A Guru or the Gang?The 4 Methods of Social Media

Agency Staffing

@jaybaer #GuruGang

Jay BaerConvince & Convert

www.ConvinceAndConvert.comwww.OneSocialThing.com

digital marketing conference for agencies

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1. The Greater the Pace of Change, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

2. The Greater the Measurable Granularity, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

3. The More Familiar the Tactic, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

@jaybaer #GuruGang

@jaybaer #GuruGang

Ever-changingGranularly measurableTactically familiar

@jaybaer #GuruGang

Perfect Storm

of Client Interfac

e Requirements

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

Social media is much more about doing than it is about making.

@jaybaer #GuruGang

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

1. Sell the Black Box (difficult in social)

1. Create true Economies of Scale

2. Buy cheap labor, prop it up, and sell it for more

@jaybaer #GuruGang

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

1. How you sell your services

2. How your resources are structured

@jaybaer #GuruGang

The 4 Methods of Staffing Social Media

@jaybaer #GuruGang

Your Firm

Specialty Firm

Specialty Firm

Social Media Services

@jaybaer #GuruGang

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

Social Media Services

Internal social

guru(s)

Agency personnel/a

ccount teams

@jaybaer #GuruGang

Social Media Services

Internal social

guru(s)

Agency personnel/a

ccount teams

@jaybaer #GuruGang

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

Social Analytics

social guru(s)

Category trained agency

personnel/account teams

Community Management

Social Listening

Contests/Promotions

Influencer Outreach

Social Strategy

@jaybaer #GuruGang

Pros Cons

Uses Existing Resources Lengthy Implementation

No Bottleneck Workflow & Communication

Deep Topical Expertise Account Team Coverage

Minimizes Risk Pigeon Holes Staff

@jaybaer #GuruGang

Social media

competent agency

personnel/account teams

Social Media Services

@jaybaer #GuruGang

Pros Cons

Fully Integrates Social Lengthy Implementation

No Bottleneck Leadership

Margin Training Costs

Flexibility Group Think

Which is Right for You?

@jaybaer #GuruGang

First Foray: Outsourced (180 days) 5-10 Employees: Guru

@jaybaer#GuruGang

11-30 Employees (PR focus): The Gang11-30 Employees (adv focus): Guru(s) 11-30 Employees (digital focus): Topical Experts

@jaybaer#GuruGang

31+ Employees (PR focus): Topical Experts31+ Employees (adv focus) Topical Experts31+ Employees (digital focus): Guru(s)

@jaybaer#GuruGang

We Can Help

Social Pros on-call advisory services for agencies

Social/Digital business planning for agencies

Comprehensive social media training

digital marketing conference for agencies

Early Bird Rate: save $200 today!www.bolo2012.com

code = jbaer200

Jay BaerConvince & Convert

www.ConvinceAndConvert.comwww.OneSocialThing.com