working with social media consultants
DESCRIPTION
If your organization, business, or CPA firm is considering employing a social media consultant to help with its marketing efforts, you'll want to review this deck. In it are tips on: 1. Identifying short- and long-term goals 2. Questions to ask 3. Setting realistic expectations 4. Developing a budget for success If you need help with your social media efforts, reach out to us at Penheel Marketing. We work with small business owners, non-profit leaders, and CPAs to help create a social media presence within the budget they've established.TRANSCRIPT
© 2014 Penheel Marke0ng
Working With Social Media Consultants
Identifying Short-‐ and Long-‐term Goals
By: Becky Livingston President & CEO
Penheel Marketing
© 2014 Penheel Marke0ng
Becky Livingston ü Owner Penheel Marke0ng
ü 25+ years of marke0ng and technology experience
ü 15 years in the financial services industry
ü Social Media & Digital marke0ng professional
ü Public speaker and trainer
ü Frequent guest blogger ü Dog and shoe lover
© 2014 Penheel Marke0ng
Agenda – Consultants 1. Iden0fying short-‐ and long-‐term goals 2. Ques0ons to ask 3. SeOng realis0c expecta0ons 4. Developing a budget for success
© 2014 Penheel Marke0ng
Identifying Short-‐ and Long-‐Term Goals 1. Tie social media goals to business goals 2. Be sure the “important people” buy into the social
media goals 3. Create a social media plan that aligns with other
marke0ng efforts
“The goal of social media is to turn customers into a
volunteer marke0ng army.”
~ Jay Baer
© 2014 Penheel Marke0ng
Questions To Ask 1. What is your defini0on of a successful campaign? 2. If you had unlimited resources and budget, which
social marke0ng outlets would you concentrate on for my business?
3. As my agency/consultant, are there people you can influence to get more trac0on for my brand?
4. What do you see changing most in the next two quarters?
5. How will you measure my success?
© 2014 Penheel Marke0ng
Selecting An Agency/Consultant Look for: 1. Depth of thinking and how that 0es back to your
broader situa0on, rather than just for the ‘big idea.’ 2. Proposals that focus on long-‐term growth rather than
(or in addi0on to) short-‐term benefits. 3. Ideas that blend the strengths of different media
forms when assessing proposals. 4. Examples and for their sugges0ons on how to work
collabora0vely with your other agencies. 5. Clear =es from objec0ves, to tac0cs, to measurement
in proposed programs.
© 2014 Penheel Marke0ng
Selecting An Agency/Consultant Look for, cont.: 6. Examples of prior work that are directly relevant to
your challenges. 7. Examples of difficult ethical quandaries that your
prospec0ve agencies have navigated and ask about their approaches to specific conundrums.
8. Elements that make the agency’s ideas stand apart. However, don’t put all your focus on this at the expense of other factors.
9. A willingness to say “no.”
© 2014 Penheel Marke0ng
Expectations 1. Approach with realism -‐ you can realis0cally start to
see tangible results in 3 -‐ 6 months. 2. Build a founda0on for the long term and create a
forward-‐thinking strategy. 3. Develop crisis planning scenarios and ac0on plans. 4. Avoid promising the unakainable. 5. This is a marathon, not a sprint.
© 2014 Penheel Marke0ng
The Budget What you’ll need $$ for: ü Blogger outreach, unless you plan to write it all yourself ü Original content produc0on ü Social Media ads ü Buzz Crea0on ü Maintenance ü Repor0ng ü Listening ü Online, social marke0ng
© 2014 Penheel Marke0ng
The Budget, cont. 1. Strategy. $5k -‐ $10k and 1 month’s 0me. 2. Social Media Build – Graphics, tech, development,
planning, and training. $2k -‐ $5k 3. Content Development – Blogs, graphics, videos,
whitepapers, reports, podcasts, etc. $3k -‐ $5k/month 4. Channel Management – Daily, monthly reports,
listening, research, crea0ve thinking, etc. $3k -‐ $5k/month
5. Campaigning – Outreach to target markets, keeping the brand front and center. $1,500/quarter
6. Monitoring Tools – mul0 channel setup, crea0on, planning, repor0ng, etc. $10.00 -‐ $5k/month
Source: ClickZ
© 2014 Penheel Marke0ng
Who is Penheel Marketing? Social media and digital marke0ng consul0ng firm for CPA firms, small businesses, and non-‐profits.
Marke=ng Analy=cs Website analy0cs, online adver0sing analy0cs. See which sources are genera0ng the most leads.
Email Send personalized, segmented Emails based on any informa0on in your contact database.
Search Engine Op=miza=ons Improve your rank in search engines by finding and tracking your most effec0ve keywords.
Lead Management Track leads with a complete 0meline-‐view of their interac0ons with your firm.
Blogging Create blog content quickly while geOng SEO 0ps and best prac0ces pointers.
Social Media Publish content to your social accounts, then nurture leads based on their social engagement.
hkp://Penheel.com
© 2014 Penheel Marke0ng
Resources • Oracle Cloud. “Five Ques0ons You Should Ask Your Social Media Agency”. 2012 • Dave Fleet “9 Criteria fro Selec0ng a Social Media Agency” • Radian 6 “Social Media Blueprint” • Jennifer Van, Mashable “5 Tips for Managing Social Media Marke0ng Expecta0ons” • Social Media Explorer “Manage Expecta0ons or They’ll Manage You” • Cyber PR “6 Cri0cal Ways For You To Manage Your Expecta0ons of Digital PR & Social
Media Marke0ng” • ClickZ “How to Effec0vely Budget Your Social Media Program in 2013”
Accompanying Handout • Lisa Barone “52 Ques0ons to Ask When Hiring A Social Media Company”
Workshop Ac=vity
© 2014 Penheel Marke0ng
Expectations • Set realis0c, S.M.A.R.T., goals with realis0c 0melines. • Social media efforts may not be realized for 6 to 12 months
• It’s not free. Establish a budget, 0me, and resources. • Create a crisis plan in case of the good and the bad. • Develop a policy. • Social media does not work in a vacuum. Combine it with other marke0ng efforts. • A dedicated effort is needed on your part. • The more you put in, the more you’ll get out.