Ed Schipul eschipul@schipul.com www.schipul.com // www.brandtobedetermined.com

http://www.flickr.com/photos/30818304@N00/2040156264/

Social Media and the advertising world:Trends in online Communication and Connection

http://www.youtube.com/watch?v=BmykFKjNpdY

What we’ll talk about...

• Social Media for the advertising set

• Online advertising that works

• How to survive the recession

Tying traditional strategy and new tools together

Technology is great, but it’s all about PEOPLE

http://www.flickr.com/photos/libraryman/414960752

Let’s talk Social Media tools

Blogging to connect fast and personally

• Set up a fast template Blog

• Start simple - match branding graphics later

• 5 posts before ‘launch’

www.typepad.com

www.wordpress.com

www.blogger.com

Social Media Tools

Agency having a Blogosphere dialoguewww.offmadisonave.com

They are already talking about you... Ads of the Worldhttp://adsoftheworld.com/blog

Podcasts - How an iPod makes you smartSocial Media Tools

• Low-tech recorded online ‘radio shows’

• Amazing knowledge sharing

• Listen wherever you want

http://americancopywriter.typepad.com/

www.wehatesheep.com

Twitter - grow your brand and relationshipsSocial Media Tools

• What are you doing right now?

• 140 characters

• Instantaneous

• Connective

www.twitter.com

What the heck is Twitter?

http://www.youtube.com/watch?v=ddO9idmax0o

Social Media Tools

Twitter by savvy marketerswww.twitter.com/jetblue

Seeking non-traditional ad solutions for non-traditional mediums: http://be-a-magpie.com/

Online video - no popcorn required

• Tell your stories, don’t just pitch

• Re-purpose your content

• Share knowledge

• Be genuine, look cool

Social Media Tools

http://www.youtube.com/experiencewii

Wii YouTube ad channel

Other people creating viral video campaigns FOR YOU: http://vimeo.com/1700732

Identify the Influencers - learn how to listenSocial Media Tools

www.google.com/alerts Email updates for your company

name and keywords

www,technorati.com/watchlist Powerful Social Media search engine

watches for your terms and updates you

http://alerts.yahoo.com Yahoo! alerts you of any

occurrences of defined terms and names

Find Blogs to read and learn fromwww.technorati.com // www.blogsearch.google.com

Blogpulse Conversation Tracker: www.blogpulse.com/conversation

Addictive and essential Google Reader: www.google.com/reader

It’s all about the Commotion

http://www.flickr.com/photos/spotrick/1661694268

Are you on Facebook yet?(you really, really need to be)

Your Facebook profile at a glance

• Flesh out your profile before you start friending

• Personal and professionallives are blurred (good and bad)

• Be picky with your friends

• Re-purpose your otherWeb content on Facebook

Harness the power of Facebook

Creating a group/fanpage for your Company / Product

• Group pages grow camaraderie

• Coordinate, promote andfollow up on events

• Encourage membercontribution (reward them!)

• Select a handful of officersfor increased participation

Harness the power of Facebook

http://www.facebook.com/gap

Other Facebook goodies

• Photos - visuals are powerful!

• Videos

• Applications - play with your audience

• ‘Web Identities’ - tie in your personas

Harness the power of Facebook

http://apps.facebook.com/webidentities/

Advertising on Facebook - 120 million usersHarness the power of Facebook

Other advertising opps in the Social Media world

What does work now?

• Pay-Per-Click - works but volume is down- http://adwords.google.com - http://searchmarketing.yahoo.com

• Ad networks - psychographic targeting- Adbrite - www.adbrite.com- Federated Media - www.federatedmedia.net

• Hulu advertising - commercials actually watched!- www.hulu.com

Advertising online in a Social Media world

Social Media and Real World interaction

• Social Media Marketing- Online Public Relations- New WOMM (brand evangelists)

• Physical events - face-to-face time

Tying in your online and offline campaigns

www.flickr.com/photos/eschipul/2561315154/www.carolinecollective.cc

How advertisers can survive the Recession

???????????

+

???????????(Your Millenials don’t get it)

How old are your Millenials?Millennials and Middle Management

2002 2003 2004 2006Freshman25 today

Senior29 today

Freshman24 today

Senior28 today

Freshman23 today

Senior27 today

Freshman21 today

Senior25 today

30 years + = CLUELESS21-29 years = In the know

What is the problem here?Millennials and Middle Management

$$$

???

$$$

Grow your Personal BrandsPersonal Branding

What can my agency do?

• Relationships - build and maintain

• Recurring revenue

• Retrain, retool and recruit

• Get rid of dead weight NOW

• Charge for creative

Actionable steps to surviving the Recession

What can I do?

• Build your personal brand

• Participate in Social Networks

• Stay close to billable work

• Be humble (arrogant people suck)

Actionable steps to surviving the Recession

Let’s review...

• Social Media means listening and creating

• Seek out new online ad spaces

• Survive the recession by being curious

Leverage technology to reach your audience

Thanks for participating today!

Ed Schipul

CEO, Schipul - The Web Marketing Companywww.schipul.com // www.tendenci.com (281) 497.6567

Blog: www.brandtobedetermined.com Flickr: www.flickr.com/photos/eschipul Twitter: www.twitter.com/eschipul

Find my slides on Slideshare: www.slideshare.net/eschipul

http://www.flickr.com/photos/andresmartin/2379157808/

http://www.flickr.com/photos/ucumari/2317386162/

http://www.flickr.com/photos/davyrocket/82339986/

http://www.flickr.com/photos/jbuhler/29493344/

http://www.flickr.com/photos/mastrobiggo/2414317157/

http://www.flickr.com/photos/gaetanlee/118885175

Mobile!

So why do you care?

• 30% Internet users access ONLY through Mobile (over 850 million)

• 92,000 text messages sent EVERY SECOND

• 2.8 trillion text messages sent in 2007

• SMS = $100 billion/year industry

• www.communities-dominate.blogs.com

Brain candy from Tomi Ahonen research

http://www.flickr.com/photos/whartz/2092971356/

2.7 Billion Mobile Phones

Slide thanks to Houston Chronicle’s David Herrold:http://www.slideshare.net/davidherrold/mobile-best-practices-for-newspapers/

Mobile Web =New way of communicating

• Create new value

• Grow Community

• Interactive campaigns

• Reach those on-the-go

http://flickr.com/photos/eschipul/743621029/

2.7 Billion Mobile Phones

Content vs. Context (it really, really matters)