impact of social media on advertising
DESCRIPTION
Presentation at Advertising in Social Media World conference 6th April 2011TRANSCRIPT
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Social Media & the Strategic Opportunity for Advertising
Martin Thomas @crowdsurfing
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Hype Shows No Sign of Diminishing
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Advertising & Social Media
o Contradictory messages
o Change drivers
o Reinventing the agency model & approach
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Death of Advertising May have Been Exaggerated
£250k for 30 second spot
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High Speed v High Production
v
Ad of the Year?
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Big Media v Big Society
v
Highest rated ad during 2011 Superbowl
$20m community fund replaces Superbowl ad
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Change DriversSocio-Cultural & Media Landscape
o Trust deficit
o Dispersal of authority & expertise
o Collective self expression
o New technology
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Which media owner has larger audience than all these combined?
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Change DriversEvolving Client Demands
Fastest growing brand in category without any advertising support
Fastest growing brand in category without any advertising support
140 m viewers, no media investment140 m viewers, no media investment
Expert sourced creative campaigns
Expert sourced creative campaigns
Breakthrough social mediaBreakthrough social media
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Change DriversShifting Creative Economics
Visit Britain saved over £200k £200k on photographic costs using Flickr
“A few 19 year old students … can design & produce a brilliant campaign in a few hours that once would have taken weeks of late-night creative work by 50 people to produce”Jerry Della Femina (original Mad Man)
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Change DriversEmerging Collaborative Business Models
o Tapping into spirit of collective self expression
Opening up radical new business models
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Community Commerce Self-sustaining creative community
Members submit designs => 80,000+ submissions
Opportunity to pre test beta versions Community votes => 800+ designs Designers receive $2,500 + marketing advice +
retain IP
No professional designers, no salesforce, no distribution, no market research, no advertising=> $30m revenues … high margins
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Community Commerce People-powered mobile network (from
O2) Members receive points for recruiting new
people, making suggestions & solving problems => converted into cash
20% actively involved Aim that 25% of members will get half of cost of
calls returned to them for contribution to community
Plans to involve community in pricing & marketing decisions
Not reliant on call centres, expensive marketing & product support
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Reinventing Agency Model & Approach
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Reinventing the Agency
o Coming to terms with collaborative creativity
Crowd/Expert sourcing
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Reinventing the Agencyo Learning from the software industry
Cathedral = traditional, tightly controlled innovation model Bazaar = loose, open source approach, harnessing the skills of the wider developer community
Not particularly effective at originating concepts, which still rely on the spark of individual genius to make them happen Very effective at testing & improving them
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Reinventing the Agency
o “Living life in beta”
“If something looks too perfect, consumers won’t touch it as ‘it leaves no space for me” Clay Shirky
Brand owners should “allow their work to get ‘messed up”Alex Marks at Microsoft Advertising
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Reinventing the Agency
o “Living life in beta”
Authenticity & topicality more important than production values
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Reinventing the Agency
o Creativity in real time … all the time
o … something that the PR industry has always taken for granted
“365 day creativity” rather than concentrating on 1-2 monolithic campaigns every year Robert Campbell, Beta
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Reinventing the Agency
o Need to learn/relearn additional skills
o Aided by client demand for “intelligent rebundling”
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Reinventing the Agency
o Core creative skill remains critical
o Further emphasised by rise of social searchEmphasis on content rather than tech
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Reinventing the Agency
o Truly embracing new media opportunities without recycling old ideas & techniques
Multi-screen Mobile
Need to avoid “trying to do today’s job with yesterday’s tools & yesterday’s concepts” Marshall McLuhan
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