Social media is a hype and advertising sucks.

April 12th 2010 | viralcommunica4on.nl

Social media is a hype and adver4sing sucks. (or how social media is changing brand communica4on)


Let’s start with the adver4sing part.


I’m crea4ve director at IN10. Crea4ve & digital shop located in RoHerdam.


IN10.nl


hHp://gapingvoid.com


We’re also called Adver4sing agency -‐ New style


Adver4sing agency -‐ New style ?


hHp://adsoLheworld.com


Barbara Kruger on hHp://buynowpaylater.wordpress.com


What’s to like about adver4sing?

Banksy on hHp://yayeveryday.com


(I’d rather not be in adver4sing)


hHp://www.flickr.com/photos/clotho98/3704628418/

I understand that there was a 4me, when we needed commercial messages. Otherwise we wouldn’t know certain products even existed.


hHp://www.geHyimages.com


hHp://www.flickr.com/photos/radarsmum67/3046575346

Since the 60’s the amount of brands started to grow rapidly as did the adver4sing for these brands.


hHp://www.flickr.com/photos/iharsten/3672670228

Today: NO


Internet as a channel where people listen quietly. Big mistake.


Delete all

hHp://www.flickr.com/photos/tonydemarco/46333099


Brands are less important to us.

hHp://www.flickr.com/photos/29969847@N05/3441788672/


What about social media?


There are 15,740 Social Media Experts on TwiHer Using Tweepsearch to search bios on TwiHer profiles, blogger B. L. Ochman found

there were 4,487 social media experts in May 2009. Today there are 15,740.


Hype?


hHp://www.flickr.com/photos/mcmo/2623598945


It was always meant to be social. But only in the last 10 to 5 years, we began seeing and using its poten4al and opportuni4es.


We love it.


To find inspira4on. To find knowledge. To find each other. To chat. To make friends. To meet. The whole world. To share. To document. To enjoy yourself. To create. To get a sense of the world. To learn. To mix. To remix. To shout. To have fun. To give. To exchange ideas. To be in control.


Our space. Like a favourite city or even a bit like home.

hHp://www.flickr.com/photos/boeke/171133628/


Since we all have a plaform where we can share what we care about with the world, brands also want to be part of this cool new space we’re in. Since every minute 13 hours of video is uploaded on YouTube, since we placed 4 000 000 000 photos on Flickr, since we spend 5 000 000 000 minutes per day on Facebook, since we shared 1000 000 000 pieces of content on Facebook.

hHp://mfayaz.deviantart.com/


And they should be. But, on our terms.


The social web is about everyday live, rela4onships and human behaviour. Not about brands.


Do not use it as a media-‐channel; it’s not about aHen4on, interrup4on and messaging. It’s not only about you


Do not just push the send-‐buHon. Stop thinking adver4sing, ads and campaigns.

Measuring in Gross Ra4ng Points?

Change it into Social Interac4on Points.


“The web is not a des4na4on it is a SOCIAL OPERATING SYSTEM” In the next years the integra4on of different networks will con4nue.

One network or opera4ng system will emerge.

Where technology behind the system will be less and less visible.

Mindmap hHp://www.flickr.com/photos/vaxzine/172651123 / Quote Helge Tennø


Yay for Mobile!

hHp://www.flickr.com/photos/phil_needs/2337384558


Back to brands.


Social media takes 4me and effort. It is a process.


OPEN UP and hand over control.

The way a brand is seen in social media is not determined by a brand-‐manager, it’s determined by what people say about a brand. So you’d beHer listen carefully. And remember, they, people, are emo4onal creatures…

hHp://www.flickr.com/photos/fotorita/sets/72157600013338042/


It’s not what you say you are, it’s what they say you are.


Join in by giving valuable ideas, insights, fun or service. But… do not just interrupt. It’s not just about you

hHp://www.flickr.com/photos/brandoncwarren/4164759025


‘The best conversa4ons are ones where I know something you don’t and you know something I don’t. We share what’s new. Too bad this isn’t how most marke4ng and adver4sing works; marketers love conversa4ons (about their products).’

Quote by Bud Caddell


Change your organiza4on. Manage, direct or choreograph the conversa4on instead of your brand.

Brand-‐mangers need to turn into community-‐ and conversa4on-‐managers.

hHp://www.flickr.com/photos/swisscan/1850486419/


Give us social currency. In order to survive, it’s important to give and facilitate.

Serve us , make us feel significant and make our experiences beHer.

hHp://www.flickr.com/photos/coun4ngphotons/3652675451


Content isn’t king. But rather if your content has room for us to engage, add, remix, improve and share.

If your content let’s me create my own version of it.

Help me make my story beHer.

hHp://www.flickr.com/photos/msjordankay/2925549489


Because peers’ endorsement s4ll maHers more. Don’t just tell me your story, give me tools and I will use it to tell my own story.

By sharing, your brand-‐story will grow, get much more personal, spreadable and believable.

Skydeckcartoons.com


Make beHer stuff, stuff that maHers. If your brand or product sucks, I’ll let you know so you can improve.

hHp://www.flickr.com/photos/robsonbarista/4479054242


Quote by Bud Caddell

Provide service instead of messages. Service that makes life easier or more fun. Time, convenience, control and independence is what we need and want .


Service will be more important than the brand. But we want brands to be ‘always-‐on’ and with us when we need them.

Instant gra4fica4on with instant (brand-‐)experience at the most relevant moment.

hHp://www.flickr.com/photos/dennisevers/1657016897


Service will become a part of our life and can change behaviour. And social media will really be the social opera4ng system that we all use in a natural way.

hHp://www.flickr.com/photos/grahamblackall/3107853787


Brand-‐communica4on in social media: Don’t try to sell me the same old junk in a new way.

Use the social opera4ng system I am in, in a clever way or I will ignore you.

Improve your stuff, so it fits in my life. Because your stuff maHers.

Understand that it’s not about you. It’s about us.


Thank You :) mynameise.com/nicolesanberg

@niexo / [email protected]

www.in10.nl

Social media is a hype and advertising sucks.

Education

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