Presentation for London Facebook Developer Garage, 21.03.12. SHOCK OF THE OLD! A reflection on the value of ideas, the will of the people and the need for better creative(s).

1. What Facebook Can Learn from Mad Men
IN DEFENCE OF IDEAS AND DON DRAPER
Facebook Developer Garage
21st March 2012
@RogerWarner
@ContentMotion
getintouch@contentandmotion.com
www.contentandmotion.co.uk

2. We Are...
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...
Average Monthly TomTom Brand Mentions
Volume of TomTom Facebook Fans
90,000
90,000
80,000
80,000
70,000
60,000
70,000
60,000
900%+ growth
50,000
50,000
40,000
40,000
30,000
30,000
200%+ mentions
20,000
10,000
20,000
10,000
-
Q1
Q2
Q3
Q4
-
5m+ views, month #1
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Mentions
Fans
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@RogerWarner / @ContentMotion

3. About Mad Men
• 1960+
• Madison Avenue (get it?)
• Not much happens
• Characters...
• Drink
• Womanise
• Drink
• Smoke
(Click) • Drink and smoke
• What can we learn?
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@RogerWarner / @ContentMotion

4. Our Advertising Man, 1982
• John Hegarty
buy! • Co-Founder of Bartle,
Bogle, Hegarty
• Author of Hegarty on
Advertising
• Pioneers of modern
advertising (esp TV)
• Founded 1982
• Levis, Audi, Lynx (Axe)
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@RogerWarner / @ContentMotion

5. “Never stop thinking like your audience...”
5

6. Social Media, 2010, 2011, 2012
• (Sir) Brian Solis, Engage, 2010
• Houston, we have a problem...
@RogerWarner / @ContentMotion 6

7. It’s Not About the Plumbing
[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
7
@RogerWarner / @ContentMotion

8. What People Want
8 @RogerWarner / @ContentMotion

9. People Thinking
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
9
@RogerWarner / @ContentMotion

10. “Ideas are everything...”
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11. Chanel, Levis (Flat Eric): WTF?
(Click)
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@RogerWarner / @ContentMotion

12. “Authenticity is, um, the Key”
• 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?
12
@RogerWarner / @ContentMotion

13. Ideas, Ideas, Ideas
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...
Hegarty
13
@RogerWarner / @ContentMotion

14. “The opportunity has changed...”
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15. Real Change
The value of a great idea
hasn’t changed, but the
opportunity to exploit it
has...
Hegarty
15
@RogerWarner / @ContentMotion

16. The Power of THE ZUCK

17. 17

18. The Power of the Verb - Putting People in the Product
Shave
WANT
Wish
Vote
GIVE!
Smile
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@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
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@RogerWarner / @ContentMotion

20. Respect this Man...
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@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.)
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@RogerWarner / @ContentMotion

22. ?
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at g! buy!
cr i r i n
Thank You! h