2011 Agency Landscape: Social Media Convergence

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A brief presentation for Elon University students in November, 2011. Touching on the growing convergence of traditional agency roles when it comes to digital and social media, and how that creates opportunities for them.

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2011 Agency Landscape: Social Media Convergence

  1. 1. ELON  UNIVERSITY:  TACKLING  SOCIAL  MEDIA,  AGENCY-­‐STYLE    KEVIN  BRIODY  /  @KEVINBRIODY  NOVEMBER  29 ,  2011   TH
  2. 2. SOCIAL  MEDIA:    TRADITIONAL  VIEWS  BY  AGENCY  TYPE  
  3. 3. THE  AGENCY  CONSTELLATION*   PR   Ad   Social   Media   Media   Digital   MarkeMng   Social   Content  
  4. 4. SIDE  NOTE:  THE  INTEGRATED  AGENCY   PR   Ad   Fully   Media   Integrated   Digital   Shop   Social   Content  
  5. 5. THE  PR  AGENCY  VIEW   Storytelling   through   influencer   engagement  
  6. 6. THE  AD  AGENCY  VIEW   All  hail  the   short-­‐ dura6on   campaign  
  7. 7. THE  MEDIA  AGENCY  VIEW   Deeply   targeted   contextual   social  ads     Loving  the  Like  
  8. 8. THE  DIGITAL  AGENCY  VIEW   Social  as  an   extension  of   the  online   brand     –  with  some  solid   case  studies  
  9. 9. THE  SOCIAL  MEDIA  AGENCY  VIEW   Conversa6on,   engagement,   and  promo6on   –  with  a  bunch  of   community   management  
  10. 10. THE  CONTENT  MARKETING  AGENCY  VIEW   Content  is  the   engine  that   drives  sharing   and  conversa6on   –  and  we  craA  content   beBer  than  anyone  
  11. 11. THE  PROBLEM  WITH  THE  TRADITIONAL  VIEW  
  12. 12. MASSIVE  CONVERGENCE…AND  COLLISION  Agencies  of  all  types  are  chasing  the  budget  –  which  is  increasingly  flowing  into  digital  and  social  media  markeMng.      Channel  Management  Campaign  Development  Influencer  Engagement  Analy9cs  Proprietary  Tools  Mobile   Example:  Rise  of  the  Full-­‐Service  PR  Digital  Shop   Wagged  Studio  D,  Edelman  Digital,  Ogilvy  PR  360  Digital  Influence…  
  13. 13. THE  NEW  AGENCY  CONSTELLATION*   PR   Ad   Digital  &   Media   Social   Digital   Media   Social   Content  
  14. 14. WHICH  BRINGS  US  TO  THE  OPPORTUNITIES  
  15. 15. THE  RISE  OF  THE  AGENCY  ENGAGEMENT  TEAM  Someone  has  to  do  all  that  tweeMng,  commenMng,  posMng,  moderaMng,  outreaching…which  is  o_en  an  enMrely  new  skill  set  for  an  agency.    Social  Media  Specialists  Community  Managers  Engagement  Leads  Account  Execu9ves  Digital  Strategists  Etc.  Etc.     Distributed  vs.     Concentrated  
  16. 16. IN  SOCIAL  MEDIA,  DATA  RULES  ALL  Online,  and  in  social,  everything  generates  data.    Clients  understand  this,  and  expect  detailed  reporMng  and  data-­‐driven  strategies  to  permeate  everything  their  agencies  do.    Metrics  and  analyMcs-­‐savvy  marketers  and  agency  staff  are  highly  valued  –  and  hard  to  find.  
  17. 17. REMEMBER  THAT  CONVERGENCE?   PR   Ad   Media   You   Digital   Social   Content  Your  social  media-­‐fluent,  marke6ng-­‐savvy,  data-­‐driven  skillset  and  experience  will  be  highly  valued  by  all  agency  types  (and  most  clients).  
  18. 18. KEVIN  BRIODY  DIRECTOR,  DIGITAL  STRATEGY  PACE  COMMUNICATIONS  KEVIN.BRIODY@PACECO.COM  @KEVINBRIODY  WWW.SOCIALMALLARD.COM  OR  FIND  ME  ON  LINKEDIN    

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