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:

Instagram

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