Culture Clash Social Media & The Ad Agency Jason Falls Transworld Advertising Agency Network Wilwaukee, Wisc. September 18, 2009

Social Media has overtaken porn as No. 1 web activity Gen Y will outnumber baby boomers by NEXT YEAR 78% of consumers trust peer recommendations Only 14% trust advertisements Only 18% of traditional TV campaigns generate a positive ROI 90% of people that can TiVo ads do 24 of the 25 largest newspapers are experiencing record declines Soon products will find us via social media Source: Socialnomics by Erik Qualman Image: Tan Wei Ming on Shutterstock

Social Media has overtaken porn as No. 1 web activity

Gen Y will outnumber baby boomers by NEXT YEAR

78% of consumers trust peer recommendations

Only 14% trust advertisements

Only 18% of traditional TV campaigns generate a positive ROI

90% of people that can TiVo ads do

24 of the 25 largest newspapers are experiencing record declines

Soon products will find us via social media

Source: Socialnomics by Erik Qualman Image: Tan Wei Ming on Shutterstock

Image: Mike Baldwin on Shutterstock.com

Image: Copestello on Shutterstock.com Consumers Grew Tired Of Us Social Media Is Personal All About Relationships “ Campaigns” Aren’t Relevant Traditional Is One-Way Social Implies Two … or Many

Consumers Grew Tired Of Us

Social Media Is Personal

All About Relationships

“ Campaigns” Aren’t Relevant

Traditional Is One-Way

Social Implies Two … or Many

TNS Media Intelligence/Cymfony Survey - 2009 "I think traditional ad agencies have very little contribution to make. They are mostly driven by their compensation models which are made for closed media. Those models don't apply in open media.” Bryan Simkins, FedEx "You get the sense that agencies talk a good game. They put up a good presentation about what social media is, but when you get to implementing campaigns, the day-to-day management skills are not meeting the marketers' expectations.” - Jim Nail, TNS Media Intelligence/Cymfony

"I think traditional ad agencies have very little contribution to make. They are mostly driven by their compensation models which are made for closed media. Those models don't apply in open media.”

Bryan Simkins, FedEx

"You get the sense that agencies talk a good game. They put up a good presentation about what social media is, but when you get to implementing campaigns, the day-to-day management skills are not meeting the marketers' expectations.”

- Jim Nail, TNS Media Intelligence/Cymfony

Image: synthmaniac on Shutterstock.com Creatives think print, outdoor, TV; art, not experience. Interactive lacks creative juice; is still an “oh yeah” Client services are seldom taught web first ??? Why do all our ads have the web address on them?

Creatives think print, outdoor, TV; art, not experience.

Interactive lacks creative juice; is still an “oh yeah”

Client services are seldom taught web first

???

Why do all our ads have the web address on them?

Image: Copestello on Shutterstock.com Social media demands content Ad content is slow, methodical and perfect Social media content is nimble, conversational and unfiltered Providing content requires trained staffing We’ve never been in the content business We shouldn’t be speaking for our clients This won’t scale well

Social media demands content

Ad content is slow, methodical and perfect

Social media content is nimble, conversational and unfiltered

Providing content requires trained staffing

We’ve never been in the content business

We shouldn’t be speaking for our clients

This won’t scale well

Image: Copestello on Shutterstock.com Social media is essentially customer service Ad agencies haven’t given a damn about customers … ever Agencies drive to purchase, seldom work beyond How do you bill this? Blog posts = $25 per (high end) Agency bills $150-200 for same

Social media is essentially customer service

Ad agencies haven’t given a damn about customers … ever

Agencies drive to purchase, seldom work beyond

How do you bill this?

Blog posts = $25 per (high end)

Agency bills $150-200 for same

Image: Luis Francisco Cordero on Shutterstock.com Understand The Web Websites are connecting points, not brochures Content drives engagement, but must be portable SEO is critically important Online/Search advertising is more effective than traditional Effective email marketing beats just about everything Mobile is more relevant everyday

Understand The Web

Websites are connecting points, not brochures

Content drives engagement, but must be portable

SEO is critically important

Online/Search advertising is more effective than traditional

Effective email marketing beats just about everything

Mobile is more relevant everyday

Image: Luis Francisco Cordero on Shutterstock.com Embrace Social Media Internally Use Yammer to cut down on frivolous emails Bulletin board/forums for informal internal communications Wikis/Project Management software for team collaboration Enterprise software includes social tools If you ever attach a document to an email, you’ve missed an opportunity

Embrace Social Media Internally

Use Yammer to cut down on frivolous emails

Bulletin board/forums for informal internal communications

Wikis/Project Management software for team collaboration

Enterprise software includes social tools

If you ever attach a document to an email, you’ve missed an opportunity

Image: Luis Francisco Cordero on Shutterstock.com Collaborate With Your Clients Google Docs Basecamp Train, Train, Train Creatives Client Services Clients

Collaborate With Your Clients

Google Docs

Basecamp

Train, Train, Train

Creatives

Client Services

Clients

Image: Luis Francisco Cordero on Shutterstock.com Prioritize Interactive & Social Competency In Hiring Tomorrow’s Creatives May Not Come From Art School Model Best Practices Read blogs Watch competitors in social space Pay attention to the social thinkers in your agency/area

Prioritize Interactive & Social Competency In Hiring

Tomorrow’s Creatives May Not Come From Art School

Model Best Practices

Read blogs

Watch competitors in social space

Pay attention to the social thinkers in your agency/area

“ The current downturn will accelerate these trends in agencies as everyone is looking to innovate and stand out from the crowd. I don’t think [social media] is a replacement for paid-for media, it is just going to be a challenger for [consumers’] time and attention.” Moray MacLennan, M&C Saatchi Worldwide “ I believe that in the future, social networks will be like air. They will be anywhere and everywhere we need and want them to be.” Charlene Li, Altimeter Group “ As much as we love social media, the audience there is opt in. Mass media isn’t. Even though the messages are force fed to consumers they still have better reach. We need to build communities of consumers through social media to the point mass media becomes less effective in driving people where we want them to go. Until then, we should use the traditional to help populate the non.” – Me

“ The current downturn will accelerate these trends in agencies as everyone is looking to innovate and stand out from the crowd. I don’t think [social media] is a replacement for paid-for media, it is just going to be a challenger for [consumers’] time and attention.”

Moray MacLennan, M&C Saatchi Worldwide

“ I believe that in the future, social networks will be like air. They will be anywhere and everywhere we need and want them to be.”

Charlene Li, Altimeter Group

“ As much as we love social media, the audience there is opt in. Mass media isn’t. Even though the messages are force fed to consumers they still have better reach. We need to build communities of consumers through social media to the point mass media becomes less effective in driving people where we want them to go. Until then, we should use the traditional to help populate the non.”

– Me

Your Agency Should Have An understanding of social media’s place in the mix Clear ownership of social media responsibility The ability to educate you and your company Strategic thinking both apart from an a part of plan Measures and metrics for success No guarantees of “viral” or immediate success

Your Agency Should Have

An understanding of social media’s place in the mix

Clear ownership of social media responsibility

The ability to educate you and your company

Strategic thinking both apart from an a part of plan

Measures and metrics for success

No guarantees of “viral” or immediate success

How Do You Tell Them Apart? Google Them- Are They Walking The Walk? Is Staff Recognized In The Social Media Space? Do They Have Case Studies? Is There Strategic Focus Behind Recommendations? Are they honest with you about peripheral services (Mobile, Community Platforms, Apps, etc.)

How Do You Tell Them Apart?

Google Them- Are They Walking The Walk?

Is Staff Recognized In The Social Media Space?

Do They Have Case Studies?

Is There Strategic Focus Behind Recommendations?

Are they honest with you about peripheral services (Mobile, Community Platforms, Apps, etc.)

Questions For Them How is your agency leveraging social media? Who does strategy and who executes? What role will we have in social media execution Illustrate the business case for my brand. What mistakes have you made and what did you learn?

Questions For Them

How is your agency leveraging social media?

Who does strategy and who executes?

What role will we have in social media execution

Illustrate the business case for my brand.

What mistakes have you made and what did you learn?

Dell $2MM+ in sales via Twitter Marriott $5MM in reservations from corporate blog Southwest Airlines engaging fans via blogs Sony uses several community platforms to better segment customers for efficient targeting Joffrey's Coffee developed new flavor via bloggers feedback Martell Home Builders solved major flaw in contracting business Solutions Are There

Dell $2MM+ in sales via Twitter

Marriott $5MM in reservations from corporate blog

Southwest Airlines engaging fans via blogs

Sony uses several community platforms to better segment customers for efficient targeting

Joffrey's Coffee developed new flavor via bloggers feedback

Martell Home Builders solved major flaw in contracting business

Web Strategy (web-strategist.com/blog/) – Jeremiah Owyang Fuel Lines (fuelingnewbusiness.com) – Michael Gass Twist Image (twistimage.com/blog/) - Mitch Joel Marketing With Meaning (marketingwithmeaning.com) Logic+Emotion (armano.typepad.com) – David Armano Conversation Agent (conversationagent.com) – Valeria Maltoni Online Marketing Blog (toprankblog.com) – Lee Odden Chris Brogan (chrisbrogan.com) – Chris Brogan Jason’s Agency Resource (delicious.com/JasonFalls/agencies)

Web Strategy (web-strategist.com/blog/) – Jeremiah Owyang

Fuel Lines (fuelingnewbusiness.com) – Michael Gass

Twist Image (twistimage.com/blog/) - Mitch Joel

Marketing With Meaning (marketingwithmeaning.com)

Logic+Emotion (armano.typepad.com) – David Armano

Conversation Agent (conversationagent.com) – Valeria Maltoni

Online Marketing Blog (toprankblog.com) – Lee Odden

Chris Brogan (chrisbrogan.com) – Chris Brogan

Jason’s Agency Resource (delicious.com/JasonFalls/agencies)

Let’s Connect Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.619.3285 Web: socialmediaexplorer.com