Giles Rhys-Jones - Social Media '09 (a mashup* event)
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Giles Rhys-Jones - Social Media '09 (a mashup* event)

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Giles Rhys-Jones

Giles Rhys-Jones
Social Media Strategies
Social Media '09
a mashup* event
mashupevent.com

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  • Drew Ginn, Olympic Gold medalist RowerPicture taken after win on the way to a Beijing restaurant Posted on his blog – one of 100 global athletes blogging and video blogging supported by Lenovo….STRATEGY: Lenovo needed an idea that could position them as more than just the tech company who provided lots of computers to the Olympics. They needed to bring their overall Olympic sponsorship to life in a way that would get people to notice Lenovo and associate them with the story of how the Olympics in 2008 would be enhanced by technology in a way that no other Games before had been. To do it, we worked with our client to develop the concept for the Voices of the Olympic Games, an ambitious campaign to recruit 100 Olympic athletes from around the world and help provide them with technology to tell the stories of their journeys to Beijing. Based on the idea that real stories from actual athletes would be far more powerful than any combination of marketing taglines, our aim was to bring these athletes together in a social media powered campaign on a global scale that had never been tried before at any Olympic Games. If we could pull it off, we would help Lenovo live up to their ideal as a new world company, as well as reach the secondary target of introducing their newest laptop (the Ideapad) to the market through the stories of athletes using it. Our program involved the following components: Create the largest social media powered marketing campaign ever conceived during the largest sporting event in the world.Highlight the consumer products that Lenovo makes and position the company as one that offers technology solutions for individual consumers as well as businesses.Create a compelling reason for consumers and Olympic fans to continually interact with the Lenovo brand throughout the Olympics.Secure positive media coverage in traditional media as well as online in social media through a forward thinking “marketing 2.0” initiative.RESULTS: Total Social Media Impressions – 10,404,344 Total Social Media Mentions- 202 sites Lenovo Site Visitors – 1,400,000 Total number of athlete posts – 1500 Total number of comments on athlete blogs – 8000+Flickr Photos & Views – Over 800 photos and 6000+ views
  • STRATEGY: Lenovo needed an idea that could position them as more than just the tech company who provided lots of computers to the Olympics. They needed to bring their overall Olympic sponsorship to life in a way that would get people to notice Lenovo and associate them with the story of how the Olympics in 2008 would be enhanced by technology in a way that no other Games before had been. To do it, we worked with our client to develop the concept for the Voices of the Olympic Games, an ambitious campaign to recruit 100 Olympic athletes from around the world and help provide them with technology to tell the stories of their journeys to Beijing. Based on the idea that real stories from actual athletes would be far more powerful than any combination of marketing taglines, our aim was to bring these athletes together in a social media powered campaign on a global scale that had never been tried before at any Olympic Games. If we could pull it off, we would help Lenovo live up to their ideal as a new world company, as well as reach the secondary target of introducing their newest laptop (the Ideapad) to the market through the stories of athletes using it. Our program involved the following components: Create the largest social media powered marketing campaign ever conceived during the largest sporting event in the world.Highlight the consumer products that Lenovo makes and position the company as one that offers technology solutions for individual consumers as well as businesses.Create a compelling reason for consumers and Olympic fans to continually interact with the Lenovo brand throughout the Olympics.Secure positive media coverage in traditional media as well as online in social media through a forward thinking “marketing 2.0” initiative.RESULTS: Total Social Media Impressions – 10,404,344 Total Social Media Mentions- 202 sites Lenovo Site Visitors – 1,400,000 Total number of athlete posts – 1500 Total number of comments on athlete blogs – 8000+Flickr Photos & Views – Over 800 photos and 6000+ views
  • STRATEGY: Lenovo needed an idea that could position them as more than just the tech company who provided lots of computers to the Olympics. They needed to bring their overall Olympic sponsorship to life in a way that would get people to notice Lenovo and associate them with the story of how the Olympics in 2008 would be enhanced by technology in a way that no other Games before had been. To do it, we worked with our client to develop the concept for the Voices of the Olympic Games, an ambitious campaign to recruit 100 Olympic athletes from around the world and help provide them with technology to tell the stories of their journeys to Beijing. Based on the idea that real stories from actual athletes would be far more powerful than any combination of marketing taglines, our aim was to bring these athletes together in a social media powered campaign on a global scale that had never been tried before at any Olympic Games. If we could pull it off, we would help Lenovo live up to their ideal as a new world company, as well as reach the secondary target of introducing their newest laptop (the Ideapad) to the market through the stories of athletes using it. Our program involved the following components: Create the largest social media powered marketing campaign ever conceived during the largest sporting event in the world.Highlight the consumer products that Lenovo makes and position the company as one that offers technology solutions for individual consumers as well as businesses.Create a compelling reason for consumers and Olympic fans to continually interact with the Lenovo brand throughout the Olympics.Secure positive media coverage in traditional media as well as online in social media through a forward thinking “marketing 2.0” initiative.RESULTS: Total Social Media Impressions – 10,404,344 Total Social Media Mentions- 202 sites Lenovo Site Visitors – 1,400,000 Total number of athlete posts – 1500 Total number of comments on athlete blogs – 8000+Flickr Photos & Views – Over 800 photos and 6000+ views
  • David one said the people at Ogilvy were gentlemen with brainzOgilvyBrainZ.com allows people to share ideas, post problems and provide solutions. Members can also create public or private groups around specific topics and post messages on group walls, create discussions and post comments. Problems can be sent to existing email groups by copying the URL and pasting into the body of an email. All groups, problems, solutions, documents, videos and photos can be tagged with keywords and are therefore searchable, thus avoiding reinventing the wheel.

Giles Rhys-Jones - Social Media '09 (a mashup* event) Giles Rhys-Jones - Social Media '09 (a mashup* event) Presentation Transcript

  • Ogilvy Social Media
    Lenovo
  • Discipline Head / Digital Heart
    Branding
    D I G I T A L
    online/outdoor/social/
    mobile/entertainment
    Direct
    PR
    Activation
    Media
  • Frankenstein's Agency Monster
    Discipline Head
    Stick to your knitting – PR, brand building, relationship management or shopper activation. You have been doing it for years and are pretty good at it. Don’t change now.
    Digital Heart
    Technology has affected the relationship between companies and their audiences, how and where they want to be talked to, serviced and sold. This influences every element of communication so you need to have this understanding at the core of your company
    Multichannel Muscles
    The idea that DM cant jump and banners don’t have a rhythm no longer stands and all channels can be used across the purchase funnel. Everything needs to be executed across multiple channels.
  • Social is not a channel, it is an attitude.
    How Does The Brand Behave In Social Media
    How Is The Brand Delivered Socially
  • 5 Key Pillars For Social Media Application
  • http://www.youtube.com/watch?v=Z4nNd1h52AI
  • Our ongoing outreach to influencers and communities drove over 10M social media impressions, 1.4M Lenovo site visitors and over 10,000 pieces of consumer created content
  • Brainz
    Ogilvy’s Internal Crowdsourced Advertising Process
    ©GRJ 2009
  • The One Number
    MARKETING OBJECTIVES
    EXPERIMENTS
    PROVEN VEHICLES
    MESSAGE
    MEDIA
    SPENDS
    MEDIA, MESSAGE, SPEND MIX
    WELL STRUCTURED TEST PROTOCOLS
    20%
    80%
    ©GRJ 2009
    McKinsey