Social and Content Accelerators: Making Your Agency's Social Media Services Valuable

1. AMR Agency Growth Webinar Series www.BuildABetterAgency.com

2. Next webinar: Nancy Marshall, NMC “Adding PR into client programs and increasing monthly fees” January 8th at 11 am eastern www.BuildABetterAgency.com

3. This month’s webinar: Jay Baer, Convince & Convert www.BuildABetterAgency.com

4. @jaybaer SOCIAL AND CONTENT ACCELERATORS Making Your Agency’s Social Media Services Valuable Not Commoditized

5. It’s Possible Several Convince & Convert client agencies have increased social/digital revenues by 150% or more. And I did it for myself first.

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

7. Change is the New Black: “Agencies, particularly their leaders, must have an insatiable appetite for knowledge about the 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

8. Social Matters Financially *Forrester Research, Inc.

9. Expand Your Menu of Offerings @jaybaer #23 Services

10. Thirteen Social Media Services Social Media Audit Social Media Strategic Plans Social Integration Social Metrics & Dashboards Social Listening & Reputation Management Social Crisis Plan Influencer ID & Outreach Advocacy Programs Community Management Campaigns and Promotions Social Advertising Social Media Policy Development Employee Social Activation

11. Service Descriptions • Brief overview • 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) • Ways to add VALUE

12. 1 Social Media Audit

13. Social Media Audit • 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. • Duration: Project • Fees ($ - $$$$): $$ - $$$ • Difficulty (1-5): 3 • Competition (1-5): 3 Don’t just show a chart comparing Twitter followers. Provide operational and tactical recommendations to improve results. VALUE

14. 2 Social Media Strategic Plan

15. Social Media Strategic Plan • Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan. • Duration: Project • Fees ($ - $$$$): $$$ - $$$$ • Difficulty (1-5): 4 • Competition (1-5): 3 Map social media to business goals, not marketing goals. Recommend solid success metrics. Provide reactive and proactive social communication plans. VALUE

16. Social Media Strategic Plan

17. 3 Social Integration

18. Social Integration • Recommendations (and sometimes implementation) of ways to integrate social into existing website and email infrastructure. Install Twitter/FB/Linked buttons; sharing tools on email; social sign-in. • Duration: Project • Fees ($ - $$$$): $ - $$ • Difficulty (1-5): 3 • Competition (1-5): 2 Provide mechanism to measure impact pre and post integration. Consider social sign-in to increase website conversion rates. VALUE

19. Social Integration • Improves conversion rates 10-50%

20. 4 Social Metrics and Dashboards

21. Social Metrics & Dashboards • Establishing relevant, meaningful success metrics for social media, often requiring custom calculations and tying together multiple data sources. • Duration: Project, then possible retainer • Fees ($ - $$$$): $$ • Difficulty (1-5): 4 • Competition (1-5): 3 Use metrics that map to business goals. Measure behavior, not aggregation. NEVER provide a report without interpretation and recommendations. VALUE

22. Social Metrics & Dashboards Objective Key Metrics Source Awareness • Social mentions • Share of Voice (%) • Visitor-generated content • Sysomos Behavior • New visits from social referrers • New email subscribers from social referrers • New guide requests from social referrers • Getaway/itinerary usage from social referrers • New Facebook likes, Twitter followers, YouTube subscribers • Google Analytics • Facebook, Twitter, YouTube Loyalty • Facebook engagement % • Engagement % vs. competitors • Facebook reach • Facebook engaged users • Total sharing behaviors • Positive social mentions • Zuum Social • Facebook • Facebook, Twitter, et al • Sysomos

23. Social Metrics & Dashboards

24. 5 Social Listening & Reputation Management

25. Social Listening & Reputation Management • Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up. • Duration: Ongoing retainer • Fees ($ - $$$$): $$ • Difficulty (1-5): 2 • Competition (1-5): 5 Go beyond customer service, and use rich data to find customer-driven insights that can improve marketing/products/services. VALUE

26. 6 Social Crisis Plan

27. Social Crisis Plan • Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves. • Duration: Project • Fees ($ - $$$$): $$ • Difficulty (1-5): 3 • Competition (1-5): 2 Do scenario modeling and training, and help client create “dark content” that can be turned on in a crisis scenario. VALUE

28. 7 Influencer ID & Outreach

29. Influencer ID & Outreach • The most similar to classic media relations. Find and approach bloggers and online influencers, encouraging them to chatter about clients’ products. • Duration: Typically retainer • Fees ($ - $$$$): $$ • Difficulty (1-5): 2 • Competition (1-5): 5 Don’t just find influencers, interact with them routinely on behalf of the client. Work with client to make sure they are complying with all government regulations around disclosure. VALUE

30. Influencer ID & Outreach • Twitter Influencer Research: GetLittleBird.com (in beta)

31. Influencer ID & Outreach • Blogger Research: grouphigh.com ($3000/year)

32. Influencer ID & Outreach • Disclosure Compliance: cmp.ly

33. 8 Advocacy Programs

34. Advocacy Programs • Identifying customers and raving fans, and creating communities and/or ongoing programs that enable them to force multiply messaging and advocacy. Harnessing the power of “volunteer marketers” • Duration: Typically retainer • Fees ($ - $$$$): $$ • Difficulty (1-5): 3 • Competition (1-5): 2 Provide some sort of gamification that drives ongoing participation among advocates. Use advocate group as a hook for earned media coverage. VALUE

35. Advocacy Programs • Power Advocacy/Gamification: SocialToaster.com

36. 9 Community Creation & Management

37. Community Creation & Management • Create social outposts and communities. Manage on a day-to-day basis, including content publishing. • Duration: Ongoing retainer • Fees ($ - $$$$): $$ • Difficulty (1-5): 3 • Competition (1-5): 5 Most Facebook tabs can be created nearly for free. Is there a future in ghost-writing tweets? Focus on smart editorial planning and optimization. VALUE

38. Community Creation & Management VALUE • Track Client/Competitors most engaging Facebook posts/times/dates: ZuumSocial.com

39. 10 Social Campaigns & Promotions

40. Social Campaigns & Promotions • Creation and execution of social media contests and time-limited programs that drive subscription (likes, et al) and/or participation. • Duration: Project • Fees ($ - $$$$): $$$ - $$$$ • Difficulty (1-5): 3 • Competition (1-5): 4 Contest production is not a viable business. You must add value by activating and nuturing participants after the contest concludes. Go beyond FB to Pinterest, Instagram. VALUE

41. 11 Social Advertising

42. Social Advertising • Creation and management of ongoing advertising on Facebook, Twitter, Linkedin, YouTube and more. Ideally, testing and optimization. • Duration: Ongoing • Fees ($ - $$$$): $ - $$ • Difficulty (1-5): 3 • Competition (1-5): 4 Especially for Facebook, this is becoming a must-do, and should be a line item. Help clients determine when to “promote” posts and tweets, and establish robust testing programs that track post-click behaviors. VALUE

43. Social Advertising

44. 12 Employee Social Media Guidelines

45. Employee Social Media Guidelines • Working with HR, legal, marketing, and internal comms departments to create social media guidelines. • Duration: Project, possibly ongoing training • Fees ($ - $$$$): $$ • Difficulty (1-5): 3 • Competition (1-5): 4 With constant shifts in social media platforms and norms, ongoing training of employees is critical. VALUE

46. 13 Employee Social Activation

47. Employee Social Activation • Social is becoming decentralized. Survey employees to find high social graph team members that can be used for thought leadership and message amplification. • Duration: Project, then possibly retainer • Fees ($ - $$$$): $$$ • Difficulty (1-5): 5 • Competition (1-5): 1 Big opportunity here for ongoing “certification” of employees to participate in social. Also, consider working with clients to determine when/how/why new socila outposts should be created. VALUE

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

49. Jay Baer Convince & Convert www.convinceandconvert.com www.socialpros.com www.onesocialthing.com We help agencies package, price, staff, and sell social/digital