What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.
4. “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
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8. Several Convince
& Convert client
agencies have
increased digital
revenues by 150%
or more.
And I did it for
myself first.
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9. You can’t delegate
your agency’s future
to junior staff alone.
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10. “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
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11. ! SEO
! Email
Listed by
! Content
breadth of
! Customer Service & Community
demand
! Conversion Optimization
! Social Marketing
! PR 2.0
! Social Advertising
! Social Business
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12. ! Brief overview
! Typical clients (size, B2B/B2C, etc.)
! Price ($ - $$$$ scale, what most agencies are
charging, in comparison to other services)
! Difficulty (1-5 scale, how hard is the service to
learn and provide competently)
! Competition (1-5 scale, how many other digital/
advertising/PR/specialist agencies are looking to
provide the service)
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14. ! Examine client’s current search effectiveness and
compare to key competitors. Also examine and
uncover technical and content shortcomings.
Suitable Clients:
All, but especially B2B, e-comm
Duration:
Project
Fees ($ - $$$$):
$$
Difficulty (1-5):
1
Competition (1-5):
4
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16. ! 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 ($ - $$$$):
$
Difficulty (1-5):
2
Competition (1-5):
4
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22. ! Creation of a strategic plan to deliver the right
email, at the right time, to the right audience, at the
right stage of the buyers’ journey. May involve
technology implementation, creation of custom
triggers, and CRM integration.
Suitable Clients:
B2C, especially e-comm
Duration:
Project
Fees ($ - $$$$):
$$$
Difficulty (1-5):
4
Competition (1-5):
2
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29. ! 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:
Larger clients, high ticket items
Duration:
Project
Fees ($ - $$$$):
$$$
Difficulty (1-5):
3
Competition (1-5):
3
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33. ! 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 ($ - $$$$):
$
Difficulty (1-5):
1
Competition (1-5):
2
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34. 10
Social Listening & Reputation
Management
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35. ! Monitor and analyze social chatter. Respond to
customer inquiries and/or triage and direct to client
personnel for follow-up.
Suitable Clients:
B2C
Duration:
Ongoing retainer
Fees ($ - $$$$):
$$
Difficulty (1-5):
2
Competition (1-5):
5
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36. 11
Community Creation &
Management
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37. ! 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
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38. 12
Web Analytics Consulting
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39. ! 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
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41. ! 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
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42. 14
Social Metrics and Dashboards
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43. ! 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
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44. It’s about
interpretation,
not data
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45. 15
Social Campaigns & Promotions
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46. ! 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 ($ - $$$$):
$$$ - $$$$
Difficulty (1-5):
3
Competition (1-5):
4
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47. ! Which kind of social media software do you need?
! Remember, it’s not just the wand, it’s the wizard.
! See: http://buff.ly/MxE6yY
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48. 16
Social Media Audit & Blueprint
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49. ! Evaluation of current client social outposts, as well
as analysis of competitors and category best
practices. Recommendations for short and mid-
term improvements and optimization.
Suitable Clients:
All
Duration:
Project
Fees ($ - $$$$):
$$ - $$$
Difficulty (1-5):
3
Competition (1-5):
3
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50. 17
Social Media Strategic Plan
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51. ! Comprehensive analysis and recommendations for
social media program, including ties to business
outcomes, resourcing, outpost planning, metrics,
tactical ideas. Usually a 12-month plan.
Suitable Clients:
Serious about social, usually B2C
Duration:
Project
Fees ($ - $$$$):
$$$ - $$$$
Difficulty (1-5):
4
Competition (1-5):
3
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53. 18
Influencer ID & Outreach
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54. ! The most similar to classic media relations. Find and
approach bloggers, customers, fans, and online
influencers, encouraging them to write about
clients’ products.
Suitable Clients:
Usually B2C
Duration:
Typically retainer
Fees ($ - $$$$):
$$
Difficulty (1-5):
2
Competition (1-5):
5
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55. ! Twi$er
Research:
Beta.plexusengine.com
(in
beta)
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58. ! Customized, step-by-step approach for handling a
social media crisis for each client, including
approved messages, contact flowcharts, pressure
relief valves.
Suitable Clients:
All, but usually B2C
Duration:
Project
Fees ($ - $$$$):
$$
Difficulty (1-5):
3
Competition (1-5):
2
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59. 20
Search & Social Advertising
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60. ! 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
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62. 21
Employee Social Media Guidelines
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63. ! 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
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65. ! 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
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67. ! 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
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68. Pick 4-5 services
that make sense
for your clients
and your team, and
roll them out in
year one.
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69. 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)
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