How Social Media Agency Service Has Shifted in 2009

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This is a presentation I prepared for the Integrated Marketing Summit in St. Louis, where I was joined by: Ekaterina Walter Social Media Strategist for Intel, (Portland, OR) Leslie Bradshaw, Director of Engagement | Public Affairs New Media Strategies (Arlington, VA) Allison Collinger, President of AHC Consulting ( St Louis, MO) Aaron Kahlow Chairman and founder of Online Marketing Summit (San Francisco, CA) Moderated by Ellen Sherberg of the St Louis Business Journal (St Louis, MO). The focus of our panel: Social Media Best Practices with various lens... mine lens was that of an agency, Ekaterina covered the brand perspective and Aaron + Allison as online evangelists.

Tecnologia Notícias e política

How Agency Service Has Shifted in 2009(and will continue to do so)OR3 Things I’ve Learned This Year (working on 25 client projects in 6 verticals) Prepared for: Integrated Marketing Summit St. Louis, MO | December 9, 2009 Developed by: Leslie Bradshaw Director of Engagement | New Media Strategies

Lesson #1 Tactical enthusiasm is no replacement for objective-driven strategy

Some still apprehensive“Twitter? Yeah, we’ve got the intern on that.” “Facebook? Yeah, we’ve got a feed from our blog set up.” “Video? Yeah, we just re-post our commercial content online.” You’re likely saying this… ,[object Object]

Company accounts go “tWeEt, tweet, TWEet”

Learnings often go unapplied…and probably doing this… ,[object Object]

If included, often left unlabeled / un-optimized

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How Social Media Agency Service Has Shifted in 2009

1. How Agency Service Has Shifted in 2009(and will continue to do so)OR3 Things I’ve Learned This Year (working on 25 client projects in 6 verticals) Prepared for: Integrated Marketing Summit St. Louis, MO | December 9, 2009 Developed by: Leslie Bradshaw Director of Engagement | New Media Strategies

2. Lesson #1 Tactical enthusiasm is no replacement for objective-driven strategy

4. Uneven content, participation

5. Missing trends, opportunities

7. Company accounts go “tWeEt, tweet, TWEet”

8. Company-driven content

9. Analytics often go unanalyzed

10.

11. If included, often left unlabeled / un-optimized

12. Company pages go “feed, feed, feed”

13. Analytics often go unanalyzed

14. Learnings often go unappliedThen

15.

16. Working from an editorial calendar

17. Reviewing analytics weekly; recalibrating accordingly

18. Establishing aspirational goals & guidelines

19. Applying the 80% (them) 20% (us) rule

20. small: “follow-up”

21. LARGE: ORIGINAL POST Review analytics A A A A A Now

22. Lesson #2 “Learning how to fish” is the new “having fish caught for you”

23. Agencies used to be in this business

24. Increasingly, agencies are in this business

25. Lesson #3 We are in the age of transparent, authentic intimacy… translucency is on the horizon

26. transparency intimacy translucency anonymity authenticity Facebook overtakes MySpace in unique monthly visitors Twitter is #3 most-visited social network 2010 1996 1999 2001 2004 2005 2006 2008 2009 184 million blogs counted worldwide Blogging rises in popularity Wikipedia is most popular reference site online First online bookmark launched: iList YouTube expands rapidly, acquired by Google The first hosted blog tools launched Social Bookmarking takes off

27. Agency Consumer Brand Evangelist Fan Brand Manager How this translates into expectations

28. Contact Let’s stay in touch

29. Leslie A. Bradshaw Email: LeslieB@alumni.UChicago.edu Longer form writings, thoughts: http://lesliebradshaw.com In the moment: http://twitter.com/LeslieBradshaw Friends, family, colleagues: http://Facebook.com/LeslieBradshaw Digital CV: http://LinkedIn.com/in/LeslieBradshaw Industry PowerPoints: http://slideshare.net/LeslieAnn44 & http://slideshare.net/LeslieBradshaw

How Social Media Agency Service Has Shifted in 2009

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