BOLO2010 Gass
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This document discusses how agencies can use social media to fuel new business growth. It notes that agencies don't always practice what they preach in terms of social media use and that decision makers now often find vendors through social media rather than the other way around. The document advocates that agencies should view social media as an important new business development tool, as it teaches methods for relationship building that agencies should have been using all along. It provides contact information for Michael Gass consulting.
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The document provides tips for creating winning proposals. It summarizes common mistakes made in sales proposals, such as assuming research is accurate or not identifying a firm timeline. It recommends explicitly asking clients questions to determine budget, priorities, and proposal expectations. The document outlines standard elements for good, bad, and best proposals, such as including objectives, strategies, case studies in good proposals and avoiding boilerplate text in bad ones. It provides templates and emphasizes detailing the scope of work, ROI, and client testimonials in the best proposals.
BOLO2010 Martin
Social media can be used as a Trojan horse to spread messages and influence users. An experiment showed that posting certain types of content on social media could significantly shift users' opinions on various topics within a short time period, with over 75% of engagement happening within the first 30 minutes and another 10-15% in the following 30 minutes. The types of content that generated the most engagement were those that appealed to users' interests in ladders, food, family, and tailgating rather than more extreme topics.
BOLO2010 Barber
This document provides a list of various digital marketing tools for agencies organized into the following categories: search tools, social tools, email tools, content creation tools, location-based tools, and display advertising tools. Specific tools mentioned include the Google Keyword Tool, Ranking History, SpyFu, Evo Terra, Conversation Prism, Facebook Insights, Objective Marketer, Buddy Media, Wildfire, email service providers, Flowtown, TubeMogul, Geotoko, and retargeting platforms. The document aims to be a resource for digital agencies looking to utilize different tools across key areas like search, social, email, and advertising.
BOLO2010 Yeager
This document provides an agenda for minding the gap between digital specialists and growth/innovation. It discusses overcoming fear of the unknown, why platform evangelists fail when they use jargon, and the importance of metrics and measurement for success stories. Effective integration requires superior interpersonal skills like collaboration, listening, and balancing technical and presentation skills.
BOLO2010 Wong
Brian Wong discusses how to effectively market to and engage with youth audiences. He notes that youth are coming of age in a time of social media and constant connectivity, and prefer authentic interactions over contrived ones. Wong also emphasizes that brands need to continually innovate and refresh their approach in order to maintain relevance and the interest of youth, whose attention spans and tastes change rapidly. Statistics alone are not enough to understand this demographic; brands must provide possibilities, be cooler than past generations, and accomplish great things to align with youth.
BOLO2010 Willey
The document discusses how agencies can partner with third party providers like development firms to improve their capabilities. It recommends that agencies find partners that complement their own strengths and weaknesses to create better end products. The document provides tips for agencies on how to start a partnership, including getting to know the other company, establishing processes for collaboration, and working together on initial projects to build trust and lay the foundation for an ongoing relationship.
10 19-vega
This document discusses social media compliance considerations from regulatory bodies such as the FTC, FDA, and FINRA. It provides examples of violations these organizations have prosecuted related to inadequate disclosure of relationships, unsubstantiated claims, and employee social media use. The key points are that social media requires the same compliance as other communication channels, and that oversight of employee activities and adequate policies are important to mitigate risks to brands and avoid fines.
BOLO2010 Weaver Smith
The document provides examples of marketing agency positioning statements and summaries of their services. It then discusses tools and strategies for conducting a brand audit, positioning a brand, and differentiating a brand in the market. This includes understanding standard market expectations, excelling at basic services, and identifying a unique value proposition. It emphasizes the importance of strategic planning and creating a brand positioning that stands out from competitors.
BOLO2010 Portugal
The document discusses emerging trends in digital advertising, including real-time bidding, audience targeting, and the use of data to optimize campaigns. It notes that technologies are shifting media buying towards automated, data-driven approaches leveraging vast online user data. Specifically, it highlights the growth of real-time bidding exchanges, video advertising, and the importance of verification and post-buy analytics to understand campaign performance and attribute conversions across channels. The document advocates for an integrated, "atomic" approach combining planning, data, buying, and analysis tools to optimize advertising based on deep audience insights.
BOLO2010 Ingalls
This document discusses the challenges modern marketers face in managing data from dozens of different media sources and platforms. Specifically, it notes that over 55% of online ad spending in 2010 was not properly measured or optimized, potentially being wasted. It then outlines the complex, manual process currently required for marketers to collect, analyze, report on, and share data from various ad servers, analytics tools, and other sources - a process that takes multiple days each week. Finally, it introduces the concept of "Data 2.0", describing it as an open, automated system that provides a simple, centralized place to access updated data from any source in order to better optimize spending and predict effective media placements.
BOLO2010 Hughes
The document discusses humanizing brands through social media and dialog rather than monolog. It emphasizes that brand development is about building a relationship with consumers, not just marketing initiatives. Successful brands are invented through claims of distinction and evidence of those distinctions, with operationalization preceding humanization. Metrics show traditional media spend, buzz effects, humanizing effects, and interactive social spend can optimize a brand's development when balanced.
BOLO2010 Grantham
The document discusses creating an engaging corporate culture that attracts and retains top talent. It notes that securing and retaining great employees is a focus for businesses in any economy. An engaged workforce is motivated by having a clear shared vision and purpose, empowerment to achieve goals, and knowing how their work contributes to the organization's success. The document raises questions about how leadership can inspire teams and what truly motivates employees. It cites research on the large baby boomer population seeking purpose and meaning in their work.
BOLO2010 Coburn
1) Location-based marketing is growing rapidly due to the proliferation of smartphones, GPS devices, and faster internet connections. Services like Foursquare are gaining users twice as fast as Twitter.
2) Location data provides value to both consumers and businesses. For consumers, it enables networking, discovery of deals and events, and gamification. For businesses, it allows targeted digital content and offers to invite consumer spending.
3) Major players in this space include Foursquare, Facebook Places, Gowalla, and new entrants focused on specific use cases or verticals. Emerging models include implicit location sharing and team-based game mechanics.
4) Effective campaigns integrate location data into welcome messages, offers, content
BOLO2010 Baer
The document discusses how real-time opportunities and crises are changing the role of agencies. It provides examples of individuals using social media to voice complaints or praise for companies. It suggests agencies need to provide quick support through phone, email, and social media to respond to real-time situations. Agencies also need to acknowledge issues, provide information to customers, and turn complaints into opportunities for customer loyalty and sales.
BOLO2010 Samek
This document discusses hyper-local online marketing strategies. It defines hyper-local as grassroots, community focused, digital native efforts like blogs, forums, and custom platforms. Examples include a WordPress blog that reports on neighborhood news and a food blogger. Data shows hyper-locals have better trust and satisfaction than TV and newspapers. They connect deeply with authentic local voices and loyal audiences. Opportunities include reaching influential community members who spread word of mouth. Challenges include small budgets and inconsistent reporting, but trends like AOL Patch and local ad networks are helping to address issues.
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BOLO2010 Gass
- 3. Agencies don’t practice what they preach
- 5. IBM Study: More change in next 5 years than the previous 50
- 7. CMO Study: 80% of decision makers said they found their vendors not the other way around
- 9. As important as it was to have a Website, it is now as important to have a blog.
- 11. Social Media teaches agencies the way they should have been doing new business all along
- 22. [email_address] (205) 370-7750 Twitter: @michaelgass www.michaelgass.com