The business of Online Marketing:
What you need to know NOW!
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandtobedetermined.com

What we’ll talk about...
•Playing the recession
•Middle Management is
Clueless about Social Media
•Personal Branding
http://flickr.com/photos/eschipul/2985119274

Playing the recession
Traditional advertising is in a coma

Playing the recession
What does work now?
• Pay-Per-Click - works but volume is down
- http://adwords.google.com
- http://searchmarketing.yahoo.com
• Ad networks - psychographic targeting
- Adbrite - www.adbrite.com
- Federated Media - www.federatedmedia.net
• Facebook advertising - too good to be true
- www.facebook.com/ads

Playing the recession
Social Media and Real World interaction
• Social Media Marketing
- Online Public Relations
- New WOMM (brand evangelists)
• Physical events - face-to-face time
www.flickr.com/photos/eschipul/2561315154/
www.carolinecollective.cc

Middle Management is clueless
about Social Media

+
??????????? ???????????
(Your Millenials don’t get it)

Millennials and Middle Management
How old are your Millenials?
2002 2003 2004 2006
Freshman Senior Freshman Senior Freshman Senior Freshman Senior
25 today 29 today 24 today 28 today 23 today 27 today 21 today 25 today
21-29 years = In the know
30 years + = CLUELESS

Millennials and Middle Management
What is the problem here?
$$$
???
$$$

Personal Branding
Grow your Personal Brands

Actionable steps
What can I do?
• Build your personal brand
• Participate in Social Networks
• Stay close to billable work
• Be humble (arrogant people suck)

Actionable steps
What can my agency do?
• Relationships - build and maintain
• Recurring revenue
• Retrain, retool and recruit
• Get rid of dead weight NOW
• Charge for creative

Thanks for being here!
Ed Schipul
Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: www.twitter.com/eschipul
Slideshare: www.slideshare.net/eschipul
http://www.flickr.com/photos/deneyterrio/2095590563/