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The Keys of Social Media Success
Drew McLellan, Publisher/Editor, Drew’s Marketing Minute
Agency owner
Smart 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
Webinar - The Keys of Social Media Success
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%
Forrester
                          of B2C marketers
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
Webinar - The Keys of Social Media Success
Society of Digital Agencies, 2012
Society of Digital Agencies, 2012
Society of Digital Agencies, 2012
Society of Digital Agencies, 2012
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Webinar - The Keys of Social Media Success
Part cobbler’s children’s shoes
Part fear of the all you can eat buffet
Part 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 clients
Up-sell new services to clients
Generate new leads
Shorten the sales cycle
What social media can deliver long-term:

Awareness
Traffic (to the hub)
Leads (trials, info/sample requests, we get on the short list)
Buzz/Mentions
Community members/advocates
Customer Support
Reputation Stewardship/Management
Employee Recruitment
Long term Sales

These deliverables will earn us:

Revenue/Savings
Attention
Longevity (customers, employees, word of mouth referrals)
New clients/customers
Like
         Community




Know             Trust
Search          Consistency




         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?
Webinar - The Keys of Social Media Success
drew@mclellanmarketing.com

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Webinar - The Keys of Social Media Success

  • 1. The Keys of Social Media Success Drew McLellan, Publisher/Editor, Drew’s Marketing Minute
  • 2. Agency owner Smart Brief on Social Media Advisory Board #15 Junta42 Content Marketing blogs #92 AdAge’s Top 150 Marketing blogs Agency consultant - AMR
  • 5. Social Media plan for agency New Biz plan/augmentati on Sell this process to clients
  • 8. 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% Forrester of B2C marketers
  • 9. 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
  • 11. Society of Digital Agencies, 2012
  • 12. Society of Digital Agencies, 2012
  • 13. Society of Digital Agencies, 2012
  • 14. Society of Digital Agencies, 2012
  • 22. Part cobbler’s children’s shoes Part fear of the all you can eat buffet Part 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
  • 23. 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.
  • 24. You can fake it for awhile but….
  • 25. sooner or later, they’re going to see through it.
  • 26. It’s never going to be on fire
  • 27. Retain current clients Up-sell new services to clients Generate new leads Shorten the sales cycle
  • 28. What social media can deliver long-term: Awareness Traffic (to the hub) Leads (trials, info/sample requests, we get on the short list) Buzz/Mentions Community members/advocates Customer Support Reputation Stewardship/Management Employee Recruitment Long term Sales These deliverables will earn us: Revenue/Savings Attention Longevity (customers, employees, word of mouth referrals) New clients/customers
  • 29. Like Community Know Trust Search Consistency Content
  • 30. 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?
  • 31. Is your agency ready for this?
  • 32. Do you have a social media policy in place?
  • 33. Do you have a listening post set up?
  • 34. Have we defined success?