Social Media & It’s Effect On Advertising Agencies.

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Topic of Discussion

Social Media

Social Media & It’s Effect On Advertising Agencies
• What is Social Media
• Why you need to integrate Social Media into your campaigns.
• Examples of successful Social Media campaigns.
• TIps & Tools you can start using today.


Topic of Discussion

Social Media

What is Social Media?
Social Media is the term used to describe online environments
using highly accessible and scalable publishing technologies.
This medium can be defined as having some or all of the
following characteristics:


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Social Media

What are the characteristics of Social Media?

Conversation, Collaboration, Transparency,
Accessibility, Immediacy and Community.


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Social Media

How is Social Media realized today?
through

Social Networks, Blogs, Wikis, Podcasts,
Forums, Peer2Peer Networks, Micro Blogs
and Mash-ups.


Topic of Discussion

Social Media


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Social Media

Why should I care ?


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Social Media

Why should I care ?
Isn’t Social Media is just another “F” word ... FAD?


Topic of Discussion

Social Media

1,000,000,000,000 (one trillion)
Approximate number of unique URLs in Google’s index

Source: Google http://googleblog.blogspot.com/2008/07/we-knew-web-was-big.html


Topic of Discussion

Social Media

7,000,000,000 (seven billion)
Number or videos streamed by YouTube every 30 days (US only)

Source: Techcrunch http://www.techcrunch.com/2009/06/09/youtube-video-streams-top-1-billionday/


Topic of Discussion

Social Media

1,200,000,000 (1.2 billion)
Number or videos streamed worldwide by YouTube every day

That pretty much means everyone on the Internet,
on average, is watching one YouTube video per day.

Source: Techcrunch http://www.techcrunch.com/2009/06/09/youtube-video-streams-top-1-billionday/


Topic of Discussion

Social Media

133,000,000 (one hundred and thirty three million)
Number of blogs indexed since 2002

Source: http://thefuturebuzz.com/2009/01/12/social-media-web-20-internet-numbers-stats/


Topic of Discussion

Social Media

2,320,000,000 (2.3 billion)
Number of Tweets sent to date




Topic of Discussion

Social Media
236,000,000
Number of annual Digg visitors
2,320,000,000 (2.3 billion)

65,700,000 Number of Tweets sent to date
Number of unique Facebook visitors (may 2009)


2,000,000,000
Number of daily Google searches
700,000,000 (seven hundred million)
Number of photos uploaded to Facebook daily


Topic of Discussion

Social Media

Why should I care ?
Because the numbers are staggering & Media is becoming ubiquitous

and your brands, customers and services are
being talked about in real time...without you!


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Social Media

Translation:
The inmates are running the asylum


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Social Media

So what are Brands and Agencies doing to
implement Social Media effectively?
Let’s look at some good Social Media Examples


Topic of Discussion

Social Media

Community-oriented Clothing Company
Threadless Founded in 2004 this T-shirt company is built upon
the active participation of the online design community. Sales in
2006 hit $18 million, with profits of roughly $6 million. In 2007,
the growth continued at more than 200 percent. Threadless is
one of the first firms to systematically mine a community for
designs and product creation.


Topic of Discussion

Social Media

360º User Generated Content (UGC) Campaign
The Jeep Experience The campaign is supported by a microsite
that pulls in Flickr pictures of the Jeep in action, has Jeep videos
fed in from Youtube, and promotes the Jeep facebook and
myspace pages, driving users to a specially created interactive
film and other bespoke promotional content.


Topic of Discussion

Social Media

Video Resume Creates a Global Frenzy
The Best Job In The World was a campaign developed by
Tourism Queensland to find a caretaker for an Australian Island
Paradise. The campaign was launched with a classified Ad seeking
applicants for an “island caretaker”. User were encouraged to
submit videos online showcasing why they should be chosen for
the $110,000 a year job.


Topic of Discussion

Social Media



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Social Media

The campaign generated tens of thousands of video submissions
and the global press is estimated to have exceeded $80,000,000
of equivalent media ad space.

The campaign also won home 3 Grand Prix awards at Cannes &
the Agency, Nitro was acquired in the same week for $50M.


Topic of Discussion

Social Media

This is all well and good, but..
Is anyone making Money using Social Media


Topic of Discussion

Social Media

Show me the Money $$$
DELL + Twitter = $$$$
Computer manufacturer DELL created a Twitter account to
promote deals from their outlet division in early 2008. As of June
2009 @DellOutlet Twitter account has over 700,000 followers and
has generated over $3,000,000 in sales for the company.


Topic of Discussion

Social Media

Tips for Successful Social Media Campaign
BE HUMAN...Engage don’t Enrage!


Topic of Discussion

Social Media

BE AUTHENTIC...Nobody likes Robots


Topic of Discussion

Social Media

BE AUTHENTIC...Nobody likes Robots
BE PREPARED...Remember the Inmates ?


Topic of Discussion

Social Media

A wake up call for Agencies
Don’t miss the boat..it can be very costly


Topic of Discussion

Social Media

$2000 UGC Spot Dethroned The King of Beers
10 year Dominance of the Superbowl comes to an end.
Anheuser-Busch, has been dethroned as king of the Super Bowl
Commercials by a $2000 user generated spot. Joe and Dave
Herbert entered their $2k spot “Free Doritos” in the Doritos User
submitted ad contest & won the chance for their spot to be aired
during the SuperBowl.


Topic of Discussion

Social Media

Doritos takes the #1 spot with “Free Doritos”
The spot was the #1 fan favorites according to Ad Meter
rankings, knocking AB out of the #1 position after 10 years.

AB then dumps a number of their smaller Agency
contacts including Goodby Silverstein & Partners (GSP),
S.F. a 15 year relationship.


Topic of Discussion

Social Media


Know your medium,what works in
one platform may not work in another.
Each application of social media activates unique user groups.
Learn about these constituents before launching your
campaign...it can save your Brand from embarrassment.
(Don’t believe me? just ask Skittles)


Topic of Discussion

Social Media

The Golden Rule - Measure Everything
Analytics & Tracking What you need to track
Google Analytics Number of visitors
Forwards & mentions
Google Trends Conversion rate
Omniture Referring sites / pages
Clickstreams
Trackur Usage time & return visits
Twilert (there is much more but these are the basics)


Topic of Discussion

Social Media

Apply The Pareto principle - also known as the 80-20 rule
20% of your users will bring in 80% of of your trafﬁc. So make it easy
for them. Provide the following:
RSS Feeds
Social Bookmarks tools
Email to a Friend features
Tweet this Links
Trackbacks & blog links
Video & Photos Embed options


Topic of Discussion

Social Media

For More Info Visit Our Site.
www.thefactoryi.com or www.blog.thefactoryi.com

Jason Inasi
Creative Director
The Factory Interactive

e. Jason@thefactoryi.com
t. twitter.com/jinasi
p. 305.752.9400 f. 305.675.6404


Social Media & It’s Effect On Advertising Agencies.

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