Marketers Create Social Objects, Not Ads
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I urge marketers to stop wasting their money by creating just ads. Please create social objects and make your brands more profitable.
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Marketers Create Social Objects, Not Ads
- 1. Stop creating ads, old thinker! Start creating social objects Taru Jain - A Digital and Integrated Marketing trainer/ coach tarujain@gmail.com
- 2. Tell and Sell is dead Taru Jain tarujain@gmail.com
- 3. Tell and Sell is dead Taru Jain tarujain@gmail.com
- 4. Tell and Sell is dead Taru Jain tarujain@gmail.com
- 5. 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
- 6. They mistrust our tell and sell Taru Jain tarujain@gmail.com
- 7. They mistrust our tell and sell
- 8. They ignore our tell and sell I usually switch channels when TV commercial comes on I usually switch channels when TV commercial comes on Thailand India 2 out of 3 consumers Singapore 0% 10% 20% 30% 40% 50% 60% 70% 80% % that agree with statement Taru Jain Source: BAV™ (WPP) >500,000 respondents, 40 Countries, >35,000 brands tarujain@gmail.com
- 9. They ignore our tell and sell – digital as well Banner burnout Taru Jain tarujain@gmail.com
- 10. Old world ignore … The old favourites Taru Jain tarujain@gmail.com
- 11. And now tech-fuelled ignore Time-shifting / recording/ blocking The old favourites
- 12. So what are people doing? Taru Jain tarujain@gmail.com
- 13. 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 Taru Jain tarujain@gmail.com
- 14. People being social online = up 24% over last year Average time 6 hours v 3 hours last year Taru Jain tarujain@gmail.com
- 15. People are increasingly social Taru Jain tarujain@gmail.com
- 16. People are increasingly social – across Asia Taru Jain tarujain@gmail.com
- 17. In Asian markets we may not have expected Taru Jain tarujain@gmail.com
- 18. Asia is beating the rest of the world Taru Jain tarujain@gmail.com
- 19. Of the top 10 countries globally where most blogs are written, 7 countries are in Asia (source: Universal McCann) Taru Jain tarujain@gmail.com
- 20. Filipinos lead the world in photo-sharing… (source: Universal McCann social media tracker) Taru Jain tarujain@gmail.com
- 21. Asia is beating the rest of the world
- 22. Social through different devices… In Japan, 5 of top 10 bestselling novels started life as a Keitai shosetsu (mobile novel) (Source Japan Times) Taru Jain tarujain@gmail.com
- 23. As a marketer, you are outside their circle of trust Your consumers Your brand Taru Jain tarujain@gmail.com
- 24. All this sociability can be exhausting Clip of Drew Barrymore from ‘He’s not that into you’ Taru Jain tarujain@gmail.com
- 25. This is very exhausting for brands Brand Taru Jain tarujain@gmail.com
- 26. So how do marketers tend to respond? Taru Jain tarujain@gmail.com
- 27. By going back to comfort zone… by creating tell and sell ads
- 29. Instead of creating tell and sell ads
- 30. Create a (Not an ad) Taru Jain tarujain@gmail.com
- 31. Create a Taru Jain tarujain@gmail.com
- 32. Create a Social objects bind people together. The more important the social object, the stronger the bond Taru Jain tarujain@gmail.com
- 33. Create a Good objec social ts lots o have f aroun hooks d to sta which r conv t ersat ions Social objects bind people together. The more important the social object, the stronger the bond Taru Jain tarujain@gmail.com
- 34. Create a Good objec social ts lots o have f aroun hooks d to sta which r conv t ersat ions Social objects bind people together. The more important Social objects the social object, come in all the stronger the sorts of types bond and strength… Taru Jain tarujain@gmail.com
- 35. Game Taru Jain tarujain@gmail.com
- 36. World s most evil army http://www.youtube.com/watch?v=q15UqFaezj4 Taru Jain tarujain@gmail.com
- 37. Game Mo vement Taru Jain tarujain@gmail.com
- 38. Pepsi’s Refresh the world http://www.youtube.com/watch?v=4eX7Dl8Dn0I Taru Jain tarujain@gmail.com
- 39. Game Mo vement App Taru Jain tarujain@gmail.com
- 40. Durex http://www.youtube.com/watch?v=_xEoqWuN1_8 Taru Jain tarujain@gmail.com
- 41. TVC Game Mo vement App Taru Jain tarujain@gmail.com
- 42. Crash the Super Bowl style Over 1000 movies 5 million viewings! Taru Jain tarujain@gmail.com
- 43. 2009: $1 million to the winner
- 44. TVC Personality Game Mo vement App Taru Jain tarujain@gmail.com
- 45. Sunsilk Record breaker http://www.youtube.com/watch?v=xQLhBGlV2xU Taru Jain tarujain@gmail.com
- 46. TVC Personality Game Mo vement App Greeting card
- 47. Lipton China http://www.akqa.com/work#/work/lipton/milk-tea/video Taru Jain tarujain@gmail.com
- 48. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 49. Product as a social object
- 50. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 51. Retail as a social object – ING Cafe Taru Jain tarujain@gmail.com
- 52. Pers onality TVC Game Mov ement App Greeting card Retail Product
- 53. 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
- 54. Stop creating Create social objects ü ads Taru Jain tarujain@gmail.com
- 55. A little knowledge is a dangerous thing. So find out more by contacting me at: Tarujain@gmail.com LinkedIn: Taru Jain Twitter: tarujain Delicous.com: tarujain Taru Jain - A Digital and Integrated Marketing trainer/ coach