How Clients and Agencies Can Work Together to Optimize Social Media Outcomes
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This presentation was given on Tuesday, June 16th for the AMA Milwaukee chapter. The presentation discusses how clients can work with agencies to use social media and maximize outcomes. The ...

This presentation was given on Tuesday, June 16th for the AMA Milwaukee chapter. The presentation discusses how clients can work with agencies to use social media and maximize outcomes. The presentation explores some opportunities and challenges both sides can experience in the process.

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How Clients and Agencies Can Work Together to Optimize Social Media Outcomes Presentation Transcript

  • 1. 1
  • 2. COMET BRANDING | HELLO | Sara Meaney partner | left brain 14 years of client and agency side experience in branding, marketing, PR and social media. branding, marketing + pr in traditional + social media Al Krueger founder | partner | right brain 10 years of client and agency side experience in branding, marketing, PR and social media. comet b ra n d i n g marketing + public relations evolved
  • 3. COMET BRANDING | HELLO | AMA Milwaukee Agency Crawl How Clients + Agencies Can Work Together to Optimize Social Media Outcomes comet b ra n d i n g marketing + public relations evolved
  • 4. WHAT IS | SOCIAL MEDIA | Social media can be created by anyone. Shifting how people nd, read and share news, information and content. Increasing the importance of two-way communication. Democratizing content, transforming people from readers into publishers. comet b ra n d i n g marketing + public relations evolved
  • 5. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | comet b ra n d i n g marketing + public relations evolved
  • 6. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. comet b ra n d i n g marketing + public relations evolved
  • 7. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. comet b ra n d i n g marketing + public relations evolved
  • 8. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. comet b ra n d i n g marketing + public relations evolved
  • 9. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. comet b ra n d i n g marketing + public relations evolved
  • 10. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. comet b ra n d i n g marketing + public relations evolved
  • 11. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. • Adding p2p to the b2c, b2b and non-pro t mix. comet b ra n d i n g marketing + public relations evolved
  • 12. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. • Adding p2p to the b2c, b2b and non-pro t mix. • Providing a megaphone for every opinion - good or bad. comet b ra n d i n g marketing + public relations evolved
  • 13. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. • Adding p2p to the b2c, b2b and non-pro t mix. • Providing a megaphone for every opinion - good or bad. • Changing the kinds of work agencies do for clients. comet b ra n d i n g marketing + public relations evolved
  • 14. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. • Adding p2p to the b2c, b2b and non-pro t mix. • Providing a megaphone for every opinion - good or bad. • Changing the kinds of work agencies do for clients. • Putting signi cant pressure on agencies to evolve. comet b ra n d i n g marketing + public relations evolved
  • 15. SOCIAL MEDIA | WHAT IS IT DOING TO MARKETING ? | • Allowing people to connect directly with brands. • Allowing brands to connect directly to customers. • Causing a seismic shift in the marketing game. • Making selling more subtle. • Requiring authentic, honest and resourceful content. • Adding p2p to the b2c, b2b and non-pro t mix. • Providing a megaphone for every opinion - good or bad. • Changing the kinds of work agencies do for clients. • Putting signi cant pressure on agencies to evolve. • Forcing changes in the client - agency dynamic. comet b ra n d i n g marketing + public relations evolved
  • 16. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 17. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 18. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication comet b ra n d i n g marketing + public relations evolved
  • 19. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication comet b ra n d i n g marketing + public relations evolved
  • 20. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication • Information sharing must increase between client and agency. comet b ra n d i n g marketing + public relations evolved
  • 21. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication • Information sharing must increase between client and agency. • Internal client-side information sharing must also increase. comet b ra n d i n g marketing + public relations evolved
  • 22. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication • Information sharing must increase between client and agency. • Internal client-side information sharing must also increase. • Real-time responses increase the urgency of information sharing, shortening turnaround times. comet b ra n d i n g marketing + public relations evolved
  • 23. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Communication • Information sharing must increase between client and agency. • Internal client-side information sharing must also increase. • Real-time responses increase the urgency of information sharing, shortening turnaround times. • Roles for participation and involvement on both sides of the fence must be crystal clear. comet b ra n d i n g marketing + public relations evolved
  • 24. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 25. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Transparency comet b ra n d i n g marketing + public relations evolved
  • 26. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Transparency • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for clients and agencies. comet b ra n d i n g marketing + public relations evolved
  • 27. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Transparency • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for clients and agencies. • Certain social media platforms require disclosure/integrity to ensure authenticity. comet b ra n d i n g marketing + public relations evolved
  • 28. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Transparency • Activities, dates, times are completely visible and traceable in social media. Truth serum. Reality check for clients and agencies. • Certain social media platforms require disclosure/integrity to ensure authenticity. • Social media “coverage” is a different game. Inherent biases exist, compared to traditional journalism. comet b ra n d i n g marketing + public relations evolved
  • 29. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 30. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Discretion comet b ra n d i n g marketing + public relations evolved
  • 31. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Discretion • Rules for internal and external use of social media must be carefully considered. Is there an employee policy in place? comet b ra n d i n g marketing + public relations evolved
  • 32. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Discretion • Rules for internal and external use of social media must be carefully considered. Is there an employee policy in place? • Company secrets/intellectual property must be protected. comet b ra n d i n g marketing + public relations evolved
  • 33. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Discretion • Rules for internal and external use of social media must be carefully considered. Is there an employee policy in place? • Company secrets/intellectual property must be protected. • Private and professional lives converge in social media and are transferrable from client to agency to employee and back again. comet b ra n d i n g marketing + public relations evolved
  • 34. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Discretion • Rules for internal and external use of social media must be carefully considered. Is there an employee policy in place? • Company secrets/intellectual property must be protected. • Private and professional lives converge in social media and are transferrable from client to agency to employee and back again. comet b ra n d i n g marketing + public relations evolved
  • 35. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 36. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications comet b ra n d i n g marketing + public relations evolved
  • 37. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications comet b ra n d i n g marketing + public relations evolved
  • 38. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications • Engagement contracts require social media considerations; new territory. Little, if any, legal precedent. comet b ra n d i n g marketing + public relations evolved
  • 39. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications • Engagement contracts require social media considerations; new territory. Little, if any, legal precedent. • Changes in content approval, due to real-time social media demands. comet b ra n d i n g marketing + public relations evolved
  • 40. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications • Engagement contracts require social media considerations; new territory. Little, if any, legal precedent. • Changes in content approval, due to real-time social media demands. • Little or no control of downstream reuse of content. comet b ra n d i n g marketing + public relations evolved
  • 41. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Legal implications • Engagement contracts require social media considerations; new territory. Little, if any, legal precedent. • Changes in content approval, due to real-time social media demands. • Little or no control of downstream reuse of content. • Permanence of information. Once it’s out there, it’s out there. Even if you delete it. comet b ra n d i n g marketing + public relations evolved
  • 42. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration comet b ra n d i n g marketing + public relations evolved
  • 43. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. comet b ra n d i n g marketing + public relations evolved
  • 44. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. • Social media should not stand alone, but can be a valuable aspect of a comprehensive marketing/communications strategy. comet b ra n d i n g marketing + public relations evolved
  • 45. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. • Social media should not stand alone, but can be a valuable aspect of a comprehensive marketing/communications strategy. • All marketing and communications initiatives should be interconnected across all media platforms whenever possible. comet b ra n d i n g marketing + public relations evolved
  • 46. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. • Social media should not stand alone, but can be a valuable aspect of a comprehensive marketing/communications strategy. • All marketing and communications initiatives should be interconnected across all media platforms whenever possible. comet b ra n d i n g marketing + public relations evolved
  • 47. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. • Social media should not stand alone, but can be a valuable aspect of a comprehensive marketing/communications strategy. • All marketing and communications initiatives should be interconnected across all media platforms whenever possible. comet b ra n d i n g marketing + public relations evolved
  • 48. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Integration • Activities and content in social media must be consistent with brand. • Social media should not stand alone, but can be a valuable aspect of a comprehensive marketing/communications strategy. • All marketing and communications initiatives should be interconnected across all media platforms whenever possible. comet b ra n d i n g marketing + public relations evolved
  • 49. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | comet b ra n d i n g marketing + public relations evolved
  • 50. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Sustainability comet b ra n d i n g marketing + public relations evolved
  • 51. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Sustainability • Social media is not a campaign. It’s a relationship platform and must be ongoing to be fruitful. comet b ra n d i n g marketing + public relations evolved
  • 52. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Sustainability • Social media is not a campaign. It’s a relationship platform and must be ongoing to be fruitful. • In order to remain relevant and foster ongoing engagement, activities and content must evolve over time. comet b ra n d i n g marketing + public relations evolved
  • 53. SOCIAL MEDIA | CLIENT - AGENCY DYNAMIC | Sustainability • Social media is not a campaign. It’s a relationship platform and must be ongoing to be fruitful. • In order to remain relevant and foster ongoing engagement, activities and content must evolve over time. • Long term commitment to online community is important. comet b ra n d i n g marketing + public relations evolved
  • 54. SOCIAL MEDIA | THINGS TO STRIVE FOR | comet b ra n d i n g marketing + public relations evolved
  • 55. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. comet b ra n d i n g marketing + public relations evolved
  • 56. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. • Be consistent. Commit time and resources necessary to do it well. comet b ra n d i n g marketing + public relations evolved
  • 57. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. • Be consistent. Commit time and resources necessary to do it well. • Listen and respond. This is a two-way conversation. comet b ra n d i n g marketing + public relations evolved
  • 58. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. • Be consistent. Commit time and resources necessary to do it well. • Listen and respond. This is a two-way conversation. • Add value in relevant ways. comet b ra n d i n g marketing + public relations evolved
  • 59. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. • Be consistent. Commit time and resources necessary to do it well. • Listen and respond. This is a two-way conversation. • Add value in relevant ways. • Share stories and pictures. comet b ra n d i n g marketing + public relations evolved
  • 60. SOCIAL MEDIA | THINGS TO STRIVE FOR | • Be authentic. People can spot a fake from miles away. • Be consistent. Commit time and resources necessary to do it well. • Listen and respond. This is a two-way conversation. • Add value in relevant ways. • Share stories and pictures. • Be patient. It takes time to build a network in person. Same thing applies in social media. comet b ra n d i n g marketing + public relations evolved
  • 61. SOCIAL MEDIA | THINGS TO AVOID | comet b ra n d i n g marketing + public relations evolved
  • 62. SOCIAL MEDIA | THINGS TO AVOID | • Don’t be too salesy or self-serving. Would you push that hard at a dinner party with friends? comet b ra n d i n g marketing + public relations evolved
  • 63. SOCIAL MEDIA | THINGS TO AVOID | • Don’t be too salesy or self-serving. Would you push that hard at a dinner party with friends? • Don’t spam. Make it relevant and engaging. comet b ra n d i n g marketing + public relations evolved
  • 64. SOCIAL MEDIA | THINGS TO AVOID | • Don’t be too salesy or self-serving. Would you push that hard at a dinner party with friends? • Don’t spam. Make it relevant and engaging. • Don’t say or do anything you wouldn’t want your boss or mother to see... comet b ra n d i n g marketing + public relations evolved
  • 65. SOCIAL MEDIA | THINGS TO AVOID | • Don’t be too salesy or self-serving. Would you push that hard at a dinner party with friends? • Don’t spam. Make it relevant and engaging. • Don’t say or do anything you wouldn’t want your boss or mother to see... • Don’t forget why you’re there in the rst place. Listen and respond to your audience. comet b ra n d i n g marketing + public relations evolved
  • 66. SOCIAL MEDIA | THINGS TO AVOID | • Don’t be too salesy or self-serving. Would you push that hard at a dinner party with friends? • Don’t spam. Make it relevant and engaging. • Don’t say or do anything you wouldn’t want your boss or mother to see... • Don’t forget why you’re there in the rst place. Listen and respond to your audience. • Don’t be afraid to offer some personal/non-work perspectives, where appropriate. People like to interact with people, not faceless brands. comet b ra n d i n g marketing + public relations evolved
  • 67. SOCIAL MEDIA | QUESTIONS? COMMENTS? | comet b ra n d i n g ? marketing + public relations evolved
  • 68. *all enclosed content confidential + copyright ©2009 comet branding llc a milwaukee-based progressive branding, marketing + public relations agency