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BROUGHT TO YOU BY TEAM 2 TOP CONSULTANTS: AMANDA KELLY, NUSRATH KHAN,  JOHN SUNDBORG ATTENDED BY BOSTON ADVERTISING EXECS:...
The Problem & The Goal <ul><li>You can’t talk to clients effectively if you can’t understand one another. </li></ul><ul><l...
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 <ul><li>SmartPak’s Summer Olympics 2012 Digital Campaign </li></ul>Brought to you by Boston Advertising &  ...
<ul><li>SmartPak – here’s where you are now (slides stat via slideshare.net) </li></ul><ul><li>How SmartPak is going to us...
Internal Communication <ul><li>Process: </li></ul><ul><li>Purchase slideshare.net’s Platinum PRO Package </li></ul><ul><ul...
Slideshare.Net Analytics/Adoption <ul><li>Tracking Use/Popularity: </li></ul><ul><li>Analytics available through PRO Versi...
Internal Communication: Collaborative Blogging: Using a Web Host <ul><li>Regularly updated Boston Advertising blog which f...
Intranet Discussion Boards <ul><li>Purpose: </li></ul><ul><ul><li>Establish better Communication </li></ul></ul><ul><ul><l...
Boston Advertising: External Challenges <ul><li>Lack of social media use in client communication </li></ul><ul><li>Social ...
External Communication: Slideshare.net <ul><li>Can share via Twitter, Facebook and email (improve their social networking ...
External Communication: Blogging <ul><li>Why blogs are useful? </li></ul><ul><ul><li>Positive branding / Provides a humane...
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Boston Advertising

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  • TEAM SUCCESS &amp; 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 &amp; 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 &amp; 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
  • Transcript of "Boston Advertising"

    1. 1. 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
    2. 2. The Problem & The Goal <ul><li>You can’t talk to clients effectively if you can’t understand one another. </li></ul><ul><li>We want to help you Identify: </li></ul><ul><li>Team Success & Struggles </li></ul><ul><li>Past Project Tracking </li></ul><ul><li>Locating & Utilizing Expertise </li></ul><ul><li>New technologies are allowing for improved communication and collaboration. </li></ul>
    3. 3. Finding the Fix
    4. 4. Twitter Why it works for Boston Advertising How do you know it’s working
    5. 5. Google+ Why it works for Boston Advertising How do you know it’s working
    6. 6. Slideshare.net Why it works for Boston Advertising How do you know it’s working
    7. 7. Microsoft Sharepoint Why it works for Boston Advertising How do you know it’s working
    8. 8. Blogging Why it works for Boston Advertising How do you know it’s working
    9. 9. 6 Months Later <ul><li>SmartPak’s Summer Olympics 2012 Digital Campaign </li></ul>Brought to you by Boston Advertising & Team 2 Top Consultants Attended by: Cathlin Bosch – Senior VP Marketing for SmartPak LLC
    10. 10. <ul><li>SmartPak – here’s where you are now (slides stat via slideshare.net) </li></ul><ul><li>How SmartPak is going to use Social Media to promote 12 deals of Christmas: </li></ul><ul><ul><li>Google+ - use hangout to bring in invite 10 lucky winners to ask questions (you’re using it now – isn’t it easy!) </li></ul></ul><ul><ul><li>Twitter - #12dealsofxmassp </li></ul></ul><ul><ul><li>Blogging – we’ll be launching a blog from the SmartPak </li></ul></ul>
    11. 11. Internal Communication <ul><li>Process: </li></ul><ul><li>Purchase slideshare.net’s Platinum PRO Package </li></ul><ul><ul><li>Allows for channel customization (imaging/organization etc) </li></ul></ul><ul><ul><li>Removes external advertisements </li></ul></ul><ul><ul><li>Allows for public/password protected specifications on channels and specific presentations </li></ul></ul><ul><li>Create Department specific channels </li></ul><ul><li>Post relevant presentations to each channel </li></ul><ul><ul><li>Instant organization – ease to locate necessary information </li></ul></ul><ul><ul><li>Maybe have the possibility of hyperlinking to specific channels based on keyword development in RSS Feeds? </li></ul></ul><ul><ul><li>Already has direct connections to Twitter and Facebook via shortened URL links </li></ul></ul><ul><li>Ease of Use? </li></ul><ul><li>Extremely – I set up a profile in less than 5 minutes </li></ul><ul><ul><li>Will take more time to set up professional acct but it looks extremely user friendly </li></ul></ul><ul><ul><li>Poke around: </li></ul></ul><ul><ul><ul><li>Username: cfbgroup2 </li></ul></ul></ul><ul><ul><ul><li>Password: mba8500 </li></ul></ul></ul><ul><li>Adoption </li></ul><ul><ul><li>Very user friendly interface – simple upload button – find file process (not any different than attaching a file to an email) </li></ul></ul><ul><ul><li>Sharing – you can share presentation via Twitter, Facebook, or email – can share on multiple platforms to reach all age/user groups. </li></ul></ul>
    12. 12. Slideshare.Net Analytics/Adoption <ul><li>Tracking Use/Popularity: </li></ul><ul><li>Analytics available through PRO Version: </li></ul><ul><ul><li>Views (Total, By Day) </li></ul></ul><ul><ul><li>Times presentation was Downloaded (popularity of presentation/usefulness correlation) </li></ul></ul><ul><ul><li>Keywords used to find presentation (allows matching to other keyword indicators) </li></ul></ul><ul><ul><li>URL used to visit presentation </li></ul></ul><ul><ul><ul><li>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. </li></ul></ul></ul><ul><ul><ul><li>i.e. – Sales Team most frequently views customer relation slides, selling techniques, etc. Merchandising Team most frequently views popular product presentations. </li></ul></ul></ul><ul><li>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? </li></ul>
    13. 13. Internal Communication: Collaborative Blogging: Using a Web Host <ul><li>Regularly updated Boston Advertising blog which features many authors. </li></ul><ul><li>Blogging can be a successful collaborative tool if authors have the: </li></ul><ul><ul><li>Same Goals </li></ul></ul><ul><ul><li>Complimentary Expertise </li></ul></ul><ul><ul><li>Commitment : Deadlines </li></ul></ul><ul><ul><li>Communication/Transparency </li></ul></ul><ul><ul><li>Fun </li></ul></ul><ul><li>Wiki vs. Blog = Objective vs. Subjective </li></ul><ul><li>A means to communicate to upper management indirectly </li></ul><ul><li>Challenges: </li></ul><ul><ul><li>Constructive Criticism can be misinterpreted </li></ul></ul><ul><ul><li>Keeping it updated regularly can seem like another task </li></ul></ul><ul><ul><li>Relatively slow adoption / low-readership </li></ul></ul><ul><li>Measuring Collaborative Blogging: </li></ul><ul><ul><li>Before and After Innovation </li></ul></ul><ul><ul><li>Can Experts Be Clearly Identified? </li></ul></ul><ul><ul><li># of Comments </li></ul></ul><ul><ul><li># of Regular Authors </li></ul></ul><ul><ul><li># of Regular Readers </li></ul></ul>
    14. 14. Intranet Discussion Boards <ul><li>Purpose: </li></ul><ul><ul><li>Establish better Communication </li></ul></ul><ul><ul><li>Build a sense of community </li></ul></ul><ul><li>Strategy </li></ul>
    15. 15. Boston Advertising: External Challenges <ul><li>Lack of social media use in client communication </li></ul><ul><li>Social media engagement w/contractors </li></ul><ul><li>Project progression awareness </li></ul>
    16. 16. External Communication: Slideshare.net <ul><li>Can share via Twitter, Facebook and email (improve their social networking abilities as well – see project sharing) </li></ul><ul><li>Can post comments on the presentation itself/download/share </li></ul><ul><li>Track views and popularity </li></ul><ul><li>Client/Consultant Matching </li></ul><ul><ul><li>Design a channel for the specific project </li></ul></ul><ul><ul><ul><li>Channels can be altered/transformed/discontinued between projects </li></ul></ul></ul><ul><ul><li>Upload all relevant past projects that showcase the various styles/approaches </li></ul></ul><ul><ul><li>Twitter/Facebook/Email the client the links to the channel </li></ul></ul><ul><ul><li>Client picks the project they feel best reflects their style/end vision </li></ul></ul><ul><ul><li>OB ? – Won’t people stop posting if they don’t get selected? </li></ul></ul><ul><ul><ul><ul><li>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. </li></ul></ul></ul></ul><ul><ul><ul><ul><li>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. </li></ul></ul></ul></ul><ul><li>Project Sharing (see image – super duper easy) </li></ul><ul><ul><li>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 </li></ul></ul><ul><ul><li>Google+/Tweet post – Have you seen what our company is doing <<sharepoint.com link here>> </li></ul></ul>
    17. 17. External Communication: Blogging <ul><li>Why blogs are useful? </li></ul><ul><ul><li>Positive branding / Provides a humane aspect to a company </li></ul></ul><ul><ul><li>Building Links with consumers/suppliers and competitors </li></ul></ul><ul><ul><li>Establishing an expertise in a subject/industry </li></ul></ul><ul><li>A successful blog includes: </li></ul><ul><ul><li>A Lasting First Impression: Attractive and Easy design of the blog is key. Everyone loves to visit a visually- fun blog. </li></ul></ul><ul><ul><li>RSS Feeds </li></ul></ul><ul><ul><li>Social Bookmarks to allow posts to go viral </li></ul></ul><ul><ul><li>Leaving valuable comments on other blogs in your niche increases exposure to your blog </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Ongoing Conversations and Real Relationships with readers which forces readers to continuously come back </li></ul></ul><ul><li>Metrics: </li></ul><ul><ul><li>Unique Visitors </li></ul></ul><ul><ul><li>Bounce Rate: How long people stay at the blog? </li></ul></ul><ul><ul><li>Links: Which links people are using to get to your blog? </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Popular Posts: allows you to gauge your audience and their preferences </li></ul></ul>
    18. 18. INFO DUMP
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