The 23 Social and Digital
Services Your Agency Should Be Selling @jaybaer #23Services but probably isn’t

Jay Baer Convince & Convert
www.convinceandconvert.com www.socialpros.com

digital marketing conference for agencies
Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer

“Hybrid agencies will come to
rule the marketing Change is the New Black: world. These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients. As change velocity accelerates, traditional agencies unwilling or unable to adapt will quickly be left behind.” -- Paul Roetzer in The Marketing Agency Blueprint @jaybaer #23Services

!! Measurement Measurement !! Channel
Proliferation and Fragmentation Channel Proliferation and Fragmentation !! Technology Technology !! Virtual Collaboration Virtual Collaboration @jaybaer #23Services

@jaybaer
#23 Services

*Forrester Research, Inc.
@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. @jaybaer #23Services

“Agencies, particularly their leaders, must
have an Change is the for knowledge about the insatiable appetite New Black: technology industry, and a desire to be early adopters of products and services. Agencies that understand technology trends and innovations are able to more readily adapt their own business models, continually increase efficiency and productivity, evolve client campaigns, and make strategic connections of seemingly unrelated information.” -- Paul Roetzer in The Marketing Agency Blueprint @jaybaer #23Services

! SEO ! Email Listed
by ! Content breadth of ! Customer Service & Community demand ! Conversion Optimization ! Social Marketing ! PR 2.0 ! Social Advertising ! Social Business @jaybaer #23Services

! 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

1
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: Project Fees ($ - $$$$): $$ Difficulty (1-5): 1 Competition (1-5): 4 @jaybaer #23Services

2
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: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 4 @jaybaer #23Services

@jaybaer
#23Services

3 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: B2C Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 2 @jaybaer #23Services

@jaybaer
#23Services

4 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-comm Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2 @jaybaer #23Services

5 Email Delivery & Optimization
@jaybaer #23Services

! Ongoing creation, sending, analysis,
and optimization of email campaigns. Suitable Clients: B2C, especially e-comm Duration: Ongoing retainer Fees ($ - $$$$): $$, possible performance pricing Difficulty (1-5): 4 Competition (1-5): 2 @jaybaer #23Services

6
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: Project Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 2 @jaybaer #23Services

Image Source:
SEOMoz
@jaybaer
#23Services

7 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: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 3 Competition (1-5): 3 @jaybaer #23Services

8
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 retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 3 @jaybaer #23Services

9
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: Project Fees ($ - $$$$): $ Difficulty (1-5): 1 Competition (1-5): 2 @jaybaer #23Services

10 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: B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5 @jaybaer #23Services

11 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 retainer Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 5 @jaybaer #23Services

12 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 traffic Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 4 Competition (1-5): 3 @jaybaer #23Services

13
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 retainer Fees ($ - $$$$): $$ Difficulty (1-5): 5 Competition (1-5): 2 @jaybaer #23Services

14 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: B2C Duration: Project, then possible retainer Fees ($ - $$$$): $$ Difficulty (1-5): 4 Competition (1-5): 3 @jaybaer #23Services

It’s about interpretation, not data
@jaybaer #23Services

15 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: B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 3 Competition (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

16 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: All Duration: Project Fees ($ - $$$$): $$ - $$$ Difficulty (1-5): 3 Competition (1-5): 3 @jaybaer #23Services

17 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: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 4 Competition (1-5): 3 @jaybaer #23Services

@jaybaer
#23Services

18 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 B2C Duration: Typically retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5 @jaybaer #23Services

! Twi$er Research: Beta.plexusengine.com (in
beta) @jaybaer #23Services

! Blogger Research: grouphigh.com ($3000/year)
@jaybaer #23Services

19 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 B2C Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 2 @jaybaer #23Services

20 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 fashion Duration: Ongoing Fees ($ - $$$$): $ - $$ Difficulty (1-5): 3 Competition (1-5): 4 @jaybaer #23Services

@jaybaer
#23Services

21 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: All Duration: Project, possibly ongoing training Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 4 @jaybaer #23Services

22
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 large Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2 @jaybaer #23Services

23 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 large Duration: Project, then possibly retainer Fees ($ - $$$$): $$$ Difficulty (1-5): 5 Competition (1-5): 1 @jaybaer #23Services

Pick 4-5 services that make
sense for your clients and your team, and roll them out in year one. @jaybaer #23Services

What Happens Next? ! August
29 – “A Guru or the Gang? Evaluating the 4 Methods of Social Media Staffing“ ! October 6-8 – BOLO 2012 (+ a free bonus) http://ar.gy/23Services

digital marketing conference for agencies
Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer

Jay Baer Convince & Convert
www.convinceandconvert.com www.socialpros.com