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Building a Social Agency
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- #9 Who was your first client? What was the engagement?Who are your clients today? What is the typical Ignite engagement?How has the market changed since 2007?Can you isolate the single most important thing that has driven your success?Internally – 3 to 80 to 100 – Externally – from myspace to google+, then search plus your world comes in. It’s really unclear how it’s all going to play out – Success driven by= focusing on a niche – narrow/broad. We turn down a lot of work (banner ads), smaller companies, etc. We also approached it wholistically – we have our own developers, PR, art directors, advertisingPeople are trying to change their culture to match the scene, but we just build a new company.When you do that, the attention to details becomes so important – do you know what API was deprecated on Facebook yesterday – Burger King.McDonald’s
- #10 Very niche focus from the beginning – Discipline to turn away work that doesn’t fit Execute down to the detailsWe don’t apply for awards. We don’t go to tradeshows. We can’t make you want a social media agency, btu when you want one, you’ll find us in less than 30 seconds.
- #12 How do you articulate the value of social media marketing?It’s one of the nice things about a stretch and grow approach – we didn’t hire until we had the contracts in the door, but it keeps you from taking work you shouldn’t be taking. If someone needed convincing they needed to go into social, we didn’t bother. In 2007, it was nearly impossible to prove the value then.We got a little bit better every single day. Nature made (vitamins).We waited for Windows to call.First three clients came through Comcast,NatureMade, We won with ideas first. Then experience.What are the typical objections? How do you address them? How have the objections changed over time?If you don’t have money for us to do it, there’s no competition there. And if you do have money, you prob don’t want to do it yourself anyways.Share your expertise.Any pitch success (or horror!) stories that you would like to share?Walk the walk. We win contracts with content.
- #13 How do you articulate the value of social media marketing?What are the typical objections? How do you address them? How have the objections changed over time?Any pitch success (or horror!) stories that you would like to share?
- #14 What are the keys to starting an engagement off the right foot?What is Ignite’s planning process? How collaborative is it?How do you separate social goals, strategies, and tools?Strategy planning guide.
- #15 What are the keys to starting an engagement off the right foot?What is Ignite’s planning process? How collaborative is it?How do you separate social goals, strategies, and tools?
- #16 Are there certain types of services that you just won’t do?Are there certain metrics that you won’t set as outcomes?
- #17 Are there certain types of services that you just won’t do?Are there certain metrics that you won’t set as outcomes?
- #18 Producing at TV ad is a very appropriate project for an agency. Social media can be much more intimate and requires deep knowledge of the organization and the ability to speak in its voice. How do you create authenticity as an outsider?How do you balance creative and execution? Do you ever cooperate on campaign execution with client resources? For example posting new content on Facebook and having the client field replies…or vice versa? Any success stories, challenges, or lessons learned?
- #19 Clients get the creative they deserve. They approve most of what we do with little to no changes – They have done their job by setting proper objectives and letting us go for it.Clients can be right, too.Crisis:- PR teams are really good at that. PR and social teams don’t see themselves as allies sometimes, but they should.- They have access to legal, c-level - Build escalation paths from the beginning – if something happens with the product/political/support/who do we go to? Cell phones we can reach 24 hrs a day. Run many scenarios by them.
- #20 Hardest thing to do.We celebrate for about 10 seconds before the terror sets in.Cultural – Seeing how the person reacts to things – it should be fun!You have to build a good team, culturally.
- #21 Can you share how Ignite has scaled up with bigaccount wins?
- #23 Businesses big and small are looking to social media marketing as a means to grow more quickly. Your experience is obviously with some of the biggest brands in the world. What insights from your experience do you think apply to SMBs?What do you have to say that anyone cares about?Some businesses have forgotten how to be interesting.Sanitized, boring press releases, etc. A lot of people are trying to sell it on the platform alone, but the challenge isn’t a technological one. It’s a strategy.
- #24 Businesses big and small are looking to social media marketing as a means to grow more quickly. Your experience is obviously with some of the biggest brands in the world. What insights from your experience do you think apply to SMBs?
- #25 Ignite is a small shop. I checked the registration list for this webcast – many of the attendees are small shops. On the other hand, Edelman is enormous. There are a few people from Edelman-type agencies on the call as well. How is Ignite able to compete against firms with more reach and resources? How do large firms try to compete with highly specialized agencies like Ignite?We compete on two different things – One agency can do a bunch of stuff. Really good at one or two, and mediocre at the rest. If that’s what you like. Great. If you want the very best in each – CRM, advertising, social, etc. – you have to work with several specialty agencies.Didn’t know what they didn’t know--- and didn’t know how to ask or who to ask or that they needed to ask.Magic comes from focus and from saying no.
- #26 Ignite is a small shop. I checked the registration list for this webcast – many of the attendees are small shops. On the other hand, Edelman is enormous. There are a few people from Edelman-type agencies on the call as well. How is Ignite able to compete against firms with more reach and resources? How do large firms try to compete with highly specialized agencies like Ignite?
- #27 Social touches many parts of the organization – marketing, customer service, product development, sales. And the influence is growing. How do you draw the line as an agency? How are you adapting?New social outposts pop up seemingly every week. Pinterest came out of nowhere. Reddit is surging. How does this volatility impact your clients?
- #28 Social touches many parts of the organization – marketing, customer service, product development, sales. And the influence is growing. How do you draw the line as an agency? How are you adapting?New social outposts pop up seemingly every week. Pinterest came out of nowhere. Reddit is surging. How does this volatility impact your clients?PeopleObjectiveStrategyTechnology