23 social and digital services agencies should offer

The 23 Social and Digital
Services Your Agency
Should Be Selling
@jaybaer

#23Services

but probably isn’t

Jay Baer
Convince & Convert

www.convinceandconvert.com
www.socialpros.com

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“Hybrid agencies will come to rule the marketing
Change is the New Black:
world. These emerging leaders are tech savvy, offer
integrated services, hire and retain versatile talent,
and profit from diversified revenue streams. They
thrive on change, and continually apply shifts and
advances in technology to strengthen their
businesses, evolve their services, and deliver greater
value to clients.

As change velocity accelerates, traditional agencies
unwilling or unable to adapt will quickly be left
behind.” -- Paul Roetzer in The Marketing Agency Blueprint

@jaybaer

#23Services

!! Measurement

Measurement

!! Channel Proliferation and Fragmentation

Channel Proliferation and Fragmentation

!! Technology

Technology

!! Virtual Collaboration

Virtual Collaboration

@jaybaer

#23Services

*Forrester Research, Inc.

@jaybaer

#23Services

Several Convince
& Convert client
agencies have
increased digital
revenues by 150%
or more.

And I did it for
myself ﬁrst.

@jaybaer

#23Services

You can’t delegate
your agency’s future
to junior staff alone.

@jaybaer

#23Services

“Agencies, particularly their leaders, must have an
Change is the for knowledge about the
insatiable appetite New Black:
technology industry, and a desire to be early adopters
of products and services.

Agencies that understand technology trends and
innovations are able to more readily adapt their own
business models, continually increase efficiency and
productivity, evolve client campaigns, and make
strategic connections of seemingly unrelated
information.”
-- Paul Roetzer in The Marketing Agency Blueprint

@jaybaer

#23Services

! SEO

! Email

Listed by
! Content

breadth of
! Customer Service & Community

demand
! Conversion Optimization

! Social Marketing

! PR 2.0

! Social Advertising

! Social Business

@jaybaer

#23Services

! Brief overview

! Typical clients (size, B2B/B2C, etc.)

! Price ($ - $$$$ scale, what most agencies are
charging, in comparison to other services)

! Difﬁculty (1-5 scale, how hard is the service to
learn and provide competently)

! Competition (1-5 scale, how many other digital/
advertising/PR/specialist agencies are looking to
provide the service)

@jaybaer

#23Services

1
SEO Audit

@jaybaer

#23Services

! Examine client’s current search effectiveness and
compare to key competitors. Also examine and
uncover technical and content shortcomings.

Suitable Clients:

All, but especially B2B, e-comm

Duration:

Project

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

1

Competition (1-5):

4

@jaybaer

#23Services

2
Keyword Analysis

@jaybaer

#23Services

! Evaluate potential keywords and phrases for
relevancy, competitive landscape, search and social
volume, and recommend terms to be included in
content.

Suitable Clients:

All, but especially B2B, e-comm

Duration:

Project

Fees ($ - $$$$):

$

Difﬁculty (1-5):

2

Competition (1-5):

4

@jaybaer

#23Services

3
Email Audit & Testing Plan

@jaybaer

#23Services

! Analysis of email performance in areas of
deliverability, opens, clicks, post-click behavior,
revenue per email, etc. Creation of ongoing testing
and optimization plan.

Suitable Clients:

B2C

Duration:

Project

Fees ($ - $$$$):

$

Difﬁculty (1-5):

2

Competition (1-5):

2

@jaybaer

#23Services

4
Email Lifecycle Strategy

@jaybaer

#23Services

! Creation of a strategic plan to deliver the right
email, at the right time, to the right audience, at the
right stage of the buyers’ journey. May involve
technology implementation, creation of custom
triggers, and CRM integration.

Suitable Clients:

B2C, especially e-comm

Duration:

Project

Fees ($ - $$$$):

$$$

Difﬁculty (1-5):

4

Competition (1-5):

2

@jaybaer

#23Services

5
Email Delivery & Optimization

@jaybaer

#23Services

! Ongoing creation, sending, analysis, and optimization
of email campaigns.

Suitable Clients:

B2C, especially e-comm

Duration:

Ongoing retainer

Fees ($ - $$$$):

$$, possible performance pricing

Difﬁculty (1-5):

4

Competition (1-5):

2

@jaybaer

#23Services

6
Persona Development

@jaybaer

#23Services

! Use client data (or your own, ﬁrst-person research)
to segment key audiences and create archetypes to
better focus content and social efforts.

Suitable Clients:

Larger clients, high ticket items

Duration:

Project

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

2

Competition (1-5):

2

@jaybaer

#23Services

Image Source:
SEOMoz

@jaybaer

#23Services

7
Content Marketing Plan

@jaybaer

#23Services

! Analysis of current positioning, competitor
positioning, keyword analysis, personas to create a
uniﬁed content plan with editorial calendar. Includes
several components that could be sold separately.

Suitable Clients:


Duration:

Project

Fees ($ - $$$$):

$$$

Difﬁculty (1-5):

3

Competition (1-5):

3

@jaybaer

#23Services

8
Content Execution

@jaybaer

#23Services

! Ongoing creation of content attributes and brand
storytelling across multiple modalities (blog, video,
ebooks, events, infographics et al). Execution of the
content marketing plan and measurement of results.

Suitable Clients:


Duration:

Ongoing retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

2

Competition (1-5):

3

@jaybaer

#23Services

9
Mobile Audit

@jaybaer

#23Services

! Examination of all content and online touch points
(email, et al) for mobile accessibility and customer
experience.

Suitable Clients:

B2B (higher mobile usage)

Duration:

Project

Fees ($ - $$$$):

$

Difﬁculty (1-5):

1

Competition (1-5):

2

@jaybaer

#23Services

10
Social Listening & Reputation
Management
@jaybaer

#23Services

! Monitor and analyze social chatter. Respond to
customer inquiries and/or triage and direct to client
personnel for follow-up.

Suitable Clients:

B2C

Duration:

Ongoing retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

2

Competition (1-5):

5

@jaybaer

#23Services

11
Community Creation &
Management
@jaybaer

#23Services

! Create social outposts and communities. Manage on
a day-to-day basis, including content publishing.

Suitable Clients:

All, especially B2C

Duration:

Ongoing retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

3

Competition (1-5):

5

@jaybaer

#23Services

12
Web Analytics Consulting

@jaybaer

#23Services

! Comprehensive review of website data (often,
Google Analytics) to find behavior patterns and
recommend improvements and enhancements to
site, funnel, content. Examination of referring traffic
sources.

Suitable Clients:

High website traffic

Duration:

Project

Fees ($ - $$$$):

$$

Difficulty (1-5):

4

Competition (1-5):

3

@jaybaer

#23Services

13
Conversion Optimization

@jaybaer

#23Services

! A/B and multi-variant testing to improve conversion
rate for online lead generation and sales. Typically
software-assisted, and requires content creation and
persona development.

Suitable Clients:

B2B and e-comm

Duration:

Ongoing retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

5

Competition (1-5):

2

@jaybaer

#23Services

14
Social Metrics and Dashboards

@jaybaer

#23Services

! Establishing relevant, meaningful success metrics for
social media, often requiring custom calculations
and tying together multiple data sources.

Suitable Clients:

B2C

Duration:

Project, then possible retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

4

Competition (1-5):

3

@jaybaer

#23Services

It’s about
interpretation,
not data

@jaybaer

#23Services

15
Social Campaigns & Promotions

@jaybaer

#23Services

! Creation and execution of social media contests
and time-limited programs that drive subscription
(likes, et al) and/or participation.

Suitable Clients:

B2C

Duration:

Project

Fees ($ - $$$$):

$$$ - $$$$

Difﬁculty (1-5):

3

Competition (1-5):

4

@jaybaer

#23Services

! Which kind of social media software do you need?

! Remember, it’s not just the wand, it’s the wizard.

! See: http://buff.ly/MxE6yY

@jaybaer

#23Services

16
Social Media Audit & Blueprint

@jaybaer

#23Services

! Evaluation of current client social outposts, as well
as analysis of competitors and category best
practices. Recommendations for short and mid-
term improvements and optimization.

Suitable Clients:

All

Duration:

Project

Fees ($ - $$$$):

$$ - $$$

Difﬁculty (1-5):

3

Competition (1-5):

3

@jaybaer

#23Services

17
Social Media Strategic Plan

@jaybaer

#23Services

! Comprehensive analysis and recommendations for
social media program, including ties to business
outcomes, resourcing, outpost planning, metrics,
tactical ideas. Usually a 12-month plan.

Suitable Clients:

Serious about social, usually B2C

Duration:

Project

Fees ($ - $$$$):

$$$ - $$$$

Difﬁculty (1-5):

4

Competition (1-5):

3

@jaybaer

#23Services

18
Influencer ID & Outreach

@jaybaer

#23Services

! The most similar to classic media relations. Find and
approach bloggers, customers, fans, and online
inﬂuencers, encouraging them to write about
clients’ products.

Suitable Clients:

Usually B2C

Duration:

Typically retainer

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

2

Competition (1-5):

5

@jaybaer

#23Services

! Twi$er
Research:
Beta.plexusengine.com
(in
beta)

@jaybaer

#23Services

! Blogger
Research:
grouphigh.com
($3000/year)

@jaybaer

#23Services

19
Social Crisis Plan

@jaybaer

#23Services

! Customized, step-by-step approach for handling a
social media crisis for each client, including
approved messages, contact ﬂowcharts, pressure
relief valves.

Suitable Clients:

All, but usually B2C

Duration:

Project

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

3

Competition (1-5):

2

@jaybaer

#23Services

20
Search & Social Advertising

@jaybaer

#23Services

! Creation and management of ongoing advertising
on Google, Bing, Facebook, Linkedin,YouTube
(primarily). Ideally, testing and optimization.

Suitable Clients:

All, in some fashion

Duration:

Ongoing

Fees ($ - $$$$):

$ - $$

Difﬁculty (1-5):

3

Competition (1-5):

4

@jaybaer

#23Services

21
Employee Social Media Guidelines

@jaybaer

#23Services

! Working with HR, legal, marketing, and internal
comms departments to create, propagate, and train
employees on social media guidelines.

Suitable Clients:

All

Duration:

Project, possibly ongoing training

Fees ($ - $$$$):

$$

Difﬁculty (1-5):

3

Competition (1-5):

4

@jaybaer

#23Services

22
Internal Communities

@jaybaer

#23Services

! Strategy and creation of internal social communities
for use by employees to foster collaboration and
knowledge transfer. Typically managed internally,
post-construction.

Suitable Clients:

Medium and large

Duration:

Project

Fees ($ - $$$$):

$$$

Difﬁculty (1-5):

4

Competition (1-5):

2

@jaybaer

#23Services

23
Employee Advocacy Programs

@jaybaer

#23Services

! Surveying employees to find volunteer social
advocates that can be used as an innovation and
amplification opportunity for the client’s brand.

Suitable Clients:

Medium and large

Duration:

Project, then possibly retainer

Fees ($ - $$$$):

$$$

Difficulty (1-5):

5

Competition (1-5):

1

@jaybaer

#23Services

Pick 4-5 services
that make sense
for your clients
and your team, and
roll them out in
year one.

@jaybaer

#23Services

What Happens Next?
! August 29 – “A Guru or the Gang? Evaluating the 4
Methods of Social Media Staffing“
! October 6-8 – BOLO 2012

(+ a free bonus)

http://ar.gy/23Services

23 social and digital services agencies should offer

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