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It's perhaps not the agency owners, but the group of people around them. Senior leaders in the acct groups, media, creative, planning etc. I do think it's about not fully investing themselves emotionally and all they got. It's part of the game that will probably always be there, and maybe not just in this industry.
3 years ago on The Only 4 Reasons Agencies Should Care About Their Own Content Marketing
I'm curious what kind of response you'll be getting to this post.
A couple of observations here: One is that your retention measure (in #1) needs a few steps BEFORE the actual retention of a client. If the goal is for clients to feel and believe that "these are the best PEOPLE to help build my business", a set of progressive metrics can chart the strength of the relationship before it's too late.
Two is that content marketing via social media can make it a lot easier for an agency to EXPAND ITS FOOTPRINT within a client organization, the outcome being client retention (#1 reason) and organic growth (#2 reason).
Last, I'd flip three and four around. The pitch process is fraught with so much peril. Content marketing via social media makes it easy for the TOP TALENT that drives an agency to have personal visibility and open doors to new relationships for the agency. I spent much of my career at great agencies and saw again and again that our leaders were hesitant to lean on their personal relationship capital to help grow the agency. Why? The need to protect the escape hatch?
Looking forward to a follow-up from you with how agencies respond to your post.
Thanks for re-sharing the insights. All too often we move from one finding to the next all too quickly without really processing what it means and where it can lead us. I appreciate the fact that you contemplate your work rather than speed through it.
3 years, 2 months ago on 9 Surprising New Facts About Social Media in America
I like the lens you put on the ebook via your post + your contribution to the ebook re: the explosion of short-form multi-media (though I'm not sure it'll be that easy to overcome the quality hurdle since "how" a company presents itself often is just as important as what it says about itself.) Two other points that stood out for me as new were the downsides inherent to people "unfollowing" and "unliking" a company and the practicality of crowd sourcing and funding of ideas. What surprised me about the ebook overall is that it ended up being a mere regurgitation and organization of quotes. The authors "liked" and "shared" content rather than created something new. If the Achilles' heel of social media is the misperception that everyone's simply "liking" and/or "sharing" someone else's content, they just proved that point.
3 years, 2 months ago on 4 Nearly Guaranteed 2012 Social Media Predictions
Thank you for this post, Jay! I'm really glad you shared it and hope it gets picked up and passed on by all your followers. Social media is really not about technology, but about using technology to live and breathe human values that help make our world go round and be a fun place to be.
If you have not already done so, you should send your note to Southwest to reinforce what happened on this flight. A week or so ago I had responded to a post of yours re: turning observations into practical suggestions for companies so they can do something with your insights. All too often the good stuff on the front lines does not get seen in the back room or the executive suite, resulting in policies and programs developed and implemented in a vacuum. I dare you to share it directly to them. :)
3 years, 2 months ago on Social Business Is About Actions Not Words
I wholeheartedly agree with the sentiment of this message, Jay. To make it meaningful versus just a rant, though, you need to address practical considerations, or at least suggest some ways of following through on what you're saying here.
For instance, if you have millions of customers, how can you mobilize a sizeable customer service organization to achieve this? Related to that, how do you pay for it? The person you're describing is likely much farther along in their career, so higher compensation expectations. And, think about the perception of being the person essentially answering the social media phone when you're at that stage in your career.
Help the rubber meet the road, Jay.
3 years, 3 months ago on Permission is the Enemy of Speed
It's not about one type of relationship over another (social media versus personal) but two very different kinds of dynamics. It so happens that one is so over-inflated right now that it is or may be at the expense of the other. Should we try to re-balance the two? Can we? It is a topic worthy of formal study -- whatever happens will have profound impact on how we get along with each other over time. In the meantime, check around and see if we remain glued to or become unglued from smartphones in settings when we should be interacting with our immediate physical environments. Josh Bernoff was right a couple of years ago that, and I'm paraphrasing, social media is not about technology but a human trend and that it's important to understand the trend rather than chase the technology. My take on that human trend is that social media is partially driven by human desire to fill a void, whether that's love, self-worth, belonging, making a fast buck etc. and partially by us getting fired up about something we care deeply about and can't get enough off. Add to that a little dose of humanity's desire for pleasure, and what we have is a good thing maybe gone too far.
3 years, 5 months ago on Social Media, Pretend Friends, and the Lie of False Intimacy
Jay -- You're one of the best marketing leaders out there, and I've been observing many. You have a refreshingly honest and interesting approach for bringing together practical reality with thoughtful perspective and crazy-cool invention. Thanks for so openly sharing your craft and gift with us.
3 years, 6 months ago on Social Media, Pretend Friends, and the Lie of False Intimacy