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Fitting Social Media Marketing within the Agency

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An Agency Guy thinking out loud Social Media Marketing fits inside an interactive Agency: impact on marketing strategy, research to product development and customer relations.

An Agency Guy thinking out loud Social Media Marketing fits inside an interactive Agency: impact on marketing strategy, research to product development and customer relations.

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  • http://www.flickr.com/photos/jeremiah_owyang/1361127818/sizes/o/
  • http://www.flickr.com/photos/jeremiah_owyang/1361127818/sizes/o/
  • Transcript

    • 1. Fitting Social Media Marketingwithin The Agency
      An Agency Guy Thinking Outloud
      1
      EMERGENCE-MEDIA
      Released November 2009, v1.0
    • 2. Being Social, How do we do that?
      Beyond the Social Buzzword
      EMERGENCE-MEDIA
      2
      Via http://www.flickr.com/photos/briansolis/3709143717/
    • 3. Oh Yeah!!!This Social Media Kool Aid is Grrreat!
      EMERGENCE-MEDIA
      3
    • 4. So what is Social Media Marketing?
      EMERGENCE-MEDIA
      4
      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
    • 5. 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
      EMERGENCE-MEDIA
      5
    • 6. 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
      EMERGENCE-MEDIA
      6
    • 7. 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
      • 8. …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.
      EMERGENCE-MEDIA
      7
    • 9. Social Media Marketing Agency Challenges
      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?
      EMERGENCE-MEDIA
      8
    • 10. 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
      EMERGENCE-MEDIA
      9
      Via http://www.barcelonaschiringuito.com/no-hay-marcha-atras
    • 11. Social Media Marketing Agency Challenges
      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.
      • 12. …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.
      EMERGENCE-MEDIA
      10
    • 13. Fitting “Social” into the Agency
      We’re still kids trying to figure this out
      EMERGENCE-MEDIA
      11
      Via: http://www.flickr.com/photos/emmacherry/2207748365/sizes/l/
    • 14. Social Media Marketing is All Over the Map.Sure, but What’s the Agency Structure?
      EMERGENCE-MEDIA
      12
    • 15. Agency’s Social Media Marketing Components
      EMERGENCE-MEDIA
      13
      Via http://www.flickr.com/photos/briansolis/2735401175/
    • 16. Social Media Strategy: Components & Deliverables
      EMERGENCE-MEDIA
      14
    • 17. Community Engagement: Components & Deliverables
      EMERGENCE-MEDIA
      15
    • 18. WoM Campaigns: Component & Deliverables
      EMERGENCE-MEDIA
      16
    • 19. Knowing how to engage the customer (instead of just hitting them in the face)
      Remembering the Customer Lifecycle
      EMERGENCE-MEDIA
      17
      Via http://www.flickr.com/photos/revdancatt/439440670/
    • 20. Remembering the People: Your Clients Customers
      EMERGENCE-MEDIA
      18
    • 21. Identify How Social Media Applies Across the Lifecycle
      EMERGENCE-MEDIA
      19
      Branding
      Marketing
      Sales
      Client & Audience-centric Approach, Engagement, Tactics, Platform, Analytics (ROI Analysis)
    • 22. Example: SocialRep’s Marketing Technology vis-à-vis the Customer Lifecycle
      EMERGENCE-MEDIA
      20
    • 23. Cheatsheet summary
      Single Slide Summary
      EMERGENCE-MEDIA
      21
      Via http://www.flickr.com/photos/notthisorthat/3625950724/
    • 24. 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
      EMERGENCE-MEDIA
      22
    • 25. About me (on the Left)
      More Old School Than Don Draper
      EMERGENCE-MEDIA
      23
    • 26. 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
      EMERGENCE-MEDIA
      24
    • 27. Appendix & Further Reading
      I had no idea that’s what an actual appendix looks like either
      EMERGENCE-MEDIA
      25
      Via http://www.flickr.com/photos/thomasroche/2983701009/
    • 28. SocialRep Webinar: “Beyond Monitoring: Managing Social Media Engagement”
      EMERGENCE-MEDIA
      26
      View it at:http://www.brighttalk.com/webcasts/1053/play
    • 29. Emergence-Media’s(Incomplete) Mind Map of Social Media Marketing
      EMERGENCE-MEDIA
      27
      View it at:http://emergence-media.pbworks.com/Social-Media-Marketing
    • 30. Alisa Leonard-Hansen’s“Hey Marketing, There is No Social Media”
      EMERGENCE-MEDIA
      28
      View entire article at:http://www.thewebissocial.com/2008/09/real-power-of-facebook-organizing.html
    • 31. Jeremiah Owyang’sApplying a Social Computing Strategy to a Product Line
      EMERGENCE-MEDIA
      29
      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/
    • 32. Hexodus…’s “NoösphereII”
      EMERGENCE-MEDIA
      30
      View it at:http://www.flickr.com/photos/dsnet/3716674433/
    • 33. 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.
      EMERGENCE-MEDIA
      31