A trip into the worlds of John Hegarty and Don Draper in a quest to find out what Social Media Marketing can learn from great advertising.

1. What Can Social Learn from Mad Men?
(Aside from smoking, drinking and treating women badly)
Sept 2011
roger@contentandmotion.com
@RogerWarner
1

2. Big Brand Ideas: Hardwired for Social
• Part of Box Network Europe
• Formed 2009
• 18 staff, and growing
• 20 active clients
• 25+ active programs and campaigns
• All revenue is digital and majority is retained
• One focus: SOCIAL Communications
2

3. “We drink because it’s what men do...”
3

4. About Mad Men
• 1960+
• Madison Avenue (get it?)
• Not much happens
• Characters...
• Drink
• Womanise
• Drink
• Smoke
(Pls Click) • Drink and smoke
• What can we learn?
4

5. Our Advertising Man, 1982
• John Hegarty
buy! • Co-Founder of Bartle,
Bogle, Hegarty
• Author of Hegarty on
Advertising
• Pioneers of modern
advertising (esp TV)
• Founded 1982
• Levis, Audi, Lynx (Axe)
5

6. Me, 1988
• Charlton YTS Trainee apprentice
• Key points:
• Dashing
• Slow
• Career limiting hair do for a
bone crunching centre half
• Joined Margate FC 1990
• MargateFCHistory.com: ‘my
interest in the game was
dwindling by then...”
• More interested in advertising
than football
6

7. Advertising, 1980-ish
• Nick Kamen’s butt in boxers
and Levis (BBH, 1985)
• Sales up 800% for 501s
• British Airways (Saatchi &
Saatchi, 1984)
7

8. Social Media, 2010
• (Sir) Brian Solis, Engage, 2010
• Houston, we have a problem...
8

9. Act #1: “The boffins had taken over...”
9

10. “Social media is complex”
• Issue: most brands are ill equipped to communicate effectively on
Social Media
• Teams, processes, communications, content, campaigns and
strategies all need re-wiring
• This is a technical and a process challenge, not a creative challenge
• Technology (and technology skills) are quickly learned, built and
commoditised
• i.e. a short term opportunity
• Once the plumbing is done, then what? Maintenance contracts?
10

11. Plumbing and Wiring
•To the left are some classic
consultant charts
•First goal is enablement
(training, seminars, workshops,
etc) to enable a higher call of
duty
•This is a training and
consultancy exercise
•Most brand comms people are
smart - they get it. Brands are
adapting fast with new roles,
missions, etc to bake Social
into the enterprise (comms,
support, product development)
•Where’s our value tomorrow...?
11

12. It’s Not About the Plumbing
[On the introduction of TV advertising]
The boffins had taken over - they could
bamboozle clients with all the technical jargon
of this mind boggling new media. In the land
of the blind, the one-eyed producer proved to
be king. And these one-eyed men - and they
were all men - were the kings of advertising.
Until, that is, someone said ‘we need an idea.‘
And then the one eyed producers were found
to be somewhat wanting...
Hegarty
12

13. Act #2: “Never stop thinking like your audience...”
13

14. “Social Media is a conversation”
• Goal: deliver consistent stream of comms
• Success determined by how compelling, rewarding and relevant the brand is
- as long term engagement, dialogue and support programs
• Problem: competition not other nearby brands, but every other online activity
between breakfast and bedtime - friends, family, and other smart engaging
brands on Facebook
• We can’t ALL be friends on Facebook!
• Brands want conversations / ‘engagement’. People want.... what?
• ...be careful not to lose the plot
14

15. Tactics
• To the left is a classic
consultant chart (an old
one of ours)
• Brands want to plot the
audience on a neat map
• A trap: real people don’t
behave like this
• What if the real world
just doesn’t want to talk
to you on Facebook?
• Engage with that...
15

16. People Aren’t Dumb. You Are One. Think Like You
The key to great marketing is
never to stop thinking like
your audience... Understanding
the role your brand plays in
people’s lives and knowing
how to make it more relevant
is crucial...
Hegarty
16

17. Act #3: “Ideas are everything...”
17

18. Chanel: WTF?
(Pls Click)

19. “Authenticity is key”
• Goal: be transparent, human, real, true
• But people buy brands: diamonds, Audi, Levis, etc
• Facebook: “Hey guys, what did you do this weekend?”
• Problem: lack of charisma is fatal / we can all play that game
• Problem: what magic is there to aspire to?
• What makes a brand in this environment?
• Brands are different now. 24x7, always on, support as marketing, marketing
as support. How do we turn that into magic?
19

20. A Great Display Ad
20

21. It’s About the Ideas
Ideas and stories are everything,
otherwise advertising is just
information.
The trick is to make advertising
interesting and relevant...
Ultimately, it’s just common sense
and a desire to excite people...
Hegarty
21

22. Do I Entertain You?
22

23. Do I Relate to You?
23

24. Do You Like Me?
24

25. Would You Buy Me?
25

26. Would You Buy Me Now?
26

27. Act #4: “The opportunity has changed...”
27

28. The Opportunity...?
• Messages that sell are great ideas, stories
• But the playbook is static - TV, display, etc
• Traditional advertising wins by attrition, repetition
• Those with the best ideas and the deepest pockets win
• Social doesn’t work that way - it’s a relationship, a dialogue
• How do you deliver a great creative idea, via dialogue, 24x7, one to many?
• Houston, we need re-wiring
28

29. Average Days
29

30. The Real Change
The value of a great idea
hasn’t changed, but the
opportunity to exploit it
has...
Hegarty
30

31. Act #5: “This device is not a spaceship...”
31

32. Stories Sell
(Pls Click)
32

33. Social Media = Earned Media
EXPERTS! ADVICE! FREE!!!!
33

34. Excuse Me Mr Social, You’re On...
Stories sell
Technology doesn’t
Ideas are everything
How to sustain creative value?
We need to find some answers
Before our x2 Martini lunch gets eaten
...by Mad Men (?)
34

35. The Next Google Update? IDEAS!
The Timothy Dalton update - It'll just make everything more stylish
and attractive. (@BobbyBeansprout)
The Badling update - will burn to the ground anyone who doesn't
know the difference between SEO's (belonging to the SEO) and
SEOs (more than one SEO). (CrackAddictSEO)
The Nortel update - it will only show search results for web sites
which praise Android phones. (@ChrisDepper)
The Pigeon update - after joking about PigeonRank in 2002,
Google realises that Pigeons are actually quite good at determining
page quality. (@MarkRocky)
35

36. buy!
Thanks... e?
iv !
at g
re rin
c i
h
roger@contentandmotion.com
@RogerWarner
36