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.

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