marketers create social objects, not ads

Stop creating ads, old thinker! Start creating social objects

Taru Jain - A Digital and Integrated Marketing trainer/ coach

tarujain@gmail.com

‘Tell and Sell’ is dead

Taru Jain tarujain@gmail.com

‘Tell and Sell’ is dead

Taru Jain tarujain@gmail.com

‘Tell and Sell’ is dead

Taru Jain tarujain@gmail.com

Mr. Marketer/ Agency: You guilty of this? - watch this cringingly good video

Source: Microsoft

http://www.youtube.com/watch?v=D3qltEtl7H8 Taru Jain tarujain@gmail.com

They mistrust our ‘tell and sell’

Taru Jain tarujain@gmail.com

They mistrust our ‘tell and sell’

Taru Jain tarujain@gmail.com

They ignore our ‘tell and sell’

I usually switch channels when TV commercial comes on

0% 10% 20% 30% 40% 50% 60% 70% 80%

Singapore

India

Thailand

% that agree with statement

“I usually switch channels when TV commercial comes on”

2 out of 3 consumers

Source: BAV™ (WPP) >500,000 respondents, 40 Countries, >35,000 brands

They ignore our ‘tell and sell’ – digital as well

Banner burnout

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Old world ignore …

The old favourites

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And now tech-fuelled ignore

The old favourites

Time-shifting / recording/ blocking

So what are people doing?

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Social media usage has seen unprecedented growth in Asia Pacific in the past year and is now one of the most critical trends

- July 2010: Nielsen’s Asia Pacific Social Media Report

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People being social online

= up 24% over last year

Average time

6 hours v 3 hours last year

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People are increasingly social

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People are increasingly social – across Asia

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In Asian markets we may not have expected

Taru Jain tarujain@gmail.com

Asia is beating the rest of the world

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Of the top 10 countries globally where most blogs are written, 7 countries are in Asia (source: Universal McCann)

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Filipinos lead the world in photo-sharing… (source: Universal McCann social media tracker)

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Asia is beating the rest of the world

Taru Jain tarujain@gmail.com

Social through different devices…

In Japan, 5 of top 10 bestselling novels started life as a Keitai shosetsu (mobile novel) (Source Japan Times)

As a marketer, you are outside their circle of trust

Your consumers

Your brand

Taru Jain tarujain@gmail.com

Taru Jain tarujain@gmail.com

All this sociability can be exhausting

Clip of Drew Barrymore from ‘He’s not that into you’

Taru Jain tarujain@gmail.com

Brand

This is very exhausting for brands

So how do marketers tend to respond?

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By going back to comfort zone… by creating ‘tell and sell’ ads

Taru Jain tarujain@gmail.com

Instead of creating ‘tell and sell’ ads

Create a

(Not an ad)

Taru Jain tarujain@gmail.com

Create a

Taru Jain tarujain@gmail.com

Create a

Social objects bind people together. The more important the social object, the stronger the bond

Taru Jain tarujain@gmail.com

Create a Good social objects have lots of hooks around which to start conversations

Social objects bind people together. The more important the social object, the stronger the bond

Taru Jain tarujain@gmail.com

Create a Good social objects have lots of hooks around which to start conversations

Social objects bind people together. The more important the social object, the stronger the bond

Social objects come in all sorts of types and strength…

Taru Jain tarujain@gmail.com

Game

Taru Jain tarujain@gmail.com

World’s most evil army

http://www.youtube.com/watch?v=q15UqFaezj4 Taru Jain tarujain@gmail.com

Game

Movement

Taru Jain tarujain@gmail.com

Pepsi’s Refresh the world

http://www.youtube.com/watch?v=4eX7Dl8Dn0I Taru Jain tarujain@gmail.com

Game

Movement

App

Taru Jain tarujain@gmail.com

Durex

http://www.youtube.com/watch?v=_xEoqWuN1_8

Taru Jain tarujain@gmail.com

Game

Movement

App

TVC

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Over 1000 movies 5 million viewings!

Crash the Super Bowl style

Taru Jain tarujain@gmail.com

2009: $1 million to the winner

Game

Movement

App

TVC

Personality

Taru Jain tarujain@gmail.com

Sunsilk Record breaker

http://www.youtube.com/watch?v=xQLhBGlV2xU Taru Jain tarujain@gmail.com

Game

Movement

App

TVC

Personality

Greeting card

Lipton China

http://www.akqa.com/work#/work/lipton/milk-tea/video Taru Jain tarujain@gmail.com

Game

Movement

App

TVC Persona

lity

Greeting card

Product Retail

Product as a social object

Game

Movement

App

TVC Persona

lity

Greeting card

Product Retail

Retail as a social object – ING Cafe

Taru Jain tarujain@gmail.com

Game

Movement

App

TVC Persona

lity

Greeting card

Product Retail

2 simple steps to create a social object

1.  Define your Social Object: This will be the center of your network

2.  Define Your Verbs: What do you want people to do with your social object? Visit? Comment? Wear it? Rate it? Share it? Watch it?

Taru Jain tarujain@gmail.com

Create social objects

ü  Stop creating ads

Taru Jain tarujain@gmail.com

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A little knowledge is a dangerous thing. So find out more by contacting me at:

Taru Jain - A Digital and Integrated Marketing trainer/ coach