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Ogilvy on Social (abridged)
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Ogilvy on Social (abridged)


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Social media is about the things we love, the things we hate and everything else that connects us as humans.

Social media is about the things we love, the things we hate and everything else that connects us as humans.

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  • 1. Social is not Facebook
  • 2. Social is not Facebook
  • 3. Social is not Twitter
  • 4. Social is not Pinterest
  • 5. Social = people
  • 6. Social = stories
  • 7. Social = the things we love/hate
  • 8. Social = the things that connect us
  • 9. Here’s an example…
  • 10. Postcrossing is a socialnetwork where users sendeach other postcards
  • 11. It has 396,915 members across 218 countries
  • 12. 491,652 postcards are traveling at this exact momentSince the beginning of the project there have been 16+ million postcards received
  • 13. In other words…
  • 14. Understand the ideas that connect peopleand then worry about the platforms
  • 15. Find the ideas that people will want to be apart of and create content that they will wantto share with others
  • 16. Brand Dynamics + Cultural Dynamics
  • 17. The brand values + What’s going on right now
  • 18. DiscoverIdeas you love to Involve share Share Act
  • 19. The way people discover, consume and shareyour content is also changing
  • 20. 120 million units sold in 20121 in 3 of all devices sold will be a tablet Gartner, 2012
  • 21. “90% Of All Web Traffic Will Be Video“ - Robert Kyncl, head of global partnerships for YouTube
  • 22. Social media is complicated
  • 23. A regular Facebook post
  • 24. Data
  • 25. Even More Data
  • 26. Project Narwhal
  • 27. Project Narwhal consumer social mobilepollsters volunteers fundraisers databases media contacts
  • 28. All this data was fed into advanced predictive modelsthat helped the campaign target the right voters withthe right message
  • 29. Gallup uses a national sample of 1,000 votersObama had a sample of 29,000 voters in Ohio alone
  • 30. “They know everything Google and FB know about you,pretty much. They know what music you like, whichHarry Potter book is your favorite, your voting habits,etc. It’s all in databases. You’re just a number in a DBwith a name attached.” Source: Reddit AMA with an Obama campaign employee
  • 31. Data may give us a better understanding aboutconsumers but it won’t come up with the ideas that will engage and inspire them