SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

How to decide betweenoutsoucing and internal

BARBARA LISSMOTOROLA

How to decide if a social media agency is right for you?

Barbara Liss bliss@motorola.com @chicagobliss

A decision similar to . . . Raising a child?!

Barbara’s Thought Process

• A little introspection – what do I have?

• Social Media – what do I need?

• Making a decision – who do I need & how do I get them?

• Evaluating – did I make the right choice?

1. A little introspection

Know what you’re good at

• Ideas – big and small

• Understanding the consumer

• Telling people what to do

And what you’re not

• Data and analytics

• Creating Stuff

• Making PowerPoint

Know your people

• What does your team look like? • What are their skill sets? • How hard is it to bring on & train new people?

Know your boss

• What is he/she good at? • What will make him/her look good? • What does he/she care about most?

Know your “budget”

2. Social Media – What do I need?

Is my strategy sound?

• Clear consumer target • Defined priorities • Unique voice • Global vs local

How much community management is required?

• Do you have to be always on? • How demanding are your consumers? • Is your industry well monitored, press-heavy?

Can I create enough of the right content?

• Consumers make amazing content • “Micro Agencies” can get you scale and depth • Employees create better stuff than you think

Am I measuring the right things?

• What are my business objectives and can basic tools help me measure those? • Do I know the right questions to asks? • Do I feel overwhelmed by all the data out there?

Am I equipped to tackle this whole “paid” social thing?

• Facebook is a paid platform now blah blah blah

• 64% of advertisers will increase their paid social budget

• Social data and social platforms allows for incredibly accurate & agile targeting

3. I need an agency, now what?

Understand what kind of agency fits your needs

• Full Service

• Community Management

• Content creation

• Listening

• Analytics

Do your homework

• Google

• LinkedIn

• SocialMedia.org

• Twitter

Don’t make yourself crazy

Make a good decision (for all parties)

• RFPs work (don’t be afraid to ask)

• Have a scorecard

• Get the right folks in the room

• Be honest with the contenders

4. Evaluate

Agency evaluations are essential

• Set goals up front

• Check in regularly

• Consider unique compensation models

• Allow agencies to evaluate you

So, remember this

• No right or wrong; only what’s right for you

• Nobody knows your business as well as you do

• Nobody knows “their” business as well as they do

• It won’t break if you drop it and a new phase is always around the corner

Questions? Comments?

bliss@motorola.com @chicagobliss

SOCIALMEDIA.ORG/SUMMIT2014ORLANDOOCTOBER 27–29, 2014

Learn more about past andupcoming events

SOCIALMEDIA.ORG/EVENTS