{"id":264,"date":"2006-12-04T18:43:59","date_gmt":"2006-12-04T23:43:59","guid":{"rendered":"http:\/\/daviddalka.com\/createvalue\/2006\/12\/04\/ses-chicago-2006-day-1-advertising-in-social-media\/"},"modified":"2013-11-27T12:31:35","modified_gmt":"2013-11-27T17:31:35","slug":"ses-chicago-2006-day-1-advertising-in-social-media","status":"publish","type":"post","link":"https:\/\/www.daviddalka.com\/createvalue\/2006\/12\/04\/ses-chicago-2006-day-1-advertising-in-social-media\/","title":{"rendered":"SES Chicago 2006 – Day 1 – Advertising in Social Media"},"content":{"rendered":"
Gary Stein, ammomarketing.com<\/p>\n
Why Social Media? \nThree Wrong Reasons \nTwo Right Ones \n(plus one bonus concepts)<\/p>\n
– Obvious and Wrong Reason #1: That\u2019s Where the People Are \n– Minority of consumers read blogs, blog, podcast, have a Second Life avatar, etc. \n– Most businesspeople are not tuned into Web 2.0<\/p>\n
– Obvious and Wrong Reason #2: Consumers are in Control \n– Nuthin\u2019 new about consumer control \n– Media owners have a right to their rights<\/p>\n
– Obvious and Wrong Reason #3: The Mainstream Media is Kaput \n– The best blog barely touches the reach of established players \n– Blogs have big frequency, low reach<\/p>\n
– Real Reason: The Channel is Unfair \n– Private labels clog p the shelves \n– Big box stores dictate rules \n– Brands forced into direct ads and coupons<\/p>\n
– Real Reason: Manufacturers Set the Ad Agenda \n– Manufacturers drive branding<\/p>\n
– The relationship mandate is Critical \n– Manufactures need consumers to walk into the channel want their product and only their product<\/p>\n
\u201cConsumers are won when you meet them as equals\u201d<\/p>\n
– Consumer reviews are the silver bullet to ecommerce.<\/p>\n
Bonus Concept: Brand Want Media, Agencies Want Brands \n– 2007 Trend \u2013 owning the channel \n– These are built on Web 2.0 principles \n– Not real hit on media, since they will need traffic, as well as development of new channels (see Yahoo\u2019s New Brand Universes) \nHenry Copeland, CEO, Blogads<\/a><\/p>\n