Integration: Consumers do not see social media as a distinct channel for communication and so social media must be considered as part of an integrated approach, leaving pure play social media agencies in a difficult position.
Business change: In the past advertising was too big to fail, but now with CEOs able to get a realtime view of their market from social media I see greater opportunity for innovation.
Filmed in London for Social Media Week Milan (Part 2 of 5)
Advertising has always had to speak to the consumer and so is social media any different? No, but what it has allowed is the chance to fail fast and cheaply, which creates a unique space for innovation leading to better advertising.
Filmed in London for Social Media Week Milan (Part 3 of 5)
The traditional campaign mentality doesn’t work in social media and leaves bewildered fans wondering what happened. It is important to think of the traditional values of a community to truly develop a strategy in social media.
Considering the long term delivers greater value.
Filmed in London for Social Media Week Milan (Part 4 of 5)