Here’s a check-list for evaluating social media agencies – with my thoughts inline.
First posted on Connect.
1. A new approach – since everyone claims to ‘do’ social, look for those seeking to develop new models for approaching it, not those seeking to map on their existing models.
That’s for sure. If your business model is designed to deliver project based work, bums on seats for set periods of time, then its difficult to build-in a social marketing capability. Not impossible of course. But you’ll need to look at different ways to finance that team, no-longer can the designer with an interest in blogging be tasked to ‘seed’ or stimulate dialogue around content, products or whatever. I think we can all see the pitfalls of that one… especially when work ramps up and they need to be the designer they’re paid to be. There’s also the intrinsic problem of campaigns concluding and the social engagement element (say the MySpace page, blog, Twitter feed) fundamentally letting its audience down – they just stop!
Social marketing is resource heavy, so resources have to be designed around it and the business model too. Think management consultant, publisher, journalist, strategist, understanding of [digital / physical] social etiquette, technologist and passion.
2. Technology – everyone claims to have unique talent, to be ‘leading’, to have great clients, and real expertise. Technology, fortunately, can’t be faked, demonstrates genuine investment and expertise, and really can be proprietary and unique. So, which agency has developed/is developing their own technology to support their new approach?
We’re investing significantly in tech; both 3rd party apps and proprietary built. But the big thing is being able to use them well. For example clients and agencies have had access to Google Analytics (or similar), but many fail to fully leverage what the data is communicating… and it’s often post activity rather than optimising ongoing. Social monitoring and management tools are popping up everywhere and it’s hard to evaluate when the industry moves so fast… personally I think you need a mix of services. House tools for management and dashboard control, then outsourced for monitoring – as this area requires constant innovation and benefits a dedicated tech team that solely focus on developing the service.
3. Measurement – the true value of real engagement by brands in social media is really hard to measure. I’ll be dropping my bank as soon as I don’t need them anymore because of the way it treated me when I was a student – good social media strategy will have a similarly long-lasting effect. Nonetheless, some agencies are having a very credible stab at it. Just steer clear of the ones who claim it’s that simple.
Hear hear. Social marketing is not simple. But if you’ve got a great product, amazing customer service and you can do no wrong – its a lot easier. Know any companies like that?
The amount of queries we have for ‘seeding’ is embarrassing. “We’ve got an Ad… can you put it on some blogs, get people talking”… it’s a f%$*!g TVC, why does anyone want to talk about that? Its designed to interrupt not inspire dialogue!
We’re learning. Everyday. There isn’t a tried and tested route… but we’re inspired by the challenge and the chance to help brands and clients embrace the opportunity of listening to their audiences – rather than broadcasting at them.
4. Existing credentials – being good at something, in my view, is a transferable skill. Muhammad Ali liked to say that if he’d been a dustman (I’m translating of course), he’d have been the best dustman in the world. I believe him. So, is the agency now claiming to be brilliant at social media brilliant at what it already does?
Not sure about this. Sure passion, enthusiasm and a willing to learn will provide a bedrock for re-invention and new skills. But I feel that you’d need to have been on this ride for sometime.
I didn’t know that I was learning ‘social marketing’ skills by participating in IRC channels, forums and a group blog back in 1998. All I was doing was chatting with my mates, meeting like-minded people and expressing the things that inspired me. But along that way I learnt, first-hand, about SEO, trackbacks, Google adwords, statistics, online etiquette etc. Of course it helped that I’d chosen a career in new media – but that said – I learnt from doing it, not talking about it.
I’d recommend that brands looking for an agency with ‘social marketing’ capabilities – first look for evidence of social channels being used by its employees (particularly senior ones) – I think its important.
5. Case studies – trade journalists will tell you that finding people to talk about social media is not a problem. Finding people that have real projects to talk about is a good deal more difficult. What has the agency really done in this area?
We’ve got some. It’s early days, but the portfolio is building, work we want to talk about and some that we don’t. Forgive us – we’re a startup.
I think the idea of 4 is to cope with the amount of agencies 'moving in' to social media. A heritage of excellence is what I'm talking about since social media, like most other 'new' online disciplines is ripe for exploitation by those looking for a quick buck. A proven record in performing in other online fields suggests, yes, the emotional stuff like passion and professionalism should be taken care of, but so should basic marketing skills - understanding consumers, understanding online, and understanding clients, for example.
Thanks for the comment (and the list!), and your right, the marketing fundamentals need to be covered too. However I think the big thing is not to be trapped by them - I value process and diligence - but new thinking comes from breaking some of these models. After all our audience is moving at twice the speed we are... so we need to think different [and fast] so having an inherent knowledge gives you that. I think the big opportunity is training the digital savvy in offline media to really 'connect the dots' it seems the other way round is far more of a challenge...
I guess the killer 'model' or 'process' has yet to be cracked, but lets keep having a go.
The old method of advertising is interactive marketing. The term is misleading. Most people think it means that there is some type of interaction on the part of the person advertised to, and there is. But, it is not conversational. Instead, the advertiser wants you to interact with their campaign in a specific set of steps. Following the call to action and visiting a website for instance. It’s the push to make you do something. Live this image. Buy this now.
Social Media Marketing is just the opposite. It’s the pull of the tribe. The tribe already has your trust so the actions they take are ones you align with. On a larger scale, it’s the allure of belonging in the group as you take action together. “I am doing this so why don’t you do it with me?” On an individual level, the attraction is to behave the same way to get the same results that benefits your fellow tribeswoman or tribesman. “She looks hot! I want to look hot too. I want to go to her hairstylist” and you do. Social Media Marketing uses the power of attraction.
While advertising tries to use the same tactic, with a billboard for instance, of a gorgeous woman telling you the benefits of the salon, it doesn’t have the same impact because it’s pushing you to go. It is not pulling you in as a trusted friend. Your friends have your best interests at heart and advertisers do not. Social Media Marketing is based on building trust and that foundation will make Social Media a dominant player in Marketing.
Nice comment... thank you. I guess the main thing here is the fact that 'social media' is really just recognition that the web is social - always has been, always will be... it's just that now its hit the mainstream rather than being relegated to the (so called) geeks, nerds...
Facebook is like a training ground for the masses to learn 'basic' web publishing skills... then they go forth an conquer Twitter, Wordpress etc....
Choosing a social media agency
Here’s a check-list for evaluating social media agencies – with my thoughts inline.
First posted on Connect.
That’s for sure. If your business model is designed to deliver project based work, bums on seats for set periods of time, then its difficult to build-in a social marketing capability. Not impossible of course. But you’ll need to look at different ways to finance that team, no-longer can the designer with an interest in blogging be tasked to ‘seed’ or stimulate dialogue around content, products or whatever. I think we can all see the pitfalls of that one… especially when work ramps up and they need to be the designer they’re paid to be. There’s also the intrinsic problem of campaigns concluding and the social engagement element (say the MySpace page, blog, Twitter feed) fundamentally letting its audience down – they just stop!
Social marketing is resource heavy, so resources have to be designed around it and the business model too. Think management consultant, publisher, journalist, strategist, understanding of [digital / physical] social etiquette, technologist and passion.
We’re investing significantly in tech; both 3rd party apps and proprietary built. But the big thing is being able to use them well. For example clients and agencies have had access to Google Analytics (or similar), but many fail to fully leverage what the data is communicating… and it’s often post activity rather than optimising ongoing. Social monitoring and management tools are popping up everywhere and it’s hard to evaluate when the industry moves so fast… personally I think you need a mix of services. House tools for management and dashboard control, then outsourced for monitoring – as this area requires constant innovation and benefits a dedicated tech team that solely focus on developing the service.
Hear hear. Social marketing is not simple. But if you’ve got a great product, amazing customer service and you can do no wrong – its a lot easier. Know any companies like that?
The amount of queries we have for ‘seeding’ is embarrassing. “We’ve got an Ad… can you put it on some blogs, get people talking”… it’s a f%$*!g TVC, why does anyone want to talk about that? Its designed to interrupt not inspire dialogue!
We’re learning. Everyday. There isn’t a tried and tested route… but we’re inspired by the challenge and the chance to help brands and clients embrace the opportunity of listening to their audiences – rather than broadcasting at them.
Not sure about this. Sure passion, enthusiasm and a willing to learn will provide a bedrock for re-invention and new skills. But I feel that you’d need to have been on this ride for sometime.
I didn’t know that I was learning ‘social marketing’ skills by participating in IRC channels, forums and a group blog back in 1998. All I was doing was chatting with my mates, meeting like-minded people and expressing the things that inspired me. But along that way I learnt, first-hand, about SEO, trackbacks, Google adwords, statistics, online etiquette etc. Of course it helped that I’d chosen a career in new media – but that said – I learnt from doing it, not talking about it.
I’d recommend that brands looking for an agency with ‘social marketing’ capabilities – first look for evidence of social channels being used by its employees (particularly senior ones) – I think its important.
We’ve got some. It’s early days, but the portfolio is building, work we want to talk about and some that we don’t. Forgive us – we’re a startup.