Posts Taged agency-collaboration

4 broken promises agencies make to brands

Right Intel provides a solution for three of these areas where agencies find challenges – Communicating with the Marketing Team; Collaborating with other Agencies; and Watching Trends for the Client

First, my credentials: Over the last seven years, I have worked a lot of digital marketing agency jobs. I joined the industry doing entry-level research, and many years later I co-founded and helped build an agency of my own. I have worked as a freelance consultant on both the creative and technical sides. And I have directly experienced most aspects of the digital marketing agency world. I have both made and received broken promises.

4 broken promises agencies make to brands

The symbiotic relationship between brands and their agencies is a complex one, full of jargon and the constant rustle of asses being covered. Agencies make outlandish promises to their clients because the clients essentially ask to be lied-to. The agency doesn’t want to get fired, so they tell the client what the client wants to hear. The client often reports to a manager who sets impossible goals. So the client depends on the promises that the agency tells him, so that when accountability rolls-around, there is somebody else to blame.

So what are the most common lies?


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Agencies Make Strategic Play

More shops are eyeing business usually handled by management consultants

More shops are eyeing business usually handled by manage In a classic Mad Men scene, Don Draper pitches a new Lucky Strike commercial to a room full of the marketer’s most senior executives. Such meetings that used to be routine have become a rare thing of the past.

“With the CEO, CFO and COO, agencies in this country just don’t have that access anymore,” underscored Brian Wieser, senior analyst, Pivotal Research. “Back then if your numbers lit up, the CEO would be able to distinguish whether a TV commercial worked or not. As marketers got larger and more factors could impact sales, business became much more complicated and agencies didn’t evolve accordingly.”

Agencies are making up for that now by taking back strategic services from management consultants like McKinsey & Co. and Accenture. But rather than expand their capabilities via acquisition, agencies are creating new specialty units from within. Ogilvy, one notable example, launched strategic consultancy OgilvyRED in May 2011; it uses an open-source approach drawing on 21 Ogilvy units–from digital and health and entertainment to cross-cultural, green and Islamic branding–plus other resources at corporate parent WPP.ment consultants

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10 Must-Have Templates for Content Marketers

From Creating Buyer Personas to Engagement Spreadsheets, these are 10 Valuable Templates for Content Marketers

One of the things that can help most with content marketing is templates – those step-by-step guides that walk you through how to do something. Luckily, our CMI contributors like to share their expertise and documents. Here are 10 templates that every content marketer can use.

Planning template

Do you have so many ideas but aren’t sure what you should tackle first? Here’s a spreadsheet you can use to prioritize.

Content questionnaire

What do you need to cover at a content marketing kickoff? To make sure all of your bases are covered, check out this template from Debbie Williams that sets the foundation for an editorial strategy.

Buyer persona

This straightforward buyer persona template from Barbara Gago is a great way to help you document your buyer needs.

Content mapping template

Marketers talk about mapping content, but how do you do this? Here are a few templates from Barbara Gago that walk you through the process.

Editorial calendar

If there is one tool I can’t live without, it’s my editorial calendar. Here’s a template to help you get started.

Template for tracking keywords

Elise Redlin-Cook shows you how to research the right keywords to use in your content and SEO efforts and then provides a template to help you stay organized.

Web page template

You want your web pages to drive action, but how do you do that? Brody Dorland shares the template he uses to create effective web content.

Social media conversation calendar

Debbie Williams shares the social media conversation calendar she uses to develop content strategy for social media while making the process efficient and consistent.

Facebook engagement spreadsheet

In this popular post, Nate Riggs outlines five ways to interpret the free data provided by Facebook Insights, and he shares the spreadsheet he uses to keep track of the data.

Sales communication template

As a content marketer, you’re producing useful content and trying to get the word out to your prospects, but does sales know what you are doing? Here’s an easy-to-use template from Dianna Huff for a monthly email that provides sales with details about the company’s marketing initiatives.

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The Marketer's Guide To SlideShare

SlideShare offers many interesting opportunities for promoting agency thought leadership. There isn’t much competition yet, but this won’t last long.

I want to show you a big opportunity that leads to other big opportunities. This “opportunity” gets 60 millions visitors per month and has an Alexa Rank of 174. You don’t want to miss out on it, do you?

The good news is that you can handle this. I’m not talking about writing an article for the New York Times. And, so far, there isn’t very much competition to face while taking advantage of this opportunity.

I’m talking about “The Quiet Giant of Content Marketing,” also known as SlideShare (a social media website where you can upload your presentations and show them to the world). SlideShare’s features make it the ideal tool to grow your business. It’s a crowded site with a highly targeted audience and low competition.

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Despite sharing buttons, people are more likely to cut and paste

82% of all content sharing is done by cutting and pasting with text being 88% of what is being copied. Right Intel offers a better solution for agencies sharing content with their clients.

Sharing buttons have been around a while, but cutting and pasting is by far the most popular way of sharing content, according to Tynt, a service that tracks when people cut and paste content from 600,000 publishers’ sites. Tynt analyzes 30 billion data points per month, and contends that the more a publisher knows about how people engage with their content, the more it can do to ensure they stick around longer. About half the content people cut and paste is being shared with others, potentially amplifying the publisher’s audience, but the rest of the time, they’re searching or saving for their own use, and publishers can keep them on their site by giving them more of what they’re looking for. Behaviors vary by category; entertainment lends itself to sharing with others, while people tend to be in research or shopping mode when reading technology and health/beauty content.

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Digitas Distillery – The Blog – Introducing BrandLIVE: A New Agency Model and Technology Suite

“Brands want and need to be relevant in consumers’ lives. But relevance has a deadline,” said Colin Kinsella, CEO Digitas N. America. Looks like a great new offering from Digitas. We think Right Intel has a similar benefit for Agencies to provide relevant information to their clients.

Relevance has a deadline. That’s why we’ve launched BrandLIVE™, a proprietary agency platform that creates relevance and value for brands every day. Combining social and content strategies with the agility of a news organization, it’s a real-time, brand relevance approach to participation and publishing.

BrandLIVE™ is both an agency model and technology suite, with a stable of 25 open and collaborative partners including BrandWatch, Topsy, and Skyword. You can learn more about it here, and get commentary from Colin Kinsella, along with BrandLIVE™ Managing Directors Anne-Marie Kline and John Robinson.

Source: 11/12/2012

How and why agencies got pushed down the value chain – and how they can work their way back up

Many agencies feel they have been pushed down the client value chain into the same category as printers, having lost their status as professional advisors.

Faster.  Cheaper.  Vendor.  Three words that characterize one of the leading issues agencies have with their clients right now.  Many agencies feel they have been pushed down the client value chain into the same category as printers, having lost their status as professional advisors.

In the numerous surveys Ignition has done inside agencies, this problem is a consistent – and growing – concern:

“I think the biggest issue we see with clients is that they don’t appreciate strategic, big picture thinking and the fact that it takes time to do things correctly. So often we feel like “yes people” rather than partners with our clients. Very few clients seem to look at us as a partner rather than a vendor or doer.”

“The key problem that we have with our clients is a general lack of respect and understanding for the work that we are capable of providing. It feels as if we are perceived as another vendor.”


Insight, Conviction, Wisdom and Courage

Mike Hughes of the Martin Agency once said, “The four things clients want the most are Insight, Conviction, Wisdom and Courage.” Hmmm – so not a clever ad? Not a whizbang analytics platform? Sure, they want those things too. But more than anything the client hires an agency for their perceived intellectual property. It’s your collective agency intelligence that will make them appear and feel more intelligent.

Clients want to work with agencies that not only think a lot about their business, but that are also able to consistently demonstrate it. Not just quarterly. Not monthly. Frequently as in weekly or daily. They want their team invested in living the news of the brand, the industry marketplace, the competition and most importantly, their consumer.

That’s a lot to keep up with. What’s your plan? Mine was Right Intel. As a leader of multiple agency teams overseeing a portfolio of clients, I used it to make sure I knew my clients business. More than that, I used it to demonstrate to my clients that we had a real time point of view for their business.