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Slide 1: SES Chicago 2005: Working With Clients Session “Training Good Clients to be Great Clients” December 7, 2005 www.onetooneinteractive.com
Slide 2: One to One Interactive  Strategic interactive marketing services agency —Channel strategy, website design/development, email marketing, online advertising, search engine optimization  Fortune 1000 clientele across life sciences, financial services, and technology Interactive Agency of the Year, Top 3 in US, Top 25 DM Agency Top 50 in US Fastest Growing in US Top 50 in US (Rank 33) Top 50 in US (Rank 33) Best Mobile Marketing Campaign US Runner-up www.onetooneinteractive.com
Slide 3: One Awkward Thought How well do you really understand what goes on inside your clients’ organizations? … maybe part of the solution begins with us www.onetooneinteractive.com
Slide 4: My Clients’ World  SEO success not mission-critical  Large, complex organizations with matrixed lines of authority  Multiple internal stakeholders  Multiple agency partners – offline, PR, CRM  Consensus driven decision-making  Mixed levels of SEO knowledge  Evolving priorities www.onetooneinteractive.com
Slide 5: Training Your Clients Internal Resources SEO Partner www.onetooneinteractive.com
Slide 6: Managing Internal Resources 1. 2. 3. 4. 5. Sell SEO and make it a priority Set the right expectations Get (and keep) the right internal team Run a tight project Lead the charge -- don’t delegate or outsource 6. Celebrate and share success 7. Conduct periodic review summits 8. Think three steps ahead www.onetooneinteractive.com
Slide 7: Managing SEO Partners Ask hard questions early Share initial hypotheses – then step back Help us succeed with key stakeholders Expect and welcome new thinking Don’t settle for a laundry list – insist on prioritized recommendations  Ask about “non-recommendations”  Engage us as long-term partners, not project-based vendors  Share/escalate feedback – good and bad      www.onetooneinteractive.com
Slide 8: Managing SEO Partners Ask hard questions early Share initial hypotheses – then step back Help us succeed with key stakeholders Expect and welcome new thinking Don’t settle for a laundry list – insist on prioritized recommendations  Ask about “non-recommendations”  Engage us as long-term partners, not project-based vendors  Share/escalate feedback – good and bad      www.onetooneinteractive.com
Slide 9: Ask Hard Questions Early         Will my team have baseline knowledge about the nuances of SEO within my industry? What client success stories do you have from organizations similar to mine? Can I talk to non-current clients about their experiences with you? Describe your implementation processes? Will my team be PMI certified? What will I learn about your firm’s reputation if I search Google or the blogsphere? Describe how you’ve improved your implementation success based on client feedback? What will be my path of escalation if I’m unhappy? www.onetooneinteractive.com
Slide 10: Share Initial Hypotheses – Then Step Back Early direction and hypothesis generation is positive … … but boxing the solution set of feasible ideas too early can hurt www.onetooneinteractive.com
Slide 11: Don’t Settle for a Laundry List – Insist on Prioritized Recommendations Critical Potential or actual business value ??? Important VS. Modest Little to none Significan t Modest ??? Cost, effort, and/or time Little to none www.onetooneinteractive.com
Slide 12: Ask About “Non-recommendations” What SEO tactics did your group discuss and ultimately not recommend? Were there ideas you saw as too “radical” to even be discussed? www.onetooneinteractive.com
Slide 13: Thank You James Gardner Group Director and Life Sciences Practice Leader (617) 425-7303 jgardner@onetooneinteractive.com www.onetooneinteractive.com