Ad Agency New Business Social Media

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Ad Agency New Business through Social Media …

Ad Agency New Business through Social Media

Michael Gass Consulting, Fueling Ad Agency New Business

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  • 1. michael gass consulting
  • 2. FUELING AD AGENCY NEW BUSINESS THROUGH SOCIAL MEDIA michael gass consulting
  • 3. “Social media teaches ad agencies how they should have been conducting new business all along.”
  • 4. “Social media teaches ad agencies how they should have been conducting new business all along.”
  • 5. “Biggest challenge in marketing today, finding a target audience and connecting with it.” Ad Agency Chief Creative Officer
  • 6. AGENCIES DON’T PRACTICE WHAT THEY PREACH
  • 7. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience
  • 8. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation
  • 9. AGENCIES DON’T PRACTICE WHAT THEY PREACH • can’t clearly identify their target audience • no point of differentiation • generalists instead of specialists
  • 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. 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. 2008: THE PERFECT STORM
  • 13. 2008: THE PERFECT STORM
  • 14. 2008: THE PERFECT STORM • significant downturn in the economy
  • 15. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets
  • 16. 2008: THE PERFECT STORM • significant downturn in the economy • large cutbacks in advertising budgets • network and referral business dries up
  • 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. 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. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS
  • 20. FOUR WAYS SOCIAL MEDIA IS CHANGING AD AGENCY NEW BUSINESS •a paradigm shift in how agency new business is acquired
  • 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. 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. 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. A NEW BUSINESS PARADIGM SHIFT A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.
  • 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. 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. 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. BENEFITS OF SOCIAL MEDIA
  • 29. BENEFITS OF SOCIAL MEDIA • professional enrichment tool
  • 30. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool
  • 31. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool
  • 32. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool
  • 33. BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
  • 34. PROFESSIONAL ENRICHMENT TOOL
  • 35. NEW BUSINESS TOOL:
  • 36. NEW BUSINESS TOOL:
  • 37. NEW BUSINESS TOOL: • Lead with benefits
  • 38. NEW BUSINESS TOOL: • Lead with benefits • Differentiate
  • 39. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal
  • 40. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience
  • 41. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership
  • 42. NEW BUSINESS TOOL: • Lead with benefits • Differentiate • Appeal • ID target audience • Leadership • Specialize
  • 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. PUBLIC RELATIONS TOOL
  • 45. RESEARCH TOOL
  • 46. GENERATING TRAFFIC = GENERATING LEADS
  • 47. GENERATING TRAFFIC = GENERATING LEADS • SEO
  • 48. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters
  • 49. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter
  • 50. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers
  • 51. GENERATING TRAFFIC = GENERATING LEADS • SEO • Email Newsletters • Twitter • White Papers • eBooks
  • 52. SEO
  • 53. White Papers
  • 54. eBook
  • 55. PRACTICE WHAT YOU PREACH
  • 56. “IF YOU CAN’T MEASURE IT, YOU CAN’T IMPROVE IT”
  • 57. PUBLIC RELATIONS TOOL
  • 58. SOCIAL MEDIA IS NETWORKING ON STEROIDS
  • 59. SOCIAL MEDIA IS NETWORKING ON STEROIDS
  • 60. RECAPPING THE BENEFITS OF SOCIAL MEDIA • professional enrichment tool • new business tool • branding and positioning tool • research tool • public relations tool
  • 61. GETTING STARTED
  • 62. GETTING STARTED
  • 63. GETTING STARTED • 60 day “jump-start program”
  • 64. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days
  • 65. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web
  • 66. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO
  • 67. GETTING STARTED • 60 day “jump-start program” • 50 posts in 30 days • Writing for web • SEO • Generating traffic