SlideShare a Scribd company logo
Social media has
kidnapped your brand.
               @jamesjefferson   @equatoragency   #smwgla
Who on earth are Equator?




     THE big numbers agency.

                            @jamesjefferson   @equatoragency   #smwgla
Tipping point.


           @jamesjefferson   @equatoragency   #smwgla
Brand   Consumer


          @jamesjefferson   @equatoragency   #smwgla
TV-Industrial Complex   Super-abundance of choice
                                     &
                            Niche Consumers
                                     &
                              Digital Natives
                                     &
                            Social networking




     Brand                   Consumer


                                 @jamesjefferson   @equatoragency   #smwgla
“Sociology, technology and
      psychology have put
      advertising in its box.
If you are in advertising you’re
       about to be buried”
         ~ Maurice Saatchi


                             @jamesjefferson   @equatoragency   #smwgla
Once upon a time...


             @jamesjefferson   @equatoragency   #smwgla
The Big Idea.




          @jamesjefferson   @equatoragency   #smwgla
One
 word
equity.

  @jamesjefferson   @equatoragency   #smwgla
Remarkable.


              @jamesjefferson   @equatoragency   #smwgla
“We’ve been
   asking the
wrong question.”

         @jamesjefferson   @equatoragency   #smwgla
Normal distribution for a Mass market

                            @jamesjefferson   @equatoragency   #smwgla
Multiple interest points for a niched market.

                                 @jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
A brief history
 of memetics



        @jamesjefferson   @equatoragency   #smwgla
Assimilation
          @jamesjefferson   @equatoragency   #smwgla
Distinctiveness
                    Novelty


Coherence



   Authority
                    Simplicity




      Assimilation
                   @jamesjefferson   @equatoragency   #smwgla
Retention
        @jamesjefferson   @equatoragency   #smwgla
Coherence   Invariance




               Controllability
Usefulness




  Retention
                    @jamesjefferson   @equatoragency   #smwgla
Expression
         @jamesjefferson   @equatoragency   #smwgla
Expressivity
                         Proselytism




         Expression
                  @jamesjefferson   @equatoragency   #smwgla
Transmission
         @jamesjefferson   @equatoragency   #smwgla
Proselytism
  Publicity




Transmission
                        @jamesjefferson   @equatoragency   #smwgla
You may have heard of some of these...


                            @jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
@jamesjefferson   @equatoragency   #smwgla
Lolcats


          @jamesjefferson   @equatoragency   #smwgla
He
started it.

   @jamesjefferson   @equatoragency   #smwgla
“Crowd Resonance.”


            @jamesjefferson   @equatoragency   #smwgla
Natural
Selection.

             @jamesjefferson   @equatoragency   #smwgla
I want some of that?
              @jamesjefferson   @equatoragency   #smwgla
Forget brand.
Think brands.

          @jamesjefferson   @equatoragency   #smwgla
Forget brand.
Think conversation.

             @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.


              @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.


              @jamesjefferson   @equatoragency   #smwgla
Inspire creativity.


              @jamesjefferson   @equatoragency   #smwgla
Unique language.


           @jamesjefferson   @equatoragency   #smwgla
Unique language.


           @jamesjefferson   @equatoragency   #smwgla
Start tomorrow...


            @jamesjefferson   @equatoragency   #smwgla
What do you
 believe in?
(Tip: It’s not allowed to be profit.)




                                @jamesjefferson   @equatoragency   #smwgla
What do you
 believe in?
(Tip: It’s not allowed to be profit.)




                                @jamesjefferson   @equatoragency   #smwgla
What do you
 believe in?
(Tip: It’s not allowed to be profit.)




                                @jamesjefferson   @equatoragency   #smwgla
What do you
 believe in?
(Tip: It’s not allowed to be profit.)




                                @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Who else
believes in it?

            @jamesjefferson   @equatoragency   #smwgla
Hey presto!
You’ve found your
 Marketing team.
(Tip: You now need to convince them they want to help you.)




                                            @jamesjefferson   @equatoragency   #smwgla
Hey presto!
You’ve found your
 Marketing team.
  (Another Tip: Don’t sack your agency, just yet.)




                                         @jamesjefferson   @equatoragency   #smwgla
Now you need to
feed them ideas.
  (Tip: This is discussion not a dictatorship.)




                                         @jamesjefferson   @equatoragency   #smwgla
Now you need to
   feed them ideas.
(Tip: This is where a digital agency that thinks fast comes in... Hello;-)




                                                     @jamesjefferson   @equatoragency   #smwgla
Track everything.
  All the time.
(Tip: Do more of what’s trending up, less of what it isn’t.)




                                              @jamesjefferson   @equatoragency   #smwgla
You’ll have yourself a
    Brand Meme
      in no time.

               @jamesjefferson   @equatoragency   #smwgla
You’ve been listening to:
Social media has kidnapped your brand.



I’d love to hear what you think about all this:
@jamesjefferson      @equatoragency       #smwgla
james@eqtr.com


                                                    @jamesjefferson   @equatoragency   #smwgla

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