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A look at how advertising agencies can jump into the Social Media sphere and survive the recession.
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Ed Schipul [email protected] www.schipul.com // www.brandtobedetermined.com
http://www.flickr.com/photos/30818304@N00/2040156264/
Social Media and the advertising world:Trends in online Communication and Connection
http://www.youtube.com/watch?v=BmykFKjNpdY
What we’ll talk about...
• Social Media for the advertising set
• Online advertising that works
• How to survive the recession
Tying traditional strategy and new tools together
Technology is great, but it’s all about PEOPLE
http://www.flickr.com/photos/libraryman/414960752
Let’s talk Social Media tools
Blogging to connect fast and personally
• Set up a fast template Blog
• Start simple - match branding graphics later
• 5 posts before ‘launch’
www.typepad.com
www.wordpress.com
www.blogger.com
Social Media Tools
Agency having a Blogosphere dialoguewww.offmadisonave.com
They are already talking about you... Ads of the Worldhttp://adsoftheworld.com/blog
Podcasts - How an iPod makes you smartSocial Media Tools
• Low-tech recorded online ‘radio shows’
• Amazing knowledge sharing
• Listen wherever you want
http://americancopywriter.typepad.com/
www.wehatesheep.com
Twitter - grow your brand and relationshipsSocial Media Tools
• What are you doing right now?
• 140 characters
• Instantaneous
• Connective
www.twitter.com
What the heck is Twitter?
http://www.youtube.com/watch?v=ddO9idmax0o
Social Media Tools
Twitter by savvy marketerswww.twitter.com/jetblue
Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/
Online video - no popcorn required
• Tell your stories, don’t just pitch
• Re-purpose your content
• Share knowledge
• Be genuine, look cool
Social Media Tools
http://www.youtube.com/experiencewii
Wii YouTube ad channel
Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732
Identify the Influencers - learn how to listenSocial Media Tools
www.google.com/alerts Email updates for your company
name and keywords
www,technorati.com/watchlist Powerful Social Media search engine
watches for your terms and updates you
http://alerts.yahoo.com Yahoo! alerts you of any
occurrences of defined terms and names
Find Blogs to read and learn fromwww.technorati.com // www.blogsearch.google.com
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
Addictive and essential Google Reader: www.google.com/reader
It’s all about the Commotion
http://www.flickr.com/photos/spotrick/1661694268
Are you on Facebook yet?(you really, really need to be)
Your Facebook profile at a glance
• Flesh out your profile before you start friending
• Personal and professionallives are blurred (good and bad)
• Be picky with your friends
• Re-purpose your otherWeb content on Facebook
Harness the power of Facebook
Creating a group/fanpage for your Company / Product
• Group pages grow camaraderie
• Coordinate, promote andfollow up on events
• Encourage membercontribution (reward them!)
• Select a handful of officersfor increased participation
Harness the power of Facebook
http://www.facebook.com/gap
Other Facebook goodies
• Photos - visuals are powerful!
• Videos
• Applications - play with your audience
• ‘Web Identities’ - tie in your personas
Harness the power of Facebook
http://apps.facebook.com/webidentities/
Advertising on Facebook - 120 million usersHarness the power of Facebook
Other advertising opps in the Social Media world
What does work now?
• Pay-Per-Click - works but volume is down- http://adwords.google.com - http://searchmarketing.yahoo.com
• Ad networks - psychographic targeting- Adbrite - www.adbrite.com- Federated Media - www.federatedmedia.net
• Hulu advertising - commercials actually watched!- www.hulu.com
Advertising online in a Social Media world
Social Media and Real World interaction
• Social Media Marketing- Online Public Relations- New WOMM (brand evangelists)
• Physical events - face-to-face time
Tying in your online and offline campaigns
www.flickr.com/photos/eschipul/2561315154/www.carolinecollective.cc
How advertisers can survive the Recession
???????????
+
???????????(Your Millenials don’t get it)
How old are your Millenials?Millennials and Middle Management
2002 2003 2004 2006Freshman25 today
Senior29 today
Freshman24 today
Senior28 today
Freshman23 today
Senior27 today
Freshman21 today
Senior25 today
30 years + = CLUELESS21-29 years = In the know
What is the problem here?Millennials and Middle Management
$$$
???
$$$
Grow your Personal BrandsPersonal Branding
What can my agency do?
• Relationships - build and maintain
• Recurring revenue
• Retrain, retool and recruit
• Get rid of dead weight NOW
• Charge for creative
Actionable steps to surviving the Recession
What can I do?
• Build your personal brand
• Participate in Social Networks
• Stay close to billable work
• Be humble (arrogant people suck)
Actionable steps to surviving the Recession
Let’s review...
• Social Media means listening and creating
• Seek out new online ad spaces
• Survive the recession by being curious
Leverage technology to reach your audience
Thanks for participating today!
Ed Schipul
CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567
Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul
Find my slides on Slideshare: www.slideshare.net/eschipul
http://www.flickr.com/photos/andresmartin/2379157808/
http://www.flickr.com/photos/ucumari/2317386162/
http://www.flickr.com/photos/davyrocket/82339986/
http://www.flickr.com/photos/jbuhler/29493344/
http://www.flickr.com/photos/mastrobiggo/2414317157/
http://www.flickr.com/photos/gaetanlee/118885175
Mobile!
So why do you care?
• 30% Internet users access ONLY through Mobile (over 850 million)
• 92,000 text messages sent EVERY SECOND
• 2.8 trillion text messages sent in 2007
• SMS = $100 billion/year industry
• www.communities-dominate.blogs.com
Brain candy from Tomi Ahonen research
http://www.flickr.com/photos/whartz/2092971356/
2.7 Billion Mobile Phones
Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
Mobile Web =New way of communicating
• Create new value
• Grow Community
• Interactive campaigns
• Reach those on-the-go
http://flickr.com/photos/eschipul/743621029/
2.7 Billion Mobile Phones
Content vs. Context (it really, really matters)