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If advertising is a firework, then social media is a bonfire.<br />John V Willshire<br />Head of Innovation<br />PHD<br />
Just a way to help think about the difference between social media and advertisingOr explain it to someone<br />
Advertising is like fireworks<br />http://www.flickr.com/photos/stage88/3228637838/sizes/o/<br />
http://www.flickr.com/photos/71502646@N00/1309409634/sizes/l/ <br />Fireworks are attention grabbing beacons on steroids<b...
Good ones make you go ‘ooh’ and ‘aah’<br />ooooh<br />aaaaah<br />http://www.flickr.com/photos/chrisjones/60562951/sizes/l...
They draw people in from miles around<br />http://www.flickr.com/photos/stuckincustoms/752319396/sizes/l/<br />
They’re  prepackaged; just light a firework and stand back<br />http://www.flickr.com/photos/epicfireworks/2829363989/<br />
Or get in the professionals<br />http://www.flickr.com/photos/alkiol/732074235/sizes/o/<br />
It’s so easy… EVERYONE is doing it<br />http://www.flickr.com/photos/arnar/340888701/sizes/o/<br />
Just like advertising<br />
It’s the standard solution<br />http://www.flickr.com/photos/epicfireworks/3135589362/sizes/l/<br />
http://www.flickr.com/photos/srivera/2799747313/<br />
Fireworks burn very brightly, but die very quickly.<br />http://www.flickr.com/photos/barbarasworld/1308507724/<br />
You need to keep lighting fireworks to keep folk interested<br />http://www.flickr.com/photos/epicfireworks/2848241812/siz...
Which is expensive<br />http://www.flickr.com/photos/epicfireworks/2928416111/sizes/l/<br />
It’s an arms race<br />Bigger,<br />brighter,<br />louder,<br />MORE<br />
Bonfire night is not just about the fireworks<br />(the clue is in the name)<br />http://www.flickr.com/photos/51035774131...
If advertising is a firework, then social media is a bonfire.<br />http://www.flickr.com/photos/clintjcl/2755425049/sizes/...
Two very different things<br />
Very different disciplines<br />
Building bonfires takes time…<br />http://www.flickr.com/photos/sarcasmette/3805363440/sizes/l/<br />
…and it takes time to get good at building them<br />http://www.flickr.com/photos/jbhalper/3013369399/<br />
It might go out…<br />Keep trying<br />http://www.flickr.com/photos/numuseum/533515920/sizes/l/<br />
Use whatever you have to hand<br />http://www.flickr.com/photos/88933162@N00/3021553543/sizes/o/<br />
It might be a bit lonely at first<br />http://www.flickr.com/photos/inajeep/265544195/sizes/l/<br />
http://www.flickr.com/photos/kumo_no_ue/3197957095/sizes/o/<br />Then a few friends gather round<br />
Then a few more<br />http://www.flickr.com/photos/bluearc21/2359336236/sizes/l/<br />
It’s where people like to hang out and share<br />http://www.flickr.com/photos/78428166@N00/3679575777/sizes/l/<br />
Then, wonderfully……your friends start helping out<br />http://www.flickr.com/photos/israluv/147458000/sizes/o/<br />
Because people like helping with bonfires<br />http://www.flickr.com/photos/78428166@N00/3759200168/sizes/l/<br />
more friends, 		more wood, 				bigger fire, 						more friends...<br />http://www.flickr.com/photos/mstreb/617462120/sizes...
From a small start, you can end up with something pretty amazing<br />http://www.flickr.com/photos/powi/2455460100/sizes/o...
Just like social media<br />
So have advertising fireworks had their day?<br />http://www.flickr.com/photos/epicfireworks/3134756007/sizes/l/<br />
In the long term… …we don’t know<br />http://www.flickr.com/photos/epicfireworks/3135572078/sizes/l/<br />
Right this moment… it’s not either / or<br />It’s both<br />
If you have an amazing bonfire already, use a few fireworks to bring folk to it<br />http://www.flickr.com/photos/clintjcl...
If your fireworks are great, stop people disappearing by getting a good ol&apos; bonfire going<br />http://www.flickr.com/...
Just remember,remember…<br />http://www.flickr.com/photos/daverexwood/1874498701/<br />
Putting fireworks in bonfires isn’t a great idea<br />
John V Willshire, PHD<br />@willsh<br />http://feedingthepuppy.typepad.com<br />Simon Kemp<br />David Wilding<br />Beth Wi...
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Just remember,remember…<br />http://www.flickr.com/photos/daverexwood/1874498701/<br /> Advertising Fireworks, Social Bonfires

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