Is Social advertising the future of Advertising?

Is « Social Advertising » the future of advertising ?

Media Shift

•  13,500 radio stations (4,400 in 1960)

•  17,300 magazine titles (8,400 in 1960)

•  82.4 TV channels per home (5.7 in 1960)

•  Web/Mobile: –  Millions of sites and social applications (0 in 1960)

–  Billions of Mobile phones (0 in 1960)

Social Ads are not about Facebook,

MySpace or Social applications

They are about a huge transformation in

consumer habits (UGC)

Social Economy

•  Customer knowledge is replacing producer knowledge

•  If real power is given to consumers, meaning finishing the product, cancel out the intermediaries, change models and fix prices, are we not already in Social Economy? Xavier Comtesse

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What is “Social Advertising” ?

•  Traditional creative agencies tell stories about your brand

•  Traditional Media agencies buy time to allow these stories to be told

•  But it’s your consumers who tell the most powerful stories about your brand

Old fashion

A

Social network A

The business model

•  Marketers will pay to reach and

influence valuable targets

•  Each person will have their own

“Personal Media”

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The paradigm

•  Consumers are looking for greater personal

relevance in the media they consume

•  Context-driven or collaboratively filtered

services like Google’s contextual links and

Amazon’s recommendations don’t feel

personal, even though they are personalized

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The right Way

•  In social media, marketers need to understand

where their brands intersect with the passion points

of their consumers.

•  In most cases, brands can craft the framework of a

campaign, but the customization of content and the

dialogue around the campaign will be up to the

consumer

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Social Consumer 2.0 actions

•  Meeting

•  Connecting

•  Organizing

•  Sharing

•  Collaborating

Social Consumer 2.0 typology

•  Co creator

•  Co design

•  Creative

•  Cash incentive

•  Community

Social Advertising factors

•  Make your customers famous – Attention = Engagement

•  Let the consumers appropriate the brand

•  Give them the means to communicate and recount stories about your product

I am now a Digital Media

•  I am an editor

•  I have an influence, I want to be influential

•  I share my thoughts, my experience

•  I create value for products I like

•  I monetize my digital life

The big revolution

•  Advertising now pays targeted users &

their communities, less mass media

– Free Mobile minutes

– Credit

– Free subscription TV network, etc…

– Cash

Thanks you

Pascal Rossini CEO Ads-click

www.pascalrossini.com

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