brands and 2.0 - proceed with caution
DESCRIPTION
A collection of slides about the relationship between brands and the wonderful world of 2.0TRANSCRIPT
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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