A brief presentation for Elon University students in November, 2011. Touching on the growing convergence of traditional agency roles when it comes to digital and social media, and how that creates opportunities for them.

1. ELON
UNIVERSITY:
TACKLING
SOCIAL
MEDIA,
AGENCY-­‐STYLE
KEVIN
BRIODY
/
@KEVINBRIODY
NOVEMBER
29 ,
2011
TH

2. SOCIAL
MEDIA:
TRADITIONAL
VIEWS
BY
AGENCY
TYPE

3. THE
AGENCY
CONSTELLATION*
PR
Ad
Social
Media
Media
Digital
MarkeMng
Social
Content

4. SIDE
NOTE:
THE
INTEGRATED
AGENCY
PR
Ad
Fully
Media
Integrated
Digital
Shop
Social
Content

5. THE
PR
AGENCY
VIEW
Storytelling
through
influencer
engagement

6. THE
AD
AGENCY
VIEW
All
hail
the
short-­‐
dura6on
campaign

7. THE
MEDIA
AGENCY
VIEW
Deeply
targeted
contextual
social
ads
Loving
the
Like

8. THE
DIGITAL
AGENCY
VIEW
Social
as
an
extension
of
the
online
brand
–
with
some
solid
case
studies

9. THE
SOCIAL
MEDIA
AGENCY
VIEW
Conversa6on,
engagement,
and
promo6on
–
with
a
bunch
of
community
management

10. THE
CONTENT
MARKETING
AGENCY
VIEW
Content
is
the
engine
that
drives
sharing
and
conversa6on
–
and
we
craA
content
beBer
than
anyone

11. THE
PROBLEM
WITH
THE
TRADITIONAL
VIEW

12. MASSIVE
CONVERGENCE…AND
COLLISION
Agencies
of
all
types
are
chasing
the
budget
–
which
is
increasingly
flowing
into
digital
and
social
media
markeMng.
Channel
Management
Campaign
Development
Influencer
Engagement
Analy9cs
Proprietary
Tools
Mobile
Example:
Rise
of
the
Full-­‐Service
PR
Digital
Shop
Wagged
Studio
D,
Edelman
Digital,
Ogilvy
PR
360
Digital
Influence…

13. THE
NEW
AGENCY
CONSTELLATION*
PR
Ad
Digital
&
Media
Social
Digital
Media
Social
Content

14. WHICH
BRINGS
US
TO
THE
OPPORTUNITIES

15. THE
RISE
OF
THE
AGENCY
ENGAGEMENT
TEAM
Someone
has
to
do
all
that
tweeMng,
commenMng,
posMng,
moderaMng,
outreaching…which
is
o_en
an
enMrely
new
skill
set
for
an
agency.
Social
Media
Specialists
Community
Managers
Engagement
Leads
Account
Execu9ves
Digital
Strategists
Etc.
Etc.
Distributed
vs.
Concentrated

16. IN
SOCIAL
MEDIA,
DATA
RULES
ALL
Online,
and
in
social,
everything
generates
data.
Clients
understand
this,
and
expect
detailed
reporMng
and
data-­‐driven
strategies
to
permeate
everything
their
agencies
do.
Metrics
and
analyMcs-­‐savvy
marketers
and
agency
staff
are
highly
valued
–
and
hard
to
find.

17. REMEMBER
THAT
CONVERGENCE?
PR
Ad
Media
You
Digital
Social
Content
Your
social
media-­‐fluent,
marke6ng-­‐savvy,
data-­‐driven
skillset
and
experience
will
be
highly
valued
by
all
agency
types
(and
most
clients).

18. KEVIN
BRIODY
DIRECTOR,
DIGITAL
STRATEGY
PACE
COMMUNICATIONS
KEVIN.BRIODY@PACECO.COM
@KEVINBRIODY
WWW.SOCIALMALLARD.COM
OR
FIND
ME
ON
LINKEDIN