The document traces the evolution of advertising from early use of megaphones to promote goods, to print ads, radio commercials, and television ads. It discusses how the introduction of the internet and social media empowered consumers to talk back and discuss brands with each other. Marketers now must listen to consumers, invite their contributions, and create engaging content that sparks discussion and gets shared through word of mouth. The key is providing value to consumers to earn their engagement with brands.

1. Evolution of a Megaphone A short history of advertising up to the era of Social Media.

2. In the beginning of advertising…

3. The first “marketer” used a megaphone to advertise his goods!

4. … a few “consumers” gathered to listen. But the marketer needed more “reach”.

5. Then posters covered the streets…

6. … and outdoor advertising created more reach. But it wasn’t enough .

7. Newspapers and magazines informed the world.

8. By placing ads in print, the marketer reached even more. Again and again…

9. Then radio came along. A medium, that could reach, inform and entertain more.

10. So the marketer interrupted shows with radio spots. Again and again and again…

11. Technology then brought us the most powerful medium of them all. Television.

12. So more shows were interrupted by more TV commercials , again and again and again.

13. Until one day…

14. … a wonderful machine was placed in the hands of the consumer.

15. It was simple. The first thing the marketer did, was to place banner ads online.

16. Until a “second” day… People started talking back!

17. … and other people listened …

18. … and talked to each other, about things they were interested in and engaged with.

19. So what can a marketer do, in an age when the consumers do all the talking? ?

20. So what can a marketer do, in an age when the consumers do all the talking? Listen!

21. Practical Examples

22. Invite consumers’ contribution and opinion

23. Toyota “Auris Blog” Invited 10 bloggers to test-drive the car for a week.

25. So what ELSE can a marketer do, in an age when the consumers do all the talking? ?

26. So what ELSE can a marketer do, in an age when the consumers do all the talking? Give them something to talk about!

27. Turn your brand messages into social currency

28. Vodafone - “Livefeeds” A girl locked in a warehouse, “calls” users for help!

30. Create something worth forwarding , and then start a discussion about it

31. Lacta – “Love at first site” Produced a 17-minute interactive love story.

33. The Evolution of a Megaphone in the era of Social Media Shout Listen Provide

34. "When you are close to who you're talking to, there's no need to shout."

35. Thank you! panos.sambrakos@ogilvy.com - www.panos.gr - @panos