How Social Media Agency Service Has Shifted in 2009
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How Social Media Agency Service Has Shifted in 2009

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This is a presentation I prepared for the Integrated Marketing Summit in St. Louis, where I was joined by: ...

This is a presentation I prepared for the Integrated Marketing Summit in St. Louis, where I was joined by:

Ekaterina Walter Social Media Strategist for Intel, (Portland, OR) Leslie Bradshaw, Director of Engagement | Public Affairs New Media Strategies (Arlington, VA) Allison Collinger, President of AHC Consulting ( St Louis, MO) Aaron Kahlow Chairman and founder of Online Marketing Summit (San Francisco, CA) Moderated by Ellen Sherberg of the St Louis Business Journal (St Louis, MO).

The focus of our panel: Social Media Best Practices with various lens... mine lens was that of an agency, Ekaterina covered the brand perspective and Aaron + Allison as online evangelists.

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    How Social Media Agency Service Has Shifted in 2009 How Social Media Agency Service Has Shifted in 2009 Presentation Transcript

    • How Agency Service Has Shifted in 2009(and will continue to do so)OR3 Things I’ve Learned This Year (working on 25 client projects in 6 verticals)
      Prepared for:
      Integrated Marketing Summit
      St. Louis, MO | December 9, 2009
      Developed by:
      Leslie Bradshaw
      Director of Engagement | New Media Strategies
    • Lesson #1
      Tactical enthusiasm is no replacement for objective-driven strategy
    • State of the Union:
      • Enthusiastic, but scattered
      • Uneven content, participation
      • Missing trends, opportunities
      • Some still apprehensive
      “Twitter? Yeah, we’ve got the intern on that.”
      “Facebook? Yeah, we’ve got a feed from our blog set up.”
      “Video? Yeah, we just re-post our commercial content online.”
      You’re likely saying this…
      • Employees go “tweet, TWEET, TwEeT”
      • Company accounts go “tWeEt, tweet, TWEet”
      • Company-driven content
      • Analytics often go unanalyzed
      • Learnings often go unapplied
      …and probably doing this…
      • Images often left out all together
      • If included, often left unlabeled / un-optimized
      • Company pages go “feed, feed, feed”
      • Analytics often go unanalyzed
      • Learnings often go unapplied
      Then
    • A More Perfect Union:
      • Matching strategy with objectives
      • Working from an editorial calendar
      • Reviewing analytics weekly; recalibrating accordingly
      • Establishing aspirational goals & guidelines
      • Applying the 80% (them) 20% (us) rule
      • small: “follow-up”
      • LARGE: ORIGINAL POST
      Review analytics
      A
      A
      A
      A
      A
      Now
    • Lesson #2
      “Learning how to fish” is the new
      “having fish caught for you”
    • Agencies used to be in this business
    • Increasingly, agencies are in this business
    • Lesson #3
      We are in the age of transparent, authentic intimacy… translucency is on the horizon
    • transparency
      intimacy
      translucency
      anonymity
      authenticity
      Facebook overtakes MySpace in unique monthly visitors
      Twitter is #3 most-visited social network
      2010
      1996
      1999
      2001
      2004
      2005
      2006
      2008
      2009
      184 million blogs counted worldwide
      Blogging rises in popularity
      Wikipedia is most popular reference site online
      First online bookmark launched: iList
      YouTube expands rapidly, acquired by Google
      The first hosted blog tools launched
      Social Bookmarking takes off
    • Agency
      Consumer
      Brand
      Evangelist
      Fan
      Brand Manager
      How this translates into expectations
    • Contact
      Let’s stay in touch
    • Leslie A. Bradshaw
      Email: LeslieB@alumni.UChicago.edu
      Longer form writings, thoughts: http://lesliebradshaw.com
      In the moment: http://twitter.com/LeslieBradshaw
      Friends, family, colleagues: http://Facebook.com/LeslieBradshaw
      Digital CV: http://LinkedIn.com/in/LeslieBradshaw
      Industry PowerPoints: http://slideshare.net/LeslieAnn44 & http://slideshare.net/LeslieBradshaw