23 social and digital services agencies should offer
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The 23 Social and Digital Services Your Agency
Should Be Sellingbut probably isn’t
@jaybaer #23Services
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Jay BaerConvince & Convert
www.convinceandconvert.comwww.socialpros.com
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digital marketing conference for agencies
Early Bird Rate: save $100 today!www.bolo2012.com
code = jbaer
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Change is the New Black:
@jaybaer #23Services
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Measurement
Channel Proliferation and Fragmentation
Technology
Virtual Collaboration
@jaybaer #23Services
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@jaybaer #23 Services
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@jaybaer #23Services
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@jaybaer #23Services
Several Convince &
Convert client agencies have
increased digital
revenues by 150% or more.
And I did it for myself first.
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@jaybaer #23Services
You can’t delegate your
agency’s future to junior staff
alone.
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Change is the New Black:
@jaybaer #23Services
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SEOEmailContentCustomer Service & CommunityConversion OptimizationSocial MarketingPR 2.0Social AdvertisingSocial Business
@jaybaer #23Services
Listed by
breadth of
demand
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Brief overview
Typical clients (size, B2B/B2C, etc.)
Price ($ - $$$$ scale, what most agencies are charging, in comparison to other services)
Difficulty (1-5 scale, how hard is the service to learn and provide competently)
Competition (1-5 scale, how many other digital/advertising/PR/specialist agencies are looking to provide the service)@jaybaer
#23Services
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SEO Audit
@jaybaer #23Services
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Examine client’s current search effectiveness and compare to key competitors. Also examine and uncover technical and content shortcomings.
Suitable Clients: All, but especially B2B, e-comm
Duration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 1Competition (1-5): 4@jaybaer
#23Services
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Keyword Analysis
@jaybaer #23Services
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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: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 4
@jaybaer #23Services
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@jaybaer #23Services
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Email Audit & Testing Plan
@jaybaer #23Services
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Analysis of email performance in areas of deliverability, opens, clicks, post-click behavior, revenue per email, etc. Creation of ongoing testing and optimization plan.
Suitable Clients: B2CDuration: ProjectFees ($ - $$$$): $Difficulty (1-5): 2Competition (1-5): 2@jaybaer
#23Services
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@jaybaer #23Services
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Email Lifecycle Strategy
@jaybaer #23Services
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Creation of a strategic plan to deliver the right email, at the right time, to the right audience, at the right stage of the buyers’ journey. May involve technology implementation, creation of custom triggers, and CRM integration.
Suitable Clients: B2C, especially e-commDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2@jaybaer
#23Services
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Email Delivery & Optimization
@jaybaer #23Services
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Ongoing creation, sending, analysis, and optimization of email campaigns.
Suitable Clients: B2C, especially e-commDuration: Ongoing retainerFees ($ - $$$$): $$, possible
performance pricingDifficulty (1-5): 4Competition (1-5): 2
@jaybaer #23Services
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Persona Development
@jaybaer #23Services
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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: ProjectFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 2@jaybaer
#23Services
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@jaybaer #23Services
Image Source: SEOMoz
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Content Marketing Plan
@jaybaer #23Services
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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: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 3Competition (1-5): 3
@jaybaer #23Services
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Content Execution
@jaybaer #23Services
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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 retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 3
@jaybaer #23Services
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Mobile Audit
@jaybaer #23Services
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Examination of all content and online touch points (email, et al) for mobile accessibility and customer experience.
Suitable Clients: B2B (higher mobile usage)
Duration: ProjectFees ($ - $$$$): $Difficulty (1-5): 1Competition (1-5): 2
@jaybaer #23Services
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Social Listening & Reputation Management
@jaybaer #23Services
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Monitor and analyze social chatter. Respond to customer inquiries and/or triage and direct to client personnel for follow-up.
Suitable Clients: B2CDuration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5
@jaybaer #23Services
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Community Creation & Management
@jaybaer #23Services
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Create social outposts and communities. Manage on a day-to-day basis, including content publishing.
Suitable Clients: All, especially B2C Duration: Ongoing retainerFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 5
@jaybaer #23Services
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Web Analytics Consulting
@jaybaer #23Services
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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 trafficDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
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Conversion Optimization
@jaybaer #23Services
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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 retainerFees ($ - $$$$): $$Difficulty (1-5): 5Competition (1-5): 2
@jaybaer #23Services
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Social Metrics and Dashboards
@jaybaer #23Services
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Establishing relevant, meaningful success metrics for social media, often requiring custom calculations and tying together multiple data sources.
Suitable Clients: B2CDuration: Project, then possible
retainerFees ($ - $$$$): $$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
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@jaybaer #23Services
It’s about interpretation,
not data
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Social Campaigns & Promotions
@jaybaer #23Services
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Creation and execution of social media contests and time-limited programs that drive subscription (likes, et al) and/or participation.
Suitable Clients: B2CDuration: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
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Which kind of social media software do you need?
Remember, it’s not just the wand, it’s the wizard.
See: http://buff.ly/MxE6yY
@jaybaer #23Services
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Social Media Audit & Blueprint
@jaybaer #23Services
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Evaluation of current client social outposts, as well as analysis of competitors and category best practices. Recommendations for short and mid-term improvements and optimization.
Suitable Clients: AllDuration: ProjectFees ($ - $$$$): $$ - $$$Difficulty (1-5): 3Competition (1-5): 3
@jaybaer #23Services
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Social Media Strategic Plan
@jaybaer #23Services
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Comprehensive analysis and recommendations for social media program, including ties to business outcomes, resourcing, outpost planning, metrics, tactical ideas. Usually a 12-month plan.
Suitable Clients: Serious about social, usually B2C
Duration: ProjectFees ($ - $$$$): $$$ - $$$$Difficulty (1-5): 4Competition (1-5): 3
@jaybaer #23Services
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@jaybaer #23Services
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Influencer ID & Outreach
@jaybaer #23Services
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The most similar to classic media relations. Find and approach bloggers, customers, fans, and online influencers, encouraging them to write about clients’ products.
Suitable Clients: Usually B2CDuration: Typically retainerFees ($ - $$$$): $$Difficulty (1-5): 2Competition (1-5): 5
@jaybaer #23Services
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@jaybaer #23Services
Twitter Research: Beta.plexusengine.com (in beta)
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@jaybaer #23Services
Blogger Research: grouphigh.com ($3000/year)
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Social Crisis Plan
@jaybaer #23Services
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Customized, step-by-step approach for handling a social media crisis for each client, including approved messages, contact flowcharts, pressure relief valves.
Suitable Clients: All, but usually B2CDuration: ProjectFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 2
@jaybaer #23Services
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Search & Social Advertising
@jaybaer #23Services
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Creation and management of ongoing advertising on Google, Bing, Facebook, Linkedin, YouTube (primarily). Ideally, testing and optimization.
Suitable Clients: All, in some fashionDuration: OngoingFees ($ - $$$$): $ - $$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
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@jaybaer #23Services
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Employee Social Media Guidelines
@jaybaer #23Services
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Working with HR, legal, marketing, and internal comms departments to create, propagate, and train employees on social media guidelines.
Suitable Clients: AllDuration: Project, possibly
ongoing trainingFees ($ - $$$$): $$Difficulty (1-5): 3Competition (1-5): 4
@jaybaer #23Services
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Internal Communities
@jaybaer #23Services
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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 largeDuration: ProjectFees ($ - $$$$): $$$Difficulty (1-5): 4Competition (1-5): 2
@jaybaer #23Services
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Employee Advocacy Programs
@jaybaer #23Services
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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 largeDuration: Project, then possibly
retainerFees ($ - $$$$): $$$Difficulty (1-5): 5Competition (1-5): 1
@jaybaer #23Services
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@jaybaer #23Services
Pick 4-5 services that
make sense for your clients
and your team, and roll them
out in year one.
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What Happens Next?
August 29 – “A Guru or the Gang? Evaluating the 4 Methods of Social Media Staffing“
October 6-8 – BOLO 2012
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digital marketing conference for agencies
Early Bird Rate: save $100 today!www.bolo2012.com
code = jbaer
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Jay BaerConvince & Convert
www.convinceandconvert.comwww.socialpros.com