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The 23 Social and Digital
                  Services Your Agency
                    Should Be Selling
@jaybaer 	

#23Serv...
Jay Baer
    Convince & Convert

www.convinceandconvert.com
   www.socialpros.com
digital marketing conference for agencies

    Early Bird Rate: save $100 today!
             www.bolo2012.com
           ...
“Hybrid agencies will come to rule the marketing
    Change is the New Black:
 world. These emerging leaders are tech savv...
!!       Measurement	

             Measurement	

    	

	

    !!       Channel Proliferation and Fragmentation	

       ...
@jaybaer 	

#23 Services
*Forrester Research, Inc.	


@jaybaer 	

#23Services
Several Convince
                        & Convert client
                          agencies have
                        ...
You can’t delegate
                       your agency’s future
                       to junior staff alone.	





@jaybae...
“Agencies, particularly their leaders, must have an
    Change is the for knowledge about the
 insatiable appetite New Bla...
!    SEO	

    !    Email	

                           Listed by
    !    Content	

                        breadth of
   ...
!    Brief overview	

    !    Typical clients (size, B2B/B2C, etc.)	

    !    Price ($ - $$$$ scale, what most agencies ...
1
                 SEO Audit

@jaybaer 	

#23Services
!    Examine client’s current search effectiveness and
         compare to key competitors. Also examine and
         unco...
2
                 Keyword Analysis

@jaybaer 	

#23Services
!    Evaluate potential keywords and phrases for
         relevancy, competitive landscape, search and social
         vol...
@jaybaer 	

#23Services
3
                 Email Audit & Testing Plan

@jaybaer 	

#23Services
!    Analysis of email performance in areas of
         deliverability, opens, clicks, post-click behavior,
         reven...
@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
  ...
5
             Email Delivery & Optimization

@jaybaer 	

#23Services
!     Ongoing creation, sending, analysis, and optimization
          of email campaigns.	

    	

    	

    Suitable Cli...
6
                 Persona Development

@jaybaer 	

#23Services
!    Use client data (or your own, first-person research)
         to segment key audiences and create archetypes to
      ...
Image Source:
                   SEOMoz




@jaybaer 	

#23Services
7
                 Content Marketing Plan

@jaybaer 	

#23Services
!    Analysis of current positioning, competitor
         positioning, keyword analysis, personas to create a
         uni...
8
                 Content Execution

@jaybaer 	

#23Services
!    Ongoing creation of content attributes and brand
         storytelling across multiple modalities (blog, video,
     ...
9
                 Mobile Audit

@jaybaer 	

#23Services
!    Examination of all content and online touch points
         (email, et al) for mobile accessibility and customer
    ...
10
             Social Listening & Reputation
                      Management
@jaybaer 	

#23Services
!    Monitor and analyze social chatter. Respond to
         customer inquiries and/or triage and direct to client
       ...
11
                 Community Creation &
                    Management
@jaybaer 	

#23Services
!     Create social outposts and communities. Manage on
          a day-to-day basis, including content publishing.	

    ...
12
                 Web Analytics Consulting

@jaybaer 	

#23Services
!   Comprehensive review of website data (often,
        Google Analytics) to find behavior patterns and
        recommend ...
13
                 Conversion Optimization

@jaybaer 	

#23Services
!    A/B and multi-variant testing to improve conversion
         rate for online lead generation and sales. Typically
   ...
14
            Social Metrics and Dashboards

@jaybaer 	

#23Services
!    Establishing relevant, meaningful success metrics for
         social media, often requiring custom calculations
    ...
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
         (...
!     Which kind of social media software do you need?	

    !     Remember, it’s not just the wand, it’s the wizard.	

  ...
16
            Social Media Audit & Blueprint

@jaybaer 	

#23Services
!    Evaluation of current client social outposts, as well
         as analysis of competitors and category best
         ...
17
                 Social Media Strategic Plan

@jaybaer 	

#23Services
!    Comprehensive analysis and recommendations for
         social media program, including ties to business
         out...
@jaybaer 	

#23Services
18
                 Influencer ID & Outreach

@jaybaer 	

#23Services
!    The most similar to classic media relations. Find and
         approach bloggers, customers, fans, and online
       ...
!   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
         app...
20
                 Search & Social Advertising

@jaybaer 	

#23Services
!    Creation and management of ongoing advertising
         on Google, Bing, Facebook, Linkedin,YouTube
         (primari...
@jaybaer 	

#23Services
21
        Employee Social Media Guidelines

@jaybaer 	

#23Services
!    Working with HR, legal, marketing, and internal
         comms departments to create, propagate, and train
         e...
22
                 Internal Communities

@jaybaer 	

#23Services
!    Strategy and creation of internal social communities
         for use by employees to foster collaboration and
      ...
23
             Employee Advocacy Programs

@jaybaer 	

#23Services
!    Surveying employees to find volunteer social
         advocates that can be used as an innovation and
         amplific...
Pick 4-5 services
                        that make sense
                         for your clients
                      ...
What Happens Next?
!   August 29 – “A Guru or the Gang? Evaluating the 4
    Methods of Social Media Staffing“
!   October...
digital marketing conference for agencies

    Early Bird Rate: save $100 today!
             www.bolo2012.com
           ...
Jay Baer
    Convince & Convert

www.convinceandconvert.com
   www.socialpros.com
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23 social and digital services agencies should offer

What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.

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23 social and digital services agencies should offer

  1. The 23 Social and Digital Services Your Agency Should Be Selling @jaybaer #23Services but probably isn’t
  2. Jay Baer Convince & Convert www.convinceandconvert.com www.socialpros.com
  3. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
  4. “Hybrid agencies will come to rule the marketing Change is the New Black: world. These emerging leaders are tech savvy, offer integrated services, hire and retain versatile talent, and profit from diversified revenue streams. They thrive on change, and continually apply shifts and advances in technology to strengthen their businesses, evolve their services, and deliver greater value to clients. As change velocity accelerates, traditional agencies unwilling or unable to adapt will quickly be left behind.” -- Paul Roetzer in The Marketing Agency Blueprint @jaybaer #23Services
  5. !! Measurement Measurement !! Channel Proliferation and Fragmentation Channel Proliferation and Fragmentation !! Technology Technology !! Virtual Collaboration Virtual Collaboration @jaybaer #23Services
  6. @jaybaer #23 Services
  7. *Forrester Research, Inc. @jaybaer #23Services
  8. Several Convince & Convert client agencies have increased digital revenues by 150% or more. And I did it for myself first. @jaybaer #23Services
  9. You can’t delegate your agency’s future to junior staff alone. @jaybaer #23Services
  10. “Agencies, particularly their leaders, must have an Change is the for knowledge about the insatiable appetite New Black: technology industry, and a desire to be early adopters of products and services. Agencies that understand technology trends and innovations are able to more readily adapt their own business models, continually increase efficiency and productivity, evolve client campaigns, and make strategic connections of seemingly unrelated information.” -- Paul Roetzer in The Marketing Agency Blueprint @jaybaer #23Services
  11. ! SEO ! Email Listed by ! Content breadth of ! Customer Service & Community demand ! Conversion Optimization ! Social Marketing ! PR 2.0 ! Social Advertising ! Social Business @jaybaer #23Services
  12. ! Brief overview ! Typical clients (size, B2B/B2C, etc.) ! Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services) ! Difficulty (1-5 scale, how hard is the service to learn and provide competently) ! Competition (1-5 scale, how many other digital/ advertising/PR/specialist agencies are looking to provide the service) @jaybaer #23Services
  13. 1 SEO Audit @jaybaer #23Services
  14. ! Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings. Suitable Clients: All, but especially B2B, e-comm Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 1 Competition (1-5): 4 @jaybaer #23Services
  15. 2 Keyword Analysis @jaybaer #23Services
  16. ! 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 ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 4 @jaybaer #23Services
  17. @jaybaer #23Services
  18. 3 Email Audit & Testing Plan @jaybaer #23Services
  19. ! Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan. Suitable Clients: B2C Duration: Project Fees ($ - $$$$): $ Difficulty (1-5): 2 Competition (1-5): 2 @jaybaer #23Services
  20. @jaybaer #23Services
  21. 4 Email Lifecycle Strategy @jaybaer #23Services
  22. ! Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration. Suitable Clients: B2C, especially e-comm Duration: Project Fees ($ - $$$$): $$$ Difficulty (1-5): 4 Competition (1-5): 2 @jaybaer #23Services
  23. 5 Email Delivery & Optimization @jaybaer #23Services
  24. ! 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
  25. 6 Persona Development @jaybaer #23Services
  26. ! 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
  27. Image Source: SEOMoz @jaybaer #23Services
  28. 7 Content Marketing Plan @jaybaer #23Services
  29. ! 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
  30. 8 Content Execution @jaybaer #23Services
  31. ! 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
  32. 9 Mobile Audit @jaybaer #23Services
  33. ! 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 ($ - $$$$): $ Difficulty (1-5): 1 Competition (1-5): 2 @jaybaer #23Services
  34. 10 Social Listening & Reputation Management @jaybaer #23Services
  35. ! Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up. Suitable Clients: B2C Duration: Ongoing retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5 @jaybaer #23Services
  36. 11 Community Creation & Management @jaybaer #23Services
  37. ! 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
  38. 12 Web Analytics Consulting @jaybaer #23Services
  39. ! 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
  40. 13 Conversion Optimization @jaybaer #23Services
  41. ! 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
  42. 14 Social Metrics and Dashboards @jaybaer #23Services
  43. ! 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
  44. It’s about interpretation, not data @jaybaer #23Services
  45. 15 Social Campaigns & Promotions @jaybaer #23Services
  46. ! 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 ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 3 Competition (1-5): 4 @jaybaer #23Services
  47. ! Which kind of social media software do you need? ! Remember, it’s not just the wand, it’s the wizard. ! See: http://buff.ly/MxE6yY @jaybaer #23Services
  48. 16 Social Media Audit & Blueprint @jaybaer #23Services
  49. ! Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid- term improvements and optimization. Suitable Clients: All Duration: Project Fees ($ - $$$$): $$ - $$$ Difficulty (1-5): 3 Competition (1-5): 3 @jaybaer #23Services
  50. 17 Social Media Strategic Plan @jaybaer #23Services
  51. ! Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan. Suitable Clients: Serious about social, usually B2C Duration: Project Fees ($ - $$$$): $$$ - $$$$ Difficulty (1-5): 4 Competition (1-5): 3 @jaybaer #23Services
  52. @jaybaer #23Services
  53. 18 Influencer ID & Outreach @jaybaer #23Services
  54. ! The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products. Suitable Clients: Usually B2C Duration: Typically retainer Fees ($ - $$$$): $$ Difficulty (1-5): 2 Competition (1-5): 5 @jaybaer #23Services
  55. ! Twi$er  Research:  Beta.plexusengine.com  (in  beta)     @jaybaer #23Services
  56. ! Blogger  Research:  grouphigh.com  ($3000/year)     @jaybaer #23Services
  57. 19 Social Crisis Plan @jaybaer #23Services
  58. ! Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves. Suitable Clients: All, but usually B2C Duration: Project Fees ($ - $$$$): $$ Difficulty (1-5): 3 Competition (1-5): 2 @jaybaer #23Services
  59. 20 Search & Social Advertising @jaybaer #23Services
  60. ! 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
  61. @jaybaer #23Services
  62. 21 Employee Social Media Guidelines @jaybaer #23Services
  63. ! 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
  64. 22 Internal Communities @jaybaer #23Services
  65. ! 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
  66. 23 Employee Advocacy Programs @jaybaer #23Services
  67. ! 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
  68. Pick 4-5 services that make sense for your clients and your team, and roll them out in year one. @jaybaer #23Services
  69. 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
  70. digital marketing conference for agencies Early Bird Rate: save $100 today! www.bolo2012.com code = jbaer
  71. Jay Baer Convince & Convert www.convinceandconvert.com www.socialpros.com
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What does it mean to be an "agency"? You need to expand your palate and your palette if your agency is going to get a share of the increasing social media and digital marketing services pie. In this specific, useful presentation derived from years advising dozens of agencies across North America, social and digital consultant Jay Baer of Convince & Convert unveils 23 Social and Digital Services Agencies Should be Selling - But Probably Aren't.

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