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

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 the recession
Tying traditional strategy and new tools together

Technology is great, but it’s all about PEOPLE
http://www.flickr.com/photos/libraryman/414960752

Let’s talk Social Media tools

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

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 knowledge sharing
• Listen wherever you want
http://americancopywriter.typepad.com/
www.wehatesheep.com

Social Media Tools
Twitter - grow your brand and relationships
• What are you doing right now?
• 140 characters
• Instantaneous
• Connective
www.twitter.com

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
• Share knowledge
• Be genuine, look cool
Wii YouTube ad channel
http://www.youtube.com/experiencewii

Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732

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

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
• Personal and professional
lives are blurred (good and bad)
• Be picky with your friends
• Re-purpose your other
Web content on Facebook

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

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/

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://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

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

How advertisers can survive
the Recession

+
??????????? ???????????
(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 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

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)

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

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

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/

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

2.7 Billion Mobile Phones

Slide thanks to Houston Chronicle’s David Herrold:
http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/

Mobile Web =
New way of communicating
• Create new value
• Grow Community
• Interactive campaigns
• Reach those on-the-go
http://flickr.com/photos/eschipul/743621029/

2.7 Billion Mobile Phones
Content vs. Context (it really, really matters)