Networking for New Business: Online and Offline Skills for Independent Practitioners. The webinar will begin shortly. Please stand by.

Transcription

1 Networking for New Business: Online and Offline Skills for Independent Practitioners The webinar will begin shortly. Please stand by.

2 a formula for fueling ad agency new business through social media michael gass consulting

3

4

5 be a maverick

6 it s time to monetize social media

7 agencies don t practice what they preach can t clearly identify their target audience no point of differentiation generalists instead of specialists don t use the tools they recommend their clients use are in a perpetual state of re-branding themselves and redesigning their Websites inconsistent new business program

8 2008: The perfect storm significant downturn in the economy large cutbacks in advertising budgets network and referral business dries up rapid growth and acceptance of new media, now mainstream agencies are unprepared and not in a position to lead in social media

9 fueling new business through social media Use marketing your marketing mind Networking on steroids Do for your agency what you do for your clients Be a maverick Read and write Consistency

10 Four ways social media is changing ad agency new business

11 #1 a new business paradigm shift A recent CMO study: 80% of decision makers say they found their vendors, not the other way around.

12 #2 SEO is now a critical part of new business strategy 80-90% of business to business transactions begin with a search on the web.

13 #3 An agency blog is a necessary component for marketing your agency As important as it was for an agency to have a website, it is now as important for an agency to have a blog.

14 #4 The growth of new media mandates agencies participation Social media is now mainstream. Your agency is suspect if it isn t walking the walk, not just talking the talk.

15 The Multiplicity of Benefits of Social Media

16 Social media teaches ad agencies how they should have been conducting new business all along.

17 Developing new business the right way: Lead with benefits Differentiate Specialize Appeal ID target audience Thought leader

18 professional enrichment

19 A blog is a great branding tool forces you to choose an audience compels you to identify your point of differentiation presses you to have an appealing position causes you to lead with benefits instead of capabilities the missing ingredient of branding your agency, input from your target audience

20

21

22

23

24

25 practicing what you preach a powerful demonstration using the tools your agency recommends to clients

26 a social media formula for agency new business

27 a blog as your central social media platform

28

29 generating blog traffic = generating leads SEO Newsletters Twitter Facebook LinkedIn White Papers ebooks

30 How to get a jump-start Target audience Descriptor statement Title URL Categories Key words to dominate Read & write

31

32

33

34

35

36

37 if you can t measure it, you can t improve it

38 feedback from your target audience... honing your appeal

39 practical time investment

40 how to reach Michael (205)

41

42 Work First account was McDonald s at DDB Needham in Toronto 10 Years with JWT in Toronto & Chicago Ran the National Domino s Pizza Business at Ross Roy Advertising Executive Vice President O Leary & Partners Experience on major Global brands such as Kellogg s, Warner Lambert, S.C. Johnson, Labatt s, Divisions of Revlon & Campbell Soup, Burger King, CENTURY 21 Life Hank has two young adults that live with him. Both are available for adoption. Hank has run six marathons but doesn t know why Hank comes from a long line of nomads. Hank was born in Toronto, his sister was born in Beirut, Lebanon & his brother in Warsaw, Poland Hank was nominated to be Volunteer of the Year for OC in 2003 Favorite recent quote: Only the humble can save the humble. -Evita

43

44 Social Networking My social networking came from my personal networking All contact but no touch Passive vs. active Introverted vs. extroverted Great research tool Great SEO tool People hide behind their computers and social networks

45

46 Power of Networking Networking is a simple but powerful marketing tool One of the most cost effective ways of increasing your visibility. 75% % of all deals are completed because of relationships or referrals Strong networkers are sales magnets One of the most cost effective ways of increasing your visibility 70% of all new jobs are found through relationships or referrals 75% Deals 70% Jobs

47 Norman Rockwell Lifestyle Networking isn t t about going to an event as much as a way of life People say in CA you live an isolated life Chose to have a Norman Rockwell Life Network at Starbucks, Vons, Hallmark, UPS Attitude of engagement

48 Why Network? Leads to Revenue Stream The opposite of networking is not working or no new business It s s not what you know but who you know Stepping Stone to other people, events and opportunities.

49 Networking Makes You Smarter

50 Networking Saves you Time and Makes you More Productive

51 Social Currency

52 Career Insurance If you are 30 years old you have 90% a chance of getting laid off in the next 20 years

53 Network Internally

54 Google

55 Network Wisely Turn a bunch of cards into powerful relationships

56 Hank Blank Inspires Solutions NEVER SIT DOWN!

57 Networking is not a One Way Street April 10 57

58 Avoid Pitfalls When people think of networking they think of the Martini Guy, Mr. Me, Me, Me!

59 What Networking Isn t

60 Where to Network

61 Meng

62 Alumni Groups

63 Network with Your Past Visit that old rolodex and reconnect

64 Sydney Sydney London London Toronto Toronto Mine your Past Mine your Past LA LA

65 People in Transition

66 Non-Profits

67 Arranging Networking Meetings meetings people people a week people a month people a year

68 Staying in Touch

69 Diversity as well as Breadth and Depth

70 Hank Blank Contact info