A Guru or the Gang? The 4 Methods of Social Media
Agency Staffing
@jaybaer #GuruGang
Jay Baer Convince & Convert
www.ConvinceAndConvert.com
www.OneSocialThing.com
1. The Greater the Pace of Change, the Greater the Client Interface Requirement.
@jaybaer #GuruGang
2. The Greater the Measurable Granularity, the Greater the Client Interface Requirement.
@jaybaer #GuruGang
3. The More Familiar the Tactic, the Greater the Client Interface Requirement.
@jaybaer #GuruGang
@jaybaer #GuruGang
@jaybaer #GuruGang
" Ever-changing " Granularly measurable
" Tactically familiar
@jaybaer #GuruGang
Perfect Storm of Client Interface
Requirements
" Show me a firm where the social media people aren’t the busiest in the agency, and I’ll show you an agency that isn’t very good at selling social media.
@jaybaer #GuruGang
" Social media is much more about doing than it is about making.
@jaybaer #GuruGang
" Social media (like SEM/paid search) is largely rooted in arbitrage.
" Can you do more or better work for your client than she can do with internal resources, at costs to her that justify your participation?
@jaybaer #GuruGang
1. Sell the Black Box (difficult in social)
2. Create true Economies of Scale
3. Buy cheap labor, prop it up, and sell it for more
@jaybaer #GuruGang
1. What social media services you sell (see presentation: “23 social and digital services you should be selling, but probably aren’t”) http://slidesha.re/MTPMhs
2. How you sell your services
3. How your resources are structured
@jaybaer #GuruGang
The 4 Methods of Staffing Social Media
@jaybaer #GuruGang
Your Firm Specialty Firm
Specialty Firm
Social Media Services
@jaybaer #GuruGang
Pros Cons
Quick Ramp Up Lack of Control
Best-of-Breed Resources Slim Margins
Bi-Directional Revenue Pass Many Client Touch points
Education Reputation
@jaybaer #GuruGang
Social Media
Services Internal social
guru(s)
Agency personnel/
account teams
@jaybaer #GuruGang
Social Media Services
Internal social guru(s)
Agency personnel/
account teams
@jaybaer #GuruGang
Pros Cons
Ease of Implementation Talent Attraction
Go-to-Person Empires, Management, and Risk
Lack of Agency Background Lack of Agency Background
Depth of Knowledge Breadth of Knowledge
@jaybaer #GuruGang
Social Analy?cs
social guru(s)
Category trained agency personnel/
account teams
Community Management
Social Listening
Contests/Promo?ons
Influencer Outreach
Social Strategy
@jaybaer #GuruGang
Pros Cons
Uses Existing Resources Lengthy Implementation
No Bottleneck Workflow & Communication
Deep Topical Expertise Account Team Coverage
Minimizes Risk Pigeon Holes Staff
@jaybaer #GuruGang
Social media competent agency
personnel/account teams
Social Media Services
@jaybaer #GuruGang
Pros Cons
Fully Integrates Social Lengthy Implementation
No Bottleneck Leadership
Margin Training Costs
Flexibility Group Think
? Which is Right for You?
@jaybaer #GuruGang
First Foray: Outsourced (180 days) 5-10 Employees: Guru
@jaybaer #GuruGang
11-30 Employees (PR focus): The Gang 11-30 Employees (adv focus): Guru(s) 11-30 Employees (digital focus): Topical Experts
@jaybaer #GuruGang
31+ Employees (PR focus): Topical Experts
31+ Employees (adv focus) Topical Experts 31+ Employees (digital focus): Guru(s)
@jaybaer #GuruGang
We Can Help
" Social Pros on-call advisory services for agencies
" Social/Digital business planning for agencies
" Comprehensive social media training
http://ar.gy/agencyside
Jay Baer Convince & Convert
www.ConvinceAndConvert.com
www.OneSocialThing.com