giles rhys-jones - social media '09 (a mashup* event)

Ogilvy Social Media

Lenovo

Discipline Head / Digital Heart

Branding

Direct

PR

Activation

Media

D I G I T A L

online/outdoor/social/mobile/entertainment

Frankenstein's Agency Monster

Discipline Head

Digital Heart

Multichannel Muscles

Stick to your knitting – PR, brand building, relationship management or shopper activation. You have been doing it for years and are pretty good at it. Don’t change now.

Technology has affected the relationship between companies

and their audiences, how and where they want to be talked to,

serviced and sold. This influences every element of communication

so you need to have this understanding at the core of your

company The idea that DM cant jump and banners don’t have a rhythm no

longer stands and all channels can be used across the purchase

funnel. Everything needs to be executed across multiple

channels.

How Does The Brand Behave In Social Media

How Is The Brand Delivered Socially

Social is not a channel, it is an attitude.

5 Key Pillars For Social Media Application

http://www.youtube.com/watch?v=Z4nNd1h52AI

Our ongoing outreach to influencers and

communities drove over 10M social media

impressions, 1.4M Lenovo site visitors and

over 10,000 pieces of consumer created

content

Brainz

Ogilvy’s Internal Crowdsourced Advertising Process

©GRJ 2009

The One Number

MARKETING OBJECTIVES

80% 20%

PROVEN VEHICLES EXPERIMENTS

MESSAGE

MEDIA

SPENDS

MEDIA, MESSAGE, SPEND MIX

WELL STRUCTURED TEST PROTOCOLS

McKinsey ©GRJ 2009