Socially Charged Agency New Business

Social media is inherently passive.  You post, only a handful will come (if you’re lucky).  You tweet, and maybe some will listen.  You like, and few care.


In our 2011 “Client’s Look Ahead at Agencies” only 12% of Marketers stated that social media plays an active role in helping them find a new firm.


We are about to push out a “Look Back and Look Ahead at Social/Digital Media” survey to examine how the world was perceived by Marketers and Agencies in 2009 – at the height of the recession and the coming of Social and Digital – and today, to see how things have changed and where both sides think things are headed.

Stay tuned for that – should be some interesting results and insights!

Let’s face it, Marketers are busy and have little time to manage much beyond their immediate tasks at hand.

And those that ARE looking for an Agency are still relying on referrals and networks and reach outs from agencies to build their consideration sets.

In past surveys, these three consistently top the list of ways in which Marketers learn about Agencies when considering a change.

So does this mean that social media isn’t worth your time Mr./Ms. Agency Principal?

Heck no!

Social media can play an extremely important role in your overall new business development effort if used correctly and not left for dead.

At RSW/US we encourage our clients to post value-added content and we activate posts via monthly “VAEs” as we call them, or value-added emails, shrouded in a theme that is consistent with the differentiated value proposition we’ve created for the Agency, and “inteli-cized” so we can track clickers and openers and reach out to them later.

We also follow companies on Twitter and Facebook to try and capture nuggets of insight about their goings on – to use when we reach out to them.

We post our clients’ VAEs on their Twitter and Facebook accounts to get some extra exposure and traction for their agency and their message.


All of this is an ACTIVE attempt to bring the Agency’s social activity to life.


So what’s the bottom line…DO get involved in social media.  But DON’T leave it for dead.

Make it worth your while…help it produce results…ACTIVATE IT or it will underwhelm.


Mark is a 30-year veteran of the consumer packaged goods, advertising, and marketing service industry. Mark started his career at DDB Needham in Chicago prior to earning his MBA from the J.L. Kellogg Business School at Northwestern where he majored in Marketing and Economics. Prior to starting RSW/US in 2005, Mark was General Manager for AcuPOLL, a global research consultancy. Sneider worked in Marketing for S.C. Johnson and KAO Brands. Sneider has been invited to speak at numerous Agency events and network conferences domestically and internationally including the 4A’s, Magnet, NAMA, TAAN, and MCAN. Sneider has been featured in prominent industry publications including Adweek, Media Post, e-Marketer, and Forbes. When not working (which often seems like not often), Mark likes to run miles, go to church, and just chill with a hard copy issue of Fast Company.