Comments on: How to Implement Social Media Despite Agency Limits & Stakeholder Fears http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/ Online-Video & YouTube Tips for Video Creators, Marketers and Entrepeneurs Tue, 22 May 2012 05:35:30 +0000 hourly 1 http://wordpress.org/?v=3.3.2 By: Aaron Savage http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-440665 Aaron Savage Mon, 14 Dec 2009 15:28:00 +0000 http://willvideoforfood.com/?p=4941#comment-440665 As a young <a href="http://www.interactive-mix.com" rel="nofollow">digital marketing agency</a> this kind of post is extremely interesting. The question how to present and charge for a social media solution is one that I think every digital agency is grappling with and I agree with your proposed solution of placing this on a retainer, but I would add that there needs to be a clear strategic vision of what success is going to look and how to measure it. All too often a lot of so called social media experts propose solutions that amount to nothing more than some kind of directionless, goalless, hippy love in. I don't subscribe to the view that you should start the conversation and see where it leads you. I would much rather decide what the goals are (such as increase the number of customers, or retain a higher proportion of customers, or increase frequency and value of purchase), and then look at which social media tactics are best suited to these tasks. We are a strategic agency and so I would also add that creating buzz is not a goal in our book. A goal would be taking the buzz and turning into actual revenue, either by feeding the buzz into eCRM or directly into eCommerce (if appropriate and I know that there are a lot of times when it isn't. We have written several articles on <a href="http://www.interactive-mix.com/wordpress/?tag=socialmedia" rel="nofollow">our blog</a> about this and the wider subject that digital agencies tend to be tactical in nature which precludes them from taking a lead agency position. There are exceptions (I would hope that we are one) but on the whole the problem is that digital is a huge topic and can mean many different things. Only an agency that is capable of joining all these disciplines up together as a complete <a href="http://www.interactive-mix.com/imix.html" rel="nofollow">digital marketing strategy</a> will be able to deal with the other objections that you correctly raised. As a young digital marketing agency this kind of post is extremely interesting. The question how to present and charge for a social media solution is one that I think every digital agency is grappling with and I agree with your proposed solution of placing this on a retainer, but I would add that there needs to be a clear strategic vision of what success is going to look and how to measure it. All too often a lot of so called social media experts propose solutions that amount to nothing more than some kind of directionless, goalless, hippy love in. I don’t subscribe to the view that you should start the conversation and see where it leads you. I would much rather decide what the goals are (such as increase the number of customers, or retain a higher proportion of customers, or increase frequency and value of purchase), and then look at which social media tactics are best suited to these tasks.

We are a strategic agency and so I would also add that creating buzz is not a goal in our book. A goal would be taking the buzz and turning into actual revenue, either by feeding the buzz into eCRM or directly into eCommerce (if appropriate and I know that there are a lot of times when it isn’t.

We have written several articles on our blog about this and the wider subject that digital agencies tend to be tactical in nature which precludes them from taking a lead agency position. There are exceptions (I would hope that we are one) but on the whole the problem is that digital is a huge topic and can mean many different things. Only an agency that is capable of joining all these disciplines up together as a complete digital marketing strategy will be able to deal with the other objections that you correctly raised.

]]> By: marquisdejolie http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438685 marquisdejolie Sun, 13 Dec 2009 09:07:41 +0000 http://willvideoforfood.com/?p=4941#comment-438685 @6 Well, there's brown chocolate and white chocolate and black chocolate. @6
Well, there’s brown chocolate and white chocolate and black chocolate.

]]> By: Alexis http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438651 Alexis Sun, 13 Dec 2009 08:45:52 +0000 http://willvideoforfood.com/?p=4941#comment-438651 @5 "Terpsichorean jitterbugging"? Don't ya think that's a bit redundantly pleonastic? ;-) Dang, you make wish I were old too. Maybe I'll get lucky and die before the government has a chance suck me dry like a vampire zombie. @5 “Terpsichorean jitterbugging”? Don’t ya think that’s a bit redundantly pleonastic? ;-)

Dang, you make wish I were old too. Maybe I’ll get lucky and die before the government has a chance suck me dry like a vampire zombie.

]]> By: marquisdejolie http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438624 marquisdejolie Sun, 13 Dec 2009 08:22:01 +0000 http://willvideoforfood.com/?p=4941#comment-438624 @4 Eating, sleeping and eliminating waste are our primary occupations when we come into this world and when we prepare to leave it. All the stuff in between is just terpsichorean jitterbugging. @2 I actually won a university grant based on my excellent grades in economics and that's how I know you cannot spend your way out of debt. Somebody tell our fearless leader, please. Or not. Screw it, I'm old. Anybody under 50 in this country is f'ed. But wait....there IS a way out: kill all the creditors. @4
Eating, sleeping and eliminating waste are our primary occupations when we come into this world and when we prepare to leave it. All the stuff in between is just terpsichorean jitterbugging.

@2
I actually won a university grant based on my excellent grades in economics and that’s how I know you cannot spend your way out of debt. Somebody tell our fearless leader, please. Or not. Screw it, I’m old. Anybody under 50 in this country is f’ed. But wait….there IS a way out: kill all the creditors.

]]> By: Alexis http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438419 Alexis Sun, 13 Dec 2009 06:11:21 +0000 http://willvideoforfood.com/?p=4941#comment-438419 @2 I didn't find it very interesting either, but maybe it's because I couldn't pay attention because my stomach was demanding to be fed. I can never concentrate if I haven't eaten recently. Does anybody else find it irritating that you have to eat, sleep, and poop in order to survive? I keep trying to convince my body otherwise, but after a few days it always manages to convince me that I am not in fact Jack Bauer. @2 I didn’t find it very interesting either, but maybe it’s because I couldn’t pay attention because my stomach was demanding to be fed. I can never concentrate if I haven’t eaten recently.

Does anybody else find it irritating that you have to eat, sleep, and poop in order to survive? I keep trying to convince my body otherwise, but after a few days it always manages to convince me that I am not in fact Jack Bauer.

]]> By: marquisdejolie http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438400 marquisdejolie Sun, 13 Dec 2009 05:20:24 +0000 http://willvideoforfood.com/?p=4941#comment-438400 Time permitting, check out this sustainable model of, uh, of sustainability: http://www.youtube.com/watch?v=OyoFoiEP7qU Time permitting, check out this sustainable model of, uh, of sustainability:

]]> By: NutCheese http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438185 NutCheese Sat, 12 Dec 2009 20:14:48 +0000 http://willvideoforfood.com/?p=4941#comment-438185 Exclusive Media News... you found that interesting? *yawn* There wasn't even one damn fart joke or poop reference in the whole blog post! Okay... who's gonna give me the answers for this stupid economics final I have to finish? Come on people... I can't be expected to do my own work! Exclusive Media News… you found that interesting? *yawn* There wasn’t even one damn fart joke or poop reference in the whole blog post!

Okay… who’s gonna give me the answers for this stupid economics final I have to finish? Come on people… I can’t be expected to do my own work!

]]> By: Exclusive Media News http://willvideoforfood.com/2009/12/12/how-to-implement-social-media-despite-agency-limits-stakeholder-fears/#comment-438110 Exclusive Media News Sat, 12 Dec 2009 18:41:48 +0000 http://willvideoforfood.com/?p=4941#comment-438110 Great read very interesting if more business used social media they would see a turning point in their exposure. Great read very interesting if more business used social media they would see a turning point in their exposure.

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