What Facebook Can Learn from Mad Men

21st March 2012

@RogerWarner@ContentMotion

getintouch@contentandmotion.comwww.contentandmotion.co.uk

IN DEFENCE OF IDEAS AND DON DRAPERFacebook Developer Garage

@RogerWarner / @ContentMotion

In the Box: founding partner of Europe’s first (and only) independent Social PR agency network.

Specialist: 100% built to conceive and run creative Social PR engagement programs day in, day out.

Focused: boutique, 15 people, organised around one discipline: Social PR Engagement.

Up for it: very.

Good at it: see below...

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We Are...

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10,000

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90,000

Q1 Q2 Q3 Q4

Average Monthly TomTom Brand Mentions

Mentions

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10,000

20,000

30,000

40,000

50,000

60,000

70,000

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90,000

Jan-

11

Feb-1

1

Mar-

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Apr-11

May

-11

Jun-

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Jul-1

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Aug-1

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Sep-1

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Oct-1

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Nov-1

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Dec-1

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Volume of TomTom Facebook Fans

Fans

5m+ views, month #1200%+ mentions

900%+ growth

@RogerWarner / @ContentMotion 3

• 1960+

• Madison Avenue (get it?)

• Not much happens

• Characters...

• Drink

• Womanise

• Drink

• Smoke

• Drink and smoke

• What can we learn?

(Click)

About Mad Men

@RogerWarner / @ContentMotion 4

• John Hegarty

• Co-Founder of Bartle, Bogle, Hegarty

• Author of Hegarty on Advertising

• Pioneers of modern advertising (esp TV)

• Founded 1982

• Levis, Audi, Lynx (Axe)

buy!

Our Advertising Man, 1982

“Never stop thinking like your audience...”

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@RogerWarner / @ContentMotion 6

• (Sir) Brian Solis, Engage, 2010

• Houston, we have a problem...

Social Media, 2010, 2011, 2012

@RogerWarner / @ContentMotion 7

[On the introduction of TV advertising]

The boffins had taken over - they could bamboozle clients with all the technical jargon of this mind boggling new media. In the land of the blind, the one-eyed producer proved to be king. And these one-eyed men - and they were all men - were the kings of advertising. Until, that is, someone said ‘we need an idea.‘ And then the one eyed producers were found to be somewhat wanting...

Hegarty

It’s Not About the Plumbing

@RogerWarner / @ContentMotion8

What People Want

@RogerWarner / @ContentMotion 9

The key to great marketing is never to stop thinking like your audience... Understanding the role your brand plays in people’s lives and knowing how to make it more relevant is crucial...

Hegarty

People Thinking

“Ideas are everything...”

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@RogerWarner / @ContentMotion

Chanel, Levis (Flat Eric): WTF?

(Click)

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@RogerWarner / @ContentMotion

• Goal: be transparent, human, real, true

• But people buy brands: diamonds, Audi, Levis, etc

• Facebook: “Hey guys, what did you do this weekend?”

• Problem: lack of charisma is fatal / we can all play that game

• Problem: what magic is there to aspire to?

• What makes a brand in this environment?

• Brands are different now. 24x7, always on, support as marketing, marketing as support. How do we turn that into magic?

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“Authenticity is, um, the Key”

@RogerWarner / @ContentMotion

Ideas and stories are everything, otherwise advertising is just information.

The trick is to make advertising interesting and relevant... Ultimately, it’s just common sense and a desire to excite people...

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Hegarty

Ideas, Ideas, Ideas

“The opportunity has changed...”

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@RogerWarner / @ContentMotion

The value of a great idea hasn’t changed, but the opportunity to exploit it has...

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Hegarty

Real Change

The Power of THE ZUCK

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@RogerWarner / @ContentMotion 18

The Power of the Verb - Putting People in the Product

WANT

Wish

Vote

GIVE!

Smile

Shave

@RogerWarner / @ContentMotion 19

F**k These Words...

Curation

Co-Creation

Adprovising

Co-Co-Co-Curation

Liquid Content

Spreadable Media

Co-Co-Co-Co-Co-Creation

TransMediaStorytelling Unit

@RogerWarner / @ContentMotion 20

Respect this Man...

@RogerWarner / @ContentMotion 21

The Creative Mission...

Create joy and value - not by shouts or bribes, but by getting inside people’s heads (and shoes) and giving them great value - by enabling them to give to and share with one another.

This is the core dynamic of great Social comms - helping people be benefactors, storytellers, sages, entertainers and more... allowing them to create personal kudos.

Think Social Capital.

These are the ideas that matter. (Big ideas are not dead - we just need GOOD IDEAS, fit for social.)

Thank You! creative?

hiring! buy!