Social Media and the advertising world:
Trends in online Communication and Connection
                                    ...
http://www.youtube.com/watch?v=BmykFKjNpdY
What we’ll talk about...

  • Social Media for the advertising set

  • Online advertising that works

  • How to survive ...
Technology is great, but it’s all about PEOPLE
                                                 http://www.flickr.com/photo...
Let’s talk Social Media tools
Social Media Tools

Blogging to connect fast and personally

• Set up a fast template Blog


• Start simple - match
  bran...
Agency having a Blogosphere dialogue
www.offmadisonave.com
They are already talking about you... Ads of the World
http://adsoftheworld.com/blog
Social Media Tools

Podcasts - How an iPod makes you smart

• Low-tech recorded online
  ‘radio shows’


• Amazing knowled...
Social Media Tools

Twitter - grow your brand and relationships


• What are you doing right now?


• 140 characters


• I...
Social Media Tools

What the heck is Twitter?




                     http://www.youtube.com/watch?v=ddO9idmax0o
Twitter by savvy marketers
www.twitter.com/jetblue
Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/
Social Media Tools

Online video - no popcorn required


• Tell your stories, don’t just pitch


• Re-purpose your content...
Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732
Social Media Tools

Identify the Influencers - learn how to listen

                                         www,technorati...
Find Blogs to read and learn from
www.technorati.com // www.blogsearch.google.com
Blogpulse Conversation Tracker: www.blogpulse.com/conversation
Addictive and essential Google Reader: www.google.com/reader
It’s all about the Commotion




http://www.flickr.com/photos/spotrick/1661694268
Are you on Facebook yet?
      (you really, really need to be)
Harness the power of Facebook

Your Facebook profile at a glance

• Flesh out your profile before
  you start friending


• ...
Harness the power of Facebook

Creating a group/fanpage for your Company / Product

• Group pages grow
  camaraderie      ...
Harness the power of Facebook

Other Facebook goodies

• Photos - visuals are powerful!


• Videos


• Applications - play...
Harness the power of Facebook

Advertising on Facebook - 120 million users
Other advertising opps in the
    Social Media world
Advertising online in a Social Media world

What does work now?


• Pay-Per-Click - works but volume is down
  - http://ad...
Tying in your online and offline campaigns
Social Media and Real World interaction

• Social Media Marketing
  - Online Pub...
How advertisers can survive
     the Recession
+

???????????        ???????????
                  (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 to surviving the Recession

What can my agency do?


• Relationships - build and maintain


• Recurring r...
Actionable steps to surviving the Recession

What can I do?



                                    • Build your personal b...
Let’s review...


  • Social Media means listening and creating

  • Seek out new online ad spaces

  • Survive the recess...
Thanks for participating today!

Ed Schipul


CEO, Schipul - The Web Marketing Company
www.schipul.com // www.tendenci.com...
http://www.flickr.com/photos/ucumari/2317386162/


                                                       Mobile!
         ...
Brain candy from Tomi Ahonen research
 So why do you care?

• 30% Internet users access ONLY through Mobile (over 850 mill...
2.7 Billion Mobile Phones
Slide thanks to Houston Chronicle’s David Herrold:
 http://www.slideshare.net/davidherrold/mobile-best-practices-for-newsp...
Mobile Web =
      New way of communicating
•   Create new value
•   Grow Community
•   Interactive campaigns
•   Reach th...
2.7 Billion Mobile Phones




Content vs. Context (it really, really matters)
Social Media for the Advertising set
Social Media for the Advertising set
Social Media for the Advertising set
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Social Media for the Advertising set

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A look at how advertising agencies can jump into the Social Media sphere and survive the recession.

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Social Media for the Advertising set

  1. 1. Social Media and the advertising world: Trends in online Communication and Connection http://www.flickr.com/photos/30818304@N00/2040156264/ Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com
  2. 2. http://www.youtube.com/watch?v=BmykFKjNpdY
  3. 3. What we’ll talk about... • Social Media for the advertising set • Online advertising that works • How to survive the recession Tying traditional strategy and new tools together
  4. 4. Technology is great, but it’s all about PEOPLE http://www.flickr.com/photos/libraryman/414960752
  5. 5. Let’s talk Social Media tools
  6. 6. Social Media Tools Blogging to connect fast and personally • Set up a fast template Blog • Start simple - match branding graphics later • 5 posts before ‘launch’ www.typepad.com www.blogger.com www.wordpress.com
  7. 7. Agency having a Blogosphere dialogue www.offmadisonave.com
  8. 8. They are already talking about you... Ads of the World http://adsoftheworld.com/blog
  9. 9. Social Media Tools Podcasts - How an iPod makes you smart • Low-tech recorded online ‘radio shows’ • Amazing knowledge sharing • Listen wherever you want http://americancopywriter.typepad.com/ www.wehatesheep.com
  10. 10. Social Media Tools Twitter - grow your brand and relationships • What are you doing right now? • 140 characters • Instantaneous • Connective www.twitter.com
  11. 11. Social Media Tools What the heck is Twitter? http://www.youtube.com/watch?v=ddO9idmax0o
  12. 12. Twitter by savvy marketers www.twitter.com/jetblue
  13. 13. Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/
  14. 14. Social Media Tools Online video - no popcorn required • Tell your stories, don’t just pitch • Re-purpose your content • Share knowledge • Be genuine, look cool Wii YouTube ad channel http://www.youtube.com/experiencewii
  15. 15. Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732
  16. 16. Social Media Tools Identify the Influencers - learn how to listen www,technorati.com/watchlist Powerful Social Media search engine watches for your terms and updates you www.google.com/alerts Email updates for your company name and keywords http://alerts.yahoo.com Yahoo! alerts you of any occurrences of defined terms and names
  17. 17. Find Blogs to read and learn from www.technorati.com // www.blogsearch.google.com
  18. 18. Blogpulse Conversation Tracker: www.blogpulse.com/conversation
  19. 19. Addictive and essential Google Reader: www.google.com/reader
  20. 20. It’s all about the Commotion http://www.flickr.com/photos/spotrick/1661694268
  21. 21. Are you on Facebook yet? (you really, really need to be)
  22. 22. Harness the power of Facebook Your Facebook profile at a glance • Flesh out your profile before you start friending • Personal and professional lives are blurred (good and bad) • Be picky with your friends • Re-purpose your other Web content on Facebook
  23. 23. Harness the power of Facebook Creating a group/fanpage for your Company / Product • Group pages grow camaraderie http://www.facebook.com/gap • Coordinate, promote and follow up on events • Encourage member contribution (reward them!) • Select a handful of officers for increased participation
  24. 24. Harness the power of Facebook Other Facebook goodies • Photos - visuals are powerful! • Videos • Applications - play with your audience • ‘Web Identities’ - tie in your personas http://apps.facebook.com/webidentities/
  25. 25. Harness the power of Facebook Advertising on Facebook - 120 million users
  26. 26. Other advertising opps in the Social Media world
  27. 27. Advertising online in a Social Media world 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 • Hulu advertising - commercials actually watched! - www.hulu.com
  28. 28. Tying in your online and offline campaigns 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
  29. 29. How advertisers can survive the Recession
  30. 30. + ??????????? ??????????? (Your Millenials don’t get it)
  31. 31. 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
  32. 32. Millennials and Middle Management What is the problem here? $$$ ??? $$$
  33. 33. Personal Branding Grow your Personal Brands
  34. 34. Actionable steps to surviving the Recession What can my agency do? • Relationships - build and maintain • Recurring revenue • Retrain, retool and recruit • Get rid of dead weight NOW • Charge for creative
  35. 35. Actionable steps to surviving the Recession What can I do? • Build your personal brand • Participate in Social Networks • Stay close to billable work • Be humble (arrogant people suck)
  36. 36. Let’s review... • Social Media means listening and creating • Seek out new online ad spaces • Survive the recession by being curious Leverage technology to reach your audience
  37. 37. Thanks for participating today! Ed Schipul CEO, Schipul - The Web Marketing Company www.schipul.com // www.tendenci.com (281) 497.6567 Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul Find my slides on Slideshare: www.slideshare.net/eschipul
  38. 38. http://www.flickr.com/photos/ucumari/2317386162/ Mobile! http://www.flickr.com/photos/jbuhler/29493344/ http://www.flickr.com/photos/mastrobiggo/2414317157/ http://www.flickr.com/photos/davyrocket/82339986/ http://www.flickr.com/photos/gaetanlee/118885175 http://www.flickr.com/photos/andresmartin/2379157808/
  39. 39. Brain candy from Tomi Ahonen research So why do you care? • 30% Internet users access ONLY through Mobile (over 850 million) • 92,000 text messages sent EVERY SECOND • 2.8 trillion text messages sent in 2007 http://www.flickr.com/photos/whartz/2092971356/ • SMS = $100 billion/year industry • www.communities-dominate.blogs.com
  40. 40. 2.7 Billion Mobile Phones
  41. 41. Slide thanks to Houston Chronicle’s David Herrold: http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/
  42. 42. Mobile Web = New way of communicating • Create new value • Grow Community • Interactive campaigns • Reach those on-the-go http://flickr.com/photos/eschipul/743621029/
  43. 43. 2.7 Billion Mobile Phones Content vs. Context (it really, really matters)
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