Social is not Facebook
Social is not Facebook
Social is not Twitter
Social is not Pinterest
Social = people
Social = stories
Social = the things we love/hate
Social = the things that connect us
Here’s an example…
Postcrossing is a socialnetwork where users sendeach other postcards
It has 396,915 members   across 218 countries
491,652 postcards are traveling at this   exact momentSince the beginning of the project there   have been 16+ million pos...
In other words…
Understand the ideas that connect peopleand then worry about the platforms
Find the ideas that people will want to be apart of and create content that they will wantto share with others
Brand Dynamics + Cultural Dynamics
The brand values + What’s going on right now
DiscoverIdeas you love to   Involve      share                    Share                    Act
The way people discover, consume and shareyour content is also changing
120 million units sold in 20121 in 3 of all devices sold will be a tablet                                              Gar...
“90% Of All Web Traffic Will Be Video“             - Robert Kyncl, head of global partnerships for YouTube
Social media is complicated
A regular Facebook post
Data
Even More Data
Project Narwhal
Project Narwhal                           consumer    social    mobilepollsters   volunteers                              ...
All this data was fed into advanced predictive modelsthat helped the campaign target the right voters withthe right message
Gallup uses a national sample of 1,000 votersObama had a sample of   29,000 voters in Ohio alone
“They know everything Google and FB know about you,pretty much. They know what music you like, whichHarry Potter book is y...
Data may give us a better understanding aboutconsumers but it won’t come up with the ideas      that will engage and inspi...
Ogilvy on Social (abridged)
Ogilvy on Social (abridged)
Ogilvy on Social (abridged)
Ogilvy on Social (abridged)
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.

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Ogilvy on Social (abridged)

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

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