This document contrasts the approaches of traditional advertising ("AdLand") and social media marketing ("Social"). It presents five indicators where their perspectives diverge: 1) messaging, 2) budget, 3) strategy, 4) ideas, and 5) results. For each, it shows how AdLand favors cramming messages, needing large budgets and time, ignoring feedback, having shallow ideas to push through, and using strategies to sell fabricated ideas, while Social emphasizes single-minded sharing, creating quickly on phones, valuing instant feedback, requiring depth and sustainability, and wanting meaningful insights.

1. 5 Indicators:
AdLand is Dead
& Social is Alive
#deathofadland

2. Be Social
You are part of a discussion about a paradigm shift
as great as the introduction of the television.
This is the second SlideShare focusing on this
thought. Please comment on it and share it on.
If you would like to contribute articles or thoughts
to a larger collective, simply hashtag them with:
#deathofadland.

3. 11
result
result
5
5
messag ng
messag ng
2
2
bud et
bud et
3
3
strat gy
strat gy
4
4
ide
ide
Two diverging viewpoints on the same topics.

4. AdLand Says:
Unless this brief is fantastic (unlikely),
we’ll have to cram at least several
thoughts into one ad.
1
messag ng

5. Social Says:
Every shareable must be single-minded.
But we can have lots of them – so it’s
easy to say many things. <3
1
messag ng

6. AdLand Says:
We need time and money to make
this happen. Preferably, lots of both.
2
bud et

7. Social Says:
With a bit of planning, shareables can
be created quickly. In fact, we’re shooting
them right now – on our phones.
2
bud et

8. AdLand Says:
Someone complained about our TVC? Hah!
We don’t care what they think anyway.
3
strat gy

9. Social Says:
We love instant feedback. And since you
can’t switch people off, we’ll never be done,
even though our campaign might be.
3
strat gy

10. AdLand Says:
We have three ideas for our campaign –
more than enough. Hey, can you guys
help us push them through?
ide
4

11. Social Says:
For the dialogue to carry on, it must be have
depth. If it’s not sustainable, it doesn’t work.
ide
4

12. AdLand Says:
We’ll fabricate the strategy, retrofit it to
the idea, and then use it as a selling tool.
5
result

13. Social Says:
We want meaningful insights so we can
really connect with people.
5
result

14. Speak Your Mind
What is your perspective?
Please do comment on this discussion and share it on.
After all, it’s good to share.

15. 5 Indicators:
AdLand is Dead
& Social is Alive
#deathofadland
written by: alexander patterson
the empty box: alexanderpatterson.tumblr.com
twitter: @alexanderjpatt