Fire up your professional path

in digital marketing

socialab

1.  Who am I? 2.  The agencies 3.  The job market

4.  How do you break into the market?

5.  History of digital marketing

6.  Final notes

Today’s Agenda

Who am I?

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Socialab Team

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Company profile

1.  Socialab is a digital marketing agency. In fact, it is the largest independent digital creative marketing agency in Greece, by number of staff.

2.  Our mission is to promote brands and organizations across the web by managing their image and communication throughout all digital media.

3.  Our clients can be both advertising agencies and brand-owners.

4.  Apart from numerous mentions in local and international media, we have earned more than 6 Social Media Awards in 2013 and 2014, were a nominee for the prestigious Clio Awards in NYC in September 2014 and we won the Social Media Savvy Agency of the Year award for 2014.

Clientele

Awards

Stories about us

Credentials

As part of our CSR programme, Socialab is continuously committing resources toward helping the community pro-bono. Two of our most supported efforts are:

•  Orange Grove: Socialab participates at the workspace and support group offered to Greek startups by the Embassy of Netherlands, both as a mentor and as training partner. We have guided 3 startups so far and have had 2 training courses for free.

•  Hellenic Entrepreneurship Award: Socialab is the newest supporter of the winners of the €1 million HEA, an effort that is spearheaded by the Libra Group.

Helping others

We are the people behind suit.gr, the 1st and most popular Greek website with digital marketing news & tips. Suit.gr has a growing audience of more than 1,000 daily readers, most of them in marketing and advertising.

http://www.suit.gr/!

Credentials: suit.gr

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George Anagnostopoulos, Founder & CEO at Socialab

1.  Digital Marketer since 1999, in a UK startup 2.  In Search Marketing since 2002

3.  Mobile Marketing since 2006 4.  In Social Media Marketing since 2009

5.  Expanded Socialab into a full-service digital agency.

6.  Judge at Ermis Awards – Digital (2013) and Branded Content (2014) 7.  Has worked with 100+ national & global brands since 1999���

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George Anagnostopoulos, the guy

1.  Digital Content Creator since 1994 ���

in the first Greek web-zine 2.  Chose Marketing out of 3-4 other things���

that seemed interesting at the age of 18.

3.  Started writing about online marketing for���more than 15 newspapers and magazines and���one of them was read by the people who gave me a job.

4.  Started by personal blog “GeorgeIsYourMan” in 2004���and met a handful of bloggers long before it was cool.

5.  Started creating content for prospective clients in 2009, ���when I started Socialab. This has led to showing to clients that we are ready to do the work for them and that we know how to do it.

The agencies

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DIGITAL  STRATEGY   DIGITAL  PR   BRAND  

MONITOR  WEB  

DESIGN  DIGITAL  SIGNAGE  

AFFILIATE  MARKETING  

Can you identify these services?

MOBILE  MARKETING  

CONTENT  MARKETING  

SEM:    SEO/PPC  

ONLINE  VIDEO   APPS/ADS   SOCIAL  

MEDIA  

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Mainstream Digital Marketing Agencies

1.  Digital Marketing Agencies, focused on creative

2.  Web Marketing Agencies, focused on channels management

3.  Performance Marketing Agencies, focused on bringing sales or leads 4.  Digital Marketing business units of advertising / PR companies

The market has seen more than 100 digital marketing agencies active in the last 2 years, but as to how many are actually viable or growing, this is a different question.

Here are some examples of the main differences between agencies in the digital marketing industry:

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Activity-Specialized Agencies

1.  Media Shops, focused on buying media for clients (the biggest niche) 2.  Web design & development (certain platforms or not) 3.  E-shop development (certain platforms or not)

4.  Search Engine Marketing (SEO or PPC)

5.  Monitoring & Tracking tools or services

6.  Affiliate Networks

7.  Mobile Marketing 8.  PR / Bloggers relations

9.  UI/UX Optimization (making the website experience better)

10.  Ad-tech companies

Then, there are agencies who are specialized for certain activities like:

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Industry-Specialized Agencies

1.  Digital Creative (most agencies) 2.  Retail or Small Businesses 3.  Hotel / Travel / Tourism

4.  Health / Pharma

5.  E-shops (web development / performance oriented)

6.  Exporting businesses

7.  Working with clients abroad

Or they specialize in certain type of the client:

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Prominent Digital Agencies that focus on the Creative

1.  OgilvyOne (70+) 2.  MindWorks (70+) 3.  Socialab (30)

4.  Avakon+ (est. 25)

5.  Xplain (est. 20)

6.  Redirect (est. 12)

7.  BaaS (est. 10)

Digital Creative Agencies, that are seldom found in events and conferences, with awards, sorted by the number of people that work for them:

* Accuracy of staff numbers not guaranteed. The numbers reflect own estimates for June 2015.

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Prominent Digital Agencies that focus on Web Development

1.  ATCOM 2.  GlobalStar 3.  Lighthouse

4.  Smart Digital Media

5.  ELED

6.  Red Pixel

Web agencies, unsorted:

* No specific order. This is a long list.

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Performance Agencies

1.  ForestView 2.  LinkWise 3.  GlobeOne

4.  ClickBanner

5.  Reprise

6.  Sleed

7.  Growth

Performance agencies, unsorted:

* No specific order. There are more good agencies on this list.

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Ad Agencies with digital arm

1.  Bold / OgilvyOne 2.  Solid 3.  McCann / MRM

4.  Publicis / Black Pencil

5.  BBDO / NMS

6.  The Newtons

7.  Gnomi + DraftFCB / MSPS 8.  JWT Spot Digital 9.  Pollen

10.  Proximity ZZDot

11.  Stefi / Steficon

12.  JNL / Avakon+

* No specific order.

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Agencies that focus on Media Buying (usually not just digital)

1.  Tempo OMD

2.  Mindshare 3.  Initiative / IPG

4.  United Media

5.  AdMine

6.  Starlink

7.  AdWeb

Special Cases: 1.  ThinkDigital (Facebook Partner)

2.  Google Athens

* No specific order.

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Prominent Digital Marketing Agencies in Travel

Travel-oriented agencies: 1.  Nelios 2.  Mozaik

3.  x2 Interactive

4.  HotelGene

5.  Net360

Travel-oriented platforms: 1.  Booking.com 2.  HotelGenius

3.  WebHotelier

* No specific order.

Feel free to visit���communications.gr

for a list of agencies���(not final design, bear with us)

The job market

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DIGITAL  STRATEGIST  

PR  MANAGER  

COPY  WRITER  

ART  /  DESIGNER  

DEVELOPER  FRONT/

BACK-­‐END  

COMMUNITY  MANAGER  /  CURATOR  

Can you identify these roles?

ACCOUNT  MANAGER  

SEO  MANAGER  

PPC  MANAGER  

VIDEO  TEAM    

MEDIA  MANAGER   COMMERCIAL  

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The roles

Many more roles exist, for example depending on client, industry, technology, specialization or skills. ��� Each role does not always mean that one person is assigned just one.

For example, an account manager can be:

•  A manager of account executives

•  A copywriter for daily text-based content

•  A curator of image-based content •  A community manager for social media channels

•  Handling some PR for the client’s brand with bloggers / influencers

•  Overseeing Ad campaigns for the client

•  Responsible for the commercial viability of her client

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Possible Background / Skills

With so many roles, your background can be anything of the following to be involved in digital:

•  Marketing / Communications / PR for account or other roles

•  Design for most Art roles •  Computer Science for Developer roles

•  Mathematics for next-gen media buying

•  Literature / Journalism for copywriting

Or maybe:

•  Entrepreneurship

•  “Digital Savviness”

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???

DEMAND

SUPPLY

Demand & Supply in the job market

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>

DEMAND

SUPPLY

Demand & Supply in the job market

If you consider the skills required for most roles

The gap

The ���digital skills���

gap

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The job market

Because of the competition between people wanting to be in this market, but also because of the competition between agencies wanting to take on clients, here are some of the things that are difficult (not always and not for long):

1.  Breaking into this market

2.  Staying in the market (and wanting to stay)

3.  Getting a promotion

4.  Getting paid well

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Bright Future

Not all is bleak, though.

Most people who work in digital marketing do it because they find it more interesting than any other job.

And, if anything, a job in digital marketing has a future, because if you are good today, you will have a better job tomorrow in an industry that is now only a baby.

Being good means covering the gap better than most people in the industry. This is where job opportunities lie.

How do you break ���into this market?

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How do you break into this market?

There are probably a lot of ways to break into this or any other market.

But like any market where demand is great my advice to you is to start ASAP offering the most.

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Internships

Internships are common in a lot of professions: lawyers, doctors, nurses, dentists, journalists, designers, engineers, architects, and of course advertising.

Bearing in mind:

•  the overwhelming supply of people wanting to get into digital marketing (both young and older advertisers)

•  the digital skills gap, whereby everyone wants to hire someone who has done the job well in the past

We definitely think that an internship is the right way to go to fire up your career. (That’s how most of us did it anyway)

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Concerns?

If you have any concerns about this, maybe an internship is not for you.

It’s probably the only path that I truly know because that’s the only one I could take myself myself, not being connected to this market when I started.

But in a day and age of financial crisis, it is a buyer’s market and a lot of the work out there is not financially viable without interns taking off some of the load in exchange of experience that they will redeem by getting absorbed in the market quicker than without this work experience.

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Concerns?

Consider this an investment.

Better yet, part of your education.

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What can an intern expect?

Average figures per month for Account people:

Intern: 1,000 incoming emails / 100 outgoing emails

Manager: 3,000 incoming emails / 500 outgoing emails

Senior Management: 5000 incoming emails / 1,000 outgoing emails

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What can an intern expect?

An intern working with an Account Manager can expect to: •  Become better at finding information

•  Produce a lot of content (either for social media or Google/websites) in order to understand what quality and quantity suits a big client like a MNO or successful local player.

•  Organize and participate in a couple of events in order to see the knit-and-grit of a 360-degree marketing campaign.

•  Understand how an application works •  Be able to decipher results of a marketing campaign and how reporting

works.

and do it all in a manner which will make him understand that you need to be committed for the results you need get.

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What can an intern expect?

Most importantly, an intern should not only expect but anticipate to do things that they’ve never done before.

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Own  blog   Content  creaEon  

Knowledge  of  the  market  

Experience  in  other  role  in  the  market  

Some of the things we look for...

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AppeEte  to  learn   InspiraEon  

Propensity  for  being  up  to  date  

Some of the things we look for...

CooperaEve  Spirit  

Keeping  deadlines  

Good  wriEng  

The gleam in your eye!

The one thing we look for: ���

The gleam in your eye!

The fire inside you!

Would you find ���the history of DM���

interesting?

TRENDS

TRENDS

TRENDS

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Milestones in digital marketing

•  1994: Amazon launched. (Who was buying online back then?)

•  1994: First banner ad launched for AT&T.

•  1997: Google launched. The start of SEO.

•  2001: Google AdWords launched. The standardization of PPC.

•  2003: Wordpress released. The first free CMS. Made websites easier.

•  2004: Facebook launched. Unprecentented ads of social media.

•  2005: YouTube launched. The beginning of video standardization.

•  2006: Time names YOU as person of the year, because of Social Media.

•  2007: Twitter is launched. A social medium without censorship.

•  2007: iPhone launched. Standardized our smartphones, brought apps.

•  2007: Google gave Android for free. Took a year to put in a device.

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Milestones in digital marketing

•  2008: Groupon launched. Made us all buy online.

•  2008: Spotify born. After years it will make music paid content again.

•  2009: Foursquare launched. Location-based services & local marketing.

•  2009: Hit by crisis, ad spending this year is lower than the previous.

•  2010: Instagram launched. Bought by Facebook two years later.

•  2010: Smart TVs launched, bringing Internet & apps to sitting rooms.

•  2011: Google+ launched. Quickly gathers users but not usage.

•  2012: Gangnam Style launched. More than 2b views (€6m ads) in a year

•  2013: Second screen popularized. TV shows offer hashtags.

•  2013: Google Glass launched. We still do not know the impact of this.

•  2014: Wearable tech is popularized in the form of smartwatches.

Final Notes

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Resources

Need more inspiration?

Feel free to browse the following material: •  Socialnomics by Eric Qualman – 2015 edition (2 min):

https://www.youtube.com/watch?v=jottDMuLesU ���

•  Digital marketing in 2012 – 2015 (7 min)https://www.youtube.com/watch?v=kk-2Ag8QV4o

You will find this presentation at: http://www.slideshare.net/socialab

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Want to know more?

Socialab teaches digital marketing in practical terms

at ALBA Graduate Business School at the ACG.

���The largest digital players, including Facebook,

Twitter, Google, Microsoft and Paypal, have actively ���validated the syllabus. Socialab localizes the syllabus and adds its experience

from the market in Greece.

Enquiries: dm@socialab.gr

The gleam in your eye!

Questions?

Thank you!