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If advertising is a firework, then social media is a bonfire. John V Willshire Head of Innovation PHD
Just a way to help think about the difference between social media and advertisingOr explain it to someone
Advertising is like fireworks http://www.flickr.com/photos/stage88/3228637838/sizes/o/
http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/  Fireworks are attention grabbing beacons on steroids
Good ones make you go ‘ooh’ and ‘aah’ ooooh aaaaah http://www.flickr.com/photos/chrisjones/60562951/sizes/l/
They draw people in from miles around http://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/
They’re  prepackaged; just light a firework and stand back http://www.flickr.com/photos/epicfireworks/2829363989/
Or get in the professionals http://www.flickr.com/photos/alkiol/732074235/sizes/o/
It’s so easy… EVERYONE is doing it http://www.flickr.com/photos/arnar/340888701/sizes/o/
Just like advertising
It’s the standard solution http://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/
http://www.flickr.com/photos/srivera/2799747313/
Fireworks burn very brightly, but die very quickly. http://www.flickr.com/photos/barbarasworld/1308507724/
You need to keep lighting fireworks to keep folk interested http://www.flickr.com/photos/epicfireworks/2848241812/sizes/o/
Which is expensive http://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/
It’s an arms race Bigger, brighter, louder, MORE
Bonfire night is not just about the fireworks (the clue is in the name) http://www.flickr.com/photos/51035774131@N01/283224088/sizes/l/
If advertising is a firework, then social media is a bonfire. http://www.flickr.com/photos/clintjcl/2755425049/sizes/l/
Two very different things
Very different disciplines
Building bonfires takes time… http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/
…and it takes time to get good at building them http://www.flickr.com/photos/jbhalper/3013369399/
It might go out… Keep trying http://www.flickr.com/photos/numuseum/533515920/sizes/l/
Use whatever you have to hand http://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/
It might be a bit lonely at first http://www.flickr.com/photos/inajeep/265544195/sizes/l/
http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/ Then a few friends gather round
Then a few more http://www.flickr.com/photos/bluearc21/2359336236/sizes/l/
It’s where people like to hang out and share http://www.flickr.com/photos/78428166@N00/3679575777/sizes/l/
Then, wonderfully……your friends start helping out http://www.flickr.com/photos/israluv/147458000/sizes/o/
Because people like helping with bonfires http://www.flickr.com/photos/78428166@N00/3759200168/sizes/l/
more friends, 		more wood, 				bigger fire, 						more friends... http://www.flickr.com/photos/mstreb/617462120/sizes/l/
From a small start, you can end up with something pretty amazing http://www.flickr.com/photos/powi/2455460100/sizes/o/
Just like social media
So have advertising fireworks had their day? http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/
In the long term… …we don’t know http://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/
Right this moment… it’s not either / or It’s both
If you have an amazing bonfire already, use a few fireworks to bring folk to it http://www.flickr.com/photos/clintjcl/3724362640/sizes/l/
If your fireworks are great, stop people disappearing by getting a good ol' bonfire going http://www.flickr.com/photos/reginayiqing/2724868889/sizes/l/
Just remember,remember… http://www.flickr.com/photos/daverexwood/1874498701/
Putting fireworks in bonfires isn’t a great idea
John V Willshire, PHD @willsh http://feedingthepuppy.typepad.com Simon Kemp David Wilding Beth Williams Chris Stephenson Daniel Goodall Mat Riches Vijay Sankaran Thank you to… http://www.flickr.com/photos/gin_soak/1878526591/sizes/l/

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