marketers create social objects, not ads
DESCRIPTION
I urge marketers to stop wasting their money by creating just ads. Please create social objects and make your brands more profitable.TRANSCRIPT
![Page 1: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/1.jpg)
Stop creating ads, old thinker! Start creating social objects
Taru Jain - A Digital and Integrated Marketing trainer/ coach
![Page 5: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/5.jpg)
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]
![Page 7: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/7.jpg)
They mistrust our ‘tell and sell’
![Page 8: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/8.jpg)
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
![Page 11: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/11.jpg)
And now tech-fuelled ignore
The old favourites
Time-shifting / recording/ blocking
![Page 13: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/13.jpg)
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]
![Page 14: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/14.jpg)
People being social online
= up 24% over last year
Average time
6 hours v 3 hours last year
Taru Jain [email protected]
![Page 19: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/19.jpg)
Of the top 10 countries globally where most blogs are written, 7 countries are in Asia (source: Universal McCann)
Taru Jain [email protected]
![Page 20: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/20.jpg)
Filipinos lead the world in photo-sharing… (source: Universal McCann social media tracker)
Taru Jain [email protected]
![Page 21: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/21.jpg)
Asia is beating the rest of the world
![Page 22: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/22.jpg)
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)
![Page 23: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/23.jpg)
As a marketer, you are outside their circle of trust
Your consumers
Your brand
Taru Jain [email protected]
![Page 24: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/24.jpg)
Taru Jain [email protected]
All this sociability can be exhausting
Clip of Drew Barrymore from ‘He’s not that into you’
![Page 27: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/27.jpg)
By going back to comfort zone… by creating ‘tell and sell’ ads
![Page 28: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/28.jpg)
Taru Jain [email protected]
![Page 29: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/29.jpg)
Instead of creating ‘tell and sell’ ads
![Page 32: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/32.jpg)
Create a
Social objects bind people together. The more important the social object, the stronger the bond
Taru Jain [email protected]
![Page 33: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/33.jpg)
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]
![Page 34: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/34.jpg)
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]
![Page 43: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/43.jpg)
2009: $1 million to the winner
![Page 46: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/46.jpg)
Game
Movement
App
TVC
Personality
Greeting card
![Page 48: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/48.jpg)
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
![Page 49: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/49.jpg)
Product as a social object
![Page 50: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/50.jpg)
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
![Page 52: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/52.jpg)
Game
Movement
App
TVC Persona
lity
Greeting card
Product Retail
![Page 53: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/53.jpg)
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]
![Page 55: Marketers Create Social Objects, Not Ads](https://reader033.vdocuments.mx/reader033/viewer/2022052311/558b5185d8b42a9b078b470f/html5/thumbnails/55.jpg)
[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