social media week: the report
TRANSCRIPT
OGILVY@SOCIALMEDIAWEEK2015Activation Report
What is Social Media Week London?
Social Media Week London is a 5-day conference that provides the ideas, trends, insights and inspiration relating to social
media marketing and technology.
Events include keynotes, panels, workshops, master classes and interactive installations. It takes places in various venues
in Westminster from 14-18 September 2015.
It is part of an international network of inspiring business events in major cities globally.
Our goal
To provide engaging, entertaining and diverse
content through an experience that helps us think differently about
connectivity and our shifting relationship with technology
Showcase provocative speakers, innovators and
thought-leaders who examine the ways we live and create
Always on publishing programme to range of Ogilvy & partner channels to gain share of voice & influence
What activities did we deliver?
Content StudioInvite only workspace for Ogilvy clients to meet creative teams
in the National Gallery
Client DayProgramme of talks and
tours for Ogilvy clients in
the content studio space
Speakers10 talks and panels
located at the National Gallery and
Victoria House throughout the
conference
PUBLIC SPEAKERS
The Fighting Temeraire. Joseph Mallord William Turner 1839
Who said what?
The Truth Behind the Profile Picture: Does Social Media Affect your Mental Health?
by Lexi Fletcher
Why raw data can tell the wrong story, and why it matters
by Karin Robinson
Social CRM: What it is and how your can use it to grow customer value
by Rob Blackie
Creativity and strategy do lunch by Christine de Leòn
The evolution of influencers by Jai Kotecha and Victoria Partridge
A series of provocative statements by James Whatley
Social creative leadership: a knife in a phone box
by Leo RyanHow to make millions before you’ve grown facial
hair by Harry Hitchens
How the world’s number #1 coffee brand is changing the landscape with Tumblr
by Marshall MansonMaking science sexy
by Gemma Milne
Top tweeted Ogilvy speakers
Karin RobinsonAssociate Director,
OgilvyOne(310 mentions)
Gemma MilneCreative Technologist,
Ogilvy Labs(242 mentions)
James WhatleyDigital Director, O&M Advertising
(201 mentions)
1 2 3 4 5
Rob BlackieDirector of Social,
OgilvyOne(103 mentions)
Christine de LeònAssociate Director,
OgilvyOne(68 mentions)
CONTENT ATELIER
Bathers at Asniéres, Georges Seurat 1884
We turned this…
… Into this
Brief AnalyseListenPublishCreate
Slide 11
Create conversations
Respond to conversations
Stimulate conversations
and action
Planned and responsive conversations
Clients and prospectsSe
gmen
tAc
tivity
Perc
eptio
n ch
ange
Audience types
Event attendees(Physical &
virtual)Wider creative brand industry
Ogilvy internal stakeholders
Invite to content studio event/ talks. Access thought leadership
content
Reactive social content e.g Twitter. Attend Ogilvy talks. Follow
#OgilvySMW
Thought leadership and paid social posts
Invite to content studio/ talks. Internal comms
follow @OgilvyUK
I didn’t know Ogilvy could create such great
social and digital content
Ogilvy aren’t the big corporate I thought they
were – they’re people with great ideas
Ogilvy are a fast paced digital focussing agency
Ogilvy do great social and digital content through our content
studios
Channel matrixOwned Channels: UKThought leadership and share of voice to existing audience
Earned Channels
Partner ChannelsThought leadership to reach new audiences
@OgilvyUK (Twitter)
Owned Channels: DisseminationCascade to other Ogilvy properties where there is topical relevance – managed by channel owners
The National Gallery
Amplification and discussion in all channels measured through #OgilvySWM
@OgilvyUK (Instagram)
Ogilvy.co.uk press release Ogilvy Intranet: Megaphone UKWomen@Ogilvy UK Twitter (advocacy list)
@ogilvy_lon_labGeneral dissemination
Owned Channels: Global OgilvyDo:
YouTube/ Website Instagram
Social@Ogilvy:
Periscope UK
Ogilvy UK (Facebook)
Ogilvy UK (Snapchat)
Ogilvy PR London
Ogilvy Careers London
Messaging pillarsDigital meets
physicalStorytelling New audiences Future of work
- The future of retail- Virtual and augmented reality- Connected objects- Mobile payments- Physical digital events
- Open innovation- Work/ life balance- Mindfulness- Holacracy- Mobile tools
- Millennials- Generational behaviour changes- Gender- Change in how we build relationships between people (e.g. the “Tinderisation of love”) and between people and brands
- Finding new ways to tell stories, in particular through visual channels (e.g. Instagram) and the use of video- Content marketing vs news
Channel Channel Owner
Purpose Publication frequency
OgilvyUK Twitter Group Marketing Main and first broadcast for linking to all created content
50 posts/day
Ogilvy UK Instagram Ogilvy PR Employee curation of event 5 posts/dayOgilvy Intranet Group Marketing Encourage employees to attend, engage
and share3 posts
Ogilvy.co.uk Social@Ogilvy Key event press release 1-2 postsPersicope UK Ogilvy
HealthworldLive stream & chat for 10 Ogilvy speakers 10 events
Snapchat UK O&M Advertising Estoeric dialy highlights from talks and studio
1 snap/day
Ogilvy UK Facebook Group Marketing Daily highlight – post or infographic 1 post/dayOgilvyDo - Website Ogilvydo All thought leadership articles 3-5 articles/dayOgilvyDo - YouTube Ogilvydo Event videos 2-4 videos/dayOgilvyDo - Instragram Ogilvydo Picture magazine with highlights of week 1 curated pieceSocial@Ogilvy Instagram Social@Ogilvy Curated daily highlight photos 3-5 photos/day
TOTAL CONTENT PIECES (estimated) 275
Broadcast channel strategy
Content type Who creates?Speaker thought leader articles All Ogilvy speakers
National Gallery speakersPromo videos Leo RyanPre-planned: social content curation & Infographics OO Content strategy
Reactive: Social content production/distribution Live event team
Expert live tweeting Live event team
Social: curating discussions Live event team
Live Video interviews and opinions OgilvyDo
Long form article reporting OgilvyDo (commission by live team)
Internal comms: email & intranet posts Group Marketing
Content types
PARTNERS
Dido Building Cartage, Joseph Mallord William Turner 1815
Periscope tour
Twitter posts(venue and content partner)
Vizia
(social data partner)
Creatrs
(content partner)
Thought leadership articles
Interviews at SMW venues
(media partner)
RESULTS
The Milbanke and Melbourne Families, George Stubbs 1769
Capturing share of voice
25%
50%
25%
Capture share of voice from fusing planned and responsive content
PlannedCommissionedResponsive
Top five tweeted topics
Twitter Social Media Ogilvy SMW/ SMW LDN*FacebookNext week
*Brandwatch data shows that the majority of mentions use both topics together in the same tweet
3
Top five tweeted hashtags
#smwldn #ogilvysmw #smw15#socialmedia#precommerce
2
Social content performance
16.1% growth in social impressions
1.1 Million Tweet
impressions An average of 83 link
clicks per day (2,500 in total)
1,000 re-tweets averaging 35 per day
Around 47 favourites daily, totalling 1,400119 replies
averaging 49 per day
Ogilvydo content performance
25 expert interview videos
(shared on ogilvydo YouTube
channel)4 co-branded
articles on ogilvydo.com
6 infographics and animations
(on ogilvydo)
21 reportage articles and slideshows
Accredited media partner for Social
Media Week
63% new visitors to the
site
20% increase in click-throughs
UK page views up 200%
Links to presentations
Social CRM by Rob Blackie, OgilvyOne and Yves Boudechon, SocialLab
Data, Lies and Social Statistics by Karin Robinson, OgilvyOneInspiring New Shopper Behaviours by Sarah Todd, Geometry
Future of Retail by Matt Holt, OgilvyOne