Brands as Publishers: From 360 degrees to 365 days

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A point of view on real time content strategy informed by cultural insights. This point of view was developed with as a collaborative effort across a group of smart folks on the Ogilvywest team. (Colin Drummond, Dan Burrier and Matt Ross)

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Brands as Publishers: From 360 degrees to 365 days

  1. 1. BRANDS ASPUBLISHERS:FROM 360DEGREES TO 365 DAYSDirk ShawSVP DigitalOgilvy
  2. 2. THE NEWCULTURALREALITYEVERYONE CAN CREATE MEDIA FASTER, BETTERAND LESS EXPENSIVELYUSING TECHNOLOGY 2
  3. 3. SPEED, AGILITY ANDTOPICALITY WILL BE KEY TOOVERCOMING INFOOVERLOAD WE NOW GENERATE AS MUCH INFORMATION EVERY TWO DAYS ASWAS GENERATED FROM THE BEGINNING OF TIME TO 2003 – ERIC SCHMIDT, FORMER CEO, GOOGLE 3
  4. 4. BEHAVING AT THESPEED OF CULTUREStaleness is the enemy of relevanceIt s all about living and leading in the moment 4
  5. 5. YOU CANNOT BECOME PART OF THECULTURAL CONVERSATION ON THE BACKOF BRAND GENERATED CONTENT ALONE. CONTENT TYPE BRAND USER INFLUENCER Utility Comments REAL TIME Video Reviews SEO Mobile apps Interview Social Content Discussions Banner REGIONAL Article Info-Graphics Rich media Photo’s Curated Interactive Social mentions PLANNED Games
  6. 6. the industry has begun experimenting:THINKING 365 NOT 360 IKEA Holland rolling out 365 ads in 365 days 6
  7. 7. the industry has begun experimenting:USER GENERATED STORIES 7
  8. 8. the industry has begun experimenting:CONSUMER EDUCATION It s important for us to get this right, because the whole path to purchase is changing. In the past it was a relatively simple cycle: we d generate demand on TV and in print and then drive sales. Now, consumers research online first, and there is a new first moment of truth. So we have to think about how we insert ourselves into that consumer education. Marc Speichert, chief marketing officer of L Oreal USA 8
  9. 9. the industry has begun experimenting:LIVE ENTERTAINMENT 9
  10. 10. A  NEW  team  is  required   REAL-TIME CONTENT CONVERSATIO CREATION + N EXPERTS PRODUCTION Copywriters, art directors, journalists, bloggers, PR experts, social media strategists, digital videographers, photographers, storytellers, editors, influence analysts, conversation/sentiment subject-matter experts, producers trackers Team Composition LEGAL + BUSINESS AFFAIRS DIGITAL INFRASTRUCTURE BROADCAST + Digital producers, web and app developers, EMERGING MEDIA production artists, experience/UX strategists EXPERTS 10  
  11. 11. fivecore behaviors Own in-the-moment cultural insight Operate in perpetual beta Blend creativity with speed and precision Treat everything as media Add value to the conversation11
  12. 12. THANK YOUFind me on Twitter: @dirkmshawRead our blog: http://blog.ogilvypr.com/

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