Social Media + Ad Agencies

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The Role of Advertising Agencies & PR Firms in 
a Social Media Driven World

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Social Media + Ad Agencies

  1. 1. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Social Media + Advertising Agencies The Role of Advertising Agencies & PR Firms in 
 a Social Media Driven World
  2. 2. Conversation Reminder Source: amctv.com @NickWestergaard #UIMKTG
  3. 3. Social Media & Advertising Agencies ‣ History–Today ‣ What Agencies Can Do with Social ‣ Types of Social Media Agencies ‣ Best Practices ‣ The Path Ahead
  4. 4. 1 History
  5. 5. Source: baekdal.com/analysis/market-of-information LocalM arketplace The Birth of the Ad Agency
  6. 6. Source: Hubspot
  7. 7. Source: Hubspot
  8. 8. Source: Hubspot
  9. 9. Source: Hubspot
  10. 10. Photo via Flickr johanooman Agent of a Principal
  11. 11. Photo via Flickr user .reid End of an Era? (or Is It?)
  12. 12. “– seth godin You can’t interrupt or YELL your way to WINNING.”
  13. 13. Photo via Flickr user caccamo Conversations vs. Ads
  14. 14. Photo via Flickr user hillary h Services vs. Media
 (and Platform)
  15. 15. 2 How Agencies Can Help with Social Media
  16. 16. Photo via Flickr user thegarethwiscombe More Than a 
 Tweet Monkey
  17. 17. Photo via Flickr user .hillsieboy Could Serve as 
 Training Wheels
  18. 18. How Can Agencies Help Businesses with Social Media ‣ Strategy ‣ Program Launch ‣ Training & Education ‣ Execution — Campaigns vs. Long-Term Management ‣ Content Development
  19. 19. Photo via Flickr user JoshBerglund19 STRATEGY:
 Program Launch
  20. 20. Photo via Flickr user .reid EXECUTION:
 Campaign vs. On-Going
  21. 21. Source: amctv.com EXECUTION:
 Still Acting as Agent
  22. 22. Photo via Flickr user tamburix Content Development
  23. 23. Photo via Flickr user coolmikeol EDUCATION:
 Training & Development
  24. 24. 3 Types of Social Media Agencies
  25. 25. Photo via Flickr user OnTask Blurred Lines
  26. 26. Photo via Flickr user magerleagues “No One Gets Fired for Hiring Ogilvy”
  27. 27. Big Shops Are Big Players
  28. 28. Pure-Play Social Media Agencies
  29. 29. Digital Is a Major Part of Revenue
  30. 30. Big Part of Agency Staffing
  31. 31. AGENCYTREES REVENUE ESTIMATES > All revenue is from company reports, estimated by R3 for Full Year 2013 > Japanese agencies are based on Calendar 2013 > For private companies, revenue is R3 estimate > Conversions to US$ is as Dec 13th , 2013 www.r3ww.com GLOBAL 2014 (Revenue US 1,144M) AllianceData EPSILON Catapult Epsilon E-Graphics Worldwide Designory DDB Worldwide DDB Live Proximity Worldwide Clemenger Group (Revenue US 14,600M) Juniper Park BBDO WORLDWIDE TBWAWORLDWIDE DDB WORLDWIDE OTHER OMNICOM SHOPS Organic OMNICOM TBWA Worldwide Being BBDO Worldwide BBDO Energy BBDO InterOne Alma DDB Health/DDB Remedy Interbrand Red Urban Roberts & Langer DDB Rodgers Townsend Spike DDB TracyLocke Tribal Worldwide Uproar RAPP Kern Organization Fame Integer Group TBWA Digital Arts Network Zimmerman Advertising TBWA/WorldHealth CAHG OMNICOM MEDIA GROUP OMD Worldwide PHD Novus Media OMG Entertainment & Sports OMG Outdoor Media Group Icon International Resolution Media Team Ignition Pancultural Marketing FLEISHMANHILLARD FleishmanHillard GMMB Marketing Arm Marketing Arm Fanscape CDM Group KETCHUM Ketchum AgencyRx CDM New York CDM Princeton CDMiConnect Entree Health SSCG Media Group 180 Amsterdam/180LA Agency720 Alcone Marketing AMCI Bernard Hodes Group Biolumina Colangelo Cone Communications Critial Mass Dieste Direct Partners Doremus Downtown Partners Chicago Emanate Evolution Bureau Flashpoint Medica Footsteps GMR Marketing Goodby, Silverstein & Partners Grizzard Communications Group GSD&M Harrison & Star Hornall Anderson Javelin Marketing Group Latin Works LLNS Marina Maher Communications MarketStar Martin Williams Merkley & Partners Platnum Rye Entertainment Porter Novelli Russ Reid Co. Serino/Coyne Siegel & Gale SportsMark Targetbase (Revenue US 9,517M) PublicisGroupe Publicis Modem Publicis Worldwide PUBLICIS WORLDWIDE Leo Burnett Worldwide/Arc Lapiz USA Amazon Advertising LEO BURNETT WORLDWIDE Saatchi & Saatchi X Saatchi & Saatchi SAATCHI & SAATCHI Team One Conill OTHER PUBLICIS SHOPS MSLGROUP Kekst & Co. Winner & Associates PBJS MSLGROUP DigitasLBi MRY Phonevalley DIGITASLBI STARCOM MEDIA VEST GROUP Starcom USA Big Fuel Spark SMG Tapestry MediaVest USA MV42 SMG Performance Marketing ZENITHOPTIMEDIA Zenith Media USA Moxie Ninah Performics Optimedia International U.S. Razorfish Denuo RAZORFISH Bartle Bogle Hegarty BARTLE BOGLE HEGARTY Monterosa Bromley Communications Burrell Communications Group Fallon Media & Regies Europe Rokkan Rosetta Team Sprint VivaKi (Revenue US 7,120M) INTERPUBLIC McCANN WORLDWIDE IPG MEDIABRANDS McCann Erickson Worldwide Avrett Free Ginsberg Campbell Mithun Casanova Pendrill Compass Point Media Fitzgerald & Co. Fortune Promoseven FutureBrand Gotham Martin Agency MRM TM Advertising Momentum Worldwide PMK-BNC Weber Shandwick DeVries Global McCann Healthcare McCann Health McCann Echo Torre Lazur McCann RCW Healthcare McCann Regan Campbell Ward McCann Torre Lazur FCB LOWE+ PARTNERS WORLDWIDE Lowe & Partners Deutsch DLKW Lowe Huge ICC Lowe UM Initiative Ansible BPN Cubocc ID Media Magna Global Media Partnership Corp NSA Media Orion Holdings Orion Printing Orion Trading Outdoor Advertising group (OAG) Peprise Media Shopper Sciences Spring Creek Group OTHER IPG SHOPS Wahlstrom Accentmarketing Advantage International Campbell Ewald Carmichael Lynch Dailey Erwin Penland GolinHarris Hill Holliday IW Group Jack Morton Worldwide Mullen Octagon Rogers & Cowan Tierney (Revenue US 6,390M) DentsuAegisNetwork Dentsu DENTSU DENTSU NETWORK 360i Attik Dentsu America Firstborn McGarryBowen Mitchell Communications Group Steak Carat Clownfish Copernicus Marketing Consulting and Research AEGIS MEDIA iProspect Isobar JumpTank Mitchell & Partners Posterscope Team Epic Vizeum Catchstone WonderAd (Revenue US 2,090M) HakuhodoDY HAKUHODO MJW Hakuhodo Daiko Advertising DAIKO ADVERTISING Yomiko Advertising YOMIKO ADVERTISING Hakuhodo DY Media Partners HAKUHODO DY MEDIA PARTNERS (Revenue US 1,150M) MDCPartners MDC PARTNERS 72andSunny Partners Allison & Partners Anomaly Colle & McVoy Concentric Health Experience CP&B Doner Dotbox Hello Design Henderson Bas Kohn HL Group Laird & Partners Mono Redscout Relevent Sloane & Co. Source Marketing TargetCom Team Enterprises Vitro Yamamoto KBS+ KBS+ Kwittken & Co. Media Kitchen Varick Media Management MAXXCOM GLOBAL MEDIA Integrated Media Solutions RJ Palmer TargetCast (Revenue US 638M) CHEIL CHEIL WORLDWIDE Cheil Worldwide Barbarian Group Beattie McGuinness Bungay McKinney Cheil OpenTide Bravo Asia AGENCY FAMILY TREE TOP 10 (Revenue US 18,370M) WPP A. EICOFF & CO ACCELERATION ALLIANCE BLUE STATE DIGITAL BUCHANAN COMMUNICATIONS BDG ARCHITECTURE + DESIGN CLARION COMMUNICATIUONS CLOVER PARK GROUP COLEY PORTER BELL DEWEY SQUARE GROUP PBN HILL + KNOWLTON STRATEGIES PRIME POLICY GROUP PRISM GROUP QGA RLM FINSBURY ROCKFISH SALMON SANTO SCHOLZ & FRIENDS SOHO SQUARE TEAM DETROIT THE DATA ALLIANCE THE FARM GROUP THE FOOD GROUP THE GEPPETTO GROUP UNITED VISIONS DIALOGUE DIGIT DMOLLAN/HEADCOUNT DOVETAIL EWA F.BIZ GCI HEALTH GHG HERING SCHUPPENER HOGARTH WORLDWIDE MANDO MAXX MARKETING METRO MJM MOSAICAMD OHAL PACE THE MEDIA INNOVATION GROUP ASSOCIATE ADK HS Ad john st. Scangroup The Jupiter Drawing Room United Network Chime Communications PLC Barrows Brierley & Partners Grass Roots High Co Smollan Group UniWorld JMI Fabric Worldwide Johannes Leonardo Syzygy Globan Visible JOINT VENTURE Dentsu Y&R M/Six OOT INVESTMENT FullSIX Imagina MRC The Weinstein Company Ace Metrix eCommera In Game Ad Interactive Invidi HDT Holdings Technology Jumptap mySupermarket Moment Systems Say Media SFX Entertainment Vice Media WildTangent 24/7 MEDIA 9INE SPORTS & ENTERTAINMENTOgilvyOne Worldwide OgilvyAction Ogilvy CommonHealth Worldwide Ogilvy Government Relations Ogilvy & Mather Advertising Ogilvy Public Relations OGILVY GROUP Ogilvy Primary Contact Bates CHI & Partners Feinstein Kean Healthcare G2 Wing Grey GREY GROUP Young & Rubicam YOUNG & RUBICAM GROUP Wunderman Wunderman AGENDA Adpeople Actis Wunderman Aqua Blast Radius Designkitchen Kassius KBM Group These Days TAXI Burson-Marsteller Cohn & Wolfe Penn Schoen Berland Landor Associates Sudler & Hennessey iconmobile RTC Studiocom VML Bravo K&L Banner Corporation G2 Branding Design G2 Interactive G2 Direct & Digital G2 Promotional Marketing GROUP M Mindshare MediaCom MEC Maxus Catalysyt Xaxis Quisma KR Media Outrider TENTHAVENUE Tenthavenue Forward Joule Kinetic Worldwide Spafax KANTAR Kantar Kantar Health Kantar Japan Kantar Media Kantar Operations Kantar Retail Kantar WorldPanel Added Value Center Partners IMRB International Lightspeed Research Millward Brown The Futures Company TNS HILL+ KNOWLTON STRATEGIES Hill + Knowlton Strategies Blanc & Otus Wexler & Walker Public Policy Associates B to D Group Addison FITCH Lambie Nairn PeclersParis The Brand Union The Partners VBAT AKQA POSSIBLE Neo@Ogilvy JWT JWT JWT Inside Digitaria Lunchbox HeathWallace FCB Hacker Group R/GA Rivet FCB Health Area 23 Hudson Global Neon (Revenue US 2,426M) HAVAS Havas Worldwide HAVAS WORLDWIDE Havas PR Havas Health Victors & Spoils HAVAS MEDIA GROUP Havas Media Cake Group Ignition ARNOLD WORLDWIDE Arnold Worldwide MARKETING SERVICES TECHNOLOGY DIGITAL PRODUCTION SERVICES ADVERTISING MEDIA RETAIL MARKETING EMPLOYER BRANDING FINANCIAL SPECIALIST SEM JOB-RECRUITMENT CRM AGENCY GROUP HEALTHCARE CORPORATE/B2BRESEARCH PR REAL ESTATE MARKETING EVENT MARKETING POLITICAL SPECIALIST BRANDING & IDENTITY ENTERTAINMENT MARKETING MOBILE MARKETING
  32. 32. Photo via Flickr user Cloudberry Communications PR Is a Good Fit
  33. 33. Photo via Flickr user .reid LONG RUN: Social vs. Digital
  34. 34. 4 Best Practices
  35. 35. Social Media Success Factors ‣ Services Defined — What social media services does the agency offer? ‣ Services to Market — How are these services sold? ‣ Execution — How are these services staffed? ‣ Integration — How are digital efforts tied to work in other channels/with other agencies? ‣ Measurement — How are efforts evaluated?
  36. 36. The Big List of Social Services ‣ Customer Service/Community — social listening, reputation mgmt, community creation & mgmt ‣ Conversion Optimization — web analytics, funnel evaluation, conversation analysis ‣ Social Marketing — social media audit, social strategy planning, social metrics/dashboards, campaign execution ‣ Social Advertising — PPC social ads ‣ Social Business — employee social guidelines, internal communities, employee advocacy programs Source: ConvinceandConvert.com
  37. 37. Additional Digital Services ‣ Content — persona development, content plan, content execution, mobile content audit ‣ PR 2.0 — influencer ID & outreach, social crisis planning ‣ SEO – SEO audit, keyword analysis ‣ Email — email audit & testing, email lifecycle strategy, email delivery/optimization Source: ConvinceandConvert.com
  38. 38. Source: amctv.com SELLING SOCIAL: A Job for Everyone
  39. 39. EXECUTION TOOLS: 
 Technology/SAAS
  40. 40. EXECUTION TOOLS: 
 Conversation/Content Calendars
  41. 41. INTEGRATION TOOLS: 
 Channel Plan }
  42. 42. MEASUREMENT TOOLS: 
 Social Scorecard
  43. 43. What’s the ROI of Social? Photo via Flickr user tnarik
  44. 44. 5 The Path Ahead
  45. 45. “ – lee clow, chairman and global director, tbwaworldwide The Reality of the New Media World 
 is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
  46. 46. “– paul roetzer, author of the marketing agency blueprint HYBRID AGENCIES will come 
 to rule the marketing world. 
 These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients. As change velocity accelerates, traditional agencies unwilling or unable to adapt will quickly be left behind.”
  47. 47. Further Reading
  48. 48. Other Agency Considerations ‣ Integration will be key with agency collaboration and consolidation ‣ Measurement will be universal, NOT just digital ‣ The more things change ... ‣ Clients looking for digital sherpas
  49. 49. “Stay Trendy, My Friends.”
  50. 50. nick westergaard | branddrivendigital.com | 2015 BRAND DRIVEN digital Questions? blog: branddrivendigital.com podcast: onbrandpodcast.com
 twitter: @nickwestergaard

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