RFQ Response

1
SES Chicago 2005 Working With Clients
Session Training Good Clients to be Great
Clients December 7, 2005
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

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
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

5
Training Your Clients
SEO Partner
Internal Resources
6
Managing Internal Resources

1. Sell SEO and make it a priority
2. Set the right expectations
3. Get (and keep) the right internal team
4. Run a tight project
5. Lead the charge -- dont delegate or outsource
6. Celebrate and share success
7. Conduct periodic review summits
8. Think three steps ahead

7
Managing SEO Partners

1. Ask hard questions early
2. Share initial hypotheses then step back
3. Help us succeed with key stakeholders
4. Expect and welcome new thinking
5. Dont settle for a laundry list insist on
   prioritized recommendations
6. Ask about non-recommendations
7. Engage us as long-term partners, not
   project-based vendors
8. Share/escalate feedback good and bad

8
Managing SEO Partners

1. Ask hard questions early
2. Share initial hypotheses then step back
3. Help us succeed with key stakeholders
4. Expect and welcome new thinking
5. Dont settle for a laundry list insist on
   prioritized recommendations
6. Ask about non-recommendations
7. Engage us as long-term partners, not
   project-based vendors
8. Share/escalate feedback good and bad

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 firms reputation if
  I search Google or the blogsphere?
• Describe how youve improved your implementation
  success based on client feedback?
• What will be my path of escalation if Im unhappy?

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
11
Dont Settle for a Laundry List Insist on
Prioritized Recommendations
Critical
???
Important
Potential or actual business value
VS.
Modest
???
Little to none
Modest
Little to none
Significant
Cost, effort, and/or time
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?
13
Thank You

• James Gardner
• Group Director and Life Sciences Practice Leader
• [phone]
• jgardner_at_onetooneinteractive.com