Tag: ogilvy

5 Minutes with Ogilvy’s John Bell

Posted on by Lindsey Taylor Wood

As you’ve probably heard by now, advertising vanguard Ogilvy & Mather has joined us again this year as an NYC Supporting Sponsor. Last year, they announced Social@Ogilvy at our event, and we hear they have a few more tricks up their sleeve this year too. Social@Ogilvy’s Global Managing Director, John Bell, sat down with us to talk about the past, present and future of social, and Ogilvy’s participation in SMW13.

1. What is Ogilvy’s greatest success with social media to date?
Social@Ogilvy has built a global team across 35+ countries, delivering award-winning integrated social media solutions for brands. Building such a strong team that “gets” how to apply social to real business solutions is our best accomplishment. Helping Ford, IBM, Nestlé and other great brands put social at the center of what they do has been terrifically rewarding.

2. What do you think is the most exciting thing happening in the emerging technology and/or new media space right now?
When you look at all the interesting phenomena, like SnapChat and the established players, like Facebook, and the merging next-gen platforms like Tumblr, but I get most excited by Kickstarter. It’s taken the crowd-funding model and made it real and reliable, and is now enabling all sorts of entrepreneurs and artists to source funding. I helped my friend at Padua Playwrights take a show to Berlin this month. Truly satisfying to be a part.

3. What are you looking forward to most at SMWNYC 2013?
We have some great sessions at Ogilvy in NYC, Paris, DC and more. I am looking forward to our NYC sessions with David Karp from Tumblr. I have a lot of interest in the platform, as they are just starting to monetize it and have incredible creative work all over it. That same day, we are doing something unusual and downright unwise. We will be creating and debuting a strategy to use Google+ for Caterpillar. Only, we will be doing it live before the SMW2013 audience. Risky but fun.

4. Tell us about your goals for SMW. As one NYC’s City Supporting Sponsors and a host of several events, as well as a Master Class, what do you hope attendees will take away from these experiences?
We want to share our own passion for applying social to business problems. SMW2013 is a weird, connected, global event, where we can create remarkable experiences — at the Chocolate Factory (Ogilvy HQ in NYC), in Paris, DC and more — and we can also participate all week long online, to drive a focused conversation. Okay, we will see how focused it is, but it will be great, that much I know.

5. What is the most creative way you’ve seen social media used?
Well, I am not sure I expected to say this, but our guys did some really neat brand advertising via Tumblr for the Lincoln Motor Company. I mean, I just think social has fundamentally changed how brands bother with pure brand work to the point where there are always dual motives for engaging users online. The Lincoln work included a great collaboration with these artists who create Cinemagraphs — really rich photography, with a story or moment captured there. We’ll see if this is the next wave of using social for brand purposes.

6. This year, our global theme is “Open & Connected: Principles for a Collaborative World.” How does Ogilvy embody or support this idea?
We have a global network of 550 people who are connecting every day via our Social@Ogilvy wiki, through G+, a new video meeting platform called Fuze, not to mention Facebook and IM. We know our best work comes from collaboration, and now that means doing so 1,000 miles away or more. We’ll see how others apply connectivity and collaboration during this week.

7. Last year, Ogilvy launched Social@Ogilvy during SMW NYC. With the first year anniversary approaching, how has this gathering of experts around the globe impacted Ogilvy’s work? What changes are you seeing in Public Relations from social media?
Social@Ogilvy officially launched at SMW 2012. But we had been in business since 2005. We have grown our network and solutions over the past 7+ years. This past year just took us to a much higher level. More client engagements across 3, 5, 20 markets. More serious business problems. More accountability with measurable programs. And more awards.  Our team is cross-discipline. We work on marketing programs, customer care programs, PR programs, shopper programs and, yes, even pure-play social programs. This is our POV, that the best social is integrated with other disciplines. And I believe that each of these disciplines will see even more radical change through this next year or two of social growth.

Ogilvy Returns to SMW NYC, Hosts Master Class and Events

Posted on by Lindsey Taylor Wood

Photo courtesy of Social@Ogilvy

We are thrilled to have advertising behemoth Ogilvy & Mather join us again this year as an NYC Supporting Sponsor. Their thought leadership in social media can best be demonstrated through Social@Ogilvy, which they announced at SMW NYC last year. A cross-discipline team of social experts focusing on social business solutions, listening and analytics, social media marketing and communications, social shopping, social customer service solutions, and impact measures, it is the largest social media marketing communications network in the world.

Take a look at what they have in store for this year’s attendees:

Ogilvy’s first ever Master Class, Only at the Global HQ:

Community Management 3.0 – The Evolution of the Most Dynamic Role in Marketing
This interactive class, led by two of Social@Ogilvy’s community management experts, will focus on “Community Management 3.0” – the new job description, current challenges, industry leaders putting it to practice, real-life scenarios and more. Featuring: Ashley Hurst, Director of Business Development & Account Director at Social@Ogilvy and Dhara Naik, an Account Supervisor at Social@Ogilvy. To attend the Master Class, please purchase a Global HQ Pass here. 

Ogilvy’s official SMWNYC Hub events:

Mocial RX: Leveraging Mobile & Social in Healthcare
Health discussions have moved beyond a single screen and one-on-one exchanges. Mobile and social — what some call “Mocial” — is all about a new platform of on-the-go device and broader discussion. From geofencing to quantified self to the second screen, this lively exchange explores how “our networked life” influences behavior change, removes barriers, and adds value to connected communities. Featuring: Buddy Scalera, SVP, Interactive Content & Market Research, Ogilvy CommonHealth and Andrea Hackett, Account Supervisor, Digital Strategy, Social@Ogilvy.

Pharma & Social: Better Apart?
The social health space continues to rapidly evolve, pivoting to serve new needs and voices faster than most pharmaceutical companies are used to acting. Patients, caregivers, even doctors seem to do just fine taking advantage of existing forums to discuss their health concerns. Is there room in the social sphere for prescription drug brands? Mixed views and industry case studies fuel a provocative discussion on whether and how Pharma can truly add value to these already active conversations. Featuring: Chris Cullman, VP, Digital Strategy, Ogilvy CommonHealth; Scott Friedberg, Director, Digital Strategy, Ogilvy CommonHealth and Andrew Teie, Senior Digital Strategist, Ogilvy & Mather.

Ogilvy & Mather HQ events

A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions
Join us for a candid conversation with David Karp who has created one of the fastest growing communities of people sharing what they care about most. How can brands participate in Tumblr with meaningful brand or business impact and how do we do it without spoiling the beauty of Tumblr? Join Social@Ogilvy’s John Bell as he asks David Karp about his vision for brands and Tumblr. Featuring: John Bell, Global Managing Director, Social@Ogilvy and David Karp, Founder and CEO, Tumblr.

The Rise of the New Community Manager: A Discussion with Ford and Ogilvy on the New Brand Role
As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations? Featuring: Rachel Caggiano – Senior Vice President, Social@Ogilvy and Karen Untereker – U.S. Manager, Social Media at Ford Motor Company.

The Live Google+ Jam with Caterpillar: How to Exploit Google+ to its Fullest
Is it plumbing or is it search? Is it Hangouts or Communities? Stop all the hype and anti-hype. We’re going to roll up our sleeves and demonstrate just how brands can use Google+ today and tomorrow. We’ll be working through a LIVE session with Google+, Caterpillar and Social@Ogilvy to create the prototypical, full-out program for the world’s leading B2B brand – Caterpillar. It will be fast-paced, messy and insightful. Featuring: Gemma Craven, Executive Vice President, Social@Ogilvy; Dan Schreibstein, Vice President, Social@Ogilvy; Kevin Espinosa, Social Media Manager, Global Marketing Services, Caterpillar; Gretchen Howard, Google.

The Future of Social Customer Care
Participate in a LIVE demonstration with Social@Ogilvy showcasing the next model of engaging social customers with meaningful dialogue, structure and cross-platform integration. We’ll work with select panel members and a few participants who will be plucked from the audience to interact with this engaging exploration of the science of social, digital strategy, and technology. Featuring: Evan Shumeyko – Director, North American CRM & Customer Engagement at OgilvyOne Worldwide; Jeff Simmermon – Director of Digital Communication, Time Warner Cable; Phil Blum – Social Media Customer Care Manager, Time Warner Cable; Dave Evans –  VP, Social Strategy at Lithium Technologies; Rebecca Lieb – Digital Advertising and Media Analyst at Altimeter Group.

We look forward to seeing you there!

 

 

A Student’s Perspective: The Agency of the Future

Posted on by smwnyc

Janet Upadhye is a student at Columbia’s School of Journalism. She is one of ten students providing on the ground coverage of SMWNYC- all from the student’s perspective. She is providing her report from The Agency of the Future.

“YouTube will not kill TV,” said Robert Davis, Director of Ogilvy’s Advanced Video Practice. “And actually, video never really killed the radio star.” What Davis meant by his colorful introduction is that agencies of the future need to stop thinking in absolutes. And instead focus on common threads.

Davis highlighted content as the most obvious common thread. The content remains the same in any medium, but how companies think about content needs to change. Davis, accompanied by Mitch Bernstein, Client Strategy Director and Martin Lange, executive Marketing Director of Digital Strategy, laid out ten strategies to create, what they called, a “Content Revolution.”

Briefly, those points included speaking in languages that audiences understand, making content more interactive, creating good distribution methods, measuring success rates by more than just views, creating content that is liberated from the interface, focusing on hand held devices to deliver content, and identifying who the target audience is and when and how they best receive content.

Social TV is one of the most important emerging strategies. A panel comprised of Peter Naylor of NBC Universal, Kimberly Meyers of GetGlue, Matt Crenshaw of Discovery Cannel, and Mark Ghuneim of Trendrr talked about how to socially activate TV audiences.

Ghuneim identified “calls to action” as great ways to get viewers involved. For example, American Idol asks viewers to discuss and vote for their favorite competitors. According to Trendrr, 420,000 people mentioned American Idol on social media sites during its premier on January 18 of this year. This shows increased involvement and a new way to measure a show’s success.

Meyers talked about one of her clients, Pepsi, and one of their new social media campaigns. Viewers that checked into watching the Super Bowl on Foursquare and Facebook received a sticker in the mail worth a free Pepsi. Without mentioning numbers, Meyers said that they strategy was very successful.

Social TV can actually change the artistic direction of a show. The USA Network allowed viewers to tweet about the new opening credits of the television drama White Collar. After an outpouring of negative comments, the network decided to change back to the old opening. “USA took the opinions of its viewers to heart,” said Naylor. “That is what social TV is all about.”

The way that people are watching TV has changed and Social TV is the networks’ response to that change. “People want to be able to discuss the shows that they love with other fans,” said Ghuneim. “Social TV allows viewers to do just that.”

Janet Upadhye is a multimedia journalist covering Hunts Point in the Bronx. In a past life, she was the Development Director at San Francisco Women Against Rape. During her decade in the Bay Area, she also organized within queer and trans communities for safety and justice. You can follow her on Twitter at jupadhye.

Advisory Board Member Christian Borges: Social Media has revolutionized Back-to-School; Most brands miss the boat.

Posted on by Michelle Welsch


Christian Borges is the VP of Marketing at Mr. Youth, the agency known for its innovation, fresh thinking, and awesome atmosphere. He’s spent a good chunk of his career immersed in the world of communications and experiential marketing, creating cutting-edge strategies that engage consumes both online and in the physical world. His resume boasts names such as Deep Focus, Weber Shandwick, Ogilvy PR, and Fleishman-Hillard, and we couldn’t be more pleased to have him as part of our SMW NYC Advisory Board.

During SMW12, Christian and his colleague David Yarus, Marketing Manager, are hosting The New College Orientation: How Social Media Has Revolutionized Back-to-School. This not-to-be-missed event at IAB‘s NYC Headquarters will take participants back to their glory days, leading them through the world of those first magical days of university life. Their format is such an interesting take on the freshman experience, we had to learn more.

Tell us more about your event!

We’ve been studying the impact of Social Media on the college consumer for years, and this year we’re revealing some of our most powerful findings to date. Essentially, back-to-school and the college orientation experience has changed dramatically as a result of social media. As soon as students receive acceptance letters in March, they immediately turn to Facebook and create online communities with their incoming class. These hyper-active communities are transforming what was once a week-long orientation in August into an extended journey, where students connect with one another and gather important information online.

By studying the conversations and overall activity across two hundred of the largest Class-of-2015 Facebook communities, we have decoded the back-to-school experience post-by-post. Our analysis reveals an unprecedented understanding of the journey through the lens, lives, and keystrokes of the students themselves. Our event features an immersive sensory experience and in-depth conversation around the findings of this study.

What inspired you?

We wanted to  move away from the typical panel and create something exciting for SMW NYC attendees. We challenged ourselves to break out of the mold and change the game. By collaborating with the IAB and students from around the world, we’ve developed an even that brings the modern back-to-school journey to life.

How many students helped you with your concept?

Ten students from around the globe met weekly for the past month through Google+ Hangouts to collaborate and concept the various builds. There are eight core conversations woven through the six month journey and our team of student creatives developed each conversation into an installation piece. That said, since this data was collected from over 54,000 threads written by over 50,000 students, we’d like to think they helped develop the concept as well.

How has school orientation changed?

Graduating high school represents one of the most formative moments of these students lives. After living under the authority of their parents, students are finally the drivers of their own car: decisions, lifestyle, and their future is up to them. When transitioning to college, students are given the opportunity to redefine who they are and can reshape the identity and reputation they’ve previously developed.

Whether this is for the better or worse is hard to say, but one thing is for certain, as soon as they arrive at school these students are free to make entirely independent purchasing decisions. They form buying patterns and brand loyalties they’ll take with them throughout life. This presents brand marketers an incredible opportunity to add value to the back-to-school journey and maintain relevance to students at the most important time in their lives.

How is the modern high school graduate student unique?

These students grew up on Facebook (since Grade 7)! They tweet, type, and text in the blink of an eye. The world has always been at their fingertips. They don’t want your logo plastered across their chest, they pride themselves on individuality. They demand authenticity and they’re immune to ad-speak. They do their homework while watching TV, chatting online, texting, and playing Words With Friends — all at the same time. Social media is part of their DNA. The question isn’t how is the modern high school student unique, but rather what elements of our own “outdated high school experience” is still applicable today?

Register online for The New College Orientation: How Social Media Has Revolutionized Back-to-School, or send a tweet to Christian or David for more information.

Get ‘Em While They’re Hot- New Events Added!

Posted on by Nicky Yates

With nearly 200 events here in NYC, keeping up with the schedule can be a daunting, yet fun task. And sometimes you need a little extra help. Since registration opened on January 17th, we’ve added a few gems that you won’t want to miss. Check out our list and let us know which new events you’re most excited for.

The Insidious Plot to Socialize the Enterprise reveals seven insights and experiences from never-seen interviews with top business leaders at global brands like Nestle, Ford, and American Express. Brought to you by our Global Supporting Sponsor, Ogilvy & Mather and follows a keynote from their Global Managing Director, John Bell. When? Monday, 2/13 at 9-11am at our Business & Innovation Hub at Bloomberg.

Keynote: Valerie Buckingham of Nokia followed by “Beyond Borders: Impact of Social Media in Global Economy” kicks off with Global Headline Sponsor Nokia’s Director of Brand Management, Valerie Buckingham. Her keynote address will be followed by an in-depth discussion of key trends, cultural behaviors and opportunities beyond American borders. When? Monday, 2/13 at 12-2pm at our Business & Innovation Hub at Bloomberg.

Introducing NYPL Labs: Making Collections Accessible Through Collaboration comes together to rethink what a public research library can be and do and how new tools can bring together communities. When? Monday, 2/13 at 12-2pm at the New York Public Library.

Ushering Your Company into the Social Media Age features the Queens Library as a case study to help organizations and businesses learn the basics of creating a social strategy. When? Tuesday, 2/14 at 2:30-4pm at the Queens Library in LIC.

Supercharging Your Facebook Marketing, led by our Small Business Sponsor, Constant Contact, will show small businesses and organizations how to maximize their Facebook marketing and combine it with your email marketing strategy. When? Tuesday, 2/14 4:30-6:30pm at our Social & Environmental Change Hub at Thomson Reuters.

Can Media Companies Get Social? has our global media partner FT looking at how media and publishing can jump into the digital and social world. When? Wednesday, 2/15 at 2:30-3:30pm at our Global Society Hub, Big Fuel.

Branding and Social Media: The Inseparable Duo, hosted at the SVA Branding Studio, marries branding and social media- and explains why you should too. When? Wednesday, 2/15 at 6:30-8pm.

Email and Social Media: The New Rules of Engagement, another session headed up by our Small Business Sponsor, Constant Contact, highlights the changes in email marketing and what small businesses need to know. When? Wednesday, 2/15 4:30-6:30pm at our Social & Environmental Change Hub at Thomson Reuters.

How can Advertising Self-Regulation Benefit Social Media and Marketing? brings representatives from the advertising industry’s self-regulatory forum to discuss must-know aspects for companies incorporating social platforms into their advertising campaigns and marketing strategies. When? Wednesday, 2/15 at 10-11:30am at IAB Ad Lab.

HackEDU- How Tech is Disrupting Education in Order to Save It asks the founders of SkillShare, General Assembly, Unigo, and Tutorspree just how is technology transforming the future of education. When? Wednesday, 2/15 at 7:30-8:30pm at General Assembly.

Crossing the Chasm: Healthcare Innovation Matchmaking Session dives into alternative sources of funding, featuring organizations who are sources of alternative funding and healthcare innovators receiving that funding. When? Thursday, 2/16 at 3-6pm at our Health & Wellness Hub at Saatchi & Saatchi Wellness.

Creative Diaries: Why You Should be Blogging in Some Way Shape or Form pools together a diverse group of bloggers using blogs successfully to supplement or even launch their careers. When? Thursday, 2/16 at 6:30-8:30pm at Getty Images.

Register now– as events are filling up fast! And if an event you’re dying to get into is already full, there is still one other option! Don’t forget this year, for the first time, we’re offering all-access passes to either individual Hubs or to all Hubs.