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A Guru or the Gang?
               The 4 Methods of Social Media
                      Agency Staffing
@jaybaer
       	

#GuruGang
Jay Baer
     Convince & Convert

www.ConvinceAndConvert.com
  www.OneSocialThing.com
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
The 4 Methods of Social Media Agency Staffing
3.      The More Familiar the Tactic, the Greater the
           Client Interface Requirement.	

   	





@jaybaer
       	

#GuruGang
@jaybaer
       	

#GuruGang
@jaybaer
       	

#GuruGang
"     Ever-changing	

   "     Granularly measurable	

   Perfect	
  Storm	
  
   "     Tactically familiar	

        of	
  Client	
  
                                      Interface	
  
   	

                              Requirements	
  




@jaybaer
       	

#GuruGang
The 4 Methods of Social Media Agency Staffing
"         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)	


   2.      Create true Economies of Scale	


   3.      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	

   	

   2.      How you sell your services	


   3.      How your resources are structured	


     	

@jaybaer
       	

#GuruGang
The 4 Methods of Staffing
      Social Media
Your Firm	

   Specialty    Social	
  
                    Firm	

    Media	
  
                              Services	
  

                  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/
  account teams	



                                        Social
                     Internal social
                                        Media
                         guru(s)	

                                       Services	





@jaybaer
       	

#GuruGang
The 4 Methods of Social Media Agency Staffing
Agency	
            	

     personnel/
   account	
  teams	
  



                                                    Social	
  
                          Internal	
  social	
  
                                                    Media	
  
                              guru(s)	
  
                                                   Services	
  




@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
The 4 Methods of Social Media Agency Staffing
Social	
  
                                                        Strategy	
  

                      Influencer	
                                          Social	
  
                       Outreach	
                                         Analy?cs	
  




                                                      social guru(s)	

                                                                                         Community	
  
            Contests/
                                                                                         Management	
  
           Promo?ons	
  



                                 Category	
  
                              trained	
  agency	
  
                                personnel/              Social	
  
                              account	
  teams	
      Listening	
  
@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	
  
   competent	
  
                         Social	
  
     agency	
  
   personnel/
                         Media	
  
 account	
  teams	
  
                        Services	
  




@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




              http://ar.gy/agencyside
Jay Baer
     Convince & Convert

www.ConvinceAndConvert.com
  www.OneSocialThing.com

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The 4 Methods of Social Media Agency Staffing

  • 1. A Guru or the Gang? The 4 Methods of Social Media Agency Staffing @jaybaer #GuruGang
  • 2. Jay Baer Convince & Convert www.ConvinceAndConvert.com www.OneSocialThing.com
  • 3. 1.  The Greater the Pace of Change, the Greater the Client Interface Requirement. @jaybaer #GuruGang
  • 4. 2.  The Greater the Measurable Granularity, the Greater the Client Interface Requirement. @jaybaer #GuruGang
  • 6. 3.  The More Familiar the Tactic, the Greater the Client Interface Requirement. @jaybaer #GuruGang
  • 7. @jaybaer #GuruGang
  • 8. @jaybaer #GuruGang
  • 9. " Ever-changing " Granularly measurable Perfect  Storm   " Tactically familiar of  Client   Interface   Requirements   @jaybaer #GuruGang
  • 11. " 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
  • 12. " Social media is much more about doing than it is about making. @jaybaer #GuruGang
  • 13. " 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
  • 14. 1.  Sell the Black Box (difficult in social) 2.  Create true Economies of Scale 3.  Buy cheap labor, prop it up, and sell it for more @jaybaer #GuruGang
  • 15. 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 2.  How you sell your services 3.  How your resources are structured @jaybaer #GuruGang
  • 16. The 4 Methods of Staffing Social Media
  • 17. Your Firm Specialty Social   Firm Media   Services   Specialty Firm @jaybaer #GuruGang
  • 18. 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
  • 19. Agency personnel/ account teams Social Internal social Media guru(s) Services @jaybaer #GuruGang
  • 21. Agency   personnel/ account  teams   Social   Internal  social   Media   guru(s)   Services   @jaybaer #GuruGang
  • 22. 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
  • 24. Social   Strategy   Influencer   Social   Outreach   Analy?cs   social guru(s) Community   Contests/ Management   Promo?ons   Category   trained  agency   personnel/ Social   account  teams   Listening   @jaybaer #GuruGang
  • 25. Pros Cons Uses Existing Resources Lengthy Implementation No Bottleneck Workflow & Communication Deep Topical Expertise Account Team Coverage Minimizes Risk Pigeon Holes Staff @jaybaer #GuruGang
  • 26. Social  media   competent   Social   agency   personnel/ Media   account  teams   Services   @jaybaer #GuruGang
  • 27. Pros Cons Fully Integrates Social Lengthy Implementation No Bottleneck Leadership Margin Training Costs Flexibility Group Think @jaybaer #GuruGang
  • 28. ? Which is Right for You? @jaybaer #GuruGang
  • 29. First Foray: Outsourced (180 days) 5-10 Employees: Guru @jaybaer #GuruGang
  • 30. 11-30 Employees (PR focus): The Gang 11-30 Employees (adv focus): Guru(s) 11-30 Employees (digital focus): Topical Experts @jaybaer #GuruGang
  • 31. 31+ Employees (PR focus): Topical Experts 31+ Employees (adv focus) Topical Experts 31+ Employees (digital focus): Guru(s) @jaybaer #GuruGang
  • 32. We Can Help " Social Pros on-call advisory services for agencies " Social/Digital business planning for agencies " Comprehensive social media training http://ar.gy/agencyside
  • 33. Jay Baer Convince & Convert www.ConvinceAndConvert.com www.OneSocialThing.com

Editor's Notes

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