“Can you tell me how much it costs for you to sort out our digital?”
We get this question a lot – both from big and small brands, so we put this guide together to help you provide a brief that defines what it is you want from your social media and your agency! We’ve asked lots of questions to help you but you only need to tell us what is relevant to your needs!
No need for anything formal – just send us an email with your brief and we’ll be in touch.
Tell us about your business
- Who are you?
- Do you have a vision and/or mission?
- What are your primary products or services?
- What is your unique selling point?
- How are you different to your competitors?
- Do you have a current brand identity?
- If yes, do you have any information about brand personality, TOV, etc?
- Who are your competitors?
- What is the name, email and phone number of the primary contact for this brief?
What are you doing online at the moment?
- What is your website URL?
- Do you manage your website in-house?
- Do you have a blog?
- If yes, who writes it? How often do you blog?
- What social media platforms are you using? (Facebook, LinkedIn, Instagram, Houzz, etc)
- What are their URLs?
- What are you doing on these platforms at the moment? (campaigns, schedules, etc)
- Do you use any tools to manage your platforms? (i.e.: Hootsuite, Coschedule, Edgar, etc)
- Do you have a dedicated resource to run your social media in-house?
Tell us about your audience
- Who are your customers or potential customers?
- Do you have any specific demographics? (i.e. What kind of business owners? What kind of sports fans? Age? Gender? Locality?)
- Do they know about you already offline?
What do you want out of your platforms?
Tell us much as you can about how your online activities tie into your overall marketing and business objectives.
We find that most objectives fall into one of three general categories:
- Improve brand awareness and influence – be top of mind for current customers, reach new people, demonstrate expertise, establish authority
- Grow community – looking at getting more engagement, establish customer rapport, personalise the customer experience, build a fan-base
- Sales and lead generation – looking for a direct action from customers or potential customers.
What results are you looking for?
This is the age old KPI question. It might be too early for you to know exactly what you want, but anything you can tell us that might give an indication of what you see success looking like can help.
- Brand KPIs can include visitors to website or blog, page views, number of ‘likes’ or ‘follows’, reach, rankings, hashtags
- Community KPIs can include new fans, email subscribers, comments, likes, shares (retweets, etc)
- Sales/Lead KPIs can include click-throughs to landing pages, downloads, number of new leads or prospects generated, online sales, coupon uptake, event registrations
Include any time lines or demographics that are critical to you at the time of briefing (i.e.: we need to get 1000 ebook downloads in Queensland before our event on 11 February)
Are you able to define what activities you want help with?
Sure we can give you our recommendations but often we find that clients have quite specific expectations and that is fine by us. Some dot points are fine – we can always ask questions if we need clarification.
Activities can include things like:
- Develop a social media strategy including risk management matrix and scheduling
- Write a entire digital strategy for all online activities – web and social
- Establish social media platforms and tools– including profiles, cover photos, call to actions, handles, business manager, Hootsuite, etc
- Design a website or set up a blog platform on an existing one
- Create content – imagery, write blogs, copywriting, videos, podcasts, etc (be clear about how often you want this to happen)
- Community management – monitor your online communities, respond, escalate, engage (be clear about how often you want this to happen)
- Campaign development and implementation
- Establish groups specific to action, experience, or event
- Platform reporting and recommendations
The practical stuff
- What are the terms of engagement? (dates, IP, contracts, renewal options, confidentiality, etc)
- What’s your monthly budget for online marketing? Is that inclusive of ‘ad spend’ or is that separate?
Who are we?
Feel free to ask us (or any other social media agency) anything you want to know. Ask us about clients, campaigns, capabilities and flexibility. Ask us for our conditions of service, how we invoice, what we would do if the world was taken over by zombies the day of your major campaign launch. Anything.
When you are a client of ours, we are representing your business and you need to be confident we are the right fit for you and your team.