Tag: Social@Ogilvy

SMW NYC Recap: Day 3 From Social@Ogilvy

Posted on by Heather Taylor

Day three at Social Media Week was all content, content, content — from Vice’s discussions on long form video to JWT stressing our need to change as images take over the web.

The Social@Ogilvy team pulled together the best five ideas that came out of the day’s sessions. Let us know what you took away from the penultimate day at Social Media Week New York.

  1. Great content will come from anywhere
    We need to be more creative with multimedia in an age of social and mobile. At one time, text was the main tool of reporting news. But with more people creating rich media content, mainstream reporting has discovered new ways to use multi-media.

    Anything that doesn’t entertain, engage and inform will not break through the noise. Ironically enough, the most accessed and engaged content on the NYTimes.com website isn’t even a feature or news story. It was a quiz that identified your regional dialect though a clever quiz…written by an intern!

    This is proof that great content can come from anywhere, not just professional sources.

  2. Things designed to be shared will have higher value
    Trust is the most profound part of this collaborative economy. In a sharing economy, buyers and the sellers are peers, and entrepreneurs are designing things that are more easily shared because we want them to go through many hands. Thus, things designed to be shared will have higher value. For example, people drive 80% less when they use Zipcar than if they owned their own vehicle—and 40% of users have never owned one, which has led to our streets being filled with 40,000 fewer cars.

    As Robin Chase, founder of Zipcar and Buzzcar noted: “You have to be building community in everything you’re doing.”

  3. Longform video works…if you do it right
    The whole notion that people don’t want to watch long stuff on the internet is not true. People are watching longer videos than ever before and not just the 2 minute plug & play. Of course this only works if they are packaged effectively. It’s more about how you package and showcase a story than having a well-known celebrity in your video.

    Where do publishers like Vice and Motherboard get their stories for videos? By reading everything and being early to report. It’s about working with what you’ve got. If you have a good story, go out and make it.

    “When we look for a great character, we look for someone is going to be open and has a great personality,” said Motherboard’s editor-in-chief, Derek Mead.

    A cleverly staged moment in a long form piece, can result in a genuine emotional reaction from your viewers but if the story drags on, it won’t work no matter the length of the video. Always leave them wanting more.

  4. Images are supplanting words
    Imagery is supplanting text and changing the way we process the world. Reading is no longer fundamental. People process images 60,000x faster than text– this has enormous implications for our communication.

    The web contains 40% images and social has 70%. The popularity of image-sharing over social media has a great deal to do with the crunch for time. 60% of social users create and share images on their social channels and the balance of curators vs. creators is shifting.

    Our short visual vocabulary is spurring new creativity – we need to create something compelling in a glance. What are we losing as we move toward visual? Context. Images can be taken out of context. The entire web has been set up to look for words…what happens if the text starts to disappear? The rise of rich content demands smart tagging and automated categorization solutions for indexing.

    Does communicating visually jeopardize the relationship between a brand and consumers? Now brands need to be able to speak visually as well as LISTEN visually. The key challenge for brands is devising how to relate to audiences in each image sharing social network.

  5. Content lasts longer on Pinterest
    Each day there is 60+ million users, 100s million pins, 1B+ connections on Pinterest. It’s a very aspirational platform and allows you to show who you want to be. On the other hand, Twitter is about what you are doing and Facebook is about who you are.

    It makes sense that the half life of a tweet is 5-25 mins, the half life of a Facebook post is 80 mins, and the half life of Pinterest content is >1 week. This means you MUST think about quality rather than quantity when you pin, and determine what the best content is around the topic that you can curate? It’s especially important as pins are more than images. Rich pins provide context, commercial foundation, and addresses stale links.

    As content lives longer, if you want to get people for the Christmas rush, posting in November is too late. The optimal time to pin for Christmas is August or September due to the long half-life.

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.

12 Events to Register for NOW

Posted on by Lindsey Taylor Wood


With hundreds of events (over 200!!!), we aim to highlight the ones that catch our eye and share them with you. Here are a dozen that grabbed our attention this week, each from industry leaders — several of which were just named Fast Company’s most innovative companies of 2013 — aiming to bring you the best content and conversation at SMW NYC:

  1. Ogilvy presents: Contextual Awareness: What Is The Future of Social Intelligence?
  2. BuzzFeed presents Genuine Appeal: Creativity and Authenticity in the Social Age
  3. Games for Change presents: Half The Sky Movement: Using Transmedia to Inspire Real Impact
  4. Pfizer & LiveWorld present: How to Improve Social Media in Regulated Industries and Consumer Sensitive Markets
  5. OfferPop presents Keeping Up With the Agile Consumer
  6. Time.Inc presents: The Secret Sauce of Native Advertising? Authenticity.
  7. Conversocial presents: The Social Engagement Hub: Re-Imagining the Contact Center as a Critical Marketing Tool
  8. Imagination presents: Connections: How the Internet of Things is Transforming Our Social World
  9. Code for America Presents: We Built This City: The State of Civic Technology, with Code For America and IDEO
  10. House Party presents: All Earned Media is Not Created Equal: Winning Hearts, Minds & Wallets via ‘Experience-Driven Social Marketing’
  11. Google Presents: Google+ Hangouts: Go Way Outside the Box(es) – expert tips & tricks to further innovation
  12. SideTour presents: SideTour: The P2P Experience Economy: Four Unique Events for the SMW Community

For the FULL SCHEDULE click here. And keep in mind, if you want to skip registration and lines, and attend events that are already full, you can still BUY A PASS here.

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!

 

 

5 Minutes With Ford’s Scott Monty

Posted on by Lindsey Taylor Wood

This is Social Media Week’s first year partnering with Ford. This SMW NYC, Ford will be making a very special announcement to help kick off the week. You’ll want to be there! Then make sure you swing by our Global HQ to see what we’re doing together. Why? Well, in addition to their success in the automotive industry, they have made quite a name for themselves as a leader in the social media space. We sat down with Ford’s Global Head of Social Media, Scott Monty, to talk about the past, present and future of the company’s social marketing efforts.

 
Scott, you tweeted this week that “Ford has now posted a pre-tax operating profit for 14 straight quarters” -— in what ways do you think that Ford’s social and digital efforts have contributed to that sustained level of success?
We’re very fortunate to have a company full of talented employees that are making some of the best Ford vehicles that the market is responding to. From excellent fuel efficiency to state of the art technology and truly breathtaking design, the products are leading our strong financial performance. That we get to amplify and share that product superiority on digital and social is just icing on the cake.

But more than just sharing our business results, our advanced efforts on digital and social are consistent with the kind of brand that people want to associate themselves with. We often say that people trust people like them; well, they want brands that reflect their choices and their lifestyles. So they want fuel efficiency and they want a brand that answers them on social networks, they get both in Ford.
 

Connected to that success was the relaunch of the Ford Fiesta in 2009–what parts of that campaign have been most inspiring for your team and for your audience
If anything, it was an example for us about how crucial it is to have your product right. Because we were so confident in the performance and reception of the 2009 Fiesta, we knew that turning over the reins to our fans was a natural thing to do. We know that we must never take our eyes off of the importance of creating a quality product, and that when we deliver on that promise, the reaction that we get from consumers is well worth the effort.
 

Given what you’ve learned from campaigns past, how has your approach to engagement through social media changed?
I can’t really say all that much has changed. Our core principles remain the same: create engaging content, speak like the customer, allow them to speak, and above all, listen. It’s just that the scale on which we do it now is more intense and broad than ever before. And fundamentally, it’s about the human touch: making it clear that there are real people – just like you – who work for Ford or who drive Fords, and that by forging relationships over time, we begin to regain the trust that had been lost.
 

What do you see in the future for social media as it relates to the automotive industry and for Ford?
It’s tough to say. If I really knew, I’d be a venture capitalist. I think the great opportunity that lies ahead of us is how we bring social beyond a communications and marketing practice and begin to weave it into all areas of the business. We’ll be expected to glide more easily between departments, relying on relationships, knowledge sharing and cloud-based systems, and we’ll have the potential of having a 360-degree view of the customer, from her interaction with Ford to hear public social network updates, to give us a better sense of the customer.
 

It’s been over six years since Ford’s many agencies consolidated into the Team Detroit megaforce -—from the brand side, how do you feel that consolidation has improved the workflow for Ford and your social team in particular?
It’s refreshing to have a single shop to be able to coordinate with. The efficiencies we’ve seen have allowed us to think about other ways to direct our spending. And when you also consider that WPP’s Social@Ogilvy is our corporate social agency, there’s another aspect there as well. The ability to have the expertise of PR, marketing and social agencies together under one company means that there are checks and balances that work within the system as well.
 

What can our attendees expect to see from Ford this SMW NYC?
We’re very excited to be back in New York – the city in which we kicked off the Fiesta Movement in 2009, where we revealed the Explorer in 2010 (on a huge mound of dirt in front of Macy’s), and where this summer in Times Square announced the 47 mpg city/highway/combined (EPA estimate) for the 2013 Fusion Hybrid. We’ll be recapping some of our successes and offering lessons for anyone to take away, but also expect to hear a very special announcement that’s perfectly scripted for the SMW crowd.
 

What do you think is the most exciting thing happening in the emerging technology and/or new media space right now, as it relates to the automotive industry?
I don’t think it’s only specific to automotive, but it’s something that concerns all of us, and that is mobile. After all, we make the ultimate in mobile devices. 😉

The potential that exists within the mobile market – and I’m not talking about apps or mobile-enabled websites – but the personalization that’s possible when consumers allow us to discover information about them and allow us to communicate directly to them on that small screen. The challenge for marketers is how we can continue to retain the trust that we’ve built and not squander it with activities in mobile that we might do just because we can.
 

This year, our global theme is “Open & Connected: Principles for a Collaborative World.” How does Ford embody or support this idea?
One of the recent announcements that we’re very proud of is the opening of our SYNC AppLink API to the public. At http://developer.ford.com, anyone can get access to our system and begin to design mobile apps for the phone that will integrate with our vehicles. We’re offering engineering support and will even allow people to use the “SYNC in a box” if they don’t have a Ford vehicle to test on. We’ve been innovating for nearly 110 years, and this is the latest development, where we realize that we don’t have a monopoly on good ideas but need to rely on the creativity and efforts that collaboration allows us to do.


 

Social networking sites are now central to Ford’s customer service. Can you tell us how your team uses social and digital media, the effects social media has had on your CRM, and how you’re measuring your successes?
Our customer service team has a dedicated cadre of social and digital team members who are monitoring our social sites as well as enthusiast forums and consumer issues sites every day. They look for people who may need help and bring them into the system to track them specifically. They’ve been tracking volume handled, cases successfully completed and satisfaction rate. That last metric is one of the most important and one of the most impressive; the latest statistics show that our team has a 92% satisfaction rate from customers they’ve handled, which is even greater than our traditional call center.

In addition, since they perform many of their initial duties in the public eye (rather than behind the scenes as a traditional call center), the added benefit is that the public gets to witness the interaction between the customer service rep and the customer, which only boosts our reputation more.
 

What is one thing you’d like to imagine yourself doing in 2015?
If they’ll still have me, it would be an honor to continue to serve Ford in some leadership capacity. What that looks like in 2015 will be the result of our entire team’s hard work, the advance of social beyond marketing and communications, and the continued support from the executive leadership team.