How Social Media Agency Service Has Shifted in 2009
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How Agency Service Has Shifted in 2009 (and will continue to do so) OR 3 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
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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.
Transcript of How Social Media Agency Service Has Shifted in 2009
How Agency Service Has Shifted in 2009 (and will continue to do so)
OR
3 Things I’ve Learned This Year (working on 25 client projects in 6 verticals)
Prepared for:Integrated Marketing SummitSt. Louis, MO | December 9, 2009
Developed by:Leslie Bradshaw
Director of Engagement | New Media Strategies
Tactical enthusiasm is no replacement for objective-driven strategy
Lesson #1
• Employees go “tweet, TWEET, TwEeT”• Company accounts go “tWeEt, tweet, TWEet”
• Company pages go “feed, feed, feed”• Analytics often go unanalyzed• Learnings often go unapplied
• Images often left out all together• If included, often left unlabeled / un-optimized
• Company-driven content• Analytics often go unanalyzed• Learnings often go unapplied
Then
State of the Union:
• Enthusiastic, but scattered
• Uneven content, participation
• Missing trends, opportunities
• 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…
…and probably doing this…
A More Perfect Union:
• Matching strategy with objectives
• Working from an editorial calendar
• Reviewing analytics weekly; recalibrating accordingly
• Establishing aspirational goals & guidelines
• Applying the 80% (them) 20% (us) rule
Now
Mon Tue Wed Thur Fri Sat Sun
A
A
A
A • small: “follow-up”
• LARGE: ORIGINAL POST
Review analyticsA
“Learning how to fish” is the new “having fish caught for you”
Lesson #2
Agencies used to be in this business
Increasingly, agencies are in this business
We are in the age of transparent, authentic intimacy… translucency is on the horizon
Lesson #3
YouTube expands rapidly, acquired by Google
Facebook overtakes MySpace in unique monthly
visitors
1996
184 million blogs counted worldwide
1999 2001 2004 2005 2006 2008 2009
Wikipedia is most popular reference site online
Twitter is #3 most-visited social
network
Blogging rises in popularity
Social Bookmarking
takes off
The first hosted blog tools launched
First online bookmark
launched: iList
2010
anonymity transparency authenticity intimacy translucency
How this translates into expectations
ConsumerAgency
Brand
FanBrand Manager
Evangelist
Let’s stay in touch
Contact
Leslie A. Bradshaw
Email: [email protected]
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
