How to choose the right social media partners презентация

identify the exact influencers and sharers who matter
#2 – We can build our own audience architecture for a brand
#3 – We can use ESO (earned, shared, owned) to make paid smart
#4 – We can optimize our spend if we do #3
#5 – We can see what language, channels and content matter, precisely
#6 – We can magnify the efforts of all agencies if we align
#7 – We can create better content with right insights
#8 – We can move from responsive design to responsive experience
#9 – We can work globally from fewer locations
#10 – We can build ROI metrics that ensure we are no longer guessing

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same, so cut and paste replaces real thinking
Market knowledge is rarely tested
Questions are tactical, not strategic
Background “knowledge checks” rarely done
In today’s world, you can review your team online pre-meeting, but we often don’t
The best firms don’t always do every rfp
Are you getting who is available vs. who you need?

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expert – really?
#2 – Cut and paste plans – same plan, many brands
#3 – Ideas not backed up by data – are conference rooms of people smarter than the market?
#4 – No real idea who shapes the market – who are the 1% and the 9% who create content and share your brand’s story?
#5 – Non-existent or weak campaign metrics – it’s not about page views or hits or views and hasn’t been for a long time

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-- Lack of understanding of internal approval processes – “can you approve this so I send right now” vs. “how do we prepare so we are agile?”
#8 -- Non-actionable insights in a pretty dashboard
#9 – Lack of industry knowledge – that’s great you understand Facebook or Twitter, but what about my marketplace?
#10 – Lack of experience ingesting data streams – earned, shared, owned, paid media and sales data
 
 

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call
6+ firms implies agencies are commodities
3 firms implies the client cares
#2 – Lack of clarity in brief
Info is same stuff we can see online
#3 – Inability to get questions answered clearly
In effort to be fair, the direction becomes unfair
#4 – A focus on price too early in the process
The worst are auctions to make final decision
#5 – Being referred to as a vendor
Are you going to become a trusted partner or just a service?

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get you to know more about our tremendous knowledge, skills and people?”

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you want the best, let your agencies show you why they are Pick great athletes and teams

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a RFK Request knowledge, not a presentation

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scenarios so you have a range
Ask each agency to listen to a scenario, take 15 minutes and then explain what they will do
You’ll see how they think and if they do it together
You’ll see what their models really are vs. slides
You’ll understand how much experience they are drawing on

The move to “Knowledge” vs. “Presentation”

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the team on your business

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write about related to your business?
#2 – Your Team – what does your team do socially on Twitter, Facebook, LinkedIn Instagram, other? Are they leading by example?
#3 – Willingness to Evolve – is the agency or your team challenging the status quo in the public domain? Or just toeing the line?

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are passionate about an area, you are learning continually

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today?
Should name specific partners & channels
What’s your view on security for our brand?
Could discuss spam, malware, bots, click-fraud
What’s your favorite software to use for your products?
Java? Use elastic search? Apache?
How do you use social media to market your own firm?
Walk the talk?

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insight-driven and know how to identify what to do, based on analytics

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how do you know who they are?
Language – how many keywords drive people to our story and how do you know?
Content – how do you determine the content we need to put out vs. what we do today?
Channels – how do you know which social/media channels are most important?

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an omnichannel landscape

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– how do you increase/shape demand?
Causality – how does social media impact SEO? paid media choices? CRM? conversion? reviews?, in-store experience?
Customer Service – how do you improve customer service? Help with returns?
Point of Sale – what can you do to leverage packaging? Displays? Labeling? coupons

Example…..product x

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the “second sale”?

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map out the customer journey?
Which aspects of the journey are you weak in?
Who do you partner with and why?
The 2nd sale
How do you keep in touch with customers?
How do you build loyalty?
Do you make your client smarter via cumulative knowledge and if so, how?

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with us?

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do you build followers for our brand and how does it increase in value over time?
Customer Index – do you track all customers or a representative sample and what does that lead to?
New Opportunities – provide examples of new ways to reach customers gained via your approach

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the firm use to ensure consistency and why do they add value?

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to use data
What would be your approach to shape their views?
Ability to tie data, creative and engagement together
How would we measure your success?
Ability to show ROI

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to assess information

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because….
The story is rehearsed
Every case study shows AWESOME, AMAZING, BEST IN CLASS WORK! WOW!
The people in the room probably didn’t do that work
New approach
What are your key learning’s from ALL of your clients and how do you apply them to evolve your offering?
Please give us 5 examples and explain the before and after for your offering

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do you do so?

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hard. Tell us how you get there.
Reference –do you have a partner we could call?
Results – why were results better together?

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internal processes How client service oriented are they?

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worked in-house and knows how to gain right approvals?
Policies & Guidelines –do you develop policies, guidelines and training for companies today?
Map an example – explain two examples of how you accelerate internal approvals through your approach

Contents are proprietary and confidential.

Contents are proprietary and confidential.

visits to shares to likes to retweets to views
Audience
Measure what your audience does that shows a change in behavior
Increased time reviewing brand story to actual purchase to higher share of conversation for a specific audience
Alignment
What are the metrics that matter for each brand priority?

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to determine if your strategic plan should change?” How will you share this with us?

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incremental and continual
It just never stops………
Ability to see gaps in the market without full research
Continual learning leads to powerful gut feel
Plans align and change based on customer insights
Politics and trade-offs are not part of their vocabulary…usually
Desire to fight off antibodies
The “debate” is actually fun
Intense desire to learn faster than competitors
Reading, networking, best team and more

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department
Empower your COE with goal of full integration
Think of all current models as old school
Issues management to media planning
Centralize strategy, decentralize execution
Build official models and the Brand X way to operate
Have a “social media roadmap” and integrate with IT
Realize your consultants are learning too
Learn from the leaders and teach your agencies
Learn how to Fail Fast
Think in terms of economic concepts, e.g. price elasticity
What is the market sensitivity to your ideas?

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share of conversation, demand and more
Never guess
Answers are right in front of you if analytics are strong
Innovators will drive change. Find them
Dinosaurs protect yesterday’s models at all costs
Watch out for antibodies
Become a student of digital
You will think different, e.g. 27 vs. 10 languages to reach majority of people globally

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– PreCommerce Next Book 2016 -- Storytizing

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