Bret Giles – President, AgencySide - A Wake-Up Call for Agencies: Status Quo Won't Cut It Anymore #SMAZ

1. status quo JUST DOESN’T CUT IT ANYMORE

2. Bret Gilesagencysidewww.agencyside.net 480.355.0073 Bret.giles@agencyside.net @bretgiles

3. “ The hardest part of this business is to realize that what you knew yesterday and all the things that gave you a sense of empowerment and prestige and security and safety is perhaps not relevant this morning… Perhaps tomorrow, somebody else sees something you missed because you keep thinking you knew it all. Dan Wieden, Wieden + Kennedy ”

4. Years Ago 98 percent of NYSE companies print glossy annual reports for investors.

5. 70 percent of NYSE companies print glossy annual reports for investors.

6. 52 percent of NYSE companies print glossy annual reports for investors.

7. 36 percent of NYSE companies print glossy annual reports for investors.

8. Today 20 percent of NYSE companies print glossy annual reports for investors. SOURCE: IRSolutions, 2010

9. Years Ago LOS ANGELES TIMES Circulation: 1,154,000

10. Today LOS ANGELES TIMES Circulation: 616,000 SOURCE: Audit Bureau of Circulation

11. 2,453,000,000 Minutes/month on a “newspaper” website SOURCE: NAA (www.naa.org) 2010

12. Years Ago ZERO updates NADA shared pictures with friends all at once. ZILCH telling all of your friends how much you like a brand.

13. Today has 200,000,000 more members than the has residents.

14. Years Ago Absolutely no one admitted they actually WANTED to watch ads by actively playing them over and over and over. Absolutely no one (broadcasters aside) could distribute a video that would be viewed 5,000,000 times in a few weeks.

15. Today Every single minute, 24 hours of video is uploaded to YouTube YouTube receives 1,000,000,000 views per day SOURCE: Business Insider, 7/7/2010

16. Years Ago People typing 140 character rants: 0 People messaging 5MM people at once: 0

17. Today SOURCE: Business Insider, 7/7/2010 65 million Tweets are sent every day Twitter has 190 million users and handles 800 million search queries per day.

18. Years Ago Oh yeah, people complained about brands. Only you often didn’t hear it and certainly didn’t have a venue to do much about it. Brands yelled at people. Some people listened, most didn’t. Either way, no brand had a way to capture wisdom from people to improve products and services.

19. Today National, regional, local – it doesn’t matter. Transparency rules and brands win by interacting publicly with fans and critics alike. 10,000,000/mo US visitors to Google local results tell it all SOURCE: Quantcast, June 2010

20. Years Ago Public CHECK-INS at restaurants, retailers, airports, clubs, coffee shops, banks, etc.: ZERO

21. Today Over 100,000,000 Million Check-Ins at 5.6 million venues across the US SOURCE: Foursquare, June 2010

22. Today 75% of US uses social media in general On average, they spend 6 hours, 13 minutes a month in this space. Last year that number was 3 hours, 31 minutes They spend over 5 hours a month at work on social media sites IN ADDITION SOURCE: Nielsen, Internet & Social Media Consumer Insights, 2010

23. I AM NOT ADVOCATING TO DITCH WHAT HAS WORKED; RATHER, IT’S TIME TO LOOK AT EVERYTHING THROUGH A NEW LENS.

24. Why do we stick with the same channels, metaphors, vernacular, ad units and buying habits that have worked in the past…

25. …when we know the ways we can best connect with consumers are fundamentally changing before our eyes?

26. We do this…

27. Because this is harder. If Skittles FB Fans were a state, it would be the 12th largest in the US. And Skittles can connect with them and them alone, whenever they want. They can rally them from their phones. They can ask for feedback. They can get them to market for them.

28. SOURCES: Forrester, 2009; ZenithOptimedia, 2009

29. SOURCES: Forrester, 2009; ZenithOptimedia, 2009

30. Addy Categories Collateral material Consumer or trade publication Direct marketing Interactive media Mixed/multiple media Newspaper Non-traditional Out of home Public service Radio Sales promotion Television

31. How About… Best spokesperson Most surprising yet successful audience target Best use of video Best use of consumer evangelists Most product moved Best irrelevant to relevant brand makeover

32. WHY YOU SHOULD CARE DEEPLY

34. SO, what is the antidote to status quo

35. “This is an industry in constant renewal” AdAge, 2010 "The very definition of advertising is changing," said ReiInamoto, AKQA's co-chief creative officer. "Even as recent as three to five years ago, it was a cookie-cutter approach." The best way to invigorate the crowd is to form a model that mirrors the modern day social media beast. Agency 3.0 fits the bill. The old agency model fits the new realities like a square peg in a round hole. Clarissa Blur Group

36. 1.Realize these days are over. Doner has been a TV-first advertising agency … and the revamped firm is using broadcast as just part of a wider, more holistic approach to clients. “We want to socialize the brand,” … means employing an integrated strategy for a client that can include traditional avenues such as broadcast, print, direct mail, but also elements such as iPhone apps, Web sites, long-form Web content, games, promotions, shopper marketing, social media and event/live marketing. Crains, April 25, 2010

37. 2. Beat competitors through your smarts, not your firefighting ability. Last year we were doing over 30 custom programs per quarter, and now we're doing 50, and often people were asking us, "I have this other thing I need you to do." And we had to pass on it. So we thought, "Why are we turning them away?“ Conde Nast, April 26, 2010

38. 3.Acknowledge social media is not media-as-usual. Research, negotiate, buy, report does not work!

39. If you can’t find a lot of social mention on your brand, remember it’s not just about reporting on your brand. It’s about ethnographic studies that tell you the context of why consumers are doing what they’re doing.

40. 4.Get on the treadmill … Most important digital lesson I’ve learned: “Continually focus on innovation.” Tom Bedecarre, CEO of AKQA

41. Content Strategy Social News Social Shopping Location-based services / marketing Open Graph protocol Stop media planning, start connection planning – how do we best connect a brand we represent with its customers

42. Q&A