Social media and the campaigns that drive brand success, are nothing without the people who make things happen!
Each week, we profile one innovative industry executive, and get them to answer 12 questions. Then, we share their insight with you!
This week we welcome Jordan Zimmerman, Founder and Chairman of Zimmerman Advertising, currently the 14th largest advertising agency in the world! Jordan is known as “Advertising’s Bad Boy” and his list of winning clients is a “who’s who” of the retail world.
Hi Linleigh! Thanks for having me in your column! I founded Zimmerman Advertising back in 1984, and have since then created a business solutions firm that does advertising. Today we are the 14th largest advertising agency in the world with published billings in excess of $3 billion.
I trademarked my own term – “Brandtailing®” – a maverick combination of long-term brand building and short-term sales boosting that delivers measurable results. This methodology has become well known throughout the advertising industry, and is the hallmark of our success.
About Social Media In General
1. Which is your favorite social media platform? (please briefly explain why)
I like Twitter for one thing, I like Instagram for another, and I like Facebook for another. There are three different audiences I can reach. On Twitter I can reach my business audience; on Facebook I can reach a family audience; and on Instagram, it’s more of the Millennial audience. I like each social network for different reasons.
2. Which social platform is used most by your brand/agency?
We use them all. We use different social networks for different strategic purposes. At Zimmerman, we’re adapting and changing at the speed of retail — especially for social media.
3. In your opinion, what is the future of social media, and which platforms do you think will lead the way?
Platforms continue to be built, be innovative and change. A good example of that right now, is Snapchat. I think we have to continue to watch the evolution of the social phenomenon, and how the companies evolve their communication strategies.
But it’s bigger than a platform, and that’s why I created the world’s first Social Media Newsroom/Activation & Acquisition Centre. We’re able to do great social listening and take that social listening and monetise it for our clients.
About Great Social Media Campaigns
4. Please tell us about the one social media campaign you liked the most this year.
Let me tell you a story about how our Social Media Newsroom/Activation & Acquisition Center leads to real results.
We heard that Ellen did a prank with Adele at a Jamba Juice, and it would be on TV that day. What happens in our industry is someone just tweets about it. But we created a fully functioning website in 3 hours, bought the domain SwishyChug.com, got it indexed on Google, and in six hours had it up and running.
The client didn’t even know the prank was going on. They didn’t have social listeners, but we did. Other agencies say they can do real-time marketing, but we do it with results.
5. That is real-time marketing! But what were the results?
Swishy Chug was in more than 1,200 publications and generated more than $14 million in earned media. We increased social engagement by 400% and started 62,000 unique conversations. The results were even more incredible… 120,000 coupons were downloaded, and more than 40,000 coupons were redeemed.
6. What is the most important thing brands and agencies must keep in mind, in order to build a successful social media campaign?
The social media world is evolving — some say it’s even being revolutionised. We want to stay ahead of the evolution/revolution, and we do that everyday at Zimmerman. With our Live Integrated Media Trading Room at our Social Media Newsroom/Activation & Acquisition Center.
When you get off the elevator, it says: “Relentlessly pursue the client’s goal, but never rest in the glory.” Our mission is not about us. It’s about our clients. And we’re only successful because our clients are successful. But, we have a responsibility to evolve.
7. In your opinion, which is the most important KPI to watch during a social media campaign?
We do a customized digital dashboard for each client. Some KPIs are driven by traffic, others are driven by transactions – average ticket, comp sales, etc… The dashboard is driven by many individual KPIs.
About the Future of Social Media Marketing
8. What will be the role of social media in the marketing mix of the future?
Every day, social media get a bigger and bigger role. The influencers and the community have come together. We rely more and more on the influencers’ experiences and direction. We rely even more on our conversations with our peers, and that can give us real-time experience with the brands we might be considering.
9. What would you say is the biggest obstacle within the field of social media marketing?
Innovation — at the agency level. The agency world is fighting evolution. They’re too traditional. At Zimmerman, we’re not. We’re adapting, and changing at the speed of retail.
10. If you had to give one piece of advice to someone who has just started out in the industry, what would it be?
Be willing to have an open mind, be innovative, be brave, and be willing to learn.
11. In your opinion, which is the “ad format of the future”?
It will come from truly insightful research that creates a relevant, impactful strategy. The ad format of the future comes to life as an innovative, integrated creative and media plan.
12. Finally, tell us one thing someone would NOT be able to find about you from looking at your social media profiles.
I posted a screenshot of my class at Flywheel – 668. I have hit a score of more than 700 before. People have a hard time breaking 300.
Fabulous! Thank you so much Jordan! Such a pleasure to talk to you!