Today’s agency landscape is as varied as the brands and client engagements it represents.
From advertising and PR to dedicated content production or community management teams, agencies of all types are brought on to handle a multitude of responsibilities within a client’s social media program.
Seja você uma agência de redes sociais que fornece soluções sociais de serviço completo ou que está participando de uma campanha ou um projeto social específico, as principais agências de hoje entendem como fornecer resultados nas redes sociais. E em uma única agência social, a interação de cada cliente pode exigir uma configuração distinta.
This product guide demonstrates how an agency team of any size and structure can provide impressive digital marketing offerings to help clients scale their businesses.
Confira este guia se você estiver realmente procurando uma agência de marketing de redes sociais.
These 7 strategies will help set your social agency apart from others and help you secure and scale new business.
Analisar o público de cada cliente pode parecer óbvio. Já se foi o tempo de pura pesquisa qualitativa e da boa e velha intuição. Se você tiver acesso a insights orientados a dados, deverá aproveitá-los.
Um ponto a considerar é a idade do público-alvo dos clientes. O Índice Sprout Social do primeiro trimestre de 2017 detalhou especificamente como cada geração usa as redes sociais e interage com as marcas que curtem. Veja abaixo um exemplo de preferências de redes sociais por geração.
Se você não tiver certeza da composição demográfica do seu cliente, poderá descobrir facilmente com o software de análise de redes sociais.
Another way to analyze your clients’ demographic audience is with social media listening. This will show you the demographics of not just your social media followers, but of the people on social media who are actively discussing your brand.
Não só é possível descobrir a composição demográfica do seu público enquanto usa uma ferramenta de redes sociais, como também descobrir quem são seus usuários mais engajados e quem menciona sua marca mais frequentemente com uma ferramenta como o Relatório de tendências do Sprout. Essa informação é inestimável ao tentar determinar não apenas quem o segue, mas quem interage com você.
That same report shows the topics you’re most frequently mentioned with and the hashtags most frequently used with your brand. Think through who might be using those topics when building your audience, and click around the hashtags to get a better understanding of who is sending messages with them.
Se tudo mais falhar, peça aos seus clientes que reservem algum tempo para se comunicar com as marcas mais bem-sucedidas para descobrir como é a composição do público. Use um grupo de foco para obter dados mais qualitativos e anedóticos sobre quem é seu público, dentro ou fora das redes sociais. Em seguida, use essas informações ao definir seu público social.
The world of agency marketing is incredibly competitive, but that doesn’t mean you shouldn’t collaborate with your peers. Agency marketers that team up and coordinate with other social agencies reap benefits over those that seclude themselves.
Sua equipe interagências pode ser sua melhor aposta para otimizar seus esforços de redes sociais, já que a mídia social geralmente é a cola que une campanhas de canais muito diferentes. Por exemplo, você pode não ser a agência de ativação do seu cliente, mas, ao coordenar com quem quer que seja, você pode desenvolver um plano para detectar e redirecionar o conteúdo gerado pelo usuário (UGC) dos eventos do seu cliente.
A verdade é que a sua agência pode não ser ideal para todos os clientes do mundo. Então, talvez você tenha um contato em outra agência especializada exatamente no que o seu cliente precisa para melhorar a estratégia de redes sociais dele. Com a indicação de clientes que você não pode atender ou que não se encaixam no seu perfil, você pode reforçar o relacionamento com outras agências e aumentar as chances de que elas retribuam esse favor.
Procurando agências para fazer parcerias? Confira o Diretório de agências do Sprout Social e encontre as melhores organizações do setor.
The Sprout Social Agency Directory consists of companies that are part of our Agency Partner Program. What’s the Sprout Social APP, you ask?
Sprout Social’s Agency Partner Program, and other partner programs like HubSpot’s, offer exclusive benefits to help agencies scale their business. Some cool perks include:
Look around for all the programs relevant to yours and if it seems like a good fit, try and join!
To close a deal as you’re pitching a client, it’s essential that you showcase past successes. Fundamentally, start by featuring a list of clients on your website, organized by name or vertical in order to make it easy to digest at a quick glance.
From there, build out case studies and customer videos, featuring as many of your top clients as possible. An effective case study tells the story of your agency’s project with a client, highlights the challenges the client faced and your strategy for addressing them, shows how your agency provided a tactical solution and shares data points around the results of your efforts.
Lembre-se de criar estudos de caso para incluir o máximo de dados possível. Seus clientes em potencial querem saber como você ajudou outras pessoas a terem sucesso e os resultados que vieram com esse sucesso. Se você estiver usando uma ferramenta de redes sociais, a extração de dados para mostrar como você melhorou uma presença social mês a mês deve ser algo simples.
If you have an “in” with a large company or agency, it could be a great opportunity to work with them on a piece of content that both organizations can promote for a mutually beneficial lift in reach.
Here at Sprout we always make it a point to work with our agency partners to create joint content that we then share with our audiences.
Once we’ve co-created a piece of content with our agency partners, both organizations get to work promoting it.
Depending on the services your social agency offers, you may spend a good deal of your team’s time coordinating with your clients on what you should and shouldn’t post to social channels. Stay ahead of your content calendar with these two strategies.
Get Pre-Approved Content in Bulk
Se você puder se sentar com seus clientes e identificar um cache de ativos de criativos aprovados, poderá procurar oportunidades para redirecionar esse conteúdo ao criar um calendário de conteúdo. Esse conteúdo pode ser alojado em uma biblioteca de ativos para acesso rápido às imagens apropriadas.
Give Clients Access to Your Social Tool for Approvals
If you’re using a social media tool, chances are you can invite your client stakeholders into your account so they can become part of your content publishing workflow.
Clients want to keep their finger on the pulse of what is happening with their social media campaigns and to have easy access to the data. Similar to getting your clients into your publishing workflows, you can give them direct access to social media reports by inviting them into your social media tool.
Como reposicionar a temida pergunta "Qual é o ROI das redes sociais?" e mostrar aos seus clientes os resultados reais com que eles se preocupam.
The first conversation to have with your clients is ideally about their social marketing goals, the feasibility of those goals and what social success looks like.
No campaign can (or will) succeed if you don’t know what success looks like, and you will never be able to scale your agency if you can’t satisfy client goals. Now, this may sound harsh, but bear with us as we walk you through an ideal process to start your client relationships and campaigns on the right foot.
Se você não conseguir determinar o que seus clientes alcançarão com seus esforços, não poderá priorizar essas estratégias. Você estaria apenas jogando espaguete na parede para ver o que gruda.
Não é assim que você cria um ótimo prato italiano, e não é assim que você cria uma forte relação agência-cliente.
“What is the ROI of social media?”
It’s a question all agencies and in-house marketers inevitably face, but one that is incredibly complicated to answer.
While other digital channels like paid search, SEO or email may have a clear path to revenue generation, telling that story with social is more complicated.
Se você estiver frustrado por ter que conversar sobre o ROI com seus clientes, saiba que não está sozinho. De acordo com o Índice Sprout de 2019, medir o ROI social ainda é um dos maiores desafios para os profissionais de marketing em redes sociais.
Don’t get us wrong, social media is definitely a channel you can generate leads and revenue with, and it’s one of Sprout Social’s strongest channels for driving growth.
Mas saiba que as redes sociais são muito mais do que um lugar para espalhar mensagens. Os profissionais de marketing lutam para quantificar o ROI nas redes sociais porque, como canal, ela desempenha muitos papéis.
How can you successfully navigate the question of “What is the ROI on social media?” Start by defining your client’s goals and then discussing what impact those goals have on their organization as a whole. Ask them: What do you want from social?
We say that social media is more than a place to blast messages and hope for revenue. So what else is it for? The Sprout Social Index dives into what social marketers’ biggest goals on social are.
Use isso como um ponto de partida para trabalhar com seus clientes no intuito de descobrir objetivos de alto nível.
A campaign geared towards increasing brand awareness will need dramatically different KPIs than one aimed at generating new sales and leads.
Here are some solid goals and the KPIs you can optimize for.
Once you’ve chosen the metrics that indicate success you can set more quantifiable goals, but those goals should be based on historic values and a baseline. A client may tell you they want a million new impressions, but if you don’t know how many impressions they typically see then you have no idea if you should accept the contract or stifle a chuckle.
Dica Pro: use uma ferramenta de análise de redes sociais para auditar o desempenho das redes sociais dos seus clientes, incluindo impressões passadas, cliques, taxa de crescimento, tempo de resposta, velocidade de resposta e muito mais. Só então você estará confiante para aceitar, negociar ou rejeitar uma proposta.
Durante todo o relacionamento, os clientes podem solicitar que você avalie o desempenho deles em relação a outras pessoas do setor. Isso pode ser uma discussão desafiadora se você não for um especialista no setor específico que eles atendem, mas há algumas coisas que podem ser feitas.
1. Look to Industry Standard Reports
Esta edição do Índice do Sprout Social extrai informações sobre o desempenho das redes sociais por vertical. Embora essa medida não seja tão específica quanto comparar a presença social de um cliente diretamente com a concorrência, o índice traz informações suficientes para comparar sua presença com o setor como um todo.
2. Use Deep Listening Tools
Powerful social media listening tools can look through social media data to pull competitive insights on your competition. You can find data around how often each brand is mentioned, the impression volume, the general sentiment around the brand and more.
3. Use Social Media Analytics
Depois de assegurar um cliente e configurá-lo com análise de redes sociais, você poderá começar a acompanhar os perfis dele lado a lado para avaliar o sucesso. Reúna informações como crescimento do público, volume de mensagens, taxas de resposta e muito mais.
As your campaigns take flight make sure to consistently review your social reports. Look closely at client’s KPIs and gauge whether or not they’re on track to miss, hit or exceed your clients expectations.
Find ways to constantly optimize your strategy and take these lessons back to the client, but go beyond just telling them what works. Show them how to keep evolving with each interaction and soon enough, you’ll be ready to set your next goals.
Maintaining a collaborative relationships will increase their trust in your work, streamline your social media marketing and earn you loyal customers.
Figuring out methods for better collaboration is an agency pastime. But juggling multiple clients, multiple social accounts and multiple tools tends to make true collaboration tricky to navigate.
No matter the size or structure of your organization, implementing some of these workflows can help you and your agency proactively approach collaboration across multiple channels and touchpoints and will keep you from scrambling to catch up with clients.
Many agencies are used to being the “doers”—doing the publishing, the community management, the reporting—but as an agency scales and brings in new business, being the doer for every client isn’t always an option. There are only so many days in the week.
To keep the communication strong and maintain a heavy hand in a client’s strategy and engagement, lean on your clients to jump into some of the more exciting conversations that are going on. The clients will love to see the happy customers they have, and you’ll love not having to answer every single message that requires attention.
For example, if you notice someone is frequently using a client’s branded hashtag, you can nudge the client with a message like, “Hey, here’s a good opportunity to interact.”
It’s an easy step that lets your clients know you’re right there with them, monitoring their brand’s accounts, seeking out opportunities and providing them with actionable expertise, even in times that you’re unable to be the doer.
A shared asset library is a library of client-approved content that you can easily repurpose and publish without having to go jump through the hoops that some clients require when posting on their accounts. You can do this with anything from Dropbox, to Google Drive or a social tool with an asset library like Sprout.
The benefit with a social tool is that you can:
An asset library really simplifies collaborative publishing. In line with the promise of a collaborative workflow for client and agency, an asset library lets you customize the experience of asset management.
Sometimes a client just needs to see what they need to see. So to avoid overwhelming them in the library, make sure to sort different assets within a unique hierarchy, whether that be with folders or permissions.
A joint asset library makes social media publishing seamless, and will inevitably save you tons of time on social media.
You’re managing social inboxes for a client, diligently going through each message and come across one from a disgruntled customer. Whether that message needs a carefully-crafted response or needs to be escalated immediately, you need to establish a workflow with your clients for when these situations arise.
Create a process wherein you can submit problematic social messages to the client as a task to align on healthy, on-brand responses easily.
It’s not lazy to send things to your client, in fact, it automates and streamlines the sometimes tumultuous and lengthy process of manual damage control. Just make sure the client is set up to handle that message and include your suggestions for a response. Anything as easy as an email with your note can suffice.
Without fully handing over the wheel, you can ensure you and your client are making decisions together as a team.
Clients seek different things when it comes to reporting. Whether they’d like to know how their audience size is growing, how quickly their service teams are responding to requests or something else, there’s no limit to the amount of data you can pull from social media.
Carve out time within your week to create or update these reports for your clients and send them over before they even have to ask. There are also social media reporting tools which will automatically send presentation-ready reports to your clients on a set time and day.
It’s normal to automate processes during particularly hectic times for your agency, but to still have control in an automated process with customization is a real win/win.
The success of working with clients doesn’t come down to who takes the lead. It’s about building the brand together, consistently and collaboratively. Using analytics to make a few tweaks here and there within clients’ profiles platform to adjust to not only your agency’s needs, but your clients’ needs too, is a big step toward just that.
Da gestão de redes sociais para lojas de marketing digital de clientes variados até equipes colaborativas de agências em um nível empresarial, o Sprout Social torna a centralização das iniciativas para redes sociais das agências uma tarefa simples e eficiente por meio de uma plataforma poderosa.
As mentioned at the beginning of this guide, today’s social agency landscape is as varied as the brands and client engagements they represent. From traditional PR and integrated digital groups to dedicated content production or community management teams, agencies of all types are brought on to handle a multitude of responsibilities within a business’ social program.
Whether providing full service social solutions or stepping in for a specific campaign or project, agencies understand how to deliver results. And within a sole social agency, each client engagement can call for a distinct set up—whether that’s one-to-many, many-to-one or collaborative.
Quando as equipes de agências precisam de ferramentas para implementar essas iniciativas sociais para seus clientes, elas usam o Sprout Social. Com os conjuntos de ferramentas de publicação, interação e relatórios do Sprout, as agências podem utilizar um ou combinar todos para atender às suas necessidades. Além disso, à medida que os portfólios de clientes crescem e os objetivos mudam, a estrutura flexível da conta do Sprout e as permissões personalizadas tornam o escalabilidade de gerenciamento do cliente uma realidade.
Let us show you the different ways Sprout can accommodate your agency’s working style.
Getting your agency up and running in Sprout is quick and easy. It’s important to set parameters from the beginning so everyone understands their roles and responsibilities, and how they work together as a unit.
Se você não usou o Sprout antes ou não tem uma conta atualmente, pode começar com uma avaliação gratuita para experimentar os fluxos de trabalho!
Para conectar um perfil social:
no canto superior direito. Outra opção para conectar um perfil é clicar em 
> Configurações > Usuários e perfis sociais e selecionar + conectar a perfis sociais acima da coluna Sua empresa.
To add social representatives:
1. Clique no ícone 
no canto superior direito do aplicativo. Outra opção para convidar um usuário é clicar em > Configurações > Usuários e perfis sociais e selecionar + convidar novos membros da equipe acima da coluna Sua empresa.
2. Adicione o nome e o endereço de e-mail do usuário que você quer convidar. Clique em 
para adicionar vários usuários.
3. Escolha o(s) Grupo(s) e acesso ao perfil para o(s) usuário(s). Ao clicar em Enviar convites, os usuários receberão uma notificação de convite por e-mail.
Grupos
You can grant team members and client-side contacts access to specific profiles, depending on their responsibilities, then organize those profiles into Groups. Using the flexible Group structure to set up separate, secure client environments makes managing a large client portfolio in Sprout safe and easy. Groups ensure publishing security and align individual users to applicable reporting insights.
1. Existem algumas maneiras de criar um novo grupo. Para usar o primeiro método, clique no nome do grupo atual para revelar o menu suspenso Grupo. Selecione + Adicionar grupo na parte inferior do menu suspenso para criar um novo grupo.
2. Use the second method by first navigating to Settings » Users & Social Profiles, then click +create new group.
3. Após usar um dos métodos acima, escolha criar um novo grupo associado a um perfil social adicionado recentemente ou criar um grupo a partir de um perfil social existente no Sprout.
Setting permissions at the user level ensures the right person is handling the right message and assets. You have two opportunities to configure permissions: when inviting a new user or by going to individual settings screens for Users & Social Profiles and Asset Library. You can configure permissions based on publishing, reporting and administrative access to align with your agency’s and client’s responsibilities.
Para aproveitar ao máximo o conteúdo publicado, os Gerentes da Comunidade usam o Agendador para publicar mensagens confidenciais em um horário específico; ou use o ViralPost para garantir que o público do seu cliente veja o conteúdo no momento ideal para a interação.
Monitor and engage with incoming messages across all client profiles and networks using the Smart Inbox. Filter the inbox to concentrate on certain profiles, networks or message types, and mark messages as complete as you work towards inbox zero.
The mobile apps enable each Community Manager to stay connected even while on the go; team members can publish and engage right from their phone.
Before your team starts ideation for a client campaign, the analyst uses the Twitter Listening Report to measure keyword volume in order to inform the campaign’s hashtag and creative strategy. Client approvals are streamlined using the Message Approval workflow, where stakeholders can approve or reject with feedback.
When executing the campaign, the team uses the Asset Library, Message Tagging and Content Calendar to plan and organize outgoing social posts. Throughout the lifecycle of the campaign, the team also uses Message Tagging to categorize incoming messages, like those using the dedicated hashtag.
Once the campaign wraps, the analyst uses the Tag Report to track volume, determine sentiment and analyze overall campaign performance to report back to the client.
As your content team starts to create content, they use Compose to draft messages, including imagery from the Asset Library, then apply audience targeting to ensure the client’s messages reach the right audience.
Client approvals are streamlined using the Message Approval workflow, where stakeholders can approve or reject with feedback. Once the messages are approved and scheduled, the team can identify publishing gaps using the Content Calendar, and repeat the process to fill those holes.
The Sent Messages Report enables the team to analyze the content’s performance and adjust the content strategy as needed. Export the report to PDF for a presentation-ready version for your client or select the CSV file to further analyze specific KPIs and data points.
The Smart Inbox is where your account team will monitor and engage with incoming messages across profiles and networks. Set up Brand Keywords so Community Managers can find and engage in conversations that are important to its client—such as campaign hashtags, location check-ins or even competitor names—but may not include direct mentions.
As messages stream into the inbox, Community Managers collaborate with each other or with the client by assigning messages as Tasks to ensure the right person is responding to the message. Community Managers Mark messages as complete as the account team works toward inbox zero.
Analysts use the Engagement Report to track response rates and times to meet the client’s engagement KPIs, as well as report on those efforts.
The Group Report is a high-level overview that provides aggregate data across social networks so your client has a better understanding of social efforts as a whole.
Pair the Group Report with the network profile reports—Twitter Profiles, Facebook Pages, Instagram Profiles and LinkedIn Company Pages—for an in-depth look at specific social channels. Use these reports to demonstrate growth and audience behaviors across all channels and profiles.
Export the reports to PDF for a presentation-ready version for your client or select the CSV file to further analyze specific KPIs and data points.
The Smart Inbox is where advocacy teams monitor and engage with incoming messages across profiles and networks. As messages stream into the inbox, the Customer Advocate Lead collaborates with the Customer Advocates or the client by assigning messages as Tasks to ensure the right person is responding to the message.
Account Directors use the Task Performance Report to analyze Tasks usage and completion between teams and advocates. Account Directors use the Team Report in conjunction to track their team’s social performance with reply metrics by individual, across all profiles and across specific profiles.
Export the reports to PDF for a presentation-ready version for your client or select the CSV file to further analyze specific KPIs and data points.
In today’s world, social campaigns and client engagements vary greatly; Sprout thrives in all types of agency environments. Agencies use Sprout to work on behalf of—and collaborate with—their clients. Sprout enables agencies and teams to plan and publish campaigns, manage social communities and conversations, and measure performance to demonstrate real results so they can win new business.
Junte-se ao Sprout Social para definir e validar ROI social para seus atuais clientes, ganhar novas contas para sua agência de marketing digital e reunir publicitários de redes sociais estratégicas do mundo todo.
Agency business is tough. While it’s rewarding work, #agencylife can sometimes feel like being on an island of your own. That’s where our Agency Partner Program sets out to bridge the gap and make things a little easier.
During a recent visit to Sprout HQ, our partners were asked to describe their own experiences with the program—what they like, how it’s changed their business and how they feel as a Sprout Agency Partner.
This is a fast-paced industry and keeping a finger on the pulse of the latest and greatest isn’t always effortless. But there’s power in partnership. Doing so enables agencies to reduce inefficiencies by leveraging resources and, with Sprout in the picture, full-suite access to enterprise-level social tools.
“[Partnership programs] are a great investment for your agency,” Jared DiVincent, Founder of SocialCompass Marketing, said. “It provides you with invaluable resources, keeps your team on the cutting edge of what’s happening in your industry and puts you on a platform to speak to that many more prospects.”
Having early access to Sprout’s newest product features and the ability to voice opinions on product development allows an agency to get to know the product inside and out. It helps not only our agency partners, but Sprout’s own team.
Lucas Vandenberg, Fifty & Five Managing Partner, thinks the biggest value of being a Sprout Agency Partner is in having that extra access.
“For us, giving additional feedback on new tools that are coming out is hugely valuable in understanding that the tool is really created and customized specifically for our needs,” Vandenberg said.
Being a part of a program like this gives agencies like Fifty & Five a model for scalable pricing, as well as access to a whole team at Sprout who can really understand the intricacies of the agency business model itself.
The Agency Partner Program is about more than leveraging resources and beta-testing product enhancements. Partnering through a program like this boils down to growing together, leveraging one another’s experiences as a community and gaining insight into what others like you are doing in the industry. In short, it’s a relationship.
An open opportunity to interact and idea-share with other marketers like yourself is one community benefit, but Brooke Sellas, Founder and CEO of B Squared Media, feels it’s more the nurturing nature of the program that lends itself so well to creating a community.
“I can call [Sprout Social] on the phone and ask them how to do something for the 50th time and they’re not annoyed,” Sellas said. “They just honestly care about how we’re doing, where we’re going and solving things for us.”
But Sellas stresses that it’s not just about getting on the phone to talk product or roadmap.
“It’s also the camaraderie,” Sellas said. “Meeting other people, forming those relationships, getting to know what Sprout’s all about and really just forming that bond with your software partner, which I don’t know that very many people can say that about their tool.”
It should come as no surprise that agencies are consumed with the marketing efforts of their clients. So much so that devoting time on their own marketing and business development can fall by the wayside.
Tools like Sprout Social’s Bambu—a communications and curation tool—has proven to be a convenient method for helping agency partners share their content and expand their reach through activating employees as marketing and recruiting assets.
DiVincent explains that before Bambu entered his agency’s world, the team was using multiple platforms to ensure that content was sent to exactly the right people.
“Bambu took care of everything that we were already doing, but in one seamless platform,” DiVincent said.
The platform has not only made sharing curated content easier, but has helped scale agency efforts as well.
“We have contributors within our clients’ team that contribute in the Bambu platform but we could also have our agency team members contribute, so it allows us to grow at a lot faster pace,” DiVincent said.
Fifty & Five’s Vandenberg explains that his agency has been opened up to new and great opportunities in the last year as a result of being a Sprout partner and building brand awareness as a vetted agency.
“One of the ways the program has helped us grow is by giving us access to new leads and new prospects,” Vandenberg said.
DiVincent feels similarly: “Saying that we’re an agency founding partner and a Sprout Social partner definitely helps our prospects and helps us gain more clients. It helps us pitch easier and it just builds that layer of trust that we couldn’t do on our own.”
The Agency Partner Program believes that partnerships are built on mutual, sustainable growth and it is Sprout’s goal to continually support that.
Sellas sums it up best: “Before joining the Agency Partner Program, I loved Sprout. After joining, I want to marry Sprout.”
Did you stumble across this post looking for an agency to manage your social presence instead of looking for agency tips?
Se você está procurando uma agência para ajudar nas suas iniciativas de redes sociais, confira o Diretório de parceiros do Sprout Social para encontrar a agência ideal.
