An Agency Guy thinking out loud Social Media Marketing fits inside an interactive Agency: impact on marketing strategy, research to product development and customer relations.

1. Fitting Social Media Marketingwithin The Agency An Agency Guy Thinking Outloud 1 EMERGENCE-MEDIA Released November 2009, v1.0

2. Being Social, How do we do that? Beyond the Social Buzzword EMERGENCE-MEDIA 2 Via http://www.flickr.com/photos/briansolis/3709143717/

3. Oh Yeah!!!This Social Media Kool Aid is Grrreat! EMERGENCE-MEDIA 3

4. So what is Social Media Marketing? EMERGENCE-MEDIA 4 People only see the “web” as it is today – personal, connected. Only marketers see “social media” But this “Social” phase of the Internet is new, needs to have a co-strategist and evangelist vis-à-vis the other service lines (see Alisa’s quote that inspired this deck.) Alisa Leonard-Hansen is a Social Media Evangelist and subject matter expert within the Digital Strategy group at iCrossing

6. Social Media is the Internet Today Facebook 300 million active users, about the size of the U.S. Fastest growing demographic is 35 years old and older Twitter Twitter was so critical to the 2009 Iranian Elections, the US Department “urge it to delay a planned upgrade that would have cut daytime service to Iranians who are disputing their election” YouTube 20 hours of video uploaded a minute internatinally EMERGENCE-MEDIA 6

8. …so revamp all your service linesIt will require agencies to revamp their entire service lines – give clients new ways of thinking and new opportunities to reach their audience.EMERGENCE-MEDIA 7

10. Agencies need to be more strategic about their client’s business model Social Media is part of a larger trend of media fragmentation Agencies needs to help build new ROI models for their clients or lose relevance EMERGENCE-MEDIA 9 Via http://www.barcelonaschiringuito.com/no-hay-marcha-atras

12. …agencies need to be more strategicIt will require agencies to give clients the focus they need to understand how channels have changed and build new ROI-models for each case. You will now have to be a strategic partner to the client.EMERGENCE-MEDIA 10

13. Fitting “Social” into the Agency We’re still kids trying to figure this out EMERGENCE-MEDIA 11 Via: http://www.flickr.com/photos/emmacherry/2207748365/sizes/l/

14. Social Media Marketing is All Over the Map.Sure, but What’s the Agency Structure? EMERGENCE-MEDIA 12

15. Agency’s Social Media Marketing Components EMERGENCE-MEDIA 13 Via http://www.flickr.com/photos/briansolis/2735401175/

16. Social Media Strategy: Components & Deliverables EMERGENCE-MEDIA 14

17. Community Engagement: Components & Deliverables EMERGENCE-MEDIA 15

18. WoM Campaigns: Component & Deliverables EMERGENCE-MEDIA 16

19. Knowing how to engage the customer (instead of just hitting them in the face) Remembering the Customer Lifecycle EMERGENCE-MEDIA 17 Via http://www.flickr.com/photos/revdancatt/439440670/

20. Remembering the People: Your Clients Customers EMERGENCE-MEDIA 18

21. Identify How Social Media Applies Across the Lifecycle EMERGENCE-MEDIA 19 Branding Marketing Sales Client & Audience-centric Approach, Engagement, Tactics, Platform, Analytics (ROI Analysis)

22. Example: SocialRep’s Marketing Technology vis-à-vis the Customer Lifecycle EMERGENCE-MEDIA 20

23. Cheatsheet summary Single Slide Summary EMERGENCE-MEDIA 21 Via http://www.flickr.com/photos/notthisorthat/3625950724/

24. The Cheatsheet The “Social” is the Web But until everyone gets it, you need to have an Evangelist internally and externally The complexity of understanding, implementing and “ROI-ing” Social Media is the agency’s chance to be a strategic partner – embrace it. Think about how this new Social Web effects your client’s marketing strategy, research efforts, customer relations and product development Look at where Social Media fits with your client’s customer lifecycle EMERGENCE-MEDIA 22

25. About me (on the Left) More Old School Than Don Draper EMERGENCE-MEDIA 23

26. About Daniel & Emergence Media Daniel Riveongmail@emergence-media.com Director of Marketing Services at e-storm international, in San Francisco, California Helps grow, manage and integrate diverse service lines: Strategy & Market Research, Analytics, PPC, SEO, Display, Social Media Over 10 years in the online marketing industry Emergence-Mediahttp://emergence-media.com Began in July 2006 Focuses on integrating companies with the customer lifecycle (from awareness to retention) relates to the ever fragmenting media experience. Syndicated by 9Rules and Social Media Today EMERGENCE-MEDIA 24

27. Appendix & Further Reading I had no idea that’s what an actual appendix looks like either EMERGENCE-MEDIA 25 Via http://www.flickr.com/photos/thomasroche/2983701009/

28. SocialRep Webinar: “Beyond Monitoring: Managing Social Media Engagement” EMERGENCE-MEDIA 26 View it at:http://www.brighttalk.com/webcasts/1053/play

29. Emergence-Media’s(Incomplete) Mind Map of Social Media Marketing EMERGENCE-MEDIA 27 View it at:http://emergence-media.pbworks.com/Social-Media-Marketing

30. Alisa Leonard-Hansen’s“Hey Marketing, There is No Social Media” EMERGENCE-MEDIA 28 View entire article at:http://www.thewebissocial.com/2008/09/real-power-of-facebook-organizing.html

31. Jeremiah Owyang’sApplying a Social Computing Strategy to a Product Line EMERGENCE-MEDIA 29 Read it at:http://www.web-strategist.com/blog/2007/09/12/web-strategy-advanced-applying-a-social-computing-strategy-to-the-entire-product-lifecycle/

32. Hexodus…’s “NoösphereII” EMERGENCE-MEDIA 30 View it at:http://www.flickr.com/photos/dsnet/3716674433/

33. Attribution Non-Commercial Share Alikehttp://creativecommons.org/licenses/by-nc-sa/2.5/ This license lets others remix, tweak, and build upon your work non-commercially, as long as they credit you and license their new creations under the identical terms. Others can download and redistribute your work just like the by-nc-nd license, but they can also translate, make remixes, and produce new stories based on your work. All new work based on yours will carry the same license, so any derivatives will also be non-commercial in nature. EMERGENCE-MEDIA 31