gartner Hype Scale

4. It’s easy to see how we got here.

5. “ If you aren’t
using social
“ You no longer
media now,
control your
y ou’re probably
brand”
too late”
“The death of
advertising”
And social media tunnel vision results.

6. The hype has had an effect. Like a stampede,
participation in Social Media is often action
without thought. Starting a Facebook page is too
often the strategy.

7. The hype also drives tunnel-vision. Social
Media is the only topic in too many strategy
discussions. Everything else is forgotten.

8. This at a time when a broader
perspective is more important than
ever.

9. There is no doubt
that Social Media
is powerful.

10. But our
communication
challenges are even
more formidable.

11. Social Media is not the answer. The keys
But communication
to succeeding today are not today’s shiny
challenges have
objects. They are in the even larger
become past.

12. Channels may change, but we’re still marketing
goods & services to people. The fundamentals
still matter.

13. "There's no secret
formula for
advertising success,
other than to learn
everything you can
about the product."
Morris Hite

14. "The aim of
marketing is to
know and
understand the
customer so well
the product or
service fits him
and sells itself."
Peter F. Drucker

15. “Vision without action is a daydream. Action
without vision is a nightmare” - Japanese
Proverb

16. “It takes a Big Idea to jolt the consumer out
of his indifference - to make him notice your
advertisement, remember it and take action”
- David Ogilvy

17. Great execution becomes great content. It brings
what you have to say to the eyes and ears of
your audience believably and persuasively.
-Bill Bernbach, DDB

18. Ignoring new technologies and tactics is a path to
irrelevance.
However, the relentless pace of change in our
industry should not take our attention away from the
fundamentals of great marketing & advertising.
They remain stable, even as tactics shift.
They matter more now than ever.

19. Know the product
Know your customer
Have an objective
Have a great idea
Execution matters

21. www.VisitTheLab.com