Ad Agency New Business Social Media

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Ad Agency New Business through Social Media

Michael Gass Consulting, Fueling Ad Agency New Business

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  • Ad Agency New Business Social Media

    1. 1. michael gass consulting
    2. 2. FUELING AD AGENCY NEW BUSINESS THROUGH SOCIAL MEDIA michael gass consulting
    3. 3. “Social media teaches ad agencies how they should have been conducting new business all along.”
    4. 4. “Social media teaches ad agencies how they should have been conducting new business all along.”
    5. 5. “Biggest challenge in marketing today, finding a target audience and connecting with it.” Ad Agency Chief Creative Officer
    6. 6. AGENCIES DON’T PRACTICE WHAT THEY PREACH
    7. 7. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience
    8. 8. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation
    9. 9. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists
    10. 10. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists • don’t use the tools they recommend their clients use
    11. 11. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists • don’t use the tools they recommend their clients use • are in a perpetual state of re-branding themselves (along with redesigning their website)
    12. 12. 2008: THE PERFECT STORM
    13. 13. 2008: THE PERFECT STORM
    14. 14. 2008: THE PERFECT STORM • significant downturn in the economy
    15. 15. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets
    16. 16. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up
    17. 17. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up • rapid growth and acceptance of new media, now mainstream
    18. 18. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up • rapid growth and acceptance of new media, now mainstream • agencies are unprepared and not in a position to lead in social media
    19. 19. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS
    20. 20. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired
    21. 21. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy
    22. 22. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy • an agency blog is a necessary component to market an agency
    23. 23. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired • SEO is now a major part of new business strategy • an agency blog is a necessary component to market an agency • the growth of new media mandates agencies’ participation
    24. 24. A NEW BUSINESS PARADIGM SHIFT A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.
    25. 25. SEO IS NOW A CRITICAL PART OF NEW BUSINESS STRATEGY 80-90% of business to business transactions begin with a search on the web.
    26. 26. AN AGENCY BLOG IS A NECESSARY COMPONENT FOR MARKETING YOUR AGENCY “As important as it was for an agency to have a website, it is now as important for an agency to have a blog.”
    27. 27. THE GROWTH OF NEW MEDIA MANDATES AGENCIES PARTICIPATION Social media is now mainstream. Your agency is suspect if it isn’t walking the walk, not just talking the talk.
    28. 28. BENEFITS OF SOCIAL MEDIA
    29. 29. BENEFITS OF SOCIAL MEDIA • professional enrichment tool
    30. 30. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool
    31. 31. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool
    32. 32. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool
    33. 33. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
    34. 34. PROFESSIONAL ENRICHMENT TOOL
    35. 35. NEW BUSINESS TOOL:
    36. 36. NEW BUSINESS TOOL:
    37. 37. NEW BUSINESS TOOL: • Lead with benefits
    38. 38. NEW BUSINESS TOOL: • Lead with benefits • Differentiate
    39. 39. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal
    40. 40. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience
    41. 41. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership
    42. 42. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership • Specialize
    43. 43. A BLOG IS A GREAT BRANDING TOOL • forces you to choose an audience • compels you to identify your point of differentiation • presses you to have an appealing position • causes you to lead with benefits instead of capabilities • the missing ingredient of branding your agency, input from your target audience
    44. 44. PUBLIC RELATIONS TOOL
    45. 45. RESEARCH TOOL
    46. 46. GENERATING TRAFFIC = GENERATING LEADS
    47. 47. GENERATING TRAFFIC = GENERATING LEADS • SEO
    48. 48. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters
    49. 49. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter
    50. 50. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers
    51. 51. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers • eBooks
    52. 52. SEO
    53. 53. White Papers
    54. 54. eBook
    55. 55. PRACTICE WHAT YOU PREACH
    56. 56. “IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT”
    57. 57. PUBLIC RELATIONS TOOL
    58. 58. SOCIAL MEDIA IS NETWORKING ON STEROIDS
    59. 59. SOCIAL MEDIA IS NETWORKING ON STEROIDS
    60. 60. RECAPPING THE BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
    61. 61. GETTING STARTED
    62. 62. GETTING STARTED
    63. 63. GETTING STARTED • 60 day “jump-start program”
    64. 64. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days
    65. 65. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web
    66. 66. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO
    67. 67. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO • Generating traffic

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