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Social Media – A wake-up call


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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.

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Social Media – A wake-up call

  1. 1. A Social Media Wake-Up Call
  2. 2. Paul MagnaniSVP Digital
  3. 3. We Are Here Social MediaXGartner Hype Scale
  4. 4. It’s easy to see how we got here.
  5. 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. 6. The hype has had an effect. Like a stampede,participation in Social Media is often actionwithout thought. Starting a Facebook page is toooften the strategy.
  7. 7. The hype also drives tunnel-vision. SocialMedia is the only topic in too many strategydiscussions. Everything else is forgotten.
  8. 8. This at a time when a broaderperspective is more important than ever.
  9. 9. There is no doubtthat Social Mediais powerful.
  10. 10. But our communicationchallenges are even more formidable.
  11. 11. Social Media is not the answer. The keys But communicationto succeeding today are not today’s shiny challenges have objects. They are in the even larger become past.
  12. 12. Channels may change, but we’re still marketinggoods & services to people. The fundamentals still matter.
  13. 13. "Theres no secretformula foradvertising success,other than to learneverything you canabout the product."Morris Hite
  14. 14. "The aim ofmarketing is toknow andunderstand thecustomer so wellthe product orservice fits himand sells itself."Peter F. Drucker
  15. 15. “Vision without action is a daydream. Action without vision is a nightmare” - Japanese Proverb
  16. 16. “It takes a Big Idea to jolt the consumer outof his indifference - to make him notice youradvertisement, remember it and take action”- David Ogilvy
  17. 17. Great execution becomes great content. It bringswhat you have to say to the eyes and ears ofyour audience believably and persuasively.-Bill Bernbach, DDB
  18. 18. Ignoring new technologies and tactics is a path toirrelevance.However, the relentless pace of change in ourindustry should not take our attention away from thefundamentals of great marketing & advertising.They remain stable, even as tactics shift.They matter more now than ever.
  19. 19. Know the productKnow your customerHave an objectiveHave a great ideaExecution matters
  20. 20.