Social MediaAnd the Future of Advertising

December 2nd 2010, Singapore

Daniel Lee, Regional Digital Director SEA

SoMe The Money!

social media strategy

SoMe Expert

Behold the new shiny toy!

What changed?

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Social interactions went digitaland got pumped

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3 Shifts for the post-crisis world of

marketing

9

1. The New World of Marketing is not social*

*because its always has been

Massive Impact of Social Media

The Old World of Marketing Was Linear

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Social Media Has DramaticallyChanged That

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Source: BRAND REPUBLIC, November 16, 2009

Source: BRAND REPUBLIC, November 16, 2009

A digital brand experience

2. The New World of Marketing is Open-Source

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Jon Bond Co-Founder Kirshenbaum Bond Senecal + Partners

Pete Postlewaite - Actor

Dan Carter – All Black rugby player

Blue-chip brands supporting the campaign around the world

Greenpeace ‘tck’ on Beijing main gate

90 Days To Copenhagen Bike Tour from Southeast Asia

School children outside the United Nations in Bangkok

Advert produced by Y&R Brazil to support the campaign

Oxfam event at London Aquarium

Jakarta, joint Campaign between Oxfam, WWF and Greenpeace

In Total Over 17 Million climate Allies

3. The New World of Marketing is

more human

What if brands behaved more like people?

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Being human can be a brand built on a single personality

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Or built on an army of volunteers on social media as a service channel

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Being human is fun (where relevant)

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Being human and having personality alone is not enough

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Being human can be creating a cause to believe in

Being human means creativity for big ideas for a better future

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Social Media and the Future of Advertising

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Thank You@danlee888

@eurorscg

Q&A