The business of Online Marketing:
What you need to know NOW!
Ed Schipul
eschipul@schipul.com
www.schipul.com // www.brandt...
What we’ll talk about...

•Playing the recession

•Middle Management is
 Clueless about Social Media

•Personal Branding

...
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
  - h...
Playing the recession
Social Media and Real World interaction

• Social Media Marketing
  - Online Public Relations
  - Ne...
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 ...
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 S...
Actionable steps
What can my agency do?

• Relationships - build and maintain


• Recurring revenue


• Retrain, retool an...
Thanks for being here!



Ed Schipul


Blog: www.brandtobedetermined.com
Flickr: www.flickr.com/photos/eschipul
Twitter: ww...
Playing the recession - tips for advertisers and the Millennials that work there
Playing the recession - tips for advertisers and the Millennials that work there
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Playing the recession - tips for advertisers and the Millennials that work there

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Ed Schipul speaks to the American Advertising Federation of Houston on what they need to know to get through (and grow) during a recession.

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Playing the recession - tips for advertisers and the Millennials that work there

  1. 1. The business of Online Marketing: What you need to know NOW! Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
  2. 2. What we’ll talk about... •Playing the recession •Middle Management is Clueless about Social Media •Personal Branding http://flickr.com/photos/eschipul/2985119274
  3. 3. Playing the recession Traditional advertising is in a coma
  4. 4. 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
  5. 5. 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
  6. 6. Middle Management is clueless about Social Media
  7. 7. + ??????????? ??????????? (Your Millenials don’t get it)
  8. 8. 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
  9. 9. Millennials and Middle Management What is the problem here? $$$ ??? $$$
  10. 10. Personal Branding Grow your Personal Brands
  11. 11. Actionable steps What can I do? • Build your personal brand • Participate in Social Networks • Stay close to billable work • Be humble (arrogant people suck)
  12. 12. 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
  13. 13. 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/
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