Banyan Branch

Posted by Blake Cahill, principal

Last week, I spoke at Radian6′s Social 2011 conference on the Evolution of the Agency panel alongside David Armano of Edelman, Sean McDonald of Ant’s Eye View, Jim Tobin of Ignite and Slavisa Samardzija of Wunderman.

Image credit Christine Peterson

We had a little fun with the audience on the second day of Social 2011. Our panel was Mad Men-themed and may or may not have involved scotch as props! We had a great dialogue with the group about the evolution of the agency world as digital and social media have become ingrained in business enterprise.

Image credit David Thomas

Our team compiled live tweets which I think help convey a lot of the major points addressed during our session – from both panelists and from participating audience members. See tweets below:

Trend: Huge demand/rend for collaboration between agencies. PR working with Digital working with in-house team. – @SmallArmyAgency

“Like many things in my life, size doesn’t matter.” (Sean McDonald, when questioned on large vs. small agencies) – @MRahmey

Training seems to be a prominent theme in the discussion of agencies + social. Helps break down silos. – @AGardina

Edelman realized true money not in building apps or websites, but in providing strategic counsel, and helping with engagement. (David Armano) (True for us also!) – @McClennan

Everyone wants to “do social,” and everyone has different def’s of “do” and “social”. (Jim Tobin) – @MattShawBlog

A major issue for agencies is finding good talent – ppl w/ biz sense who have become social media religious, not the other way. – @Shannopop

Just because you know how to use FB or Twitter, doesn’t necessarily mean you understand the business enterprise – agency panel – @AmDalia

“Clients are blown away by how much time social media takes.” #social2011 [Frankly, I think agencies are still blown away by that, too.] – @KaitlinMaud (This is why it’s important to be realistic in setting strategy, scope of work and expectations with clients!)

(Blake Cahill) says they have lunch and learn sessions for new tools – love the idea! – @MoranAshley (Thanks!)

People associate tools with non-strategic initiatives, but it’s actually the opposite. (David Armano) – @LaurenSleeper

Phases of a social media program: planning, strategy, implementation. Starts with audits of tools, people processes. (David Armano) – @Thornley

Don’t just start with a fb page. Create a strategy around knowing your audience, where they go online, & what they want to read. – @MGameng

#social2011 has helped show how social media creates traffic to interaction to relationship and how each must be aligned to business tasks – @HyounPark_AG

What I like about sessions today is focus is on programs rather than campaigns. Social media/all comm’s is long-term stuff – @DougH

Question of agencies: How much of your staff is involved in social? Only possible correct answer here should be “everyone.” – @MattShawBlog (Agreed)

Interesting 2 hear the different structures & depts among agencies. Strategy, development, analytics seem to be common segments – @AllieZog

The future of the agency is data audits and strategy teams… need internal comm magrs though – @MHandy1

Listening to #social2011 Evolution of an Agency panel – need to come out of vendor space and become a partner. – @KBReilly

Nicely put @iamseanmcdonald, ‘Vendors are self-serving, partners ask what they can do 4 u’ – @TalkToCurrent

Thanks to those who were in the room and engaged in conversation with us, and big thanks to Radian 6 for inviting Banyan Branch to be part of the conference.

All the best,

Blake