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Marketers Create Social Objects, Not Ads
The document argues against traditional 'tell and sell' advertising, emphasizing that consumers are increasingly mistrustful and disengaged from such methods. It suggests marketers should create 'social objects'—engaging, interactive content that fosters community and conversation—rather than conventional ads. Specific examples and strategies are provided to help marketers shift their approach and connect more authentically with their audience.
Marketers Create Social Objects, Not Ads
- 1. Stop creating ads,old thinker! Start creating social objects Taru Jain - A Digital and Integrated Marketing trainer/ coach tarujain@gmail.com
- 2. Tell and Sellis dead Taru Jain tarujain@gmail.com
- 3. Tell and Sellis dead Taru Jain tarujain@gmail.com
- 4. Tell and Sellis dead Taru Jain tarujain@gmail.com
- 5. Mr. Marketer/ Agency:You guilty of this? - watch this cringingly good video Source: Microsoft http://www.youtube.com/watch?v=D3qltEtl7H8 Taru Jain tarujain@gmail.com
- 6. They mistrust ourtell and sell Taru Jain tarujain@gmail.com
- 7. They mistrust ourtell and sell
- 8. They ignore ourtell and sell I usually switch channels when TV commercial comes on I usually switch channels when TV commercial comes on Thailand India 2 out of 3 consumers Singapore 0% 10% 20% 30% 40% 50% 60% 70% 80% % that agree with statement Taru Jain Source: BAV™ (WPP) >500,000 respondents, 40 Countries, >35,000 brands tarujain@gmail.com
- 9. They ignore ourtell and sell – digital as well Banner burnout Taru Jain tarujain@gmail.com
- 10. Old world ignore… The old favourites Taru Jain tarujain@gmail.com
- 11. And now tech-fuelledignore Time-shifting / recording/ blocking The old favourites
- 12. So what arepeople doing? Taru Jain tarujain@gmail.com
- 13. Social media usagehas seen unprecedented growth in Asia Pacific in the past year and is now one of the most critical trends - July 2010: Nielsen s Asia Pacific Social Media Report Taru Jain tarujain@gmail.com
- 14. People being socialonline = up 24% over last year Average time 6 hours v 3 hours last year Taru Jain tarujain@gmail.com
- 15. People are increasinglysocial Taru Jain tarujain@gmail.com
- 16. People are increasinglysocial – across Asia Taru Jain tarujain@gmail.com
- 17. In Asian marketswe may not have expected Taru Jain tarujain@gmail.com
- 18. Asia is beatingthe rest of the world Taru Jain tarujain@gmail.com
- 19. Of the top10 countries globally where most blogs are written, 7 countries are in Asia (source: Universal McCann) Taru Jain tarujain@gmail.com
- 20. Filipinos lead theworld in photo-sharing… (source: Universal McCann social media tracker) Taru Jain tarujain@gmail.com
- 21. Asia is beatingthe rest of the world
- 22. Social through differentdevices… In Japan, 5 of top 10 bestselling novels started life as a Keitai shosetsu (mobile novel) (Source Japan Times) Taru Jain tarujain@gmail.com
- 23. As a marketer,you are outside their circle of trust Your consumers Your brand Taru Jain tarujain@gmail.com
- 24. All this sociabilitycan be exhausting Clip of Drew Barrymore from ‘He’s not that into you’ Taru Jain tarujain@gmail.com
- 25. This is veryexhausting for brands Brand Taru Jain tarujain@gmail.com
- 26. So how domarketers tend to respond? Taru Jain tarujain@gmail.com
- 27. By going backto comfort zone… by creating tell and sell ads
- 28.
- 29. Instead of creatingtell and sell ads
- 30. Create a (Notan ad) Taru Jain tarujain@gmail.com
- 31. Create a Taru Jain tarujain@gmail.com
- 32. Create a Social objects bindpeople together. The more important the social object, the stronger the bond Taru Jain tarujain@gmail.com
- 33. Create a Good objec social ts lots o have f aroun hooks d to sta which r conv t ersat ions Social objects bind people together. The more important the social object, the stronger the bond Taru Jain tarujain@gmail.com
- 34. Create a Good objec social ts lots o have f aroun hooks d to sta which r conv t ersat ions Social objects bind people together. The more important Social objects the social object, come in all the stronger the sorts of types bond and strength… Taru Jain tarujain@gmail.com
- 35. Game Taru Jain tarujain@gmail.com
- 36. World s mostevil army http://www.youtube.com/watch?v=q15UqFaezj4 Taru Jain tarujain@gmail.com
- 37. Game Mo vement Taru Jain tarujain@gmail.com
- 38. Pepsi’s Refresh theworld http://www.youtube.com/watch?v=4eX7Dl8Dn0I Taru Jain tarujain@gmail.com
- 39. Game Mo vement App Taru Jain tarujain@gmail.com
- 40. Durex http://www.youtube.com/watch?v=_xEoqWuN1_8 Taru Jain tarujain@gmail.com
- 41. TVC Game Mo vement App Taru Jain tarujain@gmail.com
- 42. Crash the SuperBowl style Over 1000 movies 5 million viewings! Taru Jain tarujain@gmail.com
- 43. 2009: $1 millionto the winner
- 44. TVC Personality Game Mo vement App Taru Jain tarujain@gmail.com
- 45. Sunsilk Record breaker http://www.youtube.com/watch?v=xQLhBGlV2xU Taru Jain tarujain@gmail.com
- 46. TVC Personality Game Mo vement App Greeting card
- 47. Lipton China http://www.akqa.com/work#/work/lipton/milk-tea/video Taru Jain tarujain@gmail.com
- 48. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 49. Product as asocial object
- 50. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 51. Retail as asocial object – ING Cafe Taru Jain tarujain@gmail.com
- 52. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 53. 2 simple stepsto create a social object 1. Define your Social Object: This will be the center of your network 2. Define Your Verbs: What do you want people to do with your social object? Visit? Comment? Wear it? Rate it? Share it? Watch it? Taru Jain tarujain@gmail.com
- 54. Stop creating Create social objects ü ads Taru Jain tarujain@gmail.com
- 55. A little knowledgeis a dangerous thing. So find out more by contacting me at: Tarujain@gmail.com LinkedIn: Taru Jain Twitter: tarujain Delicous.com: tarujain Taru Jain - A Digital and Integrated Marketing trainer/ coach