How Can Agencies Adjust their Culture for Social Media

I was fortunate enough to be invited, along with our agency president George San Jose, as a representative of the San Jose Network to the Transworld Advertising Agencies Network (TAAN) semi-annual conference this past week as part of the current work to forge an alliance between the two networks to expand the global footprint of both. During the conference we participated in extremely interesting discussions and were privy to excellent presentations by Mr. Locatelli regarding agency finances and Jason Falls regarding the growing power of social media in the advertising world. Both presentations were fantastic and we thank all the members of TAAN for letting us participate! Jason Fall’s presentation made some very interesting points about some of the challenges facing advertising agencies in social media and tips for dealing with the culture clash. Here some noteworthy points Jason cites from Erik Qualman’s Socialnomics, regarding some of the current trends: Social Media has overtaken porn as the No. 1 web activity Gen Y will outnumber baby boomers by NEXT YEAR 78% of consumers trust peer recommendations Only 14% trust advertisements Only 18% of traditional TV campaigns generate a positive ROI 90% of people that can TiVo ads do 24 of the 25 largest newspapers are experiencing record declines Soon products will find us via social media What are some of the “cultural” challenges your agency faces with social media? How does this apply to the client side? We’d love to hear your...

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“Hispanic Population” and “Declining” in the Same Report? Say What?

Over the last three decades, The San Jose Group has been a part of and seen many “firsts.” A couple of weeks ago, we saw another “first” – the words “Hispanic population” and “declining” in the same report. That’s right – the Pew Hispanic Center released a study that revealed that Mexican immigration is down by as much as 67% since 2001. Because we are talking about the largest subgroup inside of our market, we felt compelled to take a closer look and unpack the implication that this trend might have on today’s brands that are banking on the growth, not the decline, of this important market. The July study, “Mexican immigrants: How many come? How many leave?” reported that the U.S saw as many as 600K new arrivals from Mexico from 2001-2002 and only 200K from 2008-2009. This study also reported that in the same years of comparison, emigration back to Mexico from the U.S. was virtually zero in 2001 as compared to 100K in 2008. So, doing the math, this translates into 500K fewer Mexican immigrants in the U.S. in 2008 as compared to 2001. So do brands have a reason to be concerned? Could the U.S. economic downturn actually be creating a shortage of Hispanic consumers for brands to target? Is there a “mass exodus” brewing? In looking at the numbers, we can happily conclude that this trend is not a game changer for Hispanic marketers. While a 67% decrease between the years of comparison is significant, other trends and stats speak to the bigger picture: 1) The Pew report states that this fluctuation in Mexican immigration has been taking place since 2002, well before the 2009 downturn, and is most likely attributable to a combination of economic conditions and changes in U.S./Mexico border policy. 2) The 500K fewer immigrants represents only 1.1% of the total Hispanic population of 45 MM. 3) Even though 500K fewer Mexican immigrants arrived between 2002 and 2008, the total U.S. Hispanic population as a whole...

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