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
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
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.
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:
Commitment : Deadlines
Wiki vs. Blog = Objective vs. Subjective
A means to communicate to upper management indirectly
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
Establish better Communication
Build a sense of community
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
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.
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
Bounce Rate: How long people stay at the blog?
Links: Which links people are using to get to your blog?
Popular Posts: allows you to gauge your audience and their preferences