A smart presentation that does a good job at pointing out the basic difference between advertising and social media.
The most interesting bit: “If you have an amazing bonfire already, use a few fireworks to bring folk to it”.
This sounds reasonable, but it’s the opposite of what most companies do: instead of advertising their social properties, they try to “socialize” their advertising campaigns…
In all honesty, the presentation follows with “If your fireworks are great, stop people disappearing by getting a good ol’ bonfire going”. But you can see how weaker that is: when we gather up for a firework, it doesn’t necessarily mean that we want to make friends with those around us when it’s over. We were there for the firework, not for the company…
Final Burp: If you want your advertising to go social, don’t go for advertising. Come up with a social idea, and then advertise that.
