The sldies fpmr a presentation I gave at the Fiuture of Broadcast conference in London in June 2012

1. Is the future of
advertising social?

2. Leo Ryan
Group Head of Social@Ogily
London
Leo
Ryan
started
in
his
role
as
Group
Head
of
Social
in
In
2006
he
co-­‐founded
RMM
London,
a
digital
planning
January
of
2011.
Prior
to
that
he
had
worked
in
Ogilvy
consultancy
notable
for
clients
including
Sony
CE
Europe,
Public
RelaCons,
London,
as
Strategy
Director
of
the
360°
Discovery
Channel
EAME,
Buckingham
Palace,
Baileys
and
Digital
Influence
social
media
pracCce.
Johnnie
Walker.
Leo
is
a
senior
digital
communicaCons
planner
and
social
Previously
he
was
business
director
at
Tonic
Design,
media
expert
with
extensive
leadership
and
management
business
development
director
at
Lateral.net,
and
account
experience.
He
has
worked
exclusively
in
digital
director
at
Haymarket
Publishing
as
part
of
the
Motor
communicaCons
since
1996
in
New
York,
Sydney
and
Sports
Division.
His
early
industry
years
were
honed
in
London
and
has
held
director
level
roles
on
both
agency
New
York
and
Sydney.
and
client
side,
encompassing
commercial,
management
An
industry
thought
leader,
Ryan
has
been
engaged
by
and
planning
roles.
Online
MarkeCng
Show,
Internet
World,
IMM09
Media
His
industry
benchmark
sePng
digital
planning
for
the
Conference,
Contagious
Media
and
AdMap,
among
many
Sony
BRAVIA
Balls
campaign
in
2005
won
him
Best
Launch
others.
Campaign
and
Best
Consumer
Goods
Campaign
at
the
Leo
is
non-­‐execuCve
director
of
NaConal
Gallery
Company,
M&M
Awards
in
2006.
the
commercial
arm
of
the
NaConal
Gallery.
He
is
also
a
founding
member
of
the
IAB’s
Social
Media
Council.
He
holds
a
Bachelor
of
the
Arts
and
Bachelor
of
Architecture
(Hons)
from
the
University
of
Queensland,
Brisbane,
Australia.
2

3. 3 3

4. 4

5. “Is the future of
advertising social?”
5

6. “Is the future of
advertising social?”
"Is the future of paid
media earned
media?"
6 6

7. “Is the future of
advertising social?”
“Is white the new
black?”
7 7

8. 'social media' =
participatory media;
things the audience
take part in.
8 8

9. And 'paid media' =
advertising;
things put in front of
a user, not selected
by her
9 9

10. “The future is already
here…
http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643 10

11. “The future is already
here…
It’s just not evenly
distributed.”
William Gibson.
http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643 11

12. 1,000,000
12 12

13. 1,000,000
13 13

14. 1,000,000
160,000
14 14

15. 15 15

16. http://www.facebook.com/business/fmc/guides/reach 16 16

17. Earned:
Virality (Fan
Paid: sharing)
Advertising
Owned:
Editorial
content
(Fan views)
Reach Generator
17 17

18. “The future of
advertising media is
social,
uniquely addressable,
on demand,
participatory and not
ready for IPO”
18

19. 19 19

20. 20 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27

28. 28

29. 29

30. 30

31. 31

32. UGC Video
32

33. 33

34. 34

35. 35

36. 36

37. 37

38. 38

39. 39

40. BBC.CO.UK BRAVIA-ADVERT.COM 02/11 BRAVIA-ADVERT.COM 29/11
40

41. Extended edit posted to site /
UK&FR TV Campaign breaks
UK Outdoor
ITV ad breaks
41

42. Make it amazing
Allow participation
Let it evolve
42

43. Linkedin 2003 - 2010
http://www.freshnetworks.com/blog/2010/12/freshnetworks-
social-media-influencers-2010-report-download/ 43

44. Facebook 2004 - 2010
http://static.seekingalpha.com/
44

45. Twitter 2003 - 2010
Silicon Alley Insider 45

46. Google + 2010 (16 days)
46

47. http://benedictgal-lexorandilexcredendi.blogspot.co.uk/2011/04/
fulfillment-of-very-good.html
47

48. 48