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A Guru or the Gang?            The 4 Methods of Social Media                   Agency Staffing@jaybaer#GuruGang
Jay Baer     Convince & Convertwww.ConvinceAndConvert.com  www.OneSocialThing.com
digital marketing conference for agencies     Webinar Rate: save $200 today!           www.bolo2012.com             code =...
1.      The Greater the Pace of Change, the Greater the           Client Interface Requirement.@jaybaer#GuruGang
2.      The Greater the Measurable Granularity, the           Greater the Client Interface Requirement.@jaybaer#GuruGang
3.      The More Familiar the Tactic, the Greater the           Client Interface Requirement.@jaybaer#GuruGang
@jaybaer#GuruGang
@jaybaer#GuruGang
Ever-changing       Granularly measurable   Perfect       Tactically familiar      Storm                                  ...
Show me a firm where the social media people       aren’t the busiest in the agency, and I’ll show you       an agency tha...
Social media is much more about doing than it is       about making.@jaybaer#GuruGang
Social media (like SEM/paid search) is largely rooted       in arbitrage.       Can you do more or better work for your cl...
1.      Sell the Black Box (difficult in social)   1.      Create true Economies of Scale   2.      Buy cheap labor, prop ...
1.      What social media services you sell           (see presentation: “23 social and digital services           you sho...
The 4 Methods of Staffing      Social Media
Social Media      Your   Specialty     Services      Firm     Firm             Specialty               Firm@jaybaer#GuruGang
Pros                     Cons           Quick Ramp Up           Lack of Control   Best-of-Breed Resources           Slim M...
Agency  personnel/acco    unt teams                                     Social Media                                      ...
Agency  personnel/acco    unt teams                                     Social Media                                      ...
Pros                     Cons    Ease of Implementation        Talent Attraction           Go-to-Person       Empires, Man...
Social Strategy                Influencer                                 Social Analytics                Outreach        ...
Pros                     Cons    Uses Existing Resources     Lengthy Implementation           No Bottleneck      Workflow ...
Social media                 Social Media  competent    agency                   Servicespersonnel/acco  unt teams@jaybaer...
Pros                    Cons     Fully Integrates Social   Lengthy Implementation           No Bottleneck             Lead...
Which is Right for You?@jaybaer#GuruGang
First Foray:      Outsourced (180 days)   5-10 Employees:   Guru@jaybaer#GuruGang
11-30 Employees (PR focus): The Gang   11-30 Employees (adv focus): Guru(s)   11-30 Employees (digital focus): Topical Exp...
31+ Employees (PR focus):      Topical Experts   31+ Employees (adv focus)      Topical Experts   31+ Employees (digital f...
We Can Help Social Pros on-call advisory services for agencies Social/Digital business planning for agencies Comprehensive...
digital marketing conference for agencies    Early Bird Rate: save $200 today!             www.bolo2012.com               ...
Jay Baer     Convince & Convertwww.ConvinceAndConvert.com  www.OneSocialThing.com
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing
A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing
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A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing

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Should you hire the guru, or rely on your gang? Is this detailed presentation, Jay Baer - whose firm works with agencies to make their social media programs better - discusses the 4 models for staffing social media in agencies and the pros and cons of each approach.

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  • Transcript of "A Guru or the Gang: Evaluating the 4 Methods of Social Media Agency Staffing"

    1. 1. A Guru or the Gang? The 4 Methods of Social Media Agency Staffing@jaybaer#GuruGang
    2. 2. Jay Baer Convince & Convertwww.ConvinceAndConvert.com www.OneSocialThing.com
    3. 3. digital marketing conference for agencies Webinar Rate: save $200 today! www.bolo2012.com code = jbaer200
    4. 4. 1. The Greater the Pace of Change, the Greater the Client Interface Requirement.@jaybaer#GuruGang
    5. 5. 2. The Greater the Measurable Granularity, the Greater the Client Interface Requirement.@jaybaer#GuruGang
    6. 6. 3. The More Familiar the Tactic, the Greater the Client Interface Requirement.@jaybaer#GuruGang
    7. 7. @jaybaer#GuruGang
    8. 8. @jaybaer#GuruGang
    9. 9. Ever-changing Granularly measurable Perfect Tactically familiar Storm of Client Interfac e Require ments@jaybaer#GuruGang
    10. 10. Show me a firm where the social media people aren’t the busiest in the agency, and I’ll show you an agency that isn’t very good at selling social media.@jaybaer#GuruGang
    11. 11. Social media is much more about doing than it is about making.@jaybaer#GuruGang
    12. 12. Social media (like SEM/paid search) is largely rooted in arbitrage. Can you do more or better work for your client than she can do with internal resources, at costs to her that justify your participation?@jaybaer#GuruGang
    13. 13. 1. Sell the Black Box (difficult in social) 1. Create true Economies of Scale 2. Buy cheap labor, prop it up, and sell it for more@jaybaer#GuruGang
    14. 14. 1. What social media services you sell (see presentation: “23 social and digital services you should be selling, but probably aren’t”) http://slidesha.re/MTPMhs 1. How you sell your services 2. How your resources are structured@jaybaer#GuruGang
    15. 15. The 4 Methods of Staffing Social Media
    16. 16. Social Media Your Specialty Services Firm Firm Specialty Firm@jaybaer#GuruGang
    17. 17. Pros Cons Quick Ramp Up Lack of Control Best-of-Breed Resources Slim Margins Bi-Directional Revenue Pass Many Client Touch points Education Reputation@jaybaer#GuruGang
    18. 18. Agency personnel/acco unt teams Social Media Services Internal social guru(s)@jaybaer#GuruGang
    19. 19. Agency personnel/acco unt teams Social Media Services Internal social guru(s)@jaybaer#GuruGang
    20. 20. Pros Cons Ease of Implementation Talent Attraction Go-to-Person Empires, Management, and Risk Lack of Agency Background Lack of Agency Background Depth of Knowledge Breadth of Knowledge@jaybaer#GuruGang
    21. 21. Social Strategy Influencer Social Analytics Outreach social guru(s) Community Contests/Promoti Management ons Category trained agency Social Listening personnel/acco unt teams@jaybaer#GuruGang
    22. 22. Pros Cons Uses Existing Resources Lengthy Implementation No Bottleneck Workflow & Communication Deep Topical Expertise Account Team Coverage Minimizes Risk Pigeon Holes Staff@jaybaer#GuruGang
    23. 23. Social media Social Media competent agency Servicespersonnel/acco unt teams@jaybaer#GuruGang
    24. 24. Pros Cons Fully Integrates Social Lengthy Implementation No Bottleneck Leadership Margin Training Costs Flexibility Group Think@jaybaer#GuruGang
    25. 25. Which is Right for You?@jaybaer#GuruGang
    26. 26. First Foray: Outsourced (180 days) 5-10 Employees: Guru@jaybaer#GuruGang
    27. 27. 11-30 Employees (PR focus): The Gang 11-30 Employees (adv focus): Guru(s) 11-30 Employees (digital focus): Topical Experts@jaybaer#GuruGang
    28. 28. 31+ Employees (PR focus): Topical Experts 31+ Employees (adv focus) Topical Experts 31+ Employees (digital focus): Guru(s)@jaybaer#GuruGang
    29. 29. We Can Help Social Pros on-call advisory services for agencies Social/Digital business planning for agencies Comprehensive social media training
    30. 30. digital marketing conference for agencies Early Bird Rate: save $200 today! www.bolo2012.com code = jbaer200
    31. 31. Jay Baer Convince & Convertwww.ConvinceAndConvert.com www.OneSocialThing.com
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