social media + ad agencies
TRANSCRIPT
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Social Media + Advertising AgenciesThe Role of Advertising Agencies & PR Firms in a Social Media Driven World
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Conversation Reminder
Source: amctv.com
@NickWestergaard
#UIMKTG
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Social Media & Advertising Agencies‣ History–Today
‣ What Agencies Can Do with Social
‣ Types of Social Media Agencies
‣ Best Practices
‣ The Path Ahead
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1
History
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Source: baekdal.com/analysis/market-of-information
Local Marketplace
The Birth of the Ad Agency
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Source: Hubspot
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Source: Hubspot
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Source: Hubspot
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Source: Hubspot
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Photo via Flickr johanooman
Agent of a Principal
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Photo via Flickr user .reid
End of an Era? (or Is It?)
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“– seth godin
“You can’t interrupt or YELL your way to WINNING.”
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Photo via Flickr user caccamo
Conversations vs. Ads
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Photo via Flickr user hillary h
Services vs. Media (and Platform)
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2
How Agencies Can Help with Social Media
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Photo via Flickr user thegarethwiscombe
More Than a Tweet Monkey
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Photo via Flickr user .hillsieboy
Could Serve as Training Wheels
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How Can Agencies Help Businesses with Social Media‣ Strategy
‣ Program Launch
‣ Training & Education
‣ Execution — Campaigns vs. Long-Term Management
‣ Content Development
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Photo via Flickr user JoshBerglund19
STRATEGY:
Program Launch
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Photo via Flickr user .reid
EXECUTION:
Campaign vs. On-Going
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Source: amctv.com
EXECUTION:
Still Acting as Agent
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Photo via Flickr user tamburix
Content Development
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Photo via Flickr user coolmikeol
EDUCATION:
Training & Development
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3
Types of Social Media Agencies
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Photo via Flickr user OnTask
Blurred Lines
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Photo via Flickr user magerleagues
“No One Gets Fired for Hiring Ogilvy”
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Big Shops Are Big Players
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Pure-Play Social Media Agencies
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Digital Is a Major Part of Revenue
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Big Part of Agency Staffing
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AGENCY TREES REVENUE ESTIMATES
> All revenue is from company reports, estimated by R3 for Full Year 2013
> Japanese agencies are based on Calendar 2013
> For private companies, revenue is R3 estimate
> Conversions to US$ is as Dec 13th, 2013
www.r3ww.com
GLOBAL2014
(Revenue US 1,144M)Alliance Data
EPSILONCatapult
Epsilon
E-Graphics Worldwide
Designory
DDB Worldwide
DDB
Live
Proximity Worldwide
Clemenger Group
(Revenue US 14,600M)
Juniper Park
BBDO WORLDWIDE
TBWA\WORLDWIDE
DDB WORLDWIDE
OTHER OMNICOM SHOPS
Organic
OMNICOM
TBWA Worldwide
Being
BBDO Worldwide
BBDO
Energy BBDO
InterOne
Alma
DDB Health/DDB Remedy
Interbrand
Red Urban
Roberts & Langer DDB
Rodgers Townsend
Spike DDB
TracyLocke
Tribal Worldwide
Uproar
RAPP
Kern Organization
Fame
Integer Group
TBWA Digital Arts Network
Zimmerman Advertising
TBWA/WorldHealth
CAHG
OMNICOM MEDIA GROUP
OMD Worldwide
PHD
Novus Media
OMG Entertainment & Sports
OMG Outdoor Media Group
Icon International
Resolution Media
Team Ignition Pancultural Marketing
FLEISHMANHILLARD
FleishmanHillard
GMMB
Marketing Arm
Marketing Arm
Fanscape
CDM Group
KETCHUM
Ketchum
AgencyRx
CDM New York
CDM Princeton
CDMiConnect
Entree Health
SSCG Media Group
180 Amsterdam/180LA
Agency720
Alcone Marketing
AMCI
Bernard Hodes Group
Biolumina
Colangelo
Cone Communications
Critial Mass
Dieste
Direct Partners
Doremus
Downtown Partners Chicago
Emanate
Evolution Bureau
Flashpoint Medica
Footsteps
GMR Marketing
Goodby, Silverstein & Partners
Grizzard Communications Group
GSD&M
Harrison & Star
Hornall Anderson
Javelin Marketing Group
Latin Works
LLNS
Marina Maher Communications
MarketStar
Martin Williams
Merkley & Partners
Platnum Rye Entertainment
Porter Novelli
Russ Reid Co.
Serino/Coyne
Siegel & Gale
SportsMark
Targetbase
(Revenue US 9,517M)Publicis Groupe
Publicis Modem
Publicis Worldwide
PUBLICIS WORLDWIDE
Leo Burnett Worldwide/Arc
Lapiz USA
Amazon Advertising
LEO BURNETT WORLDWIDE
Saatchi & Saatchi X
Saatchi & Saatchi
SAATCHI & SAATCHI
Team One
Conill
OTHER PUBLICIS SHOPS
MSLGROUP
Kekst & Co.
Winner & Associates
PBJS
MSLGROUP
DigitasLBi
MRY
Phonevalley
DIGITASLBI
STARCOM MEDIA VEST GROUPStarcom USA
Big Fuel
Spark SMG
Tapestry
MediaVest USA
MV42
SMG Performance Marketing
ZENITHOPTIMEDIA
Zenith Media USA
Moxie
Ninah
Performics
Optimedia International U.S.
Razorfish
Denuo
RAZORFISH
Bartle Bogle Hegarty
BARTLE BOGLE HEGARTY
Monterosa
Bromley Communications
Burrell Communications Group
Fallon
Media & Regies Europe
Rokkan
Rosetta
Team Sprint
VivaKi
(Revenue US 7,120M)INTERPUBLIC
McCANN WORLDWIDE
IPG MEDIABRANDS
McCann Erickson Worldwide
Avrett Free Ginsberg
Campbell Mithun
Casanova Pendrill
Compass Point Media
Fitzgerald & Co.
Fortune Promoseven
FutureBrand
Gotham
Martin Agency
MRM
TM Advertising
Momentum Worldwide
PMK-BNC
Weber Shandwick
DeVries Global
McCann Healthcare
McCann Health
McCann Echo Torre Lazur
McCann RCW Healthcare
McCann Regan Campbell Ward
McCann Torre Lazur
FCB
LOWE+PARTNERS WORLDWIDE
Lowe & Partners
Deutsch
DLKW Lowe
Huge
ICC Lowe
UM
Initiative
Ansible
BPN
Cubocc
ID Media
Magna Global
Media Partnership Corp
NSA Media
Orion Holdings
Orion Printing
Orion Trading
Outdoor Advertising group (OAG)
Peprise Media
Shopper Sciences
Spring Creek Group
OTHER IPG SHOPS
Wahlstrom
Accentmarketing
Advantage International
Campbell Ewald
Carmichael Lynch
Dailey
Erwin Penland
GolinHarris
Hill Holliday
IW Group
Jack Morton Worldwide
Mullen
Octagon
Rogers & Cowan
Tierney
(Revenue US 6,390M)Dentsu Aegis Network
Dentsu
DENTSU
DENTSU NETWORK360i
Attik
Dentsu America
Firstborn
McGarryBowen
Mitchell Communications Group
Steak
Carat
Clownfish
Copernicus Marketing Consulting and Research
AEGIS MEDIA
iProspect
Isobar
JumpTank
Mitchell & Partners
Posterscope
Team Epic
Vizeum
Catchstone
WonderAd
(Revenue US 2,090M)Hakuhodo DY
HAKUHODOMJW Hakuhodo
Daiko Advertising
DAIKO ADVERTISING
Yomiko Advertising
YOMIKO ADVERTISING
Hakuhodo DY Media Partners
HAKUHODO DYMEDIA PARTNERS
(Revenue US 1,150M)MDC Partners
MDC PARTNERS
72andSunny Partners
Allison & Partners
Anomaly
Colle & McVoy
Concentric Health Experience
CP&B
Doner
Dotbox
Hello Design
Henderson Bas Kohn
HL Group
Laird & Partners
Mono
Redscout
Relevent
Sloane & Co.
Source Marketing
TargetCom
Team Enterprises
Vitro
Yamamoto
KBS+
KBS+
Kwittken & Co.
Media Kitchen
Varick Media Management
MAXXCOM GLOBAL MEDIA
Integrated Media Solutions
RJ Palmer
TargetCast
(Revenue US 638M)CHEIL
CHEIL WORLDWIDECheil Worldwide
Barbarian Group
Beattie McGuinness Bungay
McKinney
Cheil OpenTide
Bravo Asia
A G E N CY FA M I LY T R E E T O P 1 0
(Revenue US 18,370M)WPP
A. EICOFF & CO
ACCELERATION
ALLIANCE
BLUE STATE DIGITAL
BUCHANAN COMMUNICATIONS
BDG ARCHITECTURE + DESIGN
CLARION COMMUNICATIUONS
CLOVER PARK GROUP
COLEY PORTER BELL
DEWEY SQUARE GROUP
PBN HILL + KNOWLTON STRATEGIES
PRIME POLICY GROUP
PRISM GROUP
QGA
RLM FINSBURY
ROCKFISH
SALMON
SANTO
SCHOLZ & FRIENDS
SOHO SQUARE
TEAM DETROIT
THE DATA ALLIANCE
THE FARM GROUP
THE FOOD GROUP
THE GEPPETTO GROUP
UNITED VISIONS
DIALOGUE
DIGIT
DMOLLAN/HEADCOUNT
DOVETAIL
EWA
F.BIZ
GCI HEALTH
GHG
HERING SCHUPPENER
HOGARTH WORLDWIDE
MANDO
MAXX MARKETING
METRO
MJM
MOSAICAMD
OHAL
PACE
THE MEDIA INNOVATION GROUP
ASSOCIATE
ADK
HS Ad
john st.
Scangroup
The Jupiter Drawing Room
United Network
Chime Communications PLC
Barrows
Brierley & Partners
Grass Roots
High Co
Smollan Group
UniWorld
JMI
Fabric Worldwide
Johannes Leonardo
Syzygy
Globan
Visible
JOINT VENTURE
Dentsu Y&R
M/Six
OOT
INVESTMENT
FullSIX
Imagina
MRC
The Weinstein Company
Ace Metrix
eCommera
In Game Ad Interactive
Invidi
HDT Holdings Technology
Jumptap
mySupermarket
Moment Systems
Say Media
SFX Entertainment
Vice Media
WildTangent
24/7 MEDIA
9INE SPORTS & ENTERTAINMENTOgilvyOne Worldwide
OgilvyAction
Ogilvy CommonHealth Worldwide
Ogilvy Government Relations
Ogilvy & Mather Advertising
Ogilvy Public Relations
OGILVY GROUP
Ogilvy Primary Contact
Bates CHI & Partners
Feinstein Kean Healthcare
G2
Wing
Grey
GREY GROUP
Young & Rubicam
YOUNG & RUBICAM GROUP
Wunderman
Wunderman
AGENDA
Adpeople
Actis Wunderman
Aqua
Blast Radius
Designkitchen
Kassius
KBM Group
These Days
TAXI
Burson-Marsteller
Cohn & Wolfe
Penn Schoen Berland
Landor Associates
Sudler & Hennessey
iconmobile
RTC
Studiocom
VML
Bravo
K&L
Banner Corporation
G2 Branding Design
G2 Interactive
G2 Direct & Digital
G2 Promotional Marketing
GROUP M
Mindshare
MediaCom
MEC
Maxus
Catalysyt
Xaxis
Quisma
KR Media
Outrider
TENTHAVENUE
Tenthavenue
Forward
Joule
Kinetic Worldwide
Spafax
KANTAR
Kantar
Kantar Health
Kantar Japan
Kantar Media
Kantar Operations
Kantar Retail
Kantar WorldPanel
Added Value
Center Partners
IMRB International
Lightspeed Research
Millward Brown
The Futures Company
TNS
HILL+KNOWLTON STRATEGIES
Hill + Knowlton Strategies
Blanc & Otus
Wexler & Walker Public Policy Associates
B to D Group
Addison
FITCH
Lambie Nairn
PeclersParis
The Brand Union
The Partners
VBAT
AKQA
POSSIBLE
Neo@Ogilvy
JWT
JWT
JWT Inside
Digitaria
Lunchbox
HeathWallace
FCB
Hacker Group
R/GA
Rivet
FCB Health
Area 23
Hudson Global
Neon
(Revenue US 2,426M)HAVAS
Havas Worldwide
HAVAS WORLDWIDE
Havas PR
Havas Health
Victors & Spoils
HAVAS MEDIA GROUP
Havas Media
Cake Group
Ignition
ARNOLD WORLDWIDE
Arnold Worldwide
MARKETING SERVICES
TECHNOLOGY
DIGITAL
PRODUCTION SERVICES
ADVERTISING
MEDIA
RETAIL MARKETING
EMPLOYER BRANDING
FINANCIAL SPECIALIST
SEM
JOB-RECRUITMENT
CRM
AGENCY GROUP
HEALTHCARE
CORPORATE/B2BRESEARCH
PR
REAL ESTATE MARKETING
EVENT MARKETING
POLITICAL SPECIALIST
BRANDING & IDENTITY
ENTERTAINMENT MARKETING
MOBILE MARKETING
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Photo via Flickr user Cloudberry Communications
PR Is a Good Fit
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Photo via Flickr user .reid
LONG RUN:
Social vs. Digital
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4
Best Practices
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Social Media Success Factors
‣ Services Defined — What social media services does the
agency offer?
‣ Services to Market — How are these services sold?
‣ Execution — How are these services staffed?
‣ Integration — How are digital efforts tied to work in other
channels/with other agencies?
‣ Measurement — How are efforts evaluated?
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The Big List of Social Services
‣ Customer Service/Community — social listening,
reputation mgmt, community creation & mgmt
‣ 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
‣ Social Business — employee social guidelines, internal
communities, employee advocacy programs
Source: ConvinceandConvert.com
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Additional Digital Services
‣ Content — persona development, content plan, content
execution, mobile content audit
‣ PR 2.0 — influencer ID & outreach, social crisis planning
‣ SEO – SEO audit, keyword analysis
‣ Email — email audit & testing, email lifecycle strategy,
email delivery/optimization
Source: ConvinceandConvert.com
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Source: amctv.com
SELLING SOCIAL:
A Job for Everyone
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EXECUTION TOOLS:
Technology/SAAS
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EXECUTION TOOLS:
Conversation/Content Calendars
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INTEGRATION TOOLS:
Channel Plan
}
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MEASUREMENT TOOLS: Social Scorecard
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What’s the ROI of Social?
Photo via Flickr user tnarik
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5
The Path Ahead
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“– lee clow, chairman and global director, tbwa\worldwide
“The Reality of the New Media World is that if your brand does not have a belief, if it does not have a soul and does not correctly architect its messages everywhere it touches consumers, it can become irrelevant. It can be ignored, or even become a focal point for online contempt.”
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“– paul roetzer, author of the marketing agency blueprint
HYBRID AGENCIES will come to rule the marketing world.
These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients. As change velocity accelerates, traditional agencies unwilling or unable to adapt will quickly be left behind.”
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Further Reading
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Other Agency Considerations
‣ Integration will be key with agency collaboration and
consolidation
‣ Measurement will be universal, NOT just digital
‣ The more things change ...
‣ Clients looking for digital sherpas
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“Stay Trendy, My Friends.”
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nick westergaard | branddrivendigital.com | 2015
BRAND DRIVEN digital
Questions?blog: branddrivendigital.com podcast: onbrandpodcast.comtwitter: @nickwestergaard