social media and the future of advertising | daniel lee, euro rscg | istrategy singapore 2010
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Social MediaAnd the Future of Advertising
December 2nd 2010, Singapore
Daniel Lee, Regional Digital Director SEA
SoMe The Money!
social media strategy
SoMe Expert
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Behold the new shiny toy!
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What changed?
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Social interactions went digitaland got pumped
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3 Shifts for the post-crisis world of
marketing
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9
1. The New World of Marketing is not social*
*because its always has been
Massive Impact of Social Media
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The Old World of Marketing Was Linear
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Social Media Has DramaticallyChanged That
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Source: BRAND REPUBLIC, November 16, 2009
Source: BRAND REPUBLIC, November 16, 2009
A digital brand experience
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2. The New World of Marketing is Open-Source
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Jon Bond Co-Founder Kirshenbaum Bond Senecal + Partners
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Pete Postlewaite - Actor
Dan Carter – All Black rugby player
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Blue-chip brands supporting the campaign around the world
Greenpeace ‘tck’ on Beijing main gate
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90 Days To Copenhagen Bike Tour from Southeast Asia
School children outside the United Nations in Bangkok
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Advert produced by Y&R Brazil to support the campaign
Oxfam event at London Aquarium
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Jakarta, joint Campaign between Oxfam, WWF and Greenpeace
In Total Over 17 Million climate Allies
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3. The New World of Marketing is
more human
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What if brands behaved more like people?
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Being human can be a brand built on a single personality
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Or built on an army of volunteers on social media as a service channel
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Being human is fun (where relevant)
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Being human and having personality alone is not enough
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Being human can be creating a cause to believe in
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Being human means creativity for big ideas for a better future
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Social Media and the Future of Advertising
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Thank You@danlee888
@eurorscg
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Q&A