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Social Media for the Advertising set

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Ed Schipul
Ed Schipul

A look at how advertising agencies can jump into the Social Media sphere and survive the recession.

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Social Media and the advertising world: Trends in online Communication and Connection http://www.flickr.com/photos/30818304@N00/2040156264/ Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
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
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.blogger.com www.wordpress.com
Agency having a Blogosphere dialogue www.offmadisonave.com
They are already talking about you... Ads of the World http://adsoftheworld.com/blog
Social Media Tools Podcasts - How an iPod makes you smart • Low-tech recorded online ‘radio shows’ • Amazing knowledge sharing • Listen wherever you want http://americancopywriter.typepad.com/ www.wehatesheep.com
Social Media Tools Twitter - grow your brand and relationships • What are you doing right now? • 140 characters • Instantaneous • Connective www.twitter.com
Social Media Tools What the heck is Twitter? http://www.youtube.com/watch?v=ddO9idmax0o
Twitter by savvy marketers www.twitter.com/jetblue
Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/
Social Media Tools Online video - no popcorn required • Tell your stories, don’t just pitch • Re-purpose your content • Share knowledge • Be genuine, look cool Wii YouTube ad channel http://www.youtube.com/experiencewii
Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732
Social Media Tools Identify the Influencers - learn how to listen www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
Find Blogs to read and learn from www.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)
Harness the power of Facebook Your Facebook profile at a glance • Flesh out your profile before you start friending • Personal and professional lives are blurred (good and bad) • Be picky with your friends • Re-purpose your other Web content on Facebook
Harness the power of Facebook Creating a group/fanpage for your Company / Product • Group pages grow camaraderie http://www.facebook.com/gap • Coordinate, promote and follow up on events • Encourage member contribution (reward them!) • Select a handful of officers for increased participation
Harness the power of Facebook Other Facebook goodies • Photos - visuals are powerful! • Videos • Applications - play with your audience • ‘Web Identities’ - tie in your personas http://apps.facebook.com/webidentities/
Harness the power of Facebook Advertising on Facebook - 120 million users
Other advertising opps in the Social Media world
Advertising online in a 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
Tying in your online and offline campaigns Social Media and Real World interaction • Social Media Marketing - Online Public Relations - New WOMM (brand evangelists) • Physical events - face-to-face time www.flickr.com/photos/eschipul/2561315154/ www.carolinecollective.cc
How advertisers can survive the Recession
+ ??????????? ??????????? (Your Millenials don’t get it)
Millennials and Middle Management How old are your Millenials? 2002 2003 2004 2006 Freshman Senior Freshman Senior Freshman Senior Freshman Senior 25 today 29 today 24 today 28 today 23 today 27 today 21 today 25 today 21-29 years = In the know 30 years + = CLUELESS
Millennials and Middle Management What is the problem here? $$$ ??? $$$
Personal Branding Grow your Personal Brands
Actionable steps to surviving the Recession 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)
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 Company www.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/ucumari/2317386162/ Mobile! http://www.flickr.com/photos/jbuhler/29493344/ http://www.flickr.com/photos/mastrobiggo/2414317157/ http://www.flickr.com/photos/davyrocket/82339986/ http://www.flickr.com/photos/gaetanlee/118885175 http://www.flickr.com/photos/andresmartin/2379157808/
Brain candy from Tomi Ahonen research 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 http://www.flickr.com/photos/whartz/2092971356/ • SMS = $100 billion/year industry • www.communities-dominate.blogs.com
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)

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Social Media for the Advertising set

  • 1. Social Media and the advertising world: Trends in online Communication and Connection http://www.flickr.com/photos/30818304@N00/2040156264/ Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
  • 3. 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
  • 4.
  • 5.
  • 6.
  • 7. Technology is great, but it’s all about PEOPLE http://www.flickr.com/photos/libraryman/414960752
  • 8. Let’s talk Social Media tools
  • 9. 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.blogger.com www.wordpress.com
  • 10. Agency having a Blogosphere dialogue www.offmadisonave.com
  • 11. They are already talking about you... Ads of the World http://adsoftheworld.com/blog
  • 12. Social Media Tools Podcasts - How an iPod makes you smart • Low-tech recorded online ‘radio shows’ • Amazing knowledge sharing • Listen wherever you want http://americancopywriter.typepad.com/ www.wehatesheep.com
  • 13. Social Media Tools Twitter - grow your brand and relationships • What are you doing right now? • 140 characters • Instantaneous • Connective www.twitter.com
  • 14. Social Media Tools What the heck is Twitter? http://www.youtube.com/watch?v=ddO9idmax0o
  • 15. Twitter by savvy marketers www.twitter.com/jetblue
  • 16. Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/
  • 17. Social Media Tools Online video - no popcorn required • Tell your stories, don’t just pitch • Re-purpose your content • Share knowledge • Be genuine, look cool Wii YouTube ad channel http://www.youtube.com/experiencewii
  • 18. Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732
  • 19. Social Media Tools Identify the Influencers - learn how to listen www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  • 20. Find Blogs to read and learn from www.technorati.com // www.blogsearch.google.com
  • 21. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  • 22. Addictive and essential Google Reader: www.google.com/reader
  • 23. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  • 24. Are you on Facebook yet? (you really, really need to be)
  • 25. Harness the power of Facebook Your Facebook profile at a glance • Flesh out your profile before you start friending • Personal and professional lives are blurred (good and bad) • Be picky with your friends • Re-purpose your other Web content on Facebook
  • 26. Harness the power of Facebook Creating a group/fanpage for your Company / Product • Group pages grow camaraderie http://www.facebook.com/gap • Coordinate, promote and follow up on events • Encourage member contribution (reward them!) • Select a handful of officers for increased participation
  • 27. Harness the power of Facebook Other Facebook goodies • Photos - visuals are powerful! • Videos • Applications - play with your audience • ‘Web Identities’ - tie in your personas http://apps.facebook.com/webidentities/
  • 28. Harness the power of Facebook Advertising on Facebook - 120 million users
  • 29. Other advertising opps in the Social Media world
  • 30. Advertising online in a 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
  • 31. Tying in your online and offline campaigns Social Media and Real World interaction • Social Media Marketing - Online Public Relations - New WOMM (brand evangelists) • Physical events - face-to-face time www.flickr.com/photos/eschipul/2561315154/ www.carolinecollective.cc
  • 32. How advertisers can survive the Recession
  • 33. + ??????????? ??????????? (Your Millenials don’t get it)
  • 34. Millennials and Middle Management How old are your Millenials? 2002 2003 2004 2006 Freshman Senior Freshman Senior Freshman Senior Freshman Senior 25 today 29 today 24 today 28 today 23 today 27 today 21 today 25 today 21-29 years = In the know 30 years + = CLUELESS
  • 35. Millennials and Middle Management What is the problem here? $$$ ??? $$$
  • 36. Personal Branding Grow your Personal Brands
  • 37. Actionable steps to surviving the Recession What can my agency do? • Relationships - build and maintain • Recurring revenue • Retrain, retool and recruit • Get rid of dead weight NOW • Charge for creative
  • 38. 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)
  • 39. 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
  • 40. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.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
  • 41. http://www.flickr.com/photos/ucumari/2317386162/ Mobile! http://www.flickr.com/photos/jbuhler/29493344/ http://www.flickr.com/photos/mastrobiggo/2414317157/ http://www.flickr.com/photos/davyrocket/82339986/ http://www.flickr.com/photos/gaetanlee/118885175 http://www.flickr.com/photos/andresmartin/2379157808/
  • 42. Brain candy from Tomi Ahonen research 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 http://www.flickr.com/photos/whartz/2092971356/ • SMS = $100 billion/year industry • www.communities-dominate.blogs.com
  • 44. Slide thanks to Houston Chronicle’s David Herrold: http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
  • 45. Mobile Web = New way of communicating • Create new value • Grow Community • Interactive campaigns • Reach those on-the-go http://flickr.com/photos/eschipul/743621029/
  • 46. 2.7 Billion Mobile Phones Content vs. Context (it really, really matters)