How to decide between outsoucing and internal, presented by Barbara Liss
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Transcript of How to decide between outsoucing and internal, presented by Barbara Liss
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
How to decide betweenoutsoucing and internal
BARBARA LISSMOTOROLA
How to decide if a social media agency is right for you?
Barbara Liss [email protected] @chicagobliss
A decision similar to . . . Raising a child?!
Barbara’s Thought Process
• A little introspection – what do I have?
• Social Media – what do I need?
• Making a decision – who do I need & how do I get them?
• Evaluating – did I make the right choice?
1. A little introspection
Know what you’re good at
• Ideas – big and small
• Understanding the consumer
• Telling people what to do
And what you’re not
• Data and analytics
• Creating Stuff
• Making PowerPoint
Know your people
• What does your team look like? • What are their skill sets? • How hard is it to bring on & train new people?
Know your boss
• What is he/she good at? • What will make him/her look good? • What does he/she care about most?
Know your “budget”
2. Social Media – What do I need?
Is my strategy sound?
• Clear consumer target • Defined priorities • Unique voice • Global vs local
How much community management is required?
• Do you have to be always on? • How demanding are your consumers? • Is your industry well monitored, press-heavy?
Can I create enough of the right content?
• Consumers make amazing content • “Micro Agencies” can get you scale and depth • Employees create better stuff than you think
Am I measuring the right things?
• What are my business objectives and can basic tools help me measure those? • Do I know the right questions to asks? • Do I feel overwhelmed by all the data out there?
Am I equipped to tackle this whole “paid” social thing?
• Facebook is a paid platform now blah blah blah
• 64% of advertisers will increase their paid social budget
• Social data and social platforms allows for incredibly accurate & agile targeting
3. I need an agency, now what?
Understand what kind of agency fits your needs
• Full Service
• Community Management
• Content creation
• Listening
• Analytics
Do your homework
• SocialMedia.org
Don’t make yourself crazy
Make a good decision (for all parties)
• RFPs work (don’t be afraid to ask)
• Have a scorecard
• Get the right folks in the room
• Be honest with the contenders
4. Evaluate
Agency evaluations are essential
• Set goals up front
• Check in regularly
• Consider unique compensation models
• Allow agencies to evaluate you
So, remember this
• No right or wrong; only what’s right for you
• Nobody knows your business as well as you do
• Nobody knows “their” business as well as they do
• It won’t break if you drop it and a new phase is always around the corner
Questions? Comments?
[email protected] @chicagobliss
SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014
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