Presentation to EACA
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•The Social Media Revolution The Social Media Revolution Presentation to the EACA Warsaw June 11, 2010
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Presentation to EACA, Warsaw, 11 June 2010
Transcript of Presentation to EACA
• The Social Media Revolution
The Social Media Revolution
Presentation to the EACAWarsaw
June 11, 2010
The take away
• A basic understanding of what social media is
• An introduction to the future client• The shape of the future agency
What is social media?Separation
Information Means of distribution
A brief history of information
A brief history of information
Welcome to the post-Gutenberg World
Mass information distribution costs nothing
Everyone has the tools
Content has been liberated
Answers to a problem which no longer exists
Marketing = the art of reduction
Advertising man
Web designer
A 30 second, one-to-many mass message
The King of MarketingBrand Proposition XVI
Let them eat Twitter
The end of the brand proposition and a return to
the world of storytelling
More on this later ...
Traditionaldigital marketing
The world of social media
What’s going on out there?
Not a world of information
It’s a world of connection and action
The challenge:Get the connected
crowd to support what you do, rather than replace what you do
Death by 10,000 niches
Big / Generic Small / Specific
The end of the brand proposition and a return to
the world of storytelling
The future clientAndy LarkDell Computer
“Social media is not about blogging, or wikis, or RSS or any of that sort of
stuff. It’s about how you use listening and coalescing the
conversations that are going on to inform everything you are doing...
“...It powers the fundamentals of the business – it changes everything”
CONVERSATION
CONTENT
COMMUNITY
We like what you doSay thanksWe don’t like what you doApologise and explain what you are doing about it
Who are you, what do you doProvide a detailed answer
Here’s how to make it betterCreate a space where this can be discussed
BRAND STORY
The future for agencies
Making candles
Providing light
The present for agencies
ConversationContent
Community
Stories
ConversationContent
Community
Stories
The Apple Story
The P&G Story
Content
How we used to do it
Makes 5,000 “ads” every day
Content warehouse• Contains the answers to all the
questions a customer might have• Tells people what you are up to• Brings your story to life
Conclusion
Reductive marketingBrand propositionOne-to-many mass message
• Creating brand stories• Content which answers
questions• Making, rather than
buying, media
• The Social Media Revolution
The Social Media Revolution
