If your organization, business, or CPA firm is considering employing a social media consultant to help with its marketing efforts, you'll want to review this deck. In it are tips on: 1. Identifying short- and long-term goals 2. Questions to ask 3. Setting realistic expectations 4. Developing a budget for success If you need help with your social media efforts, reach out to us at Penheel Marketing. We work with small business owners, non-profit leaders, and CPAs to help create a social media presence within the budget they've established.

1. ©
2014
Penheel
Marke0ng
Working
With
Social
Media
Consultants
Identifying
Short-­‐
and
Long-­‐term
Goals
By:
Becky
Livingston
President
&
CEO
Penheel
Marketing

2. ©
2014
Penheel
Marke0ng
Becky
Livingston
ü Owner
Penheel
Marke0ng
ü 25+
years
of
marke0ng
and
technology
experience
ü 15
years
in
the
financial
services
industry
ü Social
Media
&
Digital
marke0ng
professional
ü Public
speaker
and
trainer
ü Frequent
guest
blogger
ü Dog
and
shoe
lover

3. ©
2014
Penheel
Marke0ng
Agenda
–
Consultants
1. Iden0fying
short-­‐
and
long-­‐term
goals
2. Ques0ons
to
ask
3. SeOng
realis0c
expecta0ons
4. Developing
a
budget
for
success

4. ©
2014
Penheel
Marke0ng
Identifying
Short-­‐
and
Long-­‐Term
Goals
1. Tie
social
media
goals
to
business
goals
2. Be
sure
the
“important
people”
buy
into
the
social
media
goals
3. Create
a
social
media
plan
that
aligns
with
other
marke0ng
efforts
“The
goal
of
social
media
is
to
turn
customers
into
a
volunteer
marke0ng
army.”
~
Jay
Baer

5. ©
2014
Penheel
Marke0ng
Questions
To
Ask
1. What
is
your
defini0on
of
a
successful
campaign?
2. If
you
had
unlimited
resources
and
budget,
which
social
marke0ng
outlets
would
you
concentrate
on
for
my
business?
3. As
my
agency/consultant,
are
there
people
you
can
influence
to
get
more
trac0on
for
my
brand?
4. What
do
you
see
changing
most
in
the
next
two
quarters?
5. How
will
you
measure
my
success?

6. ©
2014
Penheel
Marke0ng
Selecting
An
Agency/Consultant
Look
for:
1. Depth
of
thinking
and
how
that
0es
back
to
your
broader
situa0on,
rather
than
just
for
the
‘big
idea.’
2. Proposals
that
focus
on
long-­‐term
growth
rather
than
(or
in
addi0on
to)
short-­‐term
benefits.
3. Ideas
that
blend
the
strengths
of
different
media
forms
when
assessing
proposals.
4. Examples
and
for
their
sugges0ons
on
how
to
work
collabora0vely
with
your
other
agencies.
5. Clear
=es
from
objec0ves,
to
tac0cs,
to
measurement
in
proposed
programs.

7. ©
2014
Penheel
Marke0ng
Selecting
An
Agency/Consultant
Look
for,
cont.:
6. Examples
of
prior
work
that
are
directly
relevant
to
your
challenges.
7. Examples
of
difficult
ethical
quandaries
that
your
prospec0ve
agencies
have
navigated
and
ask
about
their
approaches
to
specific
conundrums.
8. Elements
that
make
the
agency’s
ideas
stand
apart.
However,
don’t
put
all
your
focus
on
this
at
the
expense
of
other
factors.
9. A
willingness
to
say
“no.”

8. ©
2014
Penheel
Marke0ng
Expectations
1. Approach
with
realism
-­‐
you
can
realis0cally
start
to
see
tangible
results
in
3
-­‐
6
months.
2. Build
a
founda0on
for
the
long
term
and
create
a
forward-­‐thinking
strategy.
3. Develop
crisis
planning
scenarios
and
ac0on
plans.
4. Avoid
promising
the
unakainable.
5. This
is
a
marathon,
not
a
sprint.

9. ©
2014
Penheel
Marke0ng
The
Budget
What
you’ll
need
$$
for:
ü
Blogger
outreach,
unless
you
plan
to
write
it
all
yourself
ü
Original
content
produc0on
ü
Social
Media
ads
ü
Buzz
Crea0on
ü
Maintenance
ü
Repor0ng
ü
Listening
ü
Online,
social
marke0ng

10. ©
2014
Penheel
Marke0ng
The
Budget,
cont.
1. Strategy.
$5k
-­‐
$10k
and
1
month’s
0me.
2. Social
Media
Build
–
Graphics,
tech,
development,
planning,
and
training.
$2k
-­‐
$5k
3. Content
Development
–
Blogs,
graphics,
videos,
whitepapers,
reports,
podcasts,
etc.
$3k
-­‐
$5k/month
4. Channel
Management
–
Daily,
monthly
reports,
listening,
research,
crea0ve
thinking,
etc.
$3k
-­‐
$5k/
month
5. Campaigning
–
Outreach
to
target
markets,
keeping
the
brand
front
and
center.
$1,500/quarter
6. Monitoring
Tools
–
mul0
channel
setup,
crea0on,
planning,
repor0ng,
etc.
$10.00
-­‐
$5k/month
Source:
ClickZ

11. ©
2014
Penheel
Marke0ng
Who
is
Penheel
Marketing?
Social
media
and
digital
marke0ng
consul0ng
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
Marke=ng
Analy=cs
Website
analy0cs,
online
adver0sing
analy0cs.
See
which
sources
are
genera0ng
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
informa0on
in
your
contact
database.
Search
Engine
Op=miza=ons
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effec0ve
keywords.
Lead
Management
Track
leads
with
a
complete
0meline-­‐view
of
their
interac0ons
with
your
firm.
Blogging
Create
blog
content
quickly
while
geOng
SEO
0ps
and
best
prac0ces
pointers.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
hkp://Penheel.com

12. ©
2014
Penheel
Marke0ng
Resources
• Oracle
Cloud.
“Five
Ques0ons
You
Should
Ask
Your
Social
Media
Agency”.
2012
• Dave
Fleet
“9
Criteria
fro
Selec0ng
a
Social
Media
Agency”
• Radian
6
“Social
Media
Blueprint”
• Jennifer
Van,
Mashable
“5
Tips
for
Managing
Social
Media
Marke0ng
Expecta0ons”
• Social
Media
Explorer
“Manage
Expecta0ons
or
They’ll
Manage
You”
• Cyber
PR
“6
Cri0cal
Ways
For
You
To
Manage
Your
Expecta0ons
of
Digital
PR
&
Social
Media
Marke0ng”
• ClickZ
“How
to
Effec0vely
Budget
Your
Social
Media
Program
in
2013”
Accompanying
Handout
• Lisa
Barone
“52
Ques0ons
to
Ask
When
Hiring
A
Social
Media
Company”
Workshop
Ac=vity

13. ©
2014
Penheel
Marke0ng
Expectations
• Set
realis0c,
S.M.A.R.T.,
goals
with
realis0c
0melines.
• Social
media
efforts
may
not
be
realized
for
6
to
12
months
• It’s
not
free.
Establish
a
budget,
0me,
and
resources.
• Create
a
crisis
plan
in
case
of
the
good
and
the
bad.
• Develop
a
policy.
• Social
media
does
not
work
in
a
vacuum.
Combine
it
with
other
marke0ng
efforts.
• A
dedicated
effort
is
needed
on
your
part.
• The
more
you
put
in,
the
more
you’ll
get
out.