Embed Size (px)
DESCRIPTION
I urge marketers to stop wasting their money by creating just ads. Please create social objects and make your brands more profitable.
Citation preview
Stop creating ads, old thinker! Start creating social objects
Taru Jain - A Digital and Integrated Marketing trainer/ coach
Mr. Marketer/ Agency: You guilty of this? - watch this cringingly good video
Source: Microsoft
http://www.youtube.com/watch?v=D3qltEtl7H8 Taru Jain [email protected]
They mistrust our ‘tell and sell’
Taru Jain [email protected]
They ignore our ‘tell and sell’
I usually switch channels when TV commercial comes on
0% 10% 20% 30% 40% 50% 60% 70% 80%
Singapore
India
Thailand
% that agree with statement
“I usually switch channels when TV commercial comes on”
2 out of 3 consumers
Source: BAV™ (WPP) >500,000 respondents, 40 Countries, >35,000 brands
And now tech-fuelled ignore
The old favourites
Time-shifting / recording/ blocking
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 [email protected]
People being social online
= up 24% over last year
Average time
6 hours v 3 hours last year
Taru Jain [email protected]
Of the top 10 countries globally where most blogs are written, 7 countries are in Asia (source: Universal McCann)
Taru Jain [email protected]
Filipinos lead the world in photo-sharing… (source: Universal McCann social media tracker)
Taru Jain [email protected]
Asia is beating the rest of the world
Taru Jain [email protected]
Social through different devices…
In Japan, 5 of top 10 bestselling novels started life as a Keitai shosetsu (mobile novel) (Source Japan Times)
As a marketer, you are outside their circle of trust
Your consumers
Your brand
Taru Jain [email protected]
Taru Jain [email protected]
All this sociability can be exhausting
Clip of Drew Barrymore from ‘He’s not that into you’
By going back to comfort zone… by creating ‘tell and sell’ ads
Taru Jain [email protected]
Instead of creating ‘tell and sell’ ads
Create a
Social objects bind people together. The more important the social object, the stronger the bond
Taru Jain [email protected]
Create a Good social objects have lots of hooks around which to start conversations
Social objects bind people together. The more important the social object, the stronger the bond
Taru Jain [email protected]
Create a Good social objects have lots of hooks around which to start conversations
Social objects bind people together. The more important the social object, the stronger the bond
Social objects come in all sorts of types and strength…
Taru Jain [email protected]
2009: $1 million to the winner
Game
Movement
App
TVC
Personality
Greeting card
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
Product as a social object
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
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 [email protected]
[email protected] LinkedIn: Taru Jain Twitter: tarujain Delicous.com: tarujain
A little knowledge is a dangerous thing. So find out more by contacting me at:
Taru Jain - A Digital and Integrated Marketing trainer/ coach
![Surprising Facts on Instagram Ads Digital Marketers Should Know [Infographic]](https://img.pdfslide.us/doc/110x75/589a5ca71a28abc3438b54fd/surprising-facts-on-instagram-ads-digital-marketers-should-know-infographic.jpg)