MARKETING REVOLUTIONS: CREATIVITY AND BRANDING IN SOCIAL NETWORKS.

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Presentation transcript:

MARKETING REVOLUTIONS: CREATIVITY AND BRANDING IN SOCIAL NETWORKS

THE SOCIAL REVOLUTION “To find something comparable, you have to go back 500 years to the printing press, the birth of mass media. Technology is shifting power away from the editors, the publishers, the establishment, the media elite. Now it's the people who are taking control” - Rupert Murdoch, Chairman and CEO, News Corporation

FACEBOOK: OVER 750 MILLION

THE SOCIAL REVOLUTION HAS CHANGED EVERYTHING

COMMUNICATION & SOCIALIZING Social DigitalAnalog

MUSIC & RADIO Social Digital Analog

TV & VIDEO Social DigitalAnalog

COMMERCE Social DigitalAnalog

CONTENT DISTRIBUTION IS FOREVER CHANGED

THE ONE WAY BROADCAST MODEL IS DEAD

IT IS NOW A TWO-WAY DIALOGUE AS MEDIA HAS BECOME DEMOCRATIZED

A CONSUMER-DRIVEN WORLD The consumer now has a VOICE and social media becomes the ‘amplifier’ of peoples thoughts, expressions and creativity

M&M’S FIND RED

The consumer's toolbox has also been significantly upgraded, and the new digital tools for expression have dramatically increased the power of consumer movements

“We don’t have a choice whether we do social media, the question is how well we do it.” – Erik Qualman, founder and author, Socialnomics

Brands must participate in an ongoing conversation, where both are speaking…

…and listening, in real-time, are critically important

THE WORD, IN REAL TIME

Agencies need to add new Assets in Armory Added skill sets, people, and capabilities: Social media listeners, planners, and strategists

83.4 support (28.4) or strongly support (65) the boycott 96.6 would probably (29.1) or definitely (67.5) join a similar boycott in the future 66.9 reduced purchases (15.2) or stopped buying (49.7) cottage cheese

LETTERBOMBING

M&M’S FIND RED

“I see a future in which marketing is customer driven. Instead of being passive recipients of “hits” from mass media, customer will determine what they will be exposed to, in what form, in what sequence, and from what sources.” SOURCE: GEORGE SILVERMAN, AUTHOR OF The Secrets of Word-of-Mouth Marketing

THANK YOU