0
#C3NY
CREATING HARMONYBETWEENYOUR
CLIENTSANDYOURAGENCY
Adam Dince, Head of Organic Search & SMO, Deluxe Corporation
#C3NY
ADAM DINCE
2
Head of Organic Search & SMO
@adamdince
ww.deluxe.com (yes 2 “ww’s”)
Facebook.com/DeluxeCorp
adam.dince...
#C3NY
MNSEARCH.ORG
3
Director of Communications, PR & Social Media
@MnSearch
www.mnsearch.org
Facebook.com/MnSearch
MnSear...
#C3NY4
#C3NY
12 YEARS EXPERIENCE AGENCY SIDE &
CONSULTING
Source: http://www.jewishjournal.com/images/bloggers_auto/mad-men.jpeg
#C3NY
1 YEAR EXPERIENCE CLIENT SIDE
Source: http://www.rapgenius.com
#C3NY
FROM A STRATEGIST
#C3NY
TO AN EXECUTIVE
Source: sciencefiction.com
#C3NY
I’VE LEARNED THAT CLIENT / AGENCY
RELATIONSHIPS CAN BE CHALLENGING
Source: vimeo.com
#C3NY
BUT WHY?
Source: stratify.co
#C3NY
WE ALL WANT TO GROWREVENUE…
Source: everyinstrumental.com
#C3NY
WE ALL WANT RAISESSource: http://www.telegraph.co.uk
#C3NY
AND WE SHOULD ALL WANT TO FEEL GOOD
ABOUT THE WORK WE DO
Source: www.westernfreepress.com
#C3NY
IT SHOULD BE EASY TO MAKE IT WORK,
RIGHT?!Source: http://revolutionarypaideia.files.wordpress.com/
#C3NY
WELL, IF YOU’RE IN THIS SESSION, YOU KNOW
THAT CLIENT AGENCY RELATIONSHIPS CAN BE
TOUGH
Source:
http://staff.bath.ac...
#C3NY
AND IT’S TIME WE HAD A FRANK DISCUSSION
ABOUT IT!
Source: www.arts-wallpapers.com
#C3NY
CHALLENGES CAN PUT A STRAIN ON SUCCESS
Source: aspiringbackpacker.com
#C3NY
ANY OF THESE SOUND FAMILIAR?
• Client has unrealistic expectations
• The agency is nickel and diming the client
• Ac...
#C3NY
TODAY, WE’LL BE DISCUSSING HOW TO
CREATE HARMONY WITH YOUR CLIENTS
Source: squidlife.blogspot.com
#C3NY
THE FORMULA
Source: flickr.com
SOW COMMUNICATION
QUALITY
DELIVERABLES
RELATIONSHIPS HARMONY
#C3NY
SOW FINE POINTS
• Build your SOW costs on # of hours
• Assign the right resources
• Charge enough to pay your employ...
#C3NY
COMMUNICATION TIPS
• Daily 15 minute stand-ups
• Weekly 30-60 minute meetings
• Monthly, quarterly and annual review...
#C3NY
QUALITY DELIVERABLES
• Beautiful presentations
• Be thorough
• Use proper grammar and punctuation
• Before delivery,...
#C3NY
REPORTING MADE EASY! SEARCHLIGHT MAKES
DELIVERABLES PRETTY AND MEANINGFUL
#C3NY
BUILD RELATIONSHIPS
• Support client performance goals
• Truly care about your client team—it will show
• Listen for...
#C3NY
IN SUMMARY
Source: http://3.bp.blogspot.com/
SOW COMMUNICATION
QUALITY
DELIVERABLES
BUILDING
RELATIONSHIPS
HARMONY
#C3NY
Q & A
Source: http://www.youtube.com/watch?v=15JssBJf1xo
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Creating Harmony Between Your Clients And Your Agency

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My #Conductor #C3NY presentation chock full of tips on creating a smooth relationship between your agency and clients. Feel free to read, comment and share on!

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Transcript of "Creating Harmony Between Your Clients And Your Agency"

  1. 1. #C3NY CREATING HARMONYBETWEENYOUR CLIENTSANDYOURAGENCY Adam Dince, Head of Organic Search & SMO, Deluxe Corporation
  2. 2. #C3NY ADAM DINCE 2 Head of Organic Search & SMO @adamdince ww.deluxe.com (yes 2 “ww’s”) Facebook.com/DeluxeCorp adam.dince@deluxe.com Deluxe Corp
  3. 3. #C3NY MNSEARCH.ORG 3 Director of Communications, PR & Social Media @MnSearch www.mnsearch.org Facebook.com/MnSearch MnSearch.org adamdince@gmail.com
  4. 4. #C3NY4
  5. 5. #C3NY 12 YEARS EXPERIENCE AGENCY SIDE & CONSULTING Source: http://www.jewishjournal.com/images/bloggers_auto/mad-men.jpeg
  6. 6. #C3NY 1 YEAR EXPERIENCE CLIENT SIDE Source: http://www.rapgenius.com
  7. 7. #C3NY FROM A STRATEGIST
  8. 8. #C3NY TO AN EXECUTIVE Source: sciencefiction.com
  9. 9. #C3NY I’VE LEARNED THAT CLIENT / AGENCY RELATIONSHIPS CAN BE CHALLENGING Source: vimeo.com
  10. 10. #C3NY BUT WHY? Source: stratify.co
  11. 11. #C3NY WE ALL WANT TO GROWREVENUE… Source: everyinstrumental.com
  12. 12. #C3NY WE ALL WANT RAISESSource: http://www.telegraph.co.uk
  13. 13. #C3NY AND WE SHOULD ALL WANT TO FEEL GOOD ABOUT THE WORK WE DO Source: www.westernfreepress.com
  14. 14. #C3NY IT SHOULD BE EASY TO MAKE IT WORK, RIGHT?!Source: http://revolutionarypaideia.files.wordpress.com/
  15. 15. #C3NY WELL, IF YOU’RE IN THIS SESSION, YOU KNOW THAT CLIENT AGENCY RELATIONSHIPS CAN BE TOUGH Source: http://staff.bath.ac.uk/ensdasr/SleepingStudents.JPG
  16. 16. #C3NY AND IT’S TIME WE HAD A FRANK DISCUSSION ABOUT IT! Source: www.arts-wallpapers.com
  17. 17. #C3NY CHALLENGES CAN PUT A STRAIN ON SUCCESS Source: aspiringbackpacker.com
  18. 18. #C3NY ANY OF THESE SOUND FAMILIAR? • Client has unrealistic expectations • The agency is nickel and diming the client • Accounts aren’t staffed properly for success • You’re expected to do more with less • Google screws you up • Your account people suck • Your client has a low SEO IQ • Too many client ad-hoc requests • Turnover on both sides 18
  19. 19. #C3NY TODAY, WE’LL BE DISCUSSING HOW TO CREATE HARMONY WITH YOUR CLIENTS Source: squidlife.blogspot.com
  20. 20. #C3NY THE FORMULA Source: flickr.com SOW COMMUNICATION QUALITY DELIVERABLES RELATIONSHIPS HARMONY
  21. 21. #C3NY SOW FINE POINTS • Build your SOW costs on # of hours • Assign the right resources • Charge enough to pay your employees what they deserve • Hire or staff as you promised in the SOW • Define all projects in detail • Build in time for rework • Build in time for extra requests • List all vital assumptions (e.g., CAPEX) • List all dependencies (e.g., on-time approvals, implementation, etc…) • Include a meaningful travel budget • Disclaim appropriately (e.g., you are not responsible for rankings or performance) • Set the right expectations • Do what you said you were going to do • Don’t assume a signature = client understanding • Modify SOW for client strategy shifts 21
  22. 22. #C3NY COMMUNICATION TIPS • Daily 15 minute stand-ups • Weekly 30-60 minute meetings • Monthly, quarterly and annual reviews • Respond to client emails ASAP • Return phone calls • Create informality • Avoid account gatekeeping • Share content with your clients but don’t content market them • Connect with your clients on LinkedIn • Report bad news immediately, but bring solutions • Document and communicate non-implementations • Stop selling!!! 22
  23. 23. #C3NY QUALITY DELIVERABLES • Beautiful presentations • Be thorough • Use proper grammar and punctuation • Before delivery, have non-niche professionals review your work • Know your audience • Deliver on time! • If you must deliver late, give client plenty of notice • Always provide a +1 • Make sure your client knows deliverables are coming before you send • Don’t deliver too much at once 23
  24. 24. #C3NY REPORTING MADE EASY! SEARCHLIGHT MAKES DELIVERABLES PRETTY AND MEANINGFUL
  25. 25. #C3NY BUILD RELATIONSHIPS • Support client performance goals • Truly care about your client team—it will show • Listen for and address emotional cues • Take clients out when making visits • Be human and personal---not just business focused 25
  26. 26. #C3NY IN SUMMARY Source: http://3.bp.blogspot.com/ SOW COMMUNICATION QUALITY DELIVERABLES BUILDING RELATIONSHIPS HARMONY
  27. 27. #C3NY Q & A Source: http://www.youtube.com/watch?v=15JssBJf1xo
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