Agency Guide Turn your social platform into a profit engine

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Introduction

Winning New BusinessCompetitive AnalysisInfluencer IdentificationIndustry AnalysisIn-Bound / Out-Bound

Creating Customized ReportsSocial ScorecardsCustomer Service ReportsContent Reports

Identifying New ProjectsCrisis Alert MonitoringEducational OfferingsFraud Detection and Copyright Infringement

Take the Next Step

Introduction

With nearly one-third of the world’s population logging onto social media at least once a month, marketers are

paying attention. In fact, 9 out of 10 companies in the U.S. include social media in their marketing efforts.

But with the rapidly expanding market comes increasing budget demands – billing hours spent manually sifting for ROI metrics, researching potential campaigns and monitoring the online conversation. As clients expect more

from agencies, profit margins are shrinking.

COMPANIES IN THE U.S. INCLUDE SOCIAL

MEDIA IN THEIR MARKETING EFFORTS.

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Given that marketers ranked measuring social media ROI as their top challenge last year, it’s no wonder that the range of social marketing solutions is vast and complicated. Many providers offer one-point solutions for specific tasks, requiring multiple subscriptions to publish, research and analyze. Subscription fees can easily skyrocket, without having enough clients to consistently absorb the cost. But there are hidden revenue streams in a social marketing solution, and

making money is easier than you may think.

But opportunities for income and growth are only as good as your social marketing solution.

A quick review of your existing subscriptions and vendors may uncover competing services and a lack of integration – all adding up to unnecessary costs. Not only is it financially draining, it’s also inefficient. Learning multiple systems, working with various support and account teams, and moving data between platforms that don’t integrate can be frustrating and

time consuming.

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So how do you find the best fit?

Look for a social marketing solution that can support all the tasks your agency may need – from overall

media strategy to execution. Once you have the right solution, you’re ready to take the next step.

Source: 2017 Forester Wave Report on Social Media Management; 2017 Hubspot State of Inbound study

Source: http://www.stateofinbound.com/#soi_form

Social Data: The Cost of Doing Business

Large consumer brands spent an average of $38,000 per year on social media data and analytics.

61% of marketers say it’s more effective to purchase all social tools from one vendor.

$38K 61%

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Winning New Business

With the rise of consultancies and new agency models, the race for new business has become more competitive than ever.

When it comes to winning a new account, a canned deck just won’t do.

Neither will a simple list of vanity metrics from the potential client’s own social media channels.

Long before you walk into the pitch, make sure you have the right social media tools to ground your strategy. Not all social marketing solutions are designed to support the ever-changing needs of the discovery process.

David BerkowitzChief Strategy Officer, Sysomos

To stand out, agencies need to demonstrate that they really understand the company and can see things from their perspective.

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To get an immediate pulse on the market, and an edge over the competition, look for the features below:

Ad hoc and unlimited search capabilities to help you create unlimited, custom presentations for prospects

Deep historical data for trend-spotting

Real-time results for live data streaming

Multiple social channel coverage for additional insight

Custom dashboards to quickly show prospects data highlights in a more visual way

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1 | Competitive AnalysisWatching and listening to the content posted by your prospect’s competition gives you valuable insights you can apply to future campaigns. Look for the types of posts that drive the most conversations and engagement. You can also conduct competitive benchmarking across age, gender, sentiment and mentions to identify new opportunities and drive improvement.

2 | Influencer IdentificationGive your prospect a preview of influencers who hold the key to their social media success. Uncover new communities, analyze popular conversations and track engagement. Presenting a new web of influencers your prospect may not have even known existed proves that you understand their market, and know the keys to growth.

Once you have the right tools, you can leverage analytics to showcase areas of opportunity and improvement.

The following reports will help you spot historical patterns, anomalies and trending topics:

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4 | In-Bound / Out-BoundShow your prospect how their social customer care team performs. Identify the most common topics or prevailing sentiment, and look at demographic metrics to see who is posting and the most popular time of day for outreach.

Beware of social marketing solutions that rely on a cost-per-query model that has to ask, fetch and then retrieve data. This approach will not include historical data, limiting your ability to provide an insightful analysis that captures long-term trends.

3 | Industry AnalysisDetermine how your prospect's business fits into broader conversations within the industry. What percentage of mentions do they receive versus their competitors? What topics are trending?

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Creating Customized Reports

Once you are fully immersed in your prospect’s social data, you will immediately understand which trends and topics are most likely to impact their brand.

Finding ways to add value and grow client accounts, long after the pitch has been won, helps increase client loyalty and retention rates. One low-cost option is re-packaging the reporting services already offered by your social marketing platform. Your client benefits from regular, insightful analysis and, since the reports are already built into the system, your team saves hours of research, data crunching and report design. Additional options such as branded logo reports and bulk pricing options can make reporting services even more attractive.

“Building trust is a way to grow business, period,” Berkowitz

says. “Social listening is one path toward that goal."

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CONTENT REPORTS

Content reports can provide a snapshot of top performing posts, audience response and influencers

and competitor comparisons, among others. An integrated social marketing solution can also layer on paid data to inform a customer on the efficiency of their social advertising spend, as well as opportunities for making it more

effective. The right social platform will allow you to create powerful social

reports and schedule delivery via email, or export on demand to quickly share

insights with your team or client.

SOCIAL SCORECARDS

Scorecards, which typically tally changes in mentions and followers

over a period of time, provide a helpful tool to showcase success. With a social marketing solution that offers custom dashboards and easy to understand visuals, producing a scorecard can be

as simple as exporting a pre-set dashboard once a month.

CUSTOMER SERVICE REPORTS

Due to risk aversion, many brands control and manage their own social

media response communication. However, with an integrated social marketing solution, agencies can produce reports that analyze the

response communication without being involved in account management. A customer care report can look into the average response times, team members with the fastest or most

responses, overall sentiment, common topics and the number of approved or rejected responses by management,

among others. By highlighting gaps and opportunities, you uncover additional services that your agency can provide.

Here are a few options for growing your client account:

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The right social analytics solution will provide actionable insights.

As agencies move from creative to data-driven idea generation, social analytics can provide credible proof points for your next proposal.

While new ideas can take time to develop, here are three immediate options to create new revenue now:

1 | Crisis Alert Monitoring

2 | Educational Offerings

3 | Fraud Detection & Copyright Infringement

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Identifying New Projects

1 | Crisis Alert Monitoring

The power of a social media post to go viral in a matter of hours, or minutes, makes it crucial for brands to consistently monitor mentions and sentiment. As Warren Buffett said, it takes 20 years to build a reputation and just 5 minutes to ruin it.

Help your clients spot a negative event before it evolves into a full-blown crisis. Minimize time to action by enabling alerts on volume, influencer engagements, sentiment or emerging viral trends.

to build a reputation

to ruin it

20 years

5 minutes

2 | Educational Offerings

With new platforms and features always launching or changing, it can be difficult for clients to keep on top of industry trends, particularly when it comes to social media monitoring and metrics.

Educational offerings provide another opportunity to repackage social marketing solutions to win new projects or expand existing accounts.

This approach can take on a variety of formats (virtual instructor, on-site instructor or learning management system), with easy ways to customize built on each client’s needs.

LEARN HOW TO USE SOCIAL DATA FOR SMART CRISIS PREVENTION

SEE HOW W2O GROUP IS INNOVATING TO SUPPORT THEIR CLIENTSAgency Guide | 13

3 | Fraud Detection and Copyright Infringement

As the number of social media users continues to rise, so too does the illegal use of logos, graphics or other trademarked material.

Help your clients protect their brand against fraudulent use with a social analytics solution that allows you to:

LEARN MORE ABOUT THE POWER OF VISUAL LISTENING

• See if your brand images, logos, or graphics are being used on counterfeit or inauthentic products or being sold in unauthorized locations

• Identify fraudulent use of sensitive products or information – such as credit cards or government identification – to address threats and customer risks accordingly

• Get early warning of the spread of pirated, counterfeit or illegally produced products to track down source and distribution information

• Keep track of known sources of trademark or copyright infringement to issue takedown or cease-and-desist notifications with minimal delay and risk

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Your social marketing solution doesn’t have to feel like a drain on resources with little return on investment. With careful evaluation of the right software, an evaluation of extra services, and creative thinking on how to get the most out your subscription; your social marketing solution can quickly transform into a promising revenue stream that gets attention and results.

Ready to take the next step?

Take the Next Step

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Sysomos for AgenciesEighty-five percent of the world’s top agencies have been relying on Sysomos for over a decade. Be empowered to win and keep accounts, optimize media buys and turn insights into action for your clients.

The comprehensive platform enables agencies to Search, Discover, Listen, Publish, Engage and Analyze across earned, owned and paid media.

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of the world's top agencies rely on Sysomos

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Sysomos is a unified, insights-driven social platform that empowers marketers to easily manage

earned, owned, and paid media at scale.

Powerful stand-alone apps; even better when used together

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