if advertising is a firework, then social

8/14/2019 If Advertising is a Firework, Then Social

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If advertising isa firework, then

social media isa bonfire.

John V Willshire

Head of Innovation

PHD


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Just a way to help think

about the differencebetween social mediaand advertising

Or explain it to someone


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v e rtisin gs likefire w o rk s

:// . . / / / /t tp w ww fl ic kr co m ph oto s st ag e88 32 286 37 83 8 s iz es/ /


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:// . . / / / / / /http www flickr com photos 71502646@N00 1309409634 sizes l

ireworks arettention grabbingeacons on steroids


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Good

onesmake

you goooh

andaah

:// . . / / / / /h ttp w w w flickr com ph otos chrisjon es 6 0 5 6 2 9 5 1 sizes l

ooooh aaaaah


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:// . . / / / / / /http www flickr com photos stuckincustoms 752319396 sizes l

ey rawpeople in

from milesaround


7/41:// . . / / / /h ttp w w w flickr com ph otos ep icfirew orks 28 2 9 3 6 3 9 8 9

Theyre

prepackaged; just

light afirework

and standback


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9/41:// . . / / / / / /http w w w flickrco m ph otos arna r 34 08 88 70 1 sizes o

s so easy

EVERYONE is

doing it


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Just like advertising


11/41:// . . / / / /h ttp w w w flickr com ph otos ep icfirew orks 31 3 5 5 8 9 3 6 2

Its the

standa

rdsolutio

n


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:// . . / / / /http w w w flickrcom ph otos srivera 2 79 9 74 73 13


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FireworksFireworksburn veryburn very

brightly, butbrightly, butdie verydie very

:// . . / / / /t tp ww w f lic kr co m p hot os b ar ba ra swo rld 1 30 85 077 24


14/41:// . . / / / / / /http www flickr com photos epicfireworks 2848241812 sizes o

You needto keeplighting

fireworksto keep

folkintereste

d


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:// . . / / / /http w w w flickr com p ho tos ep icfirew orks 29 2 8 4 1 6 1 1 1

/ /size s l

expensiv

e


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Its an arms race

,ig g e rb ,ig h te r,o u d e r M O R E


17/41:// . . / / /h ttp w w w flic k r c o m p h o to s 5 1 0 3 5 7 7 4 1 3 1 @ N 0 1 2 8 3 2 2 4 0

o n fire n ig h ts n o t ju stb o u t th e

fire w o rk she clue is in the)ame


18/41:// . . / / / / / /http www flickr com photos clintjcl 2755425049 sizes l

firework, then

social media is abonfire.

T


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Two very

differentthings


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:// . . / / / /http w w w flickrco m ph otos sarcasm ette 3 80 53 63 44 0 si

BuildingBuildingbonfiresbonfires

takestakes

timetime


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and it

takestime toget

good atbuilding

them// . . / / / /tt p w ww f lic kr co m ph ot os j bh alp er 30 13 36 939 9


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:// . . / / / / / /http www flickr com photos numuseum 533515920 sizes l

It might go out

eeptrying


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:// . . / / / / / /http www flickr com photos 88933162@N00 3021553543 sizes o

Use whatever you have

to hand


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:// . . / / / / / /http w w w flickrco m ph otos ina jee p 26 55 4 41 9 5 sizes l

t m ig h t b e ait lo n e ly a tfirst

: // . . / / / /tt p w ww f li ck r co m p ho tos ku mo _n o_u e 31 97 957 09 5 si


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Then a fewfriends gather

round

/ /es o

en a


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:// . . / / / / / /http www flickr com photos bluearc21 2359336236 sizes l

en afew

more

Its where people


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Its where peoplelike to hang out and

share

:// . . / / / /t tp ww w f lic kr co m p hot os 7 84 28 16 6@N 00 3 679 57 577 7si ze s l

Th d f ll


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:// . . / / / / / /http www flickr com photos israluv 147458000 sizes o

Then, wonderfully

your friends starthelping out


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Because

peoplelike

helpingwith

bonfires

: // . . / / / /tt p w ww f li ck r co m p ho tos 78 42 81 66@ N0 0 37 592 00 16 8


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more friends,more wood,bigger fire,

more friends...

:// . . / / / / /ttp www flickr com photos mstreb 617462120 sizes l


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start, you can

end up withsomethingpretty

amazing

:// . . / / / / / /ttp www flickr com photos powi 2455460100 sizes o

us e soc a


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us e soc amedia


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So have

advertising

fireworks had

theirday?

: // . . / / /tt p w ww f li ck r co m p ho tos ep ic fi rew or ks 3 134 75 60 0


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long

term

we

dontknow

:// . . / / /t tp ww w fl ic kr c om ph ot os e pi cf ir ewo rk s 31 355 720

Right this


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Right thismoment its

not either / or

s b o t h


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amazing bonfire

already, use a fewfireworks to bring folkto it

:// . . / / / /t tp ww w f lic kr co m p hot os c li nt jc l 37 243 626 40 s iz es l

If your fireworks are


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If your fireworks aregreat, stop people

disappearing by gettinga good ol' bonfire going

: // . . / / / /tt p w ww f li ck r co m p ho tos re gi na yiq in g 27 248 68 88 9


39/41

Justremembe

r,remembe

: // . . / / / /tt p w ww f li ck r co m p ho tos da ve re xwo od 1 87 449 87 01


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h a n k y o uo

imon Kempimon Kempavid Wildingavid Wildingeth Williamseth Williamshris Stephensonhris Stephensonaniel Goodallaniel Goodallat Richesat Richesijay Sankaranijay Sankaran

,ohn V Willshire PHD@willsh: / / . .ttp feedingthepuppy typepad com

if advertising is a firework, then social

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