Priyanka Writing

#hubspot Insights about Online Marketing Agencies

admin — Thu, 24 May 2012 12:29:07 +0000

I mentioned this Hubspot report about Online Marketing Services Industry in my earlier post but I feel it deserves a separate post as it is really worth going through by online marketing entrepreneurs and professionals! There are many valuable insights to be gleaned,

1. 71% of the agencies are small sized with less than 5 employees! (this slide is available in their downloadable report and not in this presentation)

2. A retainership model with longer and larger retainers is the best value proposition to make the agency sustainable. (In my last post I looked at the Strategy + training model which is better for the client)

3. In-house v/s contracted services data: web dev, design, blogging are the largest chunks of work to be contracted outside! This points towards a few small & focussed companies coming together for a project even though only one maybe the actual point of contact!

4. Most revenue comes from B2B clients! This is very surprising what could be the reasons? Maybe most B2C companies soonm opt for in-house teams as these activities play a much crucial role? Its hard to understand because B2B companies need a lot more in-house generated content…. (again this slide is there in the downloadable report not in this presentation)

5. The companies that charge the larger and longer retainers are more process driven, they have much strongers ROI measurements and sales channels

State of the Online Marketing Services Industry Report

View more presentations from HubSpot All-in-one Marketing Software

Points I would have liked a little more detail,

1. Who are the respondents – are they of any specific country or region?

2. Quality of work : This is important because a lot of companies use automated content publishing tools and other such means to keep social media accounts going. They think that using keywords/hashtags and a few links are enough to gain traction on social media. Surprisingly even clients don’t see through such activities even though no clicks are generated nor any leads.

3. Technology used by companies : Its important to understand what role does technology play? Is the work largely automated or is technology just a tool in the process. For eg: If the RSS feed is being tweeted using automated tools, its a high level of tech usage while is the account manager is using a tool like Hootsuite to tweet then it is a smaller level of tech usage. This would give a clearer idea of the quality of work too.

4. Client interactions: how involved is client in the work?

Social Media Agency Model – Strategy & Training

admin — Mon, 21 May 2012 06:28:40 +0000

About a year ago we changed our agency model. From taking up all projects for execution we now mostly take up projects where we strategize and then train an in-house resource or setup an in-house team for the client and then leave. We are then again available as consultants or strategists for the next phase of social media enrichment for the brand.

Recently read an article on similar lines by Aditya Rao. He being an in-house social media guy, annoints the need for agencies to take up a more strategy+trainer role. We have worked on few projects with this model, they have gone pretty well and I would say show much more promise for a long-term sustainable setup for the brand. However from agency side there are some issues that need a quite a bit of figuring out,

Scaling Up

Generally the SM agency has it simple – hire someone and get them to manage brand accounts. The typical SM employee is also looking to do just this, work on lots of brands esp ‘big name’ brands with lots of fans! He wants to talk about managing a major Twitter or Facebook community!

So in the S+T model what work does the employee have to do? The S = strategy part is simple and prolly something he will enjoy, but the T = training?? Most typical employees will not be interested in training folks rather than working on SM accounts!

So how would the SM company build a team with such a service offering?

Short Term Projects

A typical S & T project would not last for more than 3 months. I could talk about how sustaining a company with short term projects is a lot more difficult but instead I will actually quote a detailed research report from Hubspot which throws light on this exactly – which kind of online marketing companies have the better chances of sustaining and winning? Ans: The ones with long term retainer model!

State of the Online Marketing Services Industry Report

View more presentations from HubSpot All-in-one Marketing Software

This report really got me thinking!

Brand says Outsource!

Another concern is that a lot of brands, I mean good brands that I want to work for.. want to outsource their social media. Sure they understand why I am recommending S&T but they want to outsource, thats all.

Ensure Success

When the campaign is managed by us, we know what we are doing and we know the demands of the work and have necessary setup to manage it. However when working on integrating social media within a company there are just lot of challenges and some random issues keep cropping up.

For example: Recently a brand had to setup Facebook payment so we could launch ads for its page. Getting a credit card and actually inputting it into Facebook took over 15 days!

These sort of delays are entirely avoided when the agency takes up the project execution.

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Even though, I find S&T a whole lot more challenging (which is a good thing) and its satisfying to see a brand manage its social media sustainably once we have helped them set it up but there are just a lot of questions to figure out for a company. In a way there seems a clash of whats right for the clients and what works for an agency. If the model doesn’t work for the agency then the agency can’t work for too long but for a more mature social media landscape in India its necessary for clients to have in-house team.

Probably a mixed model of working of sorts can be arrived at to keep agencies sustainable and yet provide better alternatives to the client!

admin — Fri, 04 May 2012 12:11:24 +0000

Not sure how it has started but May the Fourth, I mean the date May 4th is Star Wars Day. That time of the year when you go about wishing people ‘May the Fourth be with you!’

Hahah its so mundanely hilarious! This is why I love Twitter, there are always jobless folks and people with jobs who take out the time to celebrate a Star Wars Day or Towel Day (HHGG — Arthur — Towel, get it? If not just search)