Neil Perkin's presentation from IPA Social Oct 09

#IPASocial

10 Conversation Starters…10 Conversation Starters…

(not the 10 commandments)

http://www.ipa.co.uk/Content/IPA-Social http://www.neilperkin.typepad.com/

1. People not consumers

“We’ve come to view the economic aspects of the people who buy your stuff as being “We’ve come to view the economic aspects of the-people-who-buy-your stuff as being more interesting and important than the other (more interesting) things…

http://en.wikipedia.org/wiki/Barbara_Kruger Mark Earls… http://herd.typepad.com/

…so we’ve got to get human. Human scale. Human-interested. Human-kind. Helping the people-who-buy-stuff do what they do best – like interact with other humans

2. Social agenda not business agenda

Business agenda = profit

Le’Nise Brothers… http://lenisebrothers.com/

Business agenda = profit. Social agenda = actions, behaviours, technologies that allow them to share,

connect, interact, learn, love, have fun

3. Continuous conversation not campaigning

http://www.flickr.com/photos/bananajagal/

"If advertising is a firework – attention grabbing, burns brightly, dies quickly- social media is a bonfire; slow to start, collaborative to build, then gets bigger and

brighter..."

John Willshire… http://feedingthepuppy.typepad.com/

4. Long term impacts not quick fixes

Relationships require building, so rather than short-term ROI, you need to take a longer-term view

"You can’t make friends and ask to borrow money in the same breath — you will fail at both. Relationships must come before sales”

http://www.flickr.com/photos/jryle79/

Faris Yakob…

http://farisyakob.typepad.com/

5. Marketing with people not to people

People aren’t receptacles waiting eagerly for your advertising message…from involving people…to inviting participation...to simply listening – being interested is as important

as being interesting

http://www.flickr.com/photos/timothyschenck/ Katy Lindemann… http://www.katylindemann.com/

6. Being authentic not persuasive

http://www.flickr.com/photos/virtualsugar/

C t d ll i f d t dCustomers are empowered, well-informed, connected.

"Social marketing earns, not buys attention so have an opinion, be true to what you say, be of value, be open - above all be human”

Neil Perkin… http://www.neilperkin.typepad.com/

7. Perpetual beta

“Striving to be right first time is no longer acceptable. It means you're not willing to listen.”

http://www.flickr.com/photos/russelldavies/ Jamie Coomber… http://www.freshenmeup.com/

People are very forgiving if they feel they are being listened to

8. Technology changes, people don't

Technology changes but the fundamentals Technology changes, but the fundamentals of human nature remain constant.

Social Media is merely the platform for connecting and sharingg g

http://www.deborahschultz.com/ Amelia Torode… http://ameliatorode.typepad.com/

9. Change will never be this slow again

“It is not the strongest of the species that survives, nor the most intelligent. It is the one most adaptable to change”

“O f h ld t b i t h l i b t i lt l ti ”

http://little-people.blogspot.com/

Graeme Wood… http://graewood.blogspot.com/

“Our focus should not be on emerging technologies but on emerging cultural practices”

Henry Jenkins

10. Measure and evaluate

We work in a commercial context – tracking, monitoring, analysis, measurement

http://neilperkin.typepad.com/only_dead_fish/2008/04/blended-measure.html

“Not everything that can be counted counts, and not everything that counts can be counted.”Albert Einstein

Asi Sharabi… http://no-mans-blog.com/

“Is this really about social media or has the pervasiveness of the internet merely Is this really about social media or has the pervasiveness of the internet merely revealed that the advertising emperor had no clothes and should have been

observing these ten principles all along?”John Dodds

http://makemarketinghistory.blogspot.com/