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 ...

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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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 Presentation Transcript

  • 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 = jbaer200
  • 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 of Client Interfac e Require ments@jaybaer#GuruGang
  • 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
  • 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 client than she can do with internal resources, at costs to her that justify your participation?@jaybaer#GuruGang
  • 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
  • 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
  • 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 Margins Bi-Directional Revenue Pass Many Client Touch points Education Reputation@jaybaer#GuruGang
  • Agency personnel/acco unt teams Social Media Services Internal social guru(s)@jaybaer#GuruGang
  • Agency personnel/acco unt teams Social Media Services Internal social guru(s)@jaybaer#GuruGang
  • 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
  • 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
  • Pros Cons Uses Existing Resources Lengthy Implementation No Bottleneck Workflow & Communication Deep Topical Expertise Account Team Coverage Minimizes Risk Pigeon Holes Staff@jaybaer#GuruGang
  • Social media Social Media competent agency Servicespersonnel/acco unt teams@jaybaer#GuruGang
  • Pros Cons Fully Integrates Social Lengthy Implementation No Bottleneck Leadership Margin Training Costs Flexibility Group Think@jaybaer#GuruGang
  • 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 Experts@jaybaer#GuruGang
  • 31+ Employees (PR focus): Topical Experts 31+ Employees (adv focus) Topical Experts 31+ Employees (digital focus): Guru(s)@jaybaer#GuruGang
  • We Can Help Social Pros on-call advisory services for agencies Social/Digital business planning for agencies Comprehensive social media training
  • digital marketing conference for agencies Early Bird Rate: save $200 today! www.bolo2012.com code = jbaer200
  • Jay Baer Convince & Convertwww.ConvinceAndConvert.com www.OneSocialThing.com