Agencies Blogging


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A quick look at some advertising agencies that blog as you start to answer the question: Should we be blogging?

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Agencies Blogging

  1. 1. Advertising Agency Question :: Should we be blogging? July 2007
  2. 2. What is the purpose of our blog? <ul><li>This is the first (and most important) question to ask. In other words: </li></ul><ul><li>1. Who are the relevant audiences and does it provide a platform to connect with them? </li></ul><ul><ul><li>Is this internally or externally focused? </li></ul></ul><ul><ul><li>Externally to new clients or current clients or both? </li></ul></ul><ul><li>2. What are the objectives? </li></ul><ul><ul><li>Get our company-brand out there? Reposition ourselves? </li></ul></ul><ul><ul><li>Thought leadership to what end? Prospect new business? </li></ul></ul><ul><ul><li>To learn?!? </li></ul></ul>
  3. 3. Let’s take a look at other agencies have done— or not done—with their blogs.
  4. 4. The Outward Facing Culture Blog :: W+K London Becomes a tool for recruiting and retention
  5. 5. The Agency Site Becomes A Blog :: HHCC Proves its commitment to new media
  6. 6. The Branded Dept. Within An Agency Blog :: BSSP New business tool for Influx and agency including bundling posts as “thought packs”
  7. 7. The Solid Dept. Within An Agency Blog :: Fallon Maintains planning reputation for recruiting and conversation catalyst
  8. 8. It has gained interest/buzz rivaling the agency’s site. And all without any PR hustle
  9. 9. The We’re A Unique Collection Blog :: Naked Aggregates individual employee feeds and creates its own agency community
  10. 10. The One Man Bigger Than One Agency Blog :: Modernista!, Digitas, and Leo Burnett Toronto Planning Director Gareth Kay’s blog has much higher traffic than Modernista’s m!ndless
  11. 11. The Blogs That Were :: BBDO and TBWA Portugal BBDO used its blog as an education tool and TBWA as a place to showcase work. May they rest in peace.
  12. 12. And what corporations blog? <ul><li>Companies with which we work and would like to work (almost 10% of the Fortune 500) and including: </li></ul><ul><li>Food, Beverage, QSR: Whole Foods, McDonald’s </li></ul><ul><li>Airlines: JetBlue and Southwest </li></ul><ul><li>Healthcare: Johnson & Johnson </li></ul><ul><li>Technology: Cisco, Sun Microsystems, Dell, hp, and Sprint </li></ul><ul><li>Internet: Amazon, Google, eBay, and Yahoo </li></ul><ul><li>+ </li></ul><ul><li>Our clients: X and X </li></ul><ul><li>Their competitors: X, X, and X </li></ul>
  13. 13. So what does all this mean?
  14. 14. An agency blog can be useful, but needs a purpose. <ul><li>The conversation is happening. </li></ul><ul><li>Attitude towards blogging is reflective of agency culture with more experimental, cutting-edge agencies blogging. </li></ul><ul><ul><li>Don’t talk about it, be about it. </li></ul></ul><ul><li>The types of companies we admire blog. </li></ul><ul><li>So, the question is not do we want to be a part of it but how do we want to be part of it? </li></ul><ul><ul><li>Gives us a platform to take a stand, for us to be the next big thing. </li></ul></ul><ul><ul><li>WATCHOUT: It is not a place for our corporate manifesto. </li></ul></ul><ul><li>We must start with a goal. </li></ul>
  15. 15. Appendix
  16. 16. Thought-Starters (depending on goal) <ul><li>Promote Collaboration. </li></ul><ul><ul><li>People from different departments weigh in on the same topic </li></ul></ul><ul><li>Connect with our other office. </li></ul><ul><ul><li>Engage in coast vs. coast agency benefit debate </li></ul></ul><ul><li>Become a community that people want to be a part of. </li></ul><ul><ul><li>Giveaways from our clients, featured ad spot for other companies that participate, chance to get a job, etc. </li></ul></ul><ul><li>Create buzz around our true culture. </li></ul><ul><ul><li>People cover what X is really like from the X floor </li></ul></ul>
  17. 17. Resources <ul><li> </li></ul><ul><li> and </li></ul><ul><li>Benefits of corporate blogging: </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Execs are slow to see value: </li></ul><ul><ul><li> </li></ul></ul><ul><li> </li></ul><ul><li> </li></ul>