creating harmony between your clients and your agency
Post on 17-Oct-2014
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My #Conductor #C3NY presentation chock full of tips on creating a smooth relationship between your agency and clients. Feel free to read, comment and share on!TRANSCRIPT
#C3NY
CREATING HARMONY BETWEEN YOUR CLIENTS AND YOUR AGENCY
Adam Dince, Head of Organic Search & SMO, Deluxe Corporation
#C3NY
ADAM DINCE
2
Head of Organic Search & SMO
@adamdince
ww.deluxe.com (yes 2 “ww’s”)
Facebook.com/DeluxeCorp
Deluxe Corp
#C3NY
MNSEARCH.ORG
3
Director of Communications, PR & Social Media
@MnSearch
www.mnsearch.org
Facebook.com/MnSearch
MnSearch.org
#C3NY 4
#C3NY
12 YEARS EXPERIENCE AGENCY SIDE & CONSULTING
Source: http://www.jewishjournal.com/images/bloggers_auto/mad-men.jpeg
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1 YEAR EXPERIENCE CLIENT SIDE
Source: http://www.rapgenius.com
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FROM A STRATEGIST
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TO AN EXECUTIVE
Source: sciencefiction.com
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I’VE LEARNED THAT CLIENT / AGENCY RELATIONSHIPS CAN BE CHALLENGING
Source: vimeo.com
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BUT WHY?
Source: stratify.co
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WE ALL WANT TO GROW REVENUE…
Source: everyinstrumental.com
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WE ALL WANT RAISES Source: http://www.telegraph.co.uk
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AND WE SHOULD ALL WANT TO FEEL GOOD ABOUT THE WORK WE DO
Source: www.westernfreepress.com
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IT SHOULD BE EASY TO MAKE IT WORK, RIGHT?!
Source: http://revolutionarypaideia.files.wordpress.com/
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WELL, IF YOU’RE IN THIS SESSION, YOU KNOW THAT CLIENT AGENCY RELATIONSHIPS CAN BE
TOUGH
Source:
http://staff.bath.ac.uk/ensdasr/SleepingStudents.JPG
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AND IT’S TIME WE HAD A FRANK DISCUSSION ABOUT IT!
Source: www.arts-wallpapers.com
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CHALLENGES CAN PUT A STRAIN ON SUCCESS
Source: aspiringbackpacker.com
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ANY OF THESE SOUND FAMILIAR?
• Client has unrealistic expectations
• The agency is nickel and diming the client
• Accounts aren’t staffed properly for success
• You’re expected to do more with less
• Google screws you up
• Your account people suck
• Your client has a low SEO IQ
• Too many client ad-hoc requests
• Turnover on both sides
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TODAY, WE’LL BE DISCUSSING HOW TO CREATE HARMONY WITH YOUR CLIENTS
Source: squidlife.blogspot.com
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THE FORMULA
Source: flickr.com
SOW COMMUNICATION QUALITY
DELIVERABLES RELATIONSHIPS HARMONY
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SOW FINE POINTS • Build your SOW costs on # of hours
• Assign the right resources
• Charge enough to pay your employees what they deserve
• Hire or staff as you promised in the SOW
• Define all projects in detail
• Build in time for rework
• Build in time for extra requests
• List all vital assumptions (e.g., CAPEX)
• List all dependencies (e.g., on-time approvals, implementation, etc…)
• Include a meaningful travel budget
• Disclaim appropriately (e.g., you are not responsible for rankings or performance)
• Set the right expectations
• Do what you said you were going to do
• Don’t assume a signature = client understanding
• Modify SOW for client strategy shifts
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#C3NY
COMMUNICATION TIPS
• Daily 15 minute stand-ups
• Weekly 30-60 minute meetings
• Monthly, quarterly and annual reviews
• Respond to client emails ASAP
• Return phone calls
• Create informality
• Avoid account gatekeeping
• Share content with your clients but don’t content market them
• Connect with your clients on LinkedIn
• Report bad news immediately, but bring solutions
• Document and communicate non-implementations
• Stop selling!!!
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QUALITY DELIVERABLES
• Beautiful presentations
• Be thorough
• Use proper grammar and punctuation
• Before delivery, have non-niche professionals review your work
• Know your audience
• Deliver on time!
• If you must deliver late, give client plenty of notice
• Always provide a +1
• Make sure your client knows deliverables are coming before you send
• Don’t deliver too much at once
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REPORTING MADE EASY! SEARCHLIGHT MAKES DELIVERABLES PRETTY AND MEANINGFUL
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BUILD RELATIONSHIPS
• Support client performance goals
• Truly care about your client team—it will show
• Listen for and address emotional cues
• Take clients out when making visits
• Be human and personal---not just business focused
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IN SUMMARY
Source: http://3.bp.blogspot.com/
SOW COMMUNICATION QUALITY
DELIVERABLES BUILDING
RELATIONSHIPS HARMONY
#C3NY
Q & A
Source: http://www.youtube.com/watch?v=15JssBJf1xo