The document discusses the problem of "Bright + Shiny Object Syndrome" (BSOS) among marketers, where they become addicted to the latest buzzwords and technologies without properly understanding them or how they fit clients' needs. It presents symptoms of BSOS like an insatiable desire to sell the newest things and a disregard for research. As a result, marketers with BSOS are unable to effectively guide clients. The document recommends marketers practice empathy, understanding, and openness by doing their own research on technologies, learning by doing, sharing knowledge, and truly understanding people and ecosystems rather than viewing marketing as individual products.

1. 1
The Lines Have Blurred. We’re All Marketers.
PROMO Live, 2007 – Social Media: Evolution to Execution

2. 2
But “Professional” Marketers Have An Image Problem
PROMO Live, 2007 – Social Media: Evolution to Execution

3. 3
The Root Cause of the Problem
Addiction To Bright + Shiny Objects
PROMO Live, 2007 – Social Media: Evolution to Execution

4. 4
“Web 2.0” Is The Mother of all Bright + Shiny Objects
PROMO Live, 2007 – Social Media: Evolution to Execution

5. 5
Symptoms Of B.S.O.S. (Bright + Shiny Object Syndrome)
-A soft spot for buzzwords
-A disposition to regurgitate the latest buzzwords you just overheard
-An insatiable desire to sell “the latest thing” to clients
-A tendency to believe the hype, without investigating for yourself
-A tendency to dismiss without investigating for yourself
-Excess use of the word “viral” viral…viral…viral.. viral…
-Lack of interest in research or first hand experience
-Total disregard for customer, brand or business needs
PROMO Live, 2007 – Social Media: Evolution to Execution

6. 6
Prognosis: Inability To Effectively Guide Clients
PROMO Live, 2007 – Social Media: Evolution to Execution

7. 7
Rx: Empathy. Understanding. Openness.
1 2
Doing Our Homework Talking + Walking With People
(3rd party research, reports, etc.) (ethnography, observation, etc.)
3 4
Learning By Doing Sharing What We Know
(experimentation, usage, adoption) (connectivity, shared experiences + knowledge)
PROMO Live, 2007 – Social Media: Evolution to Execution

8. 8
10 Questions For The Agency Executive
1. Do you read blogs? Which ones?
2. Do you have a personal blog? What's it about?
3. Do you participate in at least one social network? Which one?
4. Have you ever uploaded a video online? What did you use to do it?
5. What's your favorite search engine. Why?
6. Have you ever used an online classified service like craigslist?
7. Besides making phone calls—how else do you use your mobile phone?
8. Have you ever registered a domain name?
9. Do you use social bookmarks or tagging?
10. Do you use a feed reader of some sort? Which one? Why?
PROMO Live, 2007 – Social Media: Evolution to Execution

9. 9
Why? Because Marketing Isn’t A Drive Through McMenu
PROMO Live, 2007 – Social Media: Evolution to Execution

10. 10
…It’s An Ecosystem
PROMO Live, 2007 – Social Media: Evolution to Execution