This document summarizes Daniel Lee's presentation on social media and the future of advertising. The key points are: 1. Social interactions have moved online and social media has become a major channel for conversations. 2. Social media has changed marketing from a linear process to an open and collaborative one, where brands don't fully control their message. 3. To succeed in this new environment, marketing needs to become more human by treating customers like people rather than faceless consumers. Brands should adopt more flexible and personable approaches. 4. The presentation concludes by thanking the audience and opening the floor for questions.

1. Social Media
And the Future of Advertising
December 2nd 2010, Singapore
Daniel Lee, Regional Digital Director SEA
SoMe The Money!
SoMe Expert
social media strategy

2. Behold the new shiny toy!

3. What changed?
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Social interactions went digital
and got pumped
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4. 3 Shifts for the
post-crisis world of
marketing

5. 1. The New World of Marketing
is not social*
*because its always has been
9
Massive Impact of Social Media

6. The Old World of Marketing Was Linear
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Social Media Has Dramatically
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7. Source: BRAND REPUBLIC, November 16, 2009
A digital brand experience
Source: BRAND REPUBLIC, November 16, 2009

8. 2. The New World of
Marketing is
Open-Source
Open Source?
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Jon Bond
Co-Founder Kirshenbaum Bond Senecal + Partners

9. Dan Carter – All Black
rugby player
Pete Postlewaite - Actor

10. Blue-chip brands supporting the
campaign around the world
Greenpeace ‘tck’ on Beijing main gate

11. 90 Days To Copenhagen
Bike Tour from Southeast Asia
School children outside the
United Nations in Bangkok

12. Advert produced by Y&R Brazil
to support the campaign
Oxfam event at London Aquarium

13. Jakarta, joint Campaign between Oxfam,
WWF and Greenpeace
In Total Over 17 Million climate Allies

14. 3. The New World of
Marketing is
more human

15. What if brands behaved more like people?
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Being human can be a brand built on a
single personality
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16. Or built on an army of volunteers on
social media as a service channel
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Being human is fun (where relevant)
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17. Being human and having personality
alone is not enough
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Being human can be creating a cause
to believe in

19. Being human means creativity
for big ideas for a better future
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20. Social Media and the Future of Advertising
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Thank You
@danlee888
@eurorscg

21. Q&A