The 23 Social and Digital               Services Your Agency                 Should Be Selling@jaybaer#23Services       bu...
Jay      Baer    Convince & Convertwww.convinceandconvert.com   www.socialpros.com
digital marketing conference for agencies    Early Bird Rate: save $100 today!             www.bolo2012.com               ...
C h a n g e is t h e   N e w B la c k :@jaybaer#23Services
Measurement       Channel Proliferation and Fragmentation       Technology       Virtual Collaboration@jaybaer#23Services
@jaybaer#23 Services
@jaybaer#23Services
Several Convince               & Convert client                 agencies have               increased digital             ...
You can’t delegate              your agency’s future              to junior staff alone.@jaybaer#23Services
C h a n g e is t h e   N e w B la c k :@jaybaer#23Services
SEO       Email                       L is t e d       Content                         by       Customer Service & Communi...
Brief overview       Typical clients (size, B2B/B2C, etc.)       Price ($ - $$$$ scale, what most agencies are       charg...
S E O A u d it@jaybaer#23Services
Examine client’s current search effectiveness and       compare to key competitors. Also examine and       uncover technic...
K e y w o r d A n a ly s is@jaybaer#23Services
Evaluate potential keywords and phrases for       relevancy, competitive landscape, search and social       volume, and re...
@jaybaer#23Services
E m a il A u d it & T e s t in g                        P la n@jaybaer#23Services
Analysis of email performance in areas of       deliverability, opens, clicks, post-click behavior,       revenue per emai...
@jaybaer#23Services
E m a il L if e c y c le                  S tra te g y@jaybaer#23Services
Creation of a strategic plan to deliver the right       email, at the right time, to the right audience, at the       righ...
E m a il D e liv e r y &                O p t im iz a t io n@jaybaer#23Services
Ongoing creation, sending, analysis, and       optimization of email campaigns.   Suitable Clients:      B2C, especially e...
P e r s o n a D e v e lo p m e n t@jaybaer#23Services
Use client data (or your own, first-person research)       to segment key audiences and create archetypes to       better ...
Image Source:                SEOMoz@jaybaer#23Services
C o n t e n t M a r k e t in g                          P la n@jaybaer#23Services
Analysis of current positioning, competitor       positioning, keyword analysis, personas to create a       unified conten...
C o n t e n t E x e c u t io n@jaybaer#23Services
Ongoing creation of content attributes and brand       storytelling across multiple modalities (blog, video,       ebooks,...
M o b ile A u d it@jaybaer#23Services
Examination of all content and online touch points       (email, et al) for mobile accessibility and customer       experi...
S o c ia l L is t e n in g &                   R e p u t a t io n                  Ma na g e me nt@jaybaer#23Services
Monitor and analyze social chatter. Respond to       customer inquiries and/or triage and direct to client       personnel...
C o m m u n it y C r e a t io n &            Ma na g e me nt@jaybaer#23Services
Create social outposts and communities. Manage       on a day-to-day basis, including content publishing.   Suitable Clien...
W e b A n a ly t ic s                C o n s u lt in g@jaybaer#23Services
Comprehensive review of website data (often,      Google Analytics) to find behavior patterns and      recommend improveme...
C o n v e r s io n              O p t im iz a t io n@jaybaer#23Services
A/B and multi-variant testing to improve conversion       rate for online lead generation and sales. Typically       softw...
S o c ia l M e t r ic s a n d                   D a s hboa rds@jaybaer#23Services
Establishing relevant, meaningful success metrics for       social media, often requiring custom calculations       and ty...
It’s about              interpretation,                   not data@jaybaer#23Services
S o c ia l C a m p a ig n s &                  P r o m o t io n s@jaybaer#23Services
Creation and execution of social media contests       and time-limited programs that drive subscription       (likes, et a...
Which kind of social media software do you need?       Remember, it’s not just the wand, it’s the wizard.       See: http:...
S o c ia l M e d ia A u d it &                    B lu e p r in t@jaybaer#23Services
Evaluation of current client social outposts, as well       as analysis of competitors and category best       practices. ...
S o c ia l M e d ia              S t r a t e g ic P la n@jaybaer#23Services
Comprehensive analysis and recommendations for       social media program, including ties to business       outcomes, reso...
@jaybaer#23Services
In f lu e n c e r ID &                   O utre a c h@jaybaer#23Services
The most similar to classic media relations. Find       and approach bloggers, customers, fans, and online       influence...
Twitter Research: Beta.plexusengine.com (in beta)@jaybaer#23Services
Blogger Research: grouphigh.com ($3000/year)@jaybaer#23Services
S o c ia l C r is is P la n@jaybaer#23Services
Customized, step-by-step approach for handling a       social media crisis for each client, including       approved messa...
S e a r c h & S o c ia l                  A d v e r t is in g@jaybaer#23Services
Creation and management of ongoing advertising       on Google, Bing, Facebook, Linkedin, YouTube       (primarily). Ideal...
@jaybaer#23Services
E m p lo y e e S o c ia l              M e d ia G u id e lin e s@jaybaer#23Services
Working with HR, legal, marketing, and internal       comms departments to create, propagate, and train       employees on...
In t e r n a l C o m m u n it ie s@jaybaer#23Services
Strategy and creation of internal social communities       for use by employees to foster collaboration and       knowledg...
E m p lo y e e A d v o c a c y                  P rog ra ms@jaybaer#23Services
Surveying employees to find volunteer social       advocates that can be used as an innovation and       amplification opp...
Pick 4-5 services               that make sense               for your clients                and your team,              ...
Wha t H a p p e nsN e xt? August 29 – “A Guru or the Gang? Evaluating the 4Methods of Social Media Staffing“  October 6-8 ...
digital marketing conference for agencies    Early Bird Rate: save $100 today!             www.bolo2012.com               ...
Jay      Baer    Convince & Convertwww.convinceandconvert.com   www.socialpros.com
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23 social and digital services agencies should offer

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Jay Baer of Convince and Convert offered a webinar for advertising and PR agencies on social media services for clients. This was

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  • 23 social and digital services agencies should offer

    1. 1. The 23 Social and Digital Services Your Agency Should Be Selling@jaybaer#23Services but probably isn’t
    2. 2. Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com
    3. 3. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
    4. 4. C h a n g e is t h e N e w B la c k :@jaybaer#23Services
    5. 5. Measurement Channel Proliferation and Fragmentation Technology Virtual Collaboration@jaybaer#23Services
    6. 6. @jaybaer#23 Services
    7. 7. @jaybaer#23Services
    8. 8. Several Convince & Convert client agencies have increased digital revenues by 150% or more. And I did it for myself first.@jaybaer#23Services
    9. 9. You can’t delegate your agency’s future to junior staff alone.@jaybaer#23Services
    10. 10. C h a n g e is t h e N e w B la c k :@jaybaer#23Services
    11. 11. SEO Email L is t e d Content by Customer Service & Community b r e a d Conversion Optimization th o f Social Marketing de ma PR 2.0 nd Social Advertising Social Business@jaybaer#23Services
    12. 12. Brief overview Typical clients (size, B2B/B2C, etc.) Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services) Difficulty (1-5 scale, how hard is the service to learn and provide competently) Competition (1-5 scale, how many other digital/advertising/PR/specialist agencies are looking to provide the service)@jaybaer#23Services
    13. 13. S E O A u d it@jaybaer#23Services
    14. 14. Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings. Suitable Clients: All, but especially B2B, e-comm Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 1 Competition (1-5): 4@jaybaer#23Services
    15. 15. K e y w o r d A n a ly s is@jaybaer#23Services
    16. 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 ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 4@jaybaer#23Services
    17. 17. @jaybaer#23Services
    18. 18. E m a il A u d it & T e s t in g P la n@jaybaer#23Services
    19. 19. Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan. Suitable Clients: B2C Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 2@jaybaer#23Services
    20. 20. @jaybaer#23Services
    21. 21. E m a il L if e c y c le S tra te g y@jaybaer#23Services
    22. 22. Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration. Suitable Clients: B2C, especially e-comm Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2@jaybaer#23Services
    23. 23. E m a il D e liv e r y & O p t im iz a t io n@jaybaer#23Services
    24. 24. 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
    25. 25. P e r s o n a D e v e lo p m e n t@jaybaer#23Services
    26. 26. 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
    27. 27. Image Source: SEOMoz@jaybaer#23Services
    28. 28. C o n t e n t M a r k e t in g P la n@jaybaer#23Services
    29. 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@jaybaer#23Services
    30. 30. C o n t e n t E x e c u t io n@jaybaer#23Services
    31. 31. 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: Larger clients, high ticket items Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5):@jaybaer 3#23Services
    32. 32. M o b ile A u d it@jaybaer#23Services
    33. 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 ($ - $$$$): $ Difficulty (1-5): 1 Competition (1-5): 2@jaybaer#23Services
    34. 34. S o c ia l L is t e n in g & R e p u t a t io n Ma na g e me nt@jaybaer#23Services
    35. 35. Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up. Suitable Clients: B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services
    36. 36. C o m m u n it y C r e a t io n & Ma na g e me nt@jaybaer#23Services
    37. 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@jaybaer#23Services
    38. 38. W e b A n a ly t ic s C o n s u lt in g@jaybaer#23Services
    39. 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@jaybaer#23Services
    40. 40. C o n v e r s io n O p t im iz a t io n@jaybaer#23Services
    41. 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@jaybaer#23Services
    42. 42. S o c ia l M e t r ic s a n d D a s hboa rds@jaybaer#23Services
    43. 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@jaybaer#23Services
    44. 44. It’s about interpretation, not data@jaybaer#23Services
    45. 45. S o c ia l C a m p a ig n s & P r o m o t io n s@jaybaer#23Services
    46. 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 ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 3 Competition (1-5): 4@jaybaer#23Services
    47. 47. Which kind of social media software do you need? Remember, it’s not just the wand, it’s the wizard. See: http://buff.ly/MxE6yY@jaybaer#23Services
    48. 48. S o c ia l M e d ia A u d it & B lu e p r in t@jaybaer#23Services
    49. 49. Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid- term improvements and optimization. Suitable Clients: All Duration: Project Fees ($ - $$$$): $$ - $$$ Difficulty (1-5): 3 Competition (1-5): 3@jaybaer#23Services
    50. 50. S o c ia l M e d ia S t r a t e g ic P la n@jaybaer#23Services
    51. 51. Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan. Suitable Clients: Serious about social, usually B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 4 Competition (1-5): 3@jaybaer#23Services
    52. 52. @jaybaer#23Services
    53. 53. In f lu e n c e r ID & O utre a c h@jaybaer#23Services
    54. 54. The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products. Suitable Clients: Usually B2C Duration: Typically retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5@jaybaer#23Services
    55. 55. Twitter Research: Beta.plexusengine.com (in beta)@jaybaer#23Services
    56. 56. Blogger Research: grouphigh.com ($3000/year)@jaybaer#23Services
    57. 57. S o c ia l C r is is P la n@jaybaer#23Services
    58. 58. Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves. Suitable Clients: All, but usually B2C Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 2@jaybaer#23Services
    59. 59. S e a r c h & S o c ia l A d v e r t is in g@jaybaer#23Services
    60. 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@jaybaer#23Services
    61. 61. @jaybaer#23Services
    62. 62. E m p lo y e e S o c ia l M e d ia G u id e lin e s@jaybaer#23Services
    63. 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@jaybaer#23Services
    64. 64. In t e r n a l C o m m u n it ie s@jaybaer#23Services
    65. 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@jaybaer#23Services
    66. 66. E m p lo y e e A d v o c a c y P rog ra ms@jaybaer#23Services
    67. 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@jaybaer#23Services
    68. 68. Pick 4-5 services that make sense for your clients and your team, and roll them out in year one.@jaybaer#23Services
    69. 69. Wha t H a p p e nsN e xt? August 29 – “A Guru or the Gang? Evaluating the 4Methods of Social Media Staffing“ October 6-8 – BOLO 2012
    70. 70. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
    71. 71. Jay Baer Convince & Convertwww.convinceandconvert.com www.socialpros.com
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