A Guru or the Gang? The 4 Methods of Social Media

Agency Staffing

@jaybaer #GuruGang

Jay Baer Convince & Convert

www.ConvinceAndConvert.com

www.OneSocialThing.com

1.  The Greater the Pace of Change, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

2.  The Greater the Measurable Granularity, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

3.  The More Familiar the Tactic, the Greater the Client Interface Requirement.

@jaybaer #GuruGang

@jaybaer #GuruGang

@jaybaer #GuruGang

" Ever-changing " Granularly measurable

" Tactically familiar

@jaybaer #GuruGang

Perfect  Storm  of  Client  Interface  

Requirements  

" Show me a firm where the social media people aren’t the busiest in the agency, and I’ll show you an agency that isn’t very good at selling social media.

@jaybaer #GuruGang

" Social media is much more about doing than it is about making.

@jaybaer #GuruGang

" Social media (like SEM/paid search) is largely rooted in arbitrage.

" Can you do more or better work for your client than she can do with internal resources, at costs to her that justify your participation?

@jaybaer #GuruGang

1.  Sell the Black Box (difficult in social)

2.  Create true Economies of Scale

3.  Buy cheap labor, prop it up, and sell it for more

@jaybaer #GuruGang

1.  What social media services you sell (see presentation: “23 social and digital services you should be selling, but probably aren’t”) http://slidesha.re/MTPMhs

2.  How you sell your services

3.  How your resources are structured

@jaybaer #GuruGang

The 4 Methods of Staffing Social Media

@jaybaer #GuruGang

Your Firm Specialty Firm

Specialty Firm

Social  Media  Services  

@jaybaer #GuruGang

Pros Cons

Quick Ramp Up Lack of Control

Best-of-Breed Resources Slim Margins

Bi-Directional Revenue Pass Many Client Touch points

Education Reputation

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Social Media

Services Internal social

guru(s)

Agency personnel/

account teams

@jaybaer #GuruGang

Social  Media  Services  

Internal  social  guru(s)  

Agency  personnel/

account  teams  

@jaybaer #GuruGang

Pros Cons

Ease of Implementation Talent Attraction

Go-to-Person Empires, Management, and Risk

Lack of Agency Background Lack of Agency Background

Depth of Knowledge Breadth of Knowledge

@jaybaer #GuruGang

Social  Analy?cs  

social guru(s)

Category  trained  agency  personnel/

account  teams  

Community  Management  

Social  Listening  

Contests/Promo?ons  

Influencer  Outreach  

Social  Strategy  

@jaybaer #GuruGang

Pros Cons

Uses Existing Resources Lengthy Implementation

No Bottleneck Workflow & Communication

Deep Topical Expertise Account Team Coverage

Minimizes Risk Pigeon Holes Staff

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Social  media  competent  agency  

personnel/account  teams  

Social  Media  Services  

@jaybaer #GuruGang

Pros Cons

Fully Integrates Social Lengthy Implementation

No Bottleneck Leadership

Margin Training Costs

Flexibility Group Think

? Which is Right for You?

@jaybaer #GuruGang

First Foray: Outsourced (180 days) 5-10 Employees: Guru

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11-30 Employees (PR focus): The Gang 11-30 Employees (adv focus): Guru(s) 11-30 Employees (digital focus): Topical Experts

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31+ Employees (PR focus): Topical Experts

31+ Employees (adv focus) Topical Experts 31+ Employees (digital focus): Guru(s)

@jaybaer #GuruGang

We Can Help

" Social Pros on-call advisory services for agencies

" Social/Digital business planning for agencies

" Comprehensive social media training

http://ar.gy/agencyside

Jay Baer Convince & Convert

www.ConvinceAndConvert.com

www.OneSocialThing.com