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Published byHarry McGregor Modified over 9 years ago
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Brands and 2.0 Proceed with caution
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Brands and blogging don’t enjoy a marriage made in heaven
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Blogging changes the writer’s behaviour more than it changes the readers’ behaviour
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If your brand is going to blog you need to understand what you want to change about it
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This is uncomfortable because brands usually like changing consumer behaviour not the other way round
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There are no ‘old’ or ‘new’ media – there are communications media and social media
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Communications media are the natural habitat of brands
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Their use of social media is problematic
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Social media demand that you trade control for influence
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Unless brands are happy with this they should stay out of social media
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Just use it to listen to the conversation
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Social media is all about conversation
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Brands only have a role if they can make the conversation more interesting
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Advertising can’t succeed against the conversation but it can influence and contribute to the conversation
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The social media gurus bang on about the stupidity of advertising but really it is a criticism of media
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Creative agencies must free themselves from media - they are content creation companies
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And increasingly content co- creation companies
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Media neutrality must mean just that – we shouldn’t care where our content appears
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Maybe media agnostic would be a better term
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Media is only interesting as content distribution vehicle. And increasingly it will be free to use.
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Social media can’t be measured so lets stop trying
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We have to get comfortable with managing the immeasurable
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Lets face it the truth is that all good advertising is a leap of faith
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Only poor advertising is predictable
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