23 social and digital services agencies should offer
DESCRIPTION
Jay Baer of Convince and Convert offered a webinar for advertising and PR agencies on social media services for clients. This wasTRANSCRIPT
The 23 Social and Digital Services Your Agency
Should Be Sellingbut probably isn’t
@jaybaer #23Services
Jay BaerConvince & Convert
www.convinceandconvert.comwww.socialpros.com
digital marketing conference for agencies
Early Bird Rate: save $100 today!www.bolo2012.com
code = jbaer
Change is the New Black:
@jaybaer #23Services
Measurement
Channel Proliferation and Fragmentation
Technology
Virtual Collaboration
@jaybaer #23Services
@jaybaer #23 Services
@jaybaer #23Services
@jaybaer #23Services
Several Convince &
Convert client agencies have
increased digital
revenues by 150% or more.
And I did it for myself first.
@jaybaer #23Services
You can’t delegate your
agency’s future to junior staff
alone.
Change is the New Black:
@jaybaer #23Services
SEOEmailContentCustomer Service & CommunityConversion OptimizationSocial MarketingPR 2.0Social AdvertisingSocial Business
@jaybaer #23Services
Listed by
breadth of
demand
Brief overview
Typical clients (size, B2B/B2C, etc.)
Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services)
Difficulty (1-5 scale, how hard is the service to learn and provide competently)
Competition (1-5 scale, how many other digital/advertising/PR/specialist agencies are looking to provide the service)@jaybaer
#23Services
SEO Audit
@jaybaer #23Services
Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings.
Suitable Clients: All, but especially B2B, e-comm
Duration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 1Competition (1-5): 4@jaybaer
#23Services
Keyword Analysis
@jaybaer #23Services
Evaluate potential keywords and phrases for relevancy, competitive landscape, search and social volume, and recommend terms to be included in content.
Suitable Clients: All, but especially B2B, e-comm
Duration: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 4
@jaybaer #23Services
@jaybaer #23Services
Email Audit & Testing Plan
@jaybaer #23Services
Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan.
Suitable Clients: B2CDuration: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 2@jaybaer
#23Services
@jaybaer #23Services
Email Lifecycle Strategy
@jaybaer #23Services
Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration.
Suitable Clients: B2C, especially e-commDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2@jaybaer
#23Services
Email Delivery & Optimization
@jaybaer #23Services
Ongoing creation, sending, analysis, and optimization of email campaigns.
Suitable Clients: B2C, especially e-commDuration: Ongoing retainerFees ($ - $$$$): $$, possible
performance pricingDifficulty (1-5): 4Competition (1-5): 2
@jaybaer #23Services
Persona Development
@jaybaer #23Services
Use client data (or your own, first-person research) to segment key audiences and create archetypes to better focus content and social efforts.
Suitable Clients: Larger clients, high ticket items
Duration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 2@jaybaer
#23Services
@jaybaer #23Services
Image Source: SEOMoz
Content Marketing Plan
@jaybaer #23Services
Analysis of current positioning, competitor positioning, keyword analysis, personas to create a unified content plan with editorial calendar. Includes several components that could be sold separately.
Suitable Clients: Larger clients, high ticket items
Duration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 3Competition (1-5): 3
@jaybaer #23Services
Content Execution
@jaybaer #23Services
Ongoing creation of content attributes and brand storytelling across multiple modalities (blog, video, ebooks, events, infographics et al). Execution of the content marketing plan and measurement of results.
Suitable Clients: Larger clients, high ticket items
Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 3
@jaybaer #23Services
Mobile Audit
@jaybaer #23Services
Examination of all content and online touch points (email, et al) for mobile accessibility and customer experience.
Suitable Clients: B2B (higher mobile usage)
Duration: ProjectFees ($ - $$$$): $Difficulty (1-5): 1Competition (1-5): 2
@jaybaer #23Services
Social Listening & Reputation Management
@jaybaer #23Services
Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up.
Suitable Clients: B2CDuration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5
@jaybaer #23Services
Community Creation & Management
@jaybaer #23Services
Create social outposts and communities. Manage on a day-to-day basis, including content publishing.
Suitable Clients: All, especially B2C Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 5
@jaybaer #23Services
Web Analytics Consulting
@jaybaer #23Services
Comprehensive review of website data (often, Google Analytics) to find behavior patterns and recommend improvements and enhancements to site, funnel, content. Examination of referring traffic sources.
Suitable Clients: High website trafficDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
Conversion Optimization
@jaybaer #23Services
A/B and multi-variant testing to improve conversion rate for online lead generation and sales. Typically software-assisted, and requires content creation and persona development.
Suitable Clients: B2B and e-comm Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 5Competition (1-5): 2
@jaybaer #23Services
Social Metrics and Dashboards
@jaybaer #23Services
Establishing relevant, meaningful success metrics for social media, often requiring custom calculations and tying together multiple data sources.
Suitable Clients: B2CDuration: Project, then possible
retainerFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
@jaybaer #23Services
It’s about interpretation,
not data
Social Campaigns & Promotions
@jaybaer #23Services
Creation and execution of social media contests and time-limited programs that drive subscription (likes, et al) and/or participation.
Suitable Clients: B2CDuration: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
Which kind of social media software do you need?
Remember, it’s not just the wand, it’s the wizard.
See: http://buff.ly/MxE6yY
@jaybaer #23Services
Social Media Audit & Blueprint
@jaybaer #23Services
Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid-term improvements and optimization.
Suitable Clients: AllDuration: ProjectFees ($ - $$$$): $$ - $$$Difficulty (1-5): 3Competition (1-5): 3
@jaybaer #23Services
Social Media Strategic Plan
@jaybaer #23Services
Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan.
Suitable Clients: Serious about social, usually B2C
Duration: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
@jaybaer #23Services
Influencer ID & Outreach
@jaybaer #23Services
The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products.
Suitable Clients: Usually B2CDuration: Typically retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5
@jaybaer #23Services
@jaybaer #23Services
Twitter Research: Beta.plexusengine.com (in beta)
@jaybaer #23Services
Blogger Research: grouphigh.com ($3000/year)
Social Crisis Plan
@jaybaer #23Services
Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves.
Suitable Clients: All, but usually B2CDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 2
@jaybaer #23Services
Search & Social Advertising
@jaybaer #23Services
Creation and management of ongoing advertising on Google, Bing, Facebook, Linkedin, YouTube (primarily). Ideally, testing and optimization.
Suitable Clients: All, in some fashionDuration: OngoingFees ($ - $$$$): $ - $$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
@jaybaer #23Services
Employee Social Media Guidelines
@jaybaer #23Services
Working with HR, legal, marketing, and internal comms departments to create, propagate, and train employees on social media guidelines.
Suitable Clients: AllDuration: Project, possibly
ongoing trainingFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
Internal Communities
@jaybaer #23Services
Strategy and creation of internal social communities for use by employees to foster collaboration and knowledge transfer. Typically managed internally, post-construction.
Suitable Clients: Medium and largeDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2
@jaybaer #23Services
Employee Advocacy Programs
@jaybaer #23Services
Surveying employees to find volunteer social advocates that can be used as an innovation and amplification opportunity for the client’s brand.
Suitable Clients: Medium and largeDuration: Project, then possibly
retainerFees ($ - $$$$): $$$Difficulty (1-5): 5Competition (1-5): 1
@jaybaer #23Services
@jaybaer #23Services
Pick 4-5 services that
make sense for your clients
and your team, and roll them
out in year one.
What Happens Next?
August 29 – “A Guru or the Gang? Evaluating the 4 Methods of Social Media Staffing“
October 6-8 – BOLO 2012
digital marketing conference for agencies
Early Bird Rate: save $100 today!www.bolo2012.com
code = jbaer
Jay BaerConvince & Convert
www.convinceandconvert.comwww.socialpros.com