Working With Social Media Consultants

315 views

Published on

If your organization, business, or CPA firm is considering employing a social media consultant to help with its marketing efforts, you'll want to review this deck. In it are tips on:
1. Identifying short- and long-term goals
2. Questions to ask
3. Setting realistic expectations
4. Developing a budget for success

If you need help with your social media efforts, reach out to us at Penheel Marketing. We work with small business owners, non-profit leaders, and CPAs to help create a social media presence within the budget they've established.

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
315
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
11
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Working With Social Media Consultants

  1. 1. ©  2014  Penheel  Marke0ng   Working  With  Social  Media   Consultants   Identifying  Short-­‐  and  Long-­‐term  Goals   By:  Becky  Livingston   President  &  CEO   Penheel  Marketing  
  2. 2. ©  2014  Penheel  Marke0ng   Becky  Livingston   ü Owner  Penheel   Marke0ng   ü 25+  years  of  marke0ng   and  technology   experience   ü 15  years  in  the  financial   services  industry   ü Social  Media  &  Digital   marke0ng  professional   ü Public  speaker  and   trainer   ü Frequent  guest  blogger   ü Dog  and  shoe  lover  
  3. 3. ©  2014  Penheel  Marke0ng   Agenda  –  Consultants   1.  Iden0fying  short-­‐  and  long-­‐term  goals   2.  Ques0ons  to  ask   3.  SeOng  realis0c  expecta0ons   4.  Developing  a  budget  for  success  
  4. 4. ©  2014  Penheel  Marke0ng   Identifying  Short-­‐  and     Long-­‐Term  Goals   1.  Tie  social  media  goals  to  business  goals   2.  Be  sure  the  “important  people”  buy  into  the  social   media  goals   3.  Create  a  social  media  plan  that  aligns  with  other   marke0ng  efforts   “The  goal  of  social   media  is  to  turn   customers  into  a   volunteer   marke0ng  army.”   ~  Jay  Baer    
  5. 5. ©  2014  Penheel  Marke0ng   Questions  To  Ask   1.  What  is  your  defini0on  of  a  successful  campaign?   2.  If  you  had  unlimited  resources  and  budget,  which   social  marke0ng  outlets  would  you    concentrate  on  for   my  business?     3.  As  my  agency/consultant,  are  there  people  you  can   influence  to  get  more  trac0on  for  my  brand?     4.  What  do  you  see  changing  most  in  the  next  two   quarters?   5.  How  will  you  measure  my  success?      
  6. 6. ©  2014  Penheel  Marke0ng   Selecting  An  Agency/Consultant   Look  for:   1.  Depth  of  thinking  and  how  that  0es  back  to  your   broader  situa0on,  rather  than  just  for  the  ‘big  idea.’   2.  Proposals  that  focus  on  long-­‐term  growth  rather  than   (or  in  addi0on  to)  short-­‐term  benefits.   3.  Ideas  that  blend  the  strengths  of  different  media   forms  when  assessing  proposals.   4.  Examples  and  for  their  sugges0ons  on  how  to  work   collabora0vely  with  your  other  agencies.   5.  Clear  =es  from  objec0ves,  to  tac0cs,  to  measurement   in  proposed  programs.  
  7. 7. ©  2014  Penheel  Marke0ng   Selecting  An  Agency/Consultant   Look  for,  cont.:   6.  Examples  of  prior  work  that  are  directly  relevant  to   your  challenges.   7.  Examples  of  difficult  ethical  quandaries  that  your   prospec0ve  agencies  have  navigated  and  ask  about   their  approaches  to  specific  conundrums.   8.  Elements  that  make  the  agency’s  ideas  stand  apart.   However,  don’t  put  all  your  focus  on  this  at  the   expense  of  other  factors.   9.  A  willingness  to  say  “no.”  
  8. 8. ©  2014  Penheel  Marke0ng   Expectations   1.  Approach  with  realism  -­‐  you  can  realis0cally  start  to   see  tangible  results  in  3  -­‐  6  months.   2.  Build  a  founda0on  for  the  long  term  and  create  a   forward-­‐thinking  strategy.   3.  Develop  crisis  planning  scenarios  and  ac0on  plans.   4.  Avoid  promising  the  unakainable.   5.  This  is  a  marathon,  not  a  sprint.  
  9. 9. ©  2014  Penheel  Marke0ng   The  Budget   What  you’ll  need  $$  for:   ü   Blogger  outreach,  unless  you  plan  to  write  it  all  yourself   ü   Original  content  produc0on   ü   Social  Media  ads   ü   Buzz  Crea0on   ü   Maintenance   ü   Repor0ng   ü   Listening   ü   Online,  social  marke0ng  
  10. 10. ©  2014  Penheel  Marke0ng   The  Budget,  cont.   1.  Strategy.  $5k  -­‐  $10k  and  1  month’s  0me.   2.  Social  Media  Build  –  Graphics,  tech,  development,   planning,  and  training.  $2k  -­‐  $5k   3.  Content  Development  –  Blogs,  graphics,  videos,   whitepapers,  reports,  podcasts,  etc.  $3k  -­‐  $5k/month   4.  Channel  Management  –  Daily,  monthly  reports,   listening,  research,  crea0ve  thinking,  etc.  $3k  -­‐  $5k/ month   5.  Campaigning  –  Outreach  to  target  markets,  keeping   the  brand  front  and  center.  $1,500/quarter   6.  Monitoring  Tools  –  mul0  channel  setup,  crea0on,   planning,  repor0ng,  etc.  $10.00  -­‐  $5k/month   Source:  ClickZ  
  11. 11. ©  2014  Penheel  Marke0ng   Who  is  Penheel  Marketing?   Social  media  and  digital  marke0ng  consul0ng  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     Marke=ng  Analy=cs   Website  analy0cs,  online     adver0sing  analy0cs.  See     which  sources  are  genera0ng     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  informa0on     in  your  contact  database.   Search  Engine  Op=miza=ons   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effec0ve  keywords.   Lead  Management   Track  leads  with  a  complete   0meline-­‐view  of  their  interac0ons     with  your  firm.   Blogging   Create  blog  content  quickly     while  geOng  SEO  0ps  and     best  prac0ces  pointers.   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.   hkp://Penheel.com  
  12. 12. ©  2014  Penheel  Marke0ng   Resources   •  Oracle  Cloud.  “Five  Ques0ons  You  Should  Ask  Your  Social  Media  Agency”.  2012   •  Dave  Fleet  “9  Criteria  fro  Selec0ng  a  Social  Media  Agency”   •  Radian  6  “Social  Media  Blueprint”   •  Jennifer  Van,  Mashable  “5  Tips  for  Managing  Social  Media  Marke0ng  Expecta0ons”   •  Social  Media  Explorer  “Manage  Expecta0ons  or  They’ll  Manage  You”   •  Cyber  PR  “6  Cri0cal  Ways  For  You  To  Manage  Your  Expecta0ons  of  Digital  PR  &  Social   Media  Marke0ng”   •  ClickZ  “How  to  Effec0vely  Budget  Your  Social  Media  Program  in  2013”   Accompanying  Handout   •  Lisa  Barone  “52  Ques0ons  to  Ask  When  Hiring  A  Social  Media  Company”   Workshop  Ac=vity  
  13. 13. ©  2014  Penheel  Marke0ng   Expectations   •  Set  realis0c,  S.M.A.R.T.,  goals  with  realis0c  0melines.   •  Social  media  efforts  may  not  be  realized  for  6  to  12  months   •  It’s  not  free.  Establish  a  budget,  0me,  and  resources.   •  Create  a  crisis  plan  in  case  of  the  good  and  the  bad.   •  Develop  a  policy.     •  Social  media  does  not  work  in  a  vacuum.  Combine  it  with   other  marke0ng  efforts.     •  A  dedicated  effort  is  needed  on  your  part.     •  The  more  you  put  in,  the  more  you’ll  get  out.    

×