Fitting Social Media Marketing within the Agency

Fitting Social Media Marketingwithin The Agency
An Agency Guy Thinking Outloud
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EMERGENCE-MEDIA
Released November 2009, v1.0

Being Social, How do we do that?
Beyond the Social Buzzword
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Via http://www.flickr.com/photos/briansolis/3709143717/

Oh Yeah!!!This Social Media Kool Aid is Grrreat!
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So what is Social Media Marketing?
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People only see the “web” as it is today – personal, connected. Only marketers see “social media”
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

Social Media Marketing Agency Challenges
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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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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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?
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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

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 Agency
We’re still kids trying to figure this out
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Via: http://www.flickr.com/photos/emmacherry/2207748365/sizes/l/

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

Social Media Strategy: Components & Deliverables
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Community Engagement: Components & Deliverables
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WoM Campaigns: Component & Deliverables
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Knowing how to engage the customer (instead of just hitting them in the face)
Remembering the Customer Lifecycle
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Via http://www.flickr.com/photos/revdancatt/439440670/

Remembering the People: Your Clients Customers
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Identify How Social Media Applies Across the Lifecycle
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Branding
Marketing
Sales
Client & Audience-centric Approach, Engagement, Tactics, Platform, Analytics (ROI Analysis)

Example: SocialRep’s Marketing Technology vis-à-vis the Customer Lifecycle
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Cheatsheet summary
Single Slide Summary
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Via http://www.flickr.com/photos/notthisorthat/3625950724/

The Cheatsheet
The “Social” is the Web
But until everyone gets it, you need to have an Evangelist internally and externally
The complexity of understanding, implementing and “ROI-ing” Social Media is the agency’s chance to be a strategic partner – embrace it.
Think about how this new Social Web effects your client’s marketing strategy, research efforts, customer relations and product development
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 Media
Daniel 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 Reading
I had no idea that’s what an actual appendix looks like either
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Via http://www.flickr.com/photos/thomasroche/2983701009/

SocialRep Webinar: “Beyond Monitoring: Managing Social Media Engagement”
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View it at:http://www.brighttalk.com/webcasts/1053/play

Emergence-Media’s(Incomplete) Mind Map of Social Media Marketing
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View it at:http://emergence-media.pbworks.com/Social-Media-Marketing

Alisa Leonard-Hansen’s“Hey Marketing, There is No Social Media”
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View entire article at:http://www.thewebissocial.com/2008/09/real-power-of-facebook-organizing.html

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

Hexodus…’s “NoösphereII”
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View it at:http://www.flickr.com/photos/dsnet/3716674433/

Attribution Non-Commercial Share Alikehttp://creativecommons.org/licenses/by-nc-sa/2.5/
This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms. Others can download and redistribute your work just like the by-nc-nd license, but they can also translate, make remixes, and produce new stories based on your work. All new work based on yours will carry the same license, so any derivatives will also be non-commercial in nature.
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Fitting Social Media Marketing within the Agency

by Daniel Riveong on Nov 20, 2009

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Fitting Social Media Marketing within the Agency — Presentation Transcript