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.
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
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
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