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2011 Agency Landscape: Social Media Convergence

  1. ELON  UNIVERSITY:   TACKLING  SOCIAL  MEDIA,  AGENCY-­‐STYLE     KEVIN  BRIODY  /  @KEVINBRIODY   NOVEMBER  29 ,  2011   TH
  2. SOCIAL  MEDIA:     TRADITIONAL  VIEWS  BY  AGENCY  TYPE  
  3. THE  AGENCY  CONSTELLATION*   PR   Ad   Social   Media   Media   Digital   MarkeMng   Social   Content  
  4. SIDE  NOTE:  THE  INTEGRATED  AGENCY   PR   Ad   Fully   Media   Integrated   Digital   Shop   Social   Content  
  5. THE  PR  AGENCY  VIEW   Storytelling   through   influencer   engagement  
  6. THE  AD  AGENCY  VIEW   All  hail  the   short-­‐ dura6on   campaign  
  7. THE  MEDIA  AGENCY  VIEW   Deeply   targeted   contextual   social  ads     Loving  the  Like  
  8. THE  DIGITAL  AGENCY  VIEW   Social  as  an   extension  of   the  online   brand     –  with  some  solid   case  studies  
  9. THE  SOCIAL  MEDIA  AGENCY  VIEW   Conversa6on,   engagement,   and  promo6on   –  with  a  bunch  of   community   management  
  10. THE  CONTENT  MARKETING  AGENCY  VIEW   Content  is  the   engine  that   drives  sharing   and  conversa6on   –  and  we  craA  content   beBer  than  anyone  
  11. THE  PROBLEM  WITH  THE  TRADITIONAL  VIEW  
  12. MASSIVE  CONVERGENCE…AND  COLLISION   Agencies  of  all  types  are   chasing  the  budget  –  which   is  increasingly  flowing  into   digital  and  social  media   markeMng.       Channel  Management   Campaign  Development   Influencer  Engagement   Analy9cs   Proprietary  Tools   Mobile   Example:  Rise  of  the  Full-­‐Service  PR  Digital  Shop   Wagged  Studio  D,  Edelman  Digital,  Ogilvy  PR  360  Digital  Influence…  
  13. THE  NEW  AGENCY  CONSTELLATION*   PR   Ad   Digital  &   Media   Social   Digital   Media   Social   Content  
  14. WHICH  BRINGS  US  TO  THE  OPPORTUNITIES  
  15. THE  RISE  OF  THE  AGENCY  ENGAGEMENT  TEAM   Someone  has  to  do  all  that  tweeMng,  commenMng,  posMng,  moderaMng,   outreaching…which  is  o_en  an  enMrely  new  skill  set  for  an  agency.     Social  Media  Specialists   Community  Managers   Engagement  Leads   Account  Execu9ves   Digital  Strategists   Etc.  Etc.     Distributed  vs.     Concentrated  
  16. IN  SOCIAL  MEDIA,  DATA  RULES  ALL   Online,  and  in  social,   everything  generates  data.     Clients  understand  this,  and   expect  detailed  reporMng   and  data-­‐driven  strategies  to   permeate  everything  their   agencies  do.     Metrics  and  analyMcs-­‐savvy   marketers  and  agency  staff   are  highly  valued  –  and  hard   to  find.  
  17. REMEMBER  THAT  CONVERGENCE?   PR   Ad   Media   You   Digital   Social   Content   Your  social  media-­‐fluent,  marke6ng-­‐savvy,  data-­‐driven  skillset  and   experience  will  be  highly  valued  by  all  agency  types  (and  most  clients).  
  18. KEVIN  BRIODY   DIRECTOR,  DIGITAL  STRATEGY   PACE  COMMUNICATIONS   KEVIN.BRIODY@PACECO.COM   @KEVINBRIODY   WWW.SOCIALMALLARD.COM   OR  FIND  ME  ON  LINKEDIN    
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