2011 agency landscape: social media convergence
DESCRIPTION
A brief presentation for Elon University students in November, 2011. Touching on the growing convergence of traditional agency roles when it comes to digital and social media, and how that creates opportunities for them.TRANSCRIPT
ELON UNIVERSITY: TACKLING SOCIAL MEDIA, AGENCY-‐STYLE KEVIN BRIODY / @KEVINBRIODY NOVEMBER 29TH, 2011
SOCIAL MEDIA: TRADITIONAL VIEWS BY AGENCY TYPE
THE AGENCY CONSTELLATION*
PR Ad
Media Digital
Social Content
Social Media
MarkeMng
SIDE NOTE: THE INTEGRATED AGENCY
PR Ad
Media Digital
Social Content
Fully Integrated
Shop
THE PR AGENCY VIEW
Storytelling through influencer engagement
THE AD AGENCY VIEW
All hail the short-‐dura6on campaign
THE MEDIA AGENCY VIEW
Deeply targeted contextual social ads
Loving the Like
THE DIGITAL AGENCY VIEW
Social as an extension of the online brand – with some solid case studies
THE SOCIAL MEDIA AGENCY VIEW
Conversa6on, engagement, and promo6on – with a bunch of community management
THE CONTENT MARKETING AGENCY VIEW
Content is the engine that drives sharing and conversa6on – and we craA content beBer than anyone
THE PROBLEM WITH THE TRADITIONAL VIEW
MASSIVE CONVERGENCE…AND COLLISION
Agencies of all types are chasing the budget – which is increasingly flowing into digital and social media markeMng. Channel Management Campaign Development Influencer Engagement Analy9cs Proprietary Tools Mobile
Example: Rise of the Full-‐Service PR Digital Shop Wagged Studio D, Edelman Digital, Ogilvy PR 360 Digital Influence…
THE NEW AGENCY CONSTELLATION*
PR Ad
Media Digital
Social Content
Digital & Social Media
WHICH BRINGS US TO THE OPPORTUNITIES
THE RISE OF THE AGENCY ENGAGEMENT TEAM
Someone has to do all that tweeMng, commenMng, posMng, moderaMng, outreaching…which is o_en an enMrely new skill set for an agency. Social Media Specialists Community Managers Engagement Leads Account Execu9ves Digital Strategists Etc. Etc.
Distributed vs. Concentrated
IN SOCIAL MEDIA, DATA RULES ALL
Online, and in social, everything generates data. Clients understand this, and expect detailed reporMng and data-‐driven strategies to permeate everything their agencies do. Metrics and analyMcs-‐savvy marketers and agency staff are highly valued – and hard to find.
REMEMBER THAT CONVERGENCE?
PR Ad
Media Digital
Social Content
You
Your social media-‐fluent, marke6ng-‐savvy, data-‐driven skillset and experience will be highly valued by all agency types (and most clients).
KEVIN BRIODY DIRECTOR, DIGITAL STRATEGY PACE COMMUNICATIONS
[email protected] @KEVINBRIODY WWW.SOCIALMALLARD.COM OR FIND ME ON LINKEDIN