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Social Media & It’s Effect On Advertising Agencies.

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Social Media & It’s Effect On Advertising Agencies. The Factory Interactive's presentation for the 4AAF space coast. This presentation covers Social Media definitions, integrating Social Media into your campaigns. 5 Examples of successful Social Media campaigns.
Tips & Tools you can start using today.

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Transcript of "Social Media & It’s Effect On Advertising Agencies."

  1. 1. Limited Only By Our Imagination 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  2. 2. Topic of Discussion Social Media Social Media & It’s Effect On Advertising Agencies • What is Social Media • Why you need to integrate Social Media into your campaigns. • Examples of successful Social Media campaigns. • TIps & Tools you can start using today. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  3. 3. Topic of Discussion Social Media What is Social Media? Social Media is the term used to describe online environments using highly accessible and scalable publishing technologies. This medium can be defined as having some or all of the following characteristics: 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  4. 4. Topic of Discussion Social Media What are the characteristics of Social Media? Conversation, Collaboration, Transparency, Accessibility, Immediacy and Community. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  5. 5. Topic of Discussion Social Media How is Social Media realized today? through Social Networks, Blogs, Wikis, Podcasts, Forums, Peer2Peer Networks, Micro Blogs and Mash-ups. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  6. 6. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  7. 7. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  8. 8. Topic of Discussion Social Media Why should I care ? 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  9. 9. Topic of Discussion Social Media Why should I care ? Isn’t Social Media is just another “F” word ... FAD? 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  10. 10. Topic of Discussion Social Media 1,000,000,000,000 (one trillion) Approximate number of unique URLs in Google’s index Source: Google http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  11. 11. Topic of Discussion Social Media 7,000,000,000 (seven billion) Number or videos streamed by YouTube every 30 days (US only) Source: Techcrunch http://www.techcrunch.com/2009/06/09/youtube-video-streams-top-1-billionday/ 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  12. 12. Topic of Discussion Social Media 1,200,000,000 (1.2 billion) Number or videos streamed worldwide by YouTube every day That pretty much means everyone on the Internet, on average, is watching one YouTube video per day. Source: Techcrunch http://www.techcrunch.com/2009/06/09/youtube-video-streams-top-1-billionday/ 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  13. 13. Topic of Discussion Social Media 133,000,000 (one hundred and thirty three million) Number of blogs indexed since 2002 Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  14. 14. Topic of Discussion Social Media 2,320,000,000 (2.3 billion) Number of Tweets sent to date 133,000,000 (one hundred and thirty three million) Number of blogs indexed since 2002 Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  15. 15. Topic of Discussion Social Media 236,000,000 Number of annual Digg visitors 2,320,000,000 (2.3 billion) 65,700,000 Number of Tweets sent to date Number of unique Facebook visitors (may 2009) 133,000,000 (one hundred and thirty three million) Number of blogs indexed since 2002 2,000,000,000 Number of daily Google searches 700,000,000 (seven hundred million) Number of photos uploaded to Facebook daily Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/ 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  16. 16. Topic of Discussion Social Media Why should I care ? Because the numbers are staggering & Media is becoming ubiquitous and your brands, customers and services are being talked about in real time...without you! 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  17. 17. Topic of Discussion Social Media Translation: The inmates are running the asylum 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  18. 18. Topic of Discussion Social Media So what are Brands and Agencies doing to implement Social Media effectively? Let’s look at some good Social Media Examples 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  19. 19. Topic of Discussion Social Media Community-oriented Clothing Company Threadless Founded in 2004 this T-shirt company is built upon the active participation of the online design community. Sales in 2006 hit $18 million, with profits of roughly $6 million. In 2007, the growth continued at more than 200 percent. Threadless is one of the first firms to systematically mine a community for designs and product creation. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  20. 20. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  21. 21. Topic of Discussion Social Media 360º User Generated Content (UGC) Campaign The Jeep Experience The campaign is supported by a microsite that pulls in Flickr pictures of the Jeep in action, has Jeep videos fed in from Youtube, and promotes the Jeep facebook and myspace pages, driving users to a specially created interactive film and other bespoke promotional content. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  22. 22. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  23. 23. Topic of Discussion Social Media Video Resume Creates a Global Frenzy The Best Job In The World was a campaign developed by Tourism Queensland to find a caretaker for an Australian Island Paradise. The campaign was launched with a classified Ad seeking applicants for an “island caretaker”. User were encouraged to submit videos online showcasing why they should be chosen for the $110,000 a year job. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  24. 24. Topic of Discussion Social Media Video Resume Creates a Global Frenzy 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  25. 25. Topic of Discussion Social Media Video Resume Creates a Global Frenzy The campaign generated tens of thousands of video submissions and the global press is estimated to have exceeded $80,000,000 of equivalent media ad space. The campaign also won home 3 Grand Prix awards at Cannes & the Agency, Nitro was acquired in the same week for $50M. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  26. 26. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  27. 27. Topic of Discussion Social Media This is all well and good, but.. Is anyone making Money using Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  28. 28. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  29. 29. Topic of Discussion Social Media Show me the Money $$$ DELL + Twitter = $$$$ Computer manufacturer DELL created a Twitter account to promote deals from their outlet division in early 2008. As of June 2009 @DellOutlet Twitter account has over 700,000 followers and has generated over $3,000,000 in sales for the company. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  30. 30. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  31. 31. Topic of Discussion Social Media Tips for Successful Social Media Campaign BE HUMAN...Engage don’t Enrage! 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  32. 32. Topic of Discussion Social Media Tips for Successful Social Media Campaign BE HUMAN...Engage don’t Enrage! BE AUTHENTIC...Nobody likes Robots 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  33. 33. Topic of Discussion Social Media Tips for Successful Social Media Campaign BE HUMAN...Engage don’t Enrage! BE AUTHENTIC...Nobody likes Robots BE PREPARED...Remember the Inmates ? 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  34. 34. Topic of Discussion Social Media A wake up call for Agencies Don’t miss the boat..it can be very costly 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  35. 35. Topic of Discussion Social Media 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  36. 36. Topic of Discussion Social Media $2000 UGC Spot Dethroned The King of Beers 10 year Dominance of the Superbowl comes to an end. Anheuser-Busch, has been dethroned as king of the Super Bowl Commercials by a $2000 user generated spot. Joe and Dave Herbert entered their $2k spot “Free Doritos” in the Doritos User submitted ad contest & won the chance for their spot to be aired during the SuperBowl. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  37. 37. Topic of Discussion Social Media Doritos takes the #1 spot with “Free Doritos” The spot was the #1 fan favorites according to Ad Meter rankings, knocking AB out of the #1 position after 10 years. AB then dumps a number of their smaller Agency contacts including Goodby Silverstein & Partners (GSP), S.F. a 15 year relationship. 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  38. 38. Topic of Discussion Social Media Tips for Successful Social Media Campaign Know your medium,what works in one platform may not work in another. Each application of social media activates unique user groups. Learn about these constituents before launching your campaign...it can save your Brand from embarrassment. (Don’t believe me? just ask Skittles) 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  39. 39. Topic of Discussion Social Media The Golden Rule - Measure Everything Analytics & Tracking What you need to track Google Analytics Number of visitors Forwards & mentions Google Trends Conversion rate Omniture Referring sites / pages Clickstreams Trackur Usage time & return visits Twilert (there is much more but these are the basics) 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  40. 40. Topic of Discussion Social Media Apply The Pareto principle - also known as the 80-20 rule 20% of your users will bring in 80% of of your traffic. So make it easy for them. Provide the following: RSS Feeds Social Bookmarks tools Email to a Friend features Tweet this Links Trackbacks & blog links Video & Photos Embed options 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com
  41. 41. Topic of Discussion Social Media For More Info Visit Our Site. www.thefactoryi.com or www.blog.thefactoryi.com Jason Inasi Creative Director The Factory Interactive e. Jason@thefactoryi.com t. twitter.com/jinasi p. 305.752.9400 f. 305.675.6404 3301 N.E. 1st Avenue, Penthouse 2, Miami FL 33137 ph: 305.752.9400 fax: 305.675.6404 e: info@thefactoryi.com u: www.thefactoryi.com

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