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we are social
The evolving agency landscape
Robin Grant
11.11.10
we are social
1. The ‘digital’ agency landscape
we are social
Digital doing above the line
we are social
For a while, at least…
we are social
Digital eating above the line
we are social
And above the line doing digital well
we are social
= convergence of advertising &
digital
Advertising
agencies
Creative
agencies
Digital
agencies
we are social
2. The changing media landscape
we are social
% of PVR owners in the UK
who fast-forward through
advertising on recorded
programmes
People are ignoring advertising
Ofcom communications market repor
August 2008
we are social
People are ignoring advertising
Banner Blindness, Nielsen Norman Group
August 200
And trusting it less
Nielsen Global Online Consumer Survey
July 2009
we are social
we are social
Meaning
(due to the increasing importance of earned media)
we are social
Ad agencies moving into PR
Ad agencies moving into PR
we are social
Ad agencies eating PR
we are social
Meanwhile…
we are social
Media agencies forced to
diversify
we are social
Media agencies move into creative
we are social
we are social
And visa-versa
we are social
= convergence of earned & paid
PR
agencies
Media
agencies
Creative
agencies
Agencies
we are social
3. The impact of social media
we are social
Social media is mainstream
Creators
Publish web pages, write
blogs, upload videos to
sites like YouTube
Critics
Comment on blogs,
contribute to forums and
post ratings and reviews
Collectors
Use RSS and tag web
pages to gather
information
Joiners
Have profile on and use
social networking sites
Spectators
Read blogs, forums and
online reviews, watch
user-generated videos
Inactives
Are online but don’t yet
participate in any form of
social media
Forrester Research's European Technographics® Benchmark Survey
Q2 2009
UK
social media
usage
we are social
In fact, we’re addicted
Trusting each other
Nielsen Global Online Consumer Survey
July 2009
we are social
we are social
Affecting purchase behaviour
of people choose companies or
brands based on customer service
experiences that are shared online74% Exploring the Link Between Customer Care and Brand Reputation, SNCR
April 2008
we are social
Online conversations driving
sales
The Predictive Power of Online Chatter
Daniel Gruhl, IBM Almaden Research Center, R. Guha, Google Inc
we are social
And on the agency landscape?
we are social
The social media bun-fight!
we are social
Media agenies
we are social
Digital agencies
we are social
Advertising agencies
we are social
PR agencies
we are social
= the agency singularity
we are social
But social media changes everything
we are social
The problem
“There’s a revolution in the air
that’s transforming society.
It’s social networking and it’s
empowering the consumer;
but the majority of agencies
aren’t getting it”
Social Media Futures –
The future of
advertising and
agencies in a
networked society. A
10-year perspective
The IPA, January 2009
we are social
The solution
“Facilitating conversations
for its clients will become
the new role of an agency”
Forrester, The Connected Agency
February 2008
we are social
= a new kind of agency
Conversation
agencies
we are social
= a new kind of agency
Engagement
agencies
we are social
= a new kind of agency
Social
media
agencies
we are social
A new kind of agency?
we are social
And in the long term?
Social
media
agencies
we are social
Thanks
For further conversation
talktous@wearesocial.net

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