Social Media & Advertising

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How to Amplify with Advertising and the Role of Agencies in the Digital Age

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Social Media & Advertising

  1. 1. nick westergaard | branddrivendigital.com advertisingHow to Amplify with Advertising and the Role of Agencies in the Digital Age
  2. 2. #uimktg @nickwestergaard
  3. 3. moving right along Source: youtube.com
  4. 4. Where Are WE? ‣ Strategy — Planning the Work ‣ Execution — Working the Plan ‣ The Big Picture — The Digital Ecosystem
  5. 5. social media and advertising ‣ Pay to Play Is Back ‣ Amplifying with Advertising ‣ Agencies and Social Media ‣ The Path Ahead
  6. 6. Pay to Play Is Back 1
  7. 7. neil degrasse tyson Knowing where you came from is no less important than knowing where you’re going.” “
  8. 8. how did we get here again? Source: Hubspot
  9. 9. two key developments ‣ Birth of the agency — 
 “agent of an undisclosed principal” ‣ Media buying ‣ Creative strategy
  10. 10. free, right?
  11. 11. REVENUE UP 64% 
 YEAR on YEAR the reachpocalypse
  12. 12. 39%CURRENTLY USING PAID SOCIAL 70%SPENDING MORE ON ADS THIS YEAR Source: Salesforce 38%shifting trad. media to digital
  13. 13. rapidly evolving paid platforms
  14. 14. two needs ‣ Media buying ‣ Creative strategy
  15. 15. the world is changing Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery
  16. 16. seth godin You can’t interrupt or yell your way to winning.” “
  17. 17. unpacking this ‣ How advertising can help? ‣ How agencies can still help us advertise
  18. 18. Amplifying with Advertising 2
  19. 19. the changing role of advertising? Photo via Flickr user floeshie
  20. 20. abraham maslow I was awful curious to learn why I didn’t go insane.” “
  21. 21. SELF-ACTUALIZATION morality, creativity, problem solving PHYSIOLOGICAL breathing, food, water, sex, sleep, excretion SAFETY security of: body, employment, resources, health LOVE/BELONGING friendship, family, sexual intimacy ESTEEM self-esteem, confidence, achievement, respect maslow’s hierarchy of needs
  22. 22. Hierarchy of digital brand building BRAND WEBSITE CONTENT EMAIL social PAID
  23. 23. easiest to understand Photo via Flickr user 401(K) 2012
  24. 24. easiest to waste Money on Photo via Flickr user Chris Potter
  25. 25. for real growth, strategy first Photo via Flickr user Tax Credits
  26. 26. more than just google adwords ‣ Facebook advertising ‣ Twitter advertising ‣ LinkedIn advertising ‣ Instagram advertising ‣ Online display ads ‣ Retargeting ads ‣ In-app ads –iAds (iOS), AdMob (Android)
  27. 27. let’s look at a snapshot of each Photo via Flickr user Dominique Godbout
  28. 28. overview of offerings ‣ Search ads ‣ Display ads (includes retargeting) ‣ Ad formats: text, image (e.g., jpg), animated image 
 (e.g., gif)
  29. 29. ‣ Extremely broad reach — over 1.1 billion unique visitors per month ‣ Highly specific targeting capabilities ‣ Increase brand awareness and leads ‣ Scalable and easy to control cost ‣ Gain insights on potential customers and competition ‣ Integrate with Google Analytics for more meaningful metrics google adwords advantages
  30. 30. ‣ Stronger brand awareness, engagement, and loyalty ‣ Increased reach & broader customer base ‣ Increased web traffic ‣ Increased conversions, leads, and sales google adwords benefits
  31. 31. let’s review the low-hanging fruit
  32. 32. ‣ Branding — Increasing reach and awareness (Google, Facebook, Twitter, Instagram, LinkedIn) ‣ Community Building — Boost social engagement (Facebook, Twitter) ‣ Public Relations — Reach and engagement (Facebook, Twitter) ‣ Market Research — Reach new markets, segments (Twitter) ‣ Customer Service — Gain keywords insights (Facebook, Twitter) ‣ Leads & Sales — Retarget potential customers to increase conversions (Google, Facebook, LinkedIn, Instagram) strategy first – start with why
  33. 33. what do you 
 want them to do? ask yourself
  34. 34. cpmpaying by impressions is challenging because of the refresh button – paying for display not action the trouble with
  35. 35. CTRpaying based on clicks isn’t much better — they may leave your site right afterward! the trouble with
  36. 36. ‣ Location ‣ Demographic ‣ Category — Based on industry (ad networks) ‣ Content matched (Google’s display network) ‣ Behavioral — Following the user and delivering relevant ads based on their browsing ‣ Retargeting — Serving up ads to users who have already been to the site targeting is key
  37. 37. narrowcastingbroadcasting is the best way 
 to flush money down the drain tip – focus on
  38. 38. paid search vs. social
  39. 39. ‣ Create brand awareness ‣ Build top of mind awareness ‣ Capture leads ‣ Drive sales focus on paid search to …
  40. 40. ‣ Create brand awareness ‣ Create engagement ‣ Capture leads ‣ Sales are harder — for now focus on paid social to …
  41. 41. ‣ Create brand awareness ‣ Create engagement ‣ Capture leads display ads are like social
  42. 42. measure & optimize – can’t set & forget Photo via Flickr user Jamie
  43. 43. Agencies and Social Media 3
  44. 44. a lot of work!
  45. 45. more than a tweet monkey Photo via Flickr user thegarethwiscombe
  46. 46. training wheels or … Photo via Flickr user Steve
  47. 47. ‣ Strategy — initial and/or ongoing ‣ Execution — launch and/or ongoing ‣ Training and education (remember last week!) ‣ Content creation ‣ Media planning and buying how agencies can assist with social media
  48. 48. more coaching Photo via Flickr user Alan Levine
  49. 49. strategy and planning
  50. 50. conversation/content calendars
  51. 51. measurement & analytics
  52. 52. technology/saas
  53. 53. ‣ Customer Service/Community — social listening, reputation management, community creation and management ‣ 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 and display ads ‣ Social Business — employee social guidelines, internal communities, employee advocacy programs agency social media services Source: Convince and Convert
  54. 54. ‣ Content — persona development, content plan, content execution, mobile content audit ‣ Digital PR — influencer ID and outreach, social crisis planning ‣ SEO – SEO audit, keyword analysis ‣ Email — email audit and testing, email lifecycle strategy, email delivery and optimization agency social media services (cont’d) Source: Convince and Convert
  55. 55. howagencies can help but 
 who can help best and when? so that’s an overview of
  56. 56. blurred lines Photo via Flickr user Lena
  57. 57. “no one gets fired for …”
  58. 58. rise of pure-play social agencies
  59. 59. digital is a growing part of agency revenue Source: Advertising Age
  60. 60. Digital is fastest growing discipline Source: Advertising Age
  61. 61. mergers and acquisitions are the norm Source: Adweek
  62. 62. Photo via Flickr user Quinn Dombrowski social vs. digital
  63. 63. The Path Ahead 4
  64. 64. don’t just boost posts Photo via Flickr user Craig Nagy
  65. 65. social commerce coming soon Facebook Twitter PURCHASE AT MOMENT OF INTEREST
  66. 66. Want more? further reading
  67. 67. key take-aways ‣ Make no mistake about it — we’re still paying for advertising ‣ Strategy matters here, too — what is it you’re trying to do? ‣ Map your customer experience and amplify where you can have the most impact ‣ We need to pay and we still need help — with creative and media
  68. 68. next up: Integration
  69. 69. #uimktg @nickwestergaard
  70. 70. nick@WESTERGAARD.COM Slides at Slideshare.net/nickwestergaard @NickWestergaard on Twitter, Instagram, and more

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