Social and public relations/marketing on the corporate side and agency side are both unique. Processes are different, approval works in different ways. On the corporate side, I presented my boss with a social marketing strategy and was approved quickly. On agency side, it went through the approval process, with edits and questions from the client.
The amount of time you work with a client will further cement trust and understanding of the brand. On the corporate side, you live and breathe one brand daily. On the agency side, you deal with a few at the time, depending on structure.
Prove that you know the brand
Ask for resources. Research as much as possible on industry, brand and it’s competitors. What type of company are they? Call up their customer service and ask questions as a potential consumer. Due diligence will help you to be prepared and understand the information that is presented to you.
Build trust
By hiring an agency, they are putting their brand, their corporations, in your hands. It’s not something that is to be taken lightly. Most will not trust you 100 percent at the start. Understand that the caution is necessary, and show that you have just as much passion for the brand as they do. Guess what? Consumers have that same passion too.
You don’t always get to know everything
Some clients will not tell their agency everything. Others do, because they believe it will help their agency team. Internal politics and procedures aren’t always common knowledge for the agency on record. Some might have a hard time trusting what they deem as outsiders. Ask questions and know where the line is.
Collaborate together
It might seem like a no-brainer, but present the brand with a sound strategy and different options. Ask them what they think, not wait for an opinion. Build teamwork. Show how you understand the brand, and why the strategy will work. Know the products and regulations concerning the industry. By educating yourself, you’re engraining into the culture without being in their office on a daily basis.
How else does agency and corporate side differ? What would you add?
Tags: Agency, corporate, Marketing, Social Media, social strategy, Strategy and Tactics
Lauren – Great points about some of the differences that play in agency and corporate settings. I like the collaboration piece, as I get the best results when I have the opportunity to ask good questions, listen and understand the client’s situation. Having that foundation always allows me to build/modify/develop something better and faster. Among the biggest differences I’ve encountered between agency/corporate life is that while processing in an agency can move slower, the client at least knows its problem/challenges or has come to the agency looking for specific solutions/services.
Where corporate can get really tricky is selling the idea. Whether social or otherwise, leadership in a corporation may think they’re fabulous or that they can do no wrong, or just have aversion to constructive criticism or suggestions on how to effectively and successfully share their brand messages with the world. They know they need a mar-comm dept. or team, but only under the terms they think apply. So while the potential to get things pushed through faster is there, the flip side to that coin can sometimes be a pretty serious waiting game. Thanks for the post Lauren.
Thanks, Lisa!
Great point about client/agency relationship – there is usually a bit of trust because they approach you. They select you. You might not know the ends and outs yet, but you can build on that solid foundation set.
Corporate is hard in selling the idea- its pretty easy for leadership to just shut you down. Processes are great, no reason to change, and here you are presenting something completely different. If you can make them pay attention, though? Solid.
I’ve found that blogging or tweeting about a prospect before pitching them can sometimes help cement those initial connections when they’re made. Same goes for commenting on the company’s blog. It demonstrates goodwill, and to your point, helps provide evidence that one knows the brand they’re dealing with.
Lauren, thanks for the great article!
Best,
Glenn Friesen