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Fitting Social Media Marketingwithin The Agency

An Agency Guy Thinking Outloud

Released November 2009, v1.0

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BEING SOCIAL, HOW DO WE DO THAT?

Beyond the Social Buzzword

Via http://www.flickr.com/photos/briansolis/3709143717/

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Oh Yeah!!!This Social Media Kool Aid is Grrreat!

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So what is Social Media Marketing?

1. People only see the “web” as it is today – personal, connected. Only marketers see “social media”

2. But this “Social” phase of the Internet is new, needs to have a co-strategist and evangelist vis-à-vis the other service lines (see Alisa’s quote that inspired this deck.)

Alisa Leonard-Hansen is a Social Media Evangelist and subject matter expert within the Digital Strategy group at iCrossing

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Social Media Marketing Agency Challenges

1. So, What is Social Media?• It is the Internet, today…

It is YouTube, Pandora, Wikipedia, Dell’s Ideastorm, Burberry’s Art of Trench, Amazon.com reviews, Customer support with wikis & forums, etc

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Social Media is the Internet Today

• Facebook – 300 million active users, about the size of the U.S.– Fastest growing demographic is 35 years old and older

• Twitter– Twitter was so critical to the 2009 Iranian Elections,

the US Department “urge it to delay a planned upgrade that would have cut daytime service to Iranians who are disputing their election”

• YouTube– 20 hours of video uploaded a minute internatinally

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Social Media Marketing Agency Challenges

1. So, What is Social Media?• It is the Internet, today…

It is YouTube, Pandora, Wikipedia, Dell’s Ideastorm, Burberry’s Art of Trench, Amazon.com reviews, Customer support with wikis & forums, etc

• …so revamp all your service linesIt will require agencies to revamp their entire service lines – give clients new ways of thinking and new opportunities to reach their audience.

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Social Media Marketing Agency Challenges

2. How do we measure the value Social Media?• So many ways to measure…

How do you measure your client’s performance on YouTube, Facebook Fan Page, Pandora, User idea submission, Customer support centers, etc?

Agencies need to be more strategic about their client’s business model

• Social Media is part of a larger trend of media fragmentation

• Agencies needs to help build new ROI models for their clients or lose relevance

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Via http://www.barcelonaschiringuito.com/no-hay-marcha-atras

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Social Media Marketing Agency Challenges

2. How do we measure the value Social Media?• So many ways to measure…

How do you measure your client’s performance on YouTube, Facebook Fan Page, Pandora, User idea submission, Customer support centers, etc.

• …agencies need to be more strategicIt will require agencies to give clients the focus they need to understand how channels have changed and build new ROI-models for each case. You will now have to be a strategic partner to the client.

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FITTING “SOCIAL” INTO THE AGENCYWe’re still kids trying to figure this out

Via: http://www.flickr.com/photos/emmacherry/2207748365/sizes/l/

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Social Media Marketing is All Over the Map.Sure, but What’s the Agency Structure?

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Agency’s Social Media Marketing Components

Social Media Strategy

• Brand Monitoring• Voice of Consumer Research• Content Strategy:

Interaction with SEO

Community Engagement

• Public Relations Outreach: Blog to Journalist

• Customer Relationship• Corp. Community

Word of Mouth Campaigns

• Interactive WoM Campaigns• Linkbait: Interaction with SEO

Via http://www.flickr.com/photos/briansolis/2735401175/

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Social Media Strategy: Components & Deliverables

Strategy & Evangelism

Strategy & Brand Monitoring

SEO & Digital Content Strategy

• Assist other service lines in integrating Social Media

• Creates integrated client strategies across service lines

• Train client-side and internal

• Analyze VoC on Social Media areas to feed back to Branding, Customer Service, Product Development, Marketing Strategy

• Identify content to develop for SEO purposes

• Identify content to develop for long term content development strategies

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Community Engagement: Components & Deliverables

Public Relations

Customer Relationships

Corporate Community

• Engaging journalists to bloggers on products, services and developments

• Engage customers where they are, e.g. @ComcastCares

• Build a community on the website, e.g. Barnes & Nobles

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WoM Campaigns: Component & Deliverables

Interactive WoM Campaigns• Create and promote awareness/branding via multimedia or interaction,

such as:• Burberry’s Art of Trench:

Submit photos of people wearing Burberry trench coats• GE’s Imagination Cubed:

Share an online collaborative whiteboard widget

SEO Linkbait• Help create and promote content that will spread virally and on social

news sites (e.g. Digg, Buzzfeed etc ) for SEO purposes• Top Ten Lists-type articles• How-to guides

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KNOWING HOW TO ENGAGE THE CUSTOMER (INSTEAD OF JUST HITTING THEM IN THE FACE)

Remembering the Customer Lifecycle

Via http://www.flickr.com/photos/revdancatt/439440670/

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Remembering the People: Your Clients Customers

So, the Agency needs to revamp service lines for Social Media…

And, we need to be more strategic with the client on

Social Media…

Ok, now wait minute, what

about the customer?

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Identify How Social Media Applies Across the Lifecycle

Awareness Knowledge Consideration Selection Satisfaction Advocacy Loyalty

Branding

Marketing

Sales

Client & Audience-centric Approach, Engagement, Tactics, Platform, Analytics (ROI Analysis)

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Example: SocialRep’s Marketing Technology vis-à-vis the Customer Lifecycle

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CHEATSHEET SUMMARYSingle Slide Summary

Via http://www.flickr.com/photos/notthisorthat/3625950724/

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The Cheatsheet

1. The “Social” is the Web2. But until everyone gets it, you need to have an

Evangelist internally and externally3. The complexity of understanding, implementing and

“ROI-ing” Social Media is the agency’s chance to be a strategic partner – embrace it.

4. Think about how this new Social Web effects your client’s marketing strategy, research efforts, customer relations and product development

5. Look at where Social Media fits with your client’s customer lifecycle

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ABOUT ME (ON THE LEFT)More Old School Than Don Draper

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About Daniel & Emergence MediaDaniel Riveongmail@emergence-media.com

• Director of Marketing Services at e-storm international, in San Francisco, California

• Helps grow, manage and integrate diverse service lines: Strategy & Market Research, Analytics, PPC, SEO, Display, Social Media

• Over 10 years in the online marketing industry

Emergence-Mediahttp://emergence-media.com

• Began in July 2006• Focuses on integrating companies

with the customer lifecycle (from awareness to retention) relates to the ever fragmenting media experience.

• Syndicated by 9Rules and Social Media Today

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APPENDIX & FURTHER READINGI had no idea that’s what an actual appendix looks like either

Via http://www.flickr.com/photos/thomasroche/2983701009/

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SocialRep Webinar: “Beyond Monitoring: Managing Social Media Engagement”

View it at:http://www.brighttalk.com/webcasts/1053/play

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Emergence-Media’s(Incomplete) Mind Map of Social Media Marketing

View it at:http://emergence-media.pbworks.com/Social-Media-Marketing

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Alisa Leonard-Hansen’s“Hey Marketing, There is No Social Media”

View entire article at:http://www.thewebissocial.com/2008/09/real-power-of-facebook-organizing.html

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Jeremiah Owyang’sApplying a Social Computing Strategy to a Product Line

Read it at:http://www.web-strategist.com/blog/2007/09/12/web-strategy-advanced-applying-a-social-computing-strategy-to-the-entire-product-lifecycle/

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Hexodus…’s “Noösphere II”

View it at:http://www.flickr.com/photos/dsnet/3716674433/

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