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Culture Clash - Social Media & The Ad Agency

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The problems and solutions of integrating social media into advertising agencies.

The problems and solutions of integrating social media into advertising agencies.

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  • using social media for advertising is getting a lot of attention these days- thanks for looking also at the difficulties and pain points!
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  • 1. Culture Clash Social Media & The Ad Agency Jason Falls Transworld Advertising Agency Network Wilwaukee, Wisc. September 18, 2009
  • 2.
    • 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
  • 3. Image: Mike Baldwin on Shutterstock.com
  • 4. 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
  • 5. 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
  • 6. 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?
  • 7. 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
  • 8. 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
  • 9. 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
  • 10. 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
  • 11. Image: Luis Francisco Cordero on Shutterstock.com
      • Collaborate With Your Clients
        • Google Docs
        • Basecamp
      • Train, Train, Train
        • Creatives
        • Client Services
        • Clients
  • 12. 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
  • 13.
      • “ 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
  • 14.
      • 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
  • 15.
      • 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.) 
  • 16.
      • 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?
  • 17.
    • 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
  • 18.
      • 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)
    •  
  • 19. Let’s Connect Jason Falls Principal Social Media Explorer Email: [email_address] Twitter: @JasonFalls Phone: 502.619.3285 Web: socialmediaexplorer.com

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