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

1. nick westergaard | branddrivendigital.com
advertisingHow to Amplify with Advertising and the Role of Agencies in the Digital Age

2. #uimktg
@nickwestergaard

3. moving right along
Source: youtube.com

4. Where Are WE?
‣ Strategy — Planning the Work
‣ Execution — Working the Plan
‣ The Big Picture — The Digital Ecosystem

5. social media and advertising
‣ Pay to Play Is Back
‣ Amplifying with Advertising
‣ Agencies and Social Media
‣ The Path Ahead

6. Pay to Play Is Back
1

7. neil degrasse tyson
Knowing where you came from is no
less important than knowing where
you’re going.”
“

8. how did we get here again?
Source: Hubspot

9. two key developments
‣ Birth of the agency —
“agent of an undisclosed principal”
‣ Media buying
‣ Creative strategy

10. free, right?

11. REVENUE UP
64%
YEAR on YEAR
the reachpocalypse

12. 39%CURRENTLY USING
PAID SOCIAL
70%SPENDING MORE ON
ADS THIS YEAR
Source: Salesforce
38%shifting trad.
media to digital

13. rapidly evolving paid platforms

14. two needs
‣ Media buying
‣ Creative strategy

15. the world is changing
Photo via Flickr user Kevin DooleyPhoto via Flickr user zeuxis.pixelsurgery

16. seth godin
You can’t interrupt or yell your way to
winning.”
“

17. unpacking this
‣ How advertising can help?
‣ How agencies can still help us advertise

18. Amplifying with Advertising
2

19. the changing role of advertising?
Photo via Flickr user floeshie

20. abraham maslow
I was awful curious to learn why I didn’t
go insane.”
“

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. Hierarchy of digital brand building
BRAND
WEBSITE
CONTENT
EMAIL
social
PAID

23. easiest to understand
Photo via Flickr user 401(K) 2012

24. easiest to waste Money on
Photo via Flickr user Chris Potter

25. for real growth, strategy first
Photo via Flickr user Tax Credits

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. let’s look at a snapshot of each
Photo via Flickr user Dominique Godbout

28. overview of offerings
‣ Search ads
‣ Display ads (includes retargeting)
‣ Ad formats: text, image (e.g., jpg), animated image
(e.g., gif)

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. ‣ Stronger brand awareness, engagement, and loyalty
‣ Increased reach & broader customer base
‣ Increased web traffic
‣ Increased conversions, leads, and sales
google adwords benefits

31. let’s review the low-hanging fruit

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. what do you
want them to do?
ask yourself

34. cpmpaying by impressions is challenging because of the
refresh button – paying for display not action
the trouble with

35. CTRpaying based on clicks isn’t much better — they
may leave your site right afterward!
the trouble with

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. narrowcastingbroadcasting is the best way
to flush money down the drain
tip – focus on

38. paid search vs. social

39. ‣ Create brand awareness
‣ Build top of mind awareness
‣ Capture leads
‣ Drive sales
focus on paid search to …

40. ‣ Create brand awareness
‣ Create engagement
‣ Capture leads
‣ Sales are harder — for now
focus on paid social to …

41. ‣ Create brand awareness
‣ Create engagement
‣ Capture leads
display ads are like social

42. measure & optimize – can’t set & forget
Photo via Flickr user Jamie

43. Agencies and Social Media
3

44. a lot of work!

45. more than a tweet monkey
Photo via Flickr user thegarethwiscombe

46. training wheels or …
Photo via Flickr user Steve

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. more coaching
Photo via Flickr user Alan Levine

49. strategy and planning

50. conversation/content calendars

51. measurement & analytics

52. technology/saas

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. ‣ 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. howagencies can help but
who can help best and when?
so that’s an overview of

56. blurred lines
Photo via Flickr user Lena

57. “no one gets fired for …”

58. rise of pure-play social agencies

59. digital is a growing part of agency revenue
Source: Advertising Age

60. Digital is fastest growing discipline
Source: Advertising Age

61. mergers and acquisitions are the norm
Source: Adweek

62. Photo via Flickr user Quinn Dombrowski
social vs. digital

63. The Path Ahead
4

64. don’t just boost posts
Photo via Flickr user Craig Nagy

65. social commerce coming soon
Facebook Twitter
PURCHASE AT
MOMENT
OF INTEREST

66. Want more? further reading

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. next up: Integration

70. #uimktg
@nickwestergaard

71. nick@WESTERGAARD.COM
Slides at Slideshare.net/nickwestergaard
@NickWestergaard on Twitter, Instagram, and more