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Boston Advertising
 

Boston Advertising

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  • TEAM SUCCESS & STRUGGLES Efficient Search Collaboration/Communication (Geographical Limitations) Upstream Communication Leveraging Resources (“Knowing what to know”) Generational Gaps (Adoption Rates) PAST PROJECT TRACKING Successful Pitches Genre Tracking What Didn’t Work LOCATING & UTILIZING the EXPERTS Cross Departmental Collaboration Streamlining Communication/Approval Process Filtering out the “White Noise”
  • Amanda DETAILED NOTES Internal Use IT implementation – rolling out the product Adoption – how are you going to get people involved and using the technology Analytics – describe a few components that will allow you to track use (likes/downloads/retweets/visits etc) External Use Is this tool useful to clients in communication and project sharing? How? Q/A Q from Boston Advertsing: blah blah blah A from Team 2 Top Advertising: blah blah blah
  • John DETAILED NOTES Internal Use IT implementation – rolling out the product Adoption – how are you going to get people involved and using the technology Analytics – describe a few components that will allow you to track use (likes/downloads/retweets/visits etc) External Use Is this tool useful to clients in communication and project sharing? How? Q/A Q from Boston Advertsing: blah blah blah A from Team 2 Top Advertising: blah blah blah
  • Cathlin DETAILED NOTES Internal Use IT implementation – rolling out the product Adoption – how are you going to get people involved and using the technology Analytics – describe a few components that will allow you to track use (likes/downloads/retweets/visits etc) External Use Is this tool useful to clients in communication and project sharing? How? Q/A Q from Boston Advertsing: blah blah blah A from Team 2 Top Advertising: blah blah blah
  • Prita DETAILED NOTES Internal Use IT implementation – rolling out the product Adoption – how are you going to get people involved and using the technology Analytics – describe a few components that will allow you to track use (likes/downloads/retweets/visits etc) External Use Is this tool useful to clients in communication and project sharing? How? Q/A Q from Boston Advertsing: blah blah blah A from Team 2 Top Advertising: blah blah blah
  • Nusrath DETAILED NOTES Internal Use IT implementation – rolling out the product Adoption – how are you going to get people involved and using the technology Analytics – describe a few components that will allow you to track use (likes/downloads/retweets/visits etc) External Use Is this tool useful to clients in communication and project sharing? How? Q/A Q from Boston Advertsing: blah blah blah A from Team 2 Top Advertising: blah blah blah
  • Background: 2 months after the original Team 2 Top Consultants
  • Consultants will write about their topic of interest in regards to Boston Advertising, a repetitive theme by a particular author will illustrate their expertise.
  • Boston Advertising – Challenges Internal Success of past proposals Matching appropriate consultant to the relevant project Consultant Collaboration Prioritize Project Topics Search Prioritization & matching (keyword tagging) Upstream (VPs/Management) Communication Knowing what to know Resistance to new technology External Increased social media use Project progression – keeping the clients in the loops Increasing customer engagement through social media Increasing brand awareness Providing Customer Service Monitoring Customer Satisfaction

Boston Advertising Boston Advertising Presentation Transcript

  • BROUGHT TO YOU BY TEAM 2 TOP CONSULTANTS: AMANDA KELLY, NUSRATH KHAN, JOHN SUNDBORG ATTENDED BY BOSTON ADVERTISING EXECS: NICHOLAS ASADORIAN, KENNETH CAREY, PRITA VAIDYA Team 2 Top Consultants Present Boston Advertising: Collaborative Technologies
  • The Problem & The Goal
    • You can’t talk to clients effectively if you can’t understand one another.
    • We want to help you Identify:
    • Team Success & Struggles
    • Past Project Tracking
    • Locating & Utilizing Expertise
    • New technologies are allowing for improved communication and collaboration.
  • Finding the Fix
  • Twitter Why it works for Boston Advertising How do you know it’s working
  • Google+ Why it works for Boston Advertising How do you know it’s working
  • Slideshare.net Why it works for Boston Advertising How do you know it’s working
  • Microsoft Sharepoint Why it works for Boston Advertising How do you know it’s working
  • Blogging Why it works for Boston Advertising How do you know it’s working
  • 6 Months Later
    • SmartPak’s Summer Olympics 2012 Digital Campaign
    Brought to you by Boston Advertising & Team 2 Top Consultants Attended by: Cathlin Bosch – Senior VP Marketing for SmartPak LLC
    • SmartPak – here’s where you are now (slides stat via slideshare.net)
    • How SmartPak is going to use Social Media to promote 12 deals of Christmas:
      • Google+ - use hangout to bring in invite 10 lucky winners to ask questions (you’re using it now – isn’t it easy!)
      • Twitter - #12dealsofxmassp
      • Blogging – we’ll be launching a blog from the SmartPak
  • Internal Communication
    • Process:
    • Purchase slideshare.net’s Platinum PRO Package
      • Allows for channel customization (imaging/organization etc)
      • Removes external advertisements
      • Allows for public/password protected specifications on channels and specific presentations
    • Create Department specific channels
    • Post relevant presentations to each channel
      • Instant organization – ease to locate necessary information
      • Maybe have the possibility of hyperlinking to specific channels based on keyword development in RSS Feeds?
      • Already has direct connections to Twitter and Facebook via shortened URL links
    • Ease of Use?
    • Extremely – I set up a profile in less than 5 minutes
      • Will take more time to set up professional acct but it looks extremely user friendly
      • Poke around:
        • Username: cfbgroup2
        • Password: mba8500
    • Adoption
      • Very user friendly interface – simple upload button – find file process (not any different than attaching a file to an email)
      • Sharing – you can share presentation via Twitter, Facebook, or email – can share on multiple platforms to reach all age/user groups.
  • Slideshare.Net Analytics/Adoption
    • Tracking Use/Popularity:
    • Analytics available through PRO Version:
      • Views (Total, By Day)
      • Times presentation was Downloaded (popularity of presentation/usefulness correlation)
      • Keywords used to find presentation (allows matching to other keyword indicators)
      • URL used to visit presentation
        • Give each department a home page internally with the Boston Advertising Firm. This home page will house links to slideshare.net presentation and will allow us to track URL referrals on a department level.
        • i.e. – Sales Team most frequently views customer relation slides, selling techniques, etc. Merchandising Team most frequently views popular product presentations.
    • IT & OB Questions – who will manage the slideshare.net profile and therefore have access to the analytics platform/information. Will this be limited to one team or will there be a multi-departmental team responsible for maintaining profile?
  • Internal Communication: Collaborative Blogging: Using a Web Host
    • Regularly updated Boston Advertising blog which features many authors.
    • Blogging can be a successful collaborative tool if authors have the:
      • Same Goals
      • Complimentary Expertise
      • Commitment : Deadlines
      • Communication/Transparency
      • Fun
    • Wiki vs. Blog = Objective vs. Subjective
    • A means to communicate to upper management indirectly
    • Challenges:
      • Constructive Criticism can be misinterpreted
      • Keeping it updated regularly can seem like another task
      • Relatively slow adoption / low-readership
    • Measuring Collaborative Blogging:
      • Before and After Innovation
      • Can Experts Be Clearly Identified?
      • # of Comments
      • # of Regular Authors
      • # of Regular Readers
  • Intranet Discussion Boards
    • Purpose:
      • Establish better Communication
      • Build a sense of community
    • Strategy
  • Boston Advertising: External Challenges
    • Lack of social media use in client communication
    • Social media engagement w/contractors
    • Project progression awareness
  • External Communication: Slideshare.net
    • Can share via Twitter, Facebook and email (improve their social networking abilities as well – see project sharing)
    • Can post comments on the presentation itself/download/share
    • Track views and popularity
    • Client/Consultant Matching
      • Design a channel for the specific project
        • Channels can be altered/transformed/discontinued between projects
      • Upload all relevant past projects that showcase the various styles/approaches
      • Twitter/Facebook/Email the client the links to the channel
      • Client picks the project they feel best reflects their style/end vision
      • OB ? – Won’t people stop posting if they don’t get selected?
          • This is an advertising agency, each consultant will have a portfolio of their past work that they should constantly have on hand to present. The only change that slideshare.com makes is that the portfolio is now digital.
          • Highly competitive environment that is used to a winning and losing pitch. The “winner” doesn’t have to be announced publicly, but can be if it will motivate the teams.
    • Project Sharing (see image – super duper easy)
      • Consultant can post periodic progressions of the project and easily share with client. Client in turn can forward/retweet/share posted link with necessary groups
      • Google+/Tweet post – Have you seen what our company is doing <<sharepoint.com link here>>
  • External Communication: Blogging
    • Why blogs are useful?
      • Positive branding / Provides a humane aspect to a company
      • Building Links with consumers/suppliers and competitors
      • Establishing an expertise in a subject/industry
    • A successful blog includes:
      • A Lasting First Impression: Attractive and Easy design of the blog is key. Everyone loves to visit a visually- fun blog.
      • RSS Feeds
      • Social Bookmarks to allow posts to go viral
      • Leaving valuable comments on other blogs in your niche increases exposure to your blog
      • Outbound Links in your posts, which creates a relationship with other bloggers who will usually return the favor and refer to your blog or visit your blog regardless.
      • Ongoing Conversations and Real Relationships with readers which forces readers to continuously come back
    • Metrics:
      • Unique Visitors
      • Bounce Rate: How long people stay at the blog?
      • Links: Which links people are using to get to your blog?
      • Keywords
      • Popular Posts: allows you to gauge your audience and their preferences
  • INFO DUMP