Hey brand, talk to us.

By Isabelle Quevilly, May 2012CREDITS: DIYANA KAMARUZA ON FLICKR

“People now trust each other more than the media.” - Alastair Campbell, Worlds Collide

CREDITS: TOTHEFOREST ON FLICKR

Not only media are socialSince 2009, social media have started to invade our communication plans.

Today, I believe we’re at a point where we need to think bigger. The impact social media had on people, societies, companies, goes way beyond and people expect brands to BE, ACT and TALK social.

And that happens beyond your facebook page and Twitter account.

From "you" to "us"The most advanced brands are starting to shift from adressing individual’s needs in their advertising to actually conceive products that are enabling a community to gather around the ideas they love.

Your consumer is a GROUPAs said in this interview, our business is to create strong and provocative relationships that set the stage for ongoing conversations. What this means, is that our job is no more to reach out to one individual, to tell him several times the same things until he digest and acts. THIS IS NO MORE TRUE.Today, we have to get a group to talk about a bold idea we put out there.

http://simonmainwaring.com/creativity/the-future-of-tv-advertising-and-social-media-by-dan-wieden/

Which is exactly what this campaign does.

Media advertising is the icingAdressing the group requires new sets of expertise for the company, including building the platforms where the group can connect, discuss and share.

The marketing group shall become an incubator of ideas, always ready to try out and launch new things for the community to react on.

http://www.rga.com/about/featured/platforms-and-campaigns

CREDITS: TRISARAHTOPS ON FLICKR

Shared values. Not trends.New way to success being to provide relevant answers for the community of people they make busines with, that could potentially production on demand. This can happen by working on the values and interests people express more than working from market trends as we do today.

@DigitalPlanner

Crafted by Isabelle Quevilly. London. May 2012

This deck is made to help the advertising community think different. It will hopefully start conversations and sparkle new ideas. It is yours to steal, comment and share!