The Keys of Social Media SuccessDrew McLellan, Publisher/Editor, Drew’s Marketing Minute

Agency ownerSmart Brief on Social Media Advisory Board#15 Junta42 Content Marketing blogs#92 AdAge’s Top 150 Marketing blogs

Agency consultant - AMR

No such luck

No such luck

Social Media plan for agency

New Biz plan/augmentati

on

Sell this process to clients

My question…

86% of B2B & 82% of B2C companies say they’re using social media

46% of B2B marketers said social media was perceived as irrelevant to their company, versus 12%

of B2C marketersForrester

86% of B2B & 82% of B2C companies say they’re using social media

54% of CIOs prohibit the use of social networking sites such as Twitter and Facebook while at work

Forrester

Society of Digital Agencies, 2012

Society of Digital Agencies, 2012

Society of Digital Agencies, 2012

Society of Digital Agencies, 2012

Part cobbler’s children’s shoesPart fear of the all you can eat buffetPart fear of trying to keep up Part we jumped in without a real plan

Part we’ve always been pretty good at selling what we don’t do for ourselves

Traditional marketing is about dressing your product/service up and putting it on display.

You’re going out on the town and you’re going to look fine!

The timing, the look, the message – all pre-planned.

It’s deliberate.

Social media is about saying to people…. come over any time.

You can’t fake much in your bathrobe and curlers.

It’s organic.

You can fake it for awhile but….

sooner or later, they’re going to see through it.

It’s never going to be on fire

Retain current clientsUp-sell new services to clientsGenerate new leadsShorten the sales cycle

What social media can deliver long-term:

AwarenessTraffic (to the hub)Leads (trials, info/sample requests, we get on the short list)Buzz/MentionsCommunity members/advocatesCustomer SupportReputation Stewardship/ManagementEmployee RecruitmentLong term Sales

These deliverables will earn us:

Revenue/SavingsAttentionLongevity (customers, employees, word of mouth referrals)New clients/customers

Know

Like

TrustSearch

Community

Consistency

Conte

nt

Content

Content

Can I subscribe to your blog quickly and easily? Email AND RSS?

When was your last post? How often do you post?

Are your social icons easy to find? Above the fold?

Go to your website – do all your social links connect where they should?

Go to your Twitter and FB pages – what’s your posting frequency?

Who/what is your content about – your agency and clients?

Your blog’s photos – of you/authors or the topic?

Are you photos tagged for SEO?

What’s your mix of curated versus created content?

Do you duplicate the same content on FB and Twitter?

Is your agency ready for this?

Do you have a social media policy in place?

Do you have a listening post set up?

Have we defined success?

What’s worth 5+ hours a week?

drew@mclellanmarketing.com