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
![Page 1: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/1.jpg)
ELON UNIVERSITY: TACKLING SOCIAL MEDIA, AGENCY-‐STYLE KEVIN BRIODY / @KEVINBRIODY NOVEMBER 29TH, 2011
![Page 2: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/2.jpg)
SOCIAL MEDIA: TRADITIONAL VIEWS BY AGENCY TYPE
![Page 3: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/3.jpg)
THE AGENCY CONSTELLATION*
PR Ad
Media Digital
Social Content
Social Media
MarkeMng
![Page 4: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/4.jpg)
SIDE NOTE: THE INTEGRATED AGENCY
PR Ad
Media Digital
Social Content
Fully Integrated
Shop
![Page 5: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/5.jpg)
THE PR AGENCY VIEW
Storytelling through influencer engagement
![Page 6: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/6.jpg)
THE AD AGENCY VIEW
All hail the short-‐dura6on campaign
![Page 7: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/7.jpg)
THE MEDIA AGENCY VIEW
Deeply targeted contextual social ads
Loving the Like
![Page 8: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/8.jpg)
THE DIGITAL AGENCY VIEW
Social as an extension of the online brand – with some solid case studies
![Page 9: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/9.jpg)
THE SOCIAL MEDIA AGENCY VIEW
Conversa6on, engagement, and promo6on – with a bunch of community management
![Page 10: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/10.jpg)
THE CONTENT MARKETING AGENCY VIEW
Content is the engine that drives sharing and conversa6on – and we craA content beBer than anyone
![Page 11: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/11.jpg)
THE PROBLEM WITH THE TRADITIONAL VIEW
![Page 12: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/12.jpg)
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…
![Page 13: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/13.jpg)
THE NEW AGENCY CONSTELLATION*
PR Ad
Media Digital
Social Content
Digital & Social Media
![Page 14: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/14.jpg)
WHICH BRINGS US TO THE OPPORTUNITIES
![Page 15: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/15.jpg)
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
![Page 16: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/16.jpg)
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.
![Page 17: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/17.jpg)
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).
![Page 18: 2011 Agency Landscape: Social Media Convergence](https://reader034.vdocuments.mx/reader034/viewer/2022051411/54562b04af79594f558b4bf2/html5/thumbnails/18.jpg)
KEVIN BRIODY DIRECTOR, DIGITAL STRATEGY PACE COMMUNICATIONS
[email protected] @KEVINBRIODY WWW.SOCIALMALLARD.COM OR FIND ME ON LINKEDIN