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What makes GREAT content ?
Creative thinking is
now a business
imperative.
To stay competitive we
must excel at
communicating visually
& understand the
power
of stories
Poor marketing
relies on
ticking the
boxes
The ability to create a
confident connection
that understands me
& puts me inside the
idea
How to approach creating that
confident connection
Find a Disruptive Idea

What is the
cultural
tension?

How do you
disrupt it?
8
Craft a Great Story

Where is the
emotional
story?
What is the
story arc?
11
Open Up Creative Participation
•
•

How can they
be creative?
How can your
audience
participate?

Create an experience that involves them
Ask them to be creative and they will invest in
the outcome

•

Involve your audience in the storytelling and
content creation

•

Always give them a role to play

•

Ask their opinion; show you value them

•

Make it about them

•

Ensure that your audience can easily share
the story to their network

13
Always Deliver Fresh Interest

What is “new”?

How can we
always be
interesting?

•

Unlock responsive creative

•

Build creative around trending memes

•

Get back to „multimedia‟

•

Think „calendar of content‟ not just a
campaign

15
16
Provide Social Proof

How can users show their
involvement?
How do we make the group visible?

17
Real Beauty Sketches

18
Build Simple Advocacy

How can we ask people to share?
How do we make it easy to
advocate?
19
20
• BE CONFIDENT
• Craft a GREAT story
• Deliver a Fresh Perspective
With PASSION
• Provide Social PROOF
• Build ADVOCACY

21
Thank you…
@emalinaker
http://emalinakeruae.tumblr.com/
Who are we?
We are social@Ogilvy‟s Middle East and North Africa social media experts. We are a

part of the global, cross-discipline, social media practice across all of Ogilvy & Mather.
We design integrated social solutions that combine the deep disciplines – CRM,
public relations, shopper marketing, advertising – and are rooted in what drives
behavior. We are a global team with a common approach.

We deliver remarkable experiences and relationships
that inspire advocacy.
Of the region, by the region, for the region
•

For thousands of years, the Middle
East has been the cradle of civilization.
From the alphabet to codifying law, the
Middle East has led the world in
philosophy, science, astrology and so
on.

•

The rest of the world considers the
Middle East somewhat differently,
though. Setting aside some of the
more vitriolic views of the region, many
fail to understand the complexities of a
region rapidly ascending to the summit
of the world‟s most powerful
economies.
MENA geographical footprint
Abu Dhabi
Algiers
Amman
Baghdad
Beirut
Cairo

Algiers

Casablanca

Tunis

Damascus
Tripoli

Casablanca Damascus
Doha
Dubai
Erbil
Jeddah

Erbil

Baghdad

Beirut

Amman

Kuwait City

Cairo

Manama
Riyadh
Jeddah

Doha

Abu Dhabi
Dubai

Kuwait City
Manama
Riyadh
Tunis
Tripoli (Shout
Communications)
Global Team
700+ Social Specialists
(over 4000 Digital Specialists)

35 Countries Worldwide
Awarded The 2013 Global
SABRE and Homes Report
Awards for Outstanding
Global Digital/Social
Consultancy
What‟s our approach
Our Social Business Solutions teams build
the capacity of brands to scale social media
Social Business Solutions
We work with brands including Ford,
Nestlé, IBM and Coca-Cola to
operationalize the use of social media
across regions and business units.

•
•
•

Nestlé‟s Digital Acceleration Team Center

Smartwater Social Playbook

Our Social Business teams are trained to
evaluate needs and then design and
implement solutions that integrate social
media listening, community management,
measurement and brand management into
organizations.
We designed and delivered the first
training modules for Nestlé's Digital
Acceleration Team. We have delivered
Social Playbooks for Smartwater, IBM,
Nestlé, Caterpillar, Ford and more.

•

•
•
•

Social Centers for Excellence
• „Command Center‟ design
• Workflow & Process
Listening Posts
• Global platform evaluation
• Insight & action report design
Policy & Playbooks
• Playbooks
• Employee Guidelines
Social Brand Management
• Platform selection
• Community management
operations
Training
• Staff training sessions
• On demand training
Organization Modeling
• Staffing models
• Roles & responsibilities
Measurement
• Integrated models
• Dashboards
Our Social Planning Framework is built on
7+ years of experience
Engagement
Advertising
Social &
Search Insight
Measurement
Benchmarks

Social Experience

Content
Activation

Influencer
Management
Community
Management

Content
SyndicationPerformance

Measurement

Digital Media
Relations
Listen
We listen to what
people are saying
online, what they are
searching for in Google
and our known social
behaviors to find
insights and
opportunities.

Plan
We design a social
experience that
features the right
“Triggers of Word of
Mouth” and can be
expressed across
platforms in an
integrated way.

Engage
We put the plan into
action by creating
remarkable content
or experiences and
engaging often both
communities and
influencers to
become involved.

Amplify
Using paid
advertising from
Facebook to search
and more, and
extensive content
distribution, we can
add scale and
reach to any
program

Optimization

Optimize
Analyze ongoing
performance
measurement that
makes it possible to
tweak content and
experience for higher
performance and
greater impact
Content Activation is our comprehensive approach
to social content marketing
Content Activation
Using our Principles of Social Design, we
create content and content systems

designed to stimulate the highest levels of
sharing, recommendation and engagement.

We have designed „Content Factory‟ models
for Ford and BP. They centralize story
development and operationalize content
Fanta Global Timeline Content
Strategy

activation across a business. This is the
future of content marketing.

“Real-time Memes” is a system for detecting
rising trends in social media and generating
content in real-time to ride the wave of the
„interest-graph‟

Content Strategy
•„Content Factory‟ design and workflow
•Brand story development
•Social Brand Architecture (distribution
ecosystem)
•Content & media partnerships
•Consumer Intent Modeling
Content Development
•„Lightweight‟ Content
•Optimized video
•Graphics and infographics
•Story content
•Multiscreen & adaptive design
Content Optimization
•Search optimization
•Content Calendaring
•Performance Dashboards
•“Real-time Memes” system
We have defined the new role for Community Manager 3.0
•

•

•

Community Managers are now
managing relationships with millions
of customers. Social@Ogilvy
manages over 400 Facebook
communities in 35 countries and
relationships with almost 50 million
fans around the world. This is serious
business.
We have developed the role of the
CM 3.0 including the comprehensive
training programs to build the next
generation of CMs.
Between the communities our CMs
manage and the brand teams we
have trained, we believe in the power
of the role to deliver tangible
business value

The New Community Manager
•Content creator & orchestra leader
•Relationship manager
•Steward of the brand voice
•Crisis radar technician
•Fan segmentation specialist
•Content & advertising targeting
expert
•Performance analyst

Community Management Strategy
•Social Brand Architecture
•Content Calendar Design
•CM 3.0 Training
Community Management
•Ongoing page moderation
•Acquisition & engagement
•Performance Reporting
•Dashboards
We have led the industry in measurement with
Conversation & Marketing Impact
Only Measureable Programs
We designed our measurement model
for the first time in 2006 and have
evolved it ever since.

ShangriLa Hotels Dashboard

NASCAR Dashboard

Conversation Impact™ is:
•Designed around the customer journey
•Focused on true KPIs separating out
the flood of possible metrics
•Aligned to how B2C and B2B
marketers measure performance
•Compatible with Paid. Owned. Earned
Reporting
•Basis for ROI modeling

In 2012, we designed a sales impact
model – Marketing Impact – that tracks
user engagement with social media and
tracks back to actual sales-related
impact.

Measurement & Analytics
•Real-time Dashboards
•Performance reporting: Daily, Weekly,
Monthly
•ROI models and reports
•Marketing Impact
•Conversation Impact™

„77% of Facebook fans surveyed
said the Ford Explorer
experience positively impacted
purchase consideration.
Consumers pre-ordered 3,500
vehicles.‟

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What Makes Great Content? #Socialbakersupclose

  • 1. What makes GREAT content ?
  • 2. Creative thinking is now a business imperative. To stay competitive we must excel at communicating visually & understand the power of stories
  • 4.
  • 5.
  • 6. The ability to create a confident connection that understands me & puts me inside the idea
  • 7. How to approach creating that confident connection
  • 8. Find a Disruptive Idea What is the cultural tension? How do you disrupt it? 8
  • 9.
  • 10.
  • 11. Craft a Great Story Where is the emotional story? What is the story arc? 11
  • 12.
  • 13. Open Up Creative Participation • • How can they be creative? How can your audience participate? Create an experience that involves them Ask them to be creative and they will invest in the outcome • Involve your audience in the storytelling and content creation • Always give them a role to play • Ask their opinion; show you value them • Make it about them • Ensure that your audience can easily share the story to their network 13
  • 14.
  • 15. Always Deliver Fresh Interest What is “new”? How can we always be interesting? • Unlock responsive creative • Build creative around trending memes • Get back to „multimedia‟ • Think „calendar of content‟ not just a campaign 15
  • 16. 16
  • 17. Provide Social Proof How can users show their involvement? How do we make the group visible? 17
  • 19. Build Simple Advocacy How can we ask people to share? How do we make it easy to advocate? 19
  • 20. 20
  • 21. • BE CONFIDENT • Craft a GREAT story • Deliver a Fresh Perspective With PASSION • Provide Social PROOF • Build ADVOCACY 21
  • 24. We are social@Ogilvy‟s Middle East and North Africa social media experts. We are a part of the global, cross-discipline, social media practice across all of Ogilvy & Mather. We design integrated social solutions that combine the deep disciplines – CRM, public relations, shopper marketing, advertising – and are rooted in what drives behavior. We are a global team with a common approach. We deliver remarkable experiences and relationships that inspire advocacy.
  • 25. Of the region, by the region, for the region • For thousands of years, the Middle East has been the cradle of civilization. From the alphabet to codifying law, the Middle East has led the world in philosophy, science, astrology and so on. • The rest of the world considers the Middle East somewhat differently, though. Setting aside some of the more vitriolic views of the region, many fail to understand the complexities of a region rapidly ascending to the summit of the world‟s most powerful economies.
  • 26. MENA geographical footprint Abu Dhabi Algiers Amman Baghdad Beirut Cairo Algiers Casablanca Tunis Damascus Tripoli Casablanca Damascus Doha Dubai Erbil Jeddah Erbil Baghdad Beirut Amman Kuwait City Cairo Manama Riyadh Jeddah Doha Abu Dhabi Dubai Kuwait City Manama Riyadh Tunis Tripoli (Shout Communications)
  • 27. Global Team 700+ Social Specialists (over 4000 Digital Specialists) 35 Countries Worldwide Awarded The 2013 Global SABRE and Homes Report Awards for Outstanding Global Digital/Social Consultancy
  • 28.
  • 30. Our Social Business Solutions teams build the capacity of brands to scale social media Social Business Solutions We work with brands including Ford, Nestlé, IBM and Coca-Cola to operationalize the use of social media across regions and business units. • • • Nestlé‟s Digital Acceleration Team Center Smartwater Social Playbook Our Social Business teams are trained to evaluate needs and then design and implement solutions that integrate social media listening, community management, measurement and brand management into organizations. We designed and delivered the first training modules for Nestlé's Digital Acceleration Team. We have delivered Social Playbooks for Smartwater, IBM, Nestlé, Caterpillar, Ford and more. • • • • Social Centers for Excellence • „Command Center‟ design • Workflow & Process Listening Posts • Global platform evaluation • Insight & action report design Policy & Playbooks • Playbooks • Employee Guidelines Social Brand Management • Platform selection • Community management operations Training • Staff training sessions • On demand training Organization Modeling • Staffing models • Roles & responsibilities Measurement • Integrated models • Dashboards
  • 31. Our Social Planning Framework is built on 7+ years of experience Engagement Advertising Social & Search Insight Measurement Benchmarks Social Experience Content Activation Influencer Management Community Management Content SyndicationPerformance Measurement Digital Media Relations Listen We listen to what people are saying online, what they are searching for in Google and our known social behaviors to find insights and opportunities. Plan We design a social experience that features the right “Triggers of Word of Mouth” and can be expressed across platforms in an integrated way. Engage We put the plan into action by creating remarkable content or experiences and engaging often both communities and influencers to become involved. Amplify Using paid advertising from Facebook to search and more, and extensive content distribution, we can add scale and reach to any program Optimization Optimize Analyze ongoing performance measurement that makes it possible to tweak content and experience for higher performance and greater impact
  • 32. Content Activation is our comprehensive approach to social content marketing Content Activation Using our Principles of Social Design, we create content and content systems designed to stimulate the highest levels of sharing, recommendation and engagement. We have designed „Content Factory‟ models for Ford and BP. They centralize story development and operationalize content Fanta Global Timeline Content Strategy activation across a business. This is the future of content marketing. “Real-time Memes” is a system for detecting rising trends in social media and generating content in real-time to ride the wave of the „interest-graph‟ Content Strategy •„Content Factory‟ design and workflow •Brand story development •Social Brand Architecture (distribution ecosystem) •Content & media partnerships •Consumer Intent Modeling Content Development •„Lightweight‟ Content •Optimized video •Graphics and infographics •Story content •Multiscreen & adaptive design Content Optimization •Search optimization •Content Calendaring •Performance Dashboards •“Real-time Memes” system
  • 33. We have defined the new role for Community Manager 3.0 • • • Community Managers are now managing relationships with millions of customers. Social@Ogilvy manages over 400 Facebook communities in 35 countries and relationships with almost 50 million fans around the world. This is serious business. We have developed the role of the CM 3.0 including the comprehensive training programs to build the next generation of CMs. Between the communities our CMs manage and the brand teams we have trained, we believe in the power of the role to deliver tangible business value The New Community Manager •Content creator & orchestra leader •Relationship manager •Steward of the brand voice •Crisis radar technician •Fan segmentation specialist •Content & advertising targeting expert •Performance analyst Community Management Strategy •Social Brand Architecture •Content Calendar Design •CM 3.0 Training Community Management •Ongoing page moderation •Acquisition & engagement •Performance Reporting •Dashboards
  • 34. We have led the industry in measurement with Conversation & Marketing Impact Only Measureable Programs We designed our measurement model for the first time in 2006 and have evolved it ever since. ShangriLa Hotels Dashboard NASCAR Dashboard Conversation Impact™ is: •Designed around the customer journey •Focused on true KPIs separating out the flood of possible metrics •Aligned to how B2C and B2B marketers measure performance •Compatible with Paid. Owned. Earned Reporting •Basis for ROI modeling In 2012, we designed a sales impact model – Marketing Impact – that tracks user engagement with social media and tracks back to actual sales-related impact. Measurement & Analytics •Real-time Dashboards •Performance reporting: Daily, Weekly, Monthly •ROI models and reports •Marketing Impact •Conversation Impact™ „77% of Facebook fans surveyed said the Ford Explorer experience positively impacted purchase consideration. Consumers pre-ordered 3,500 vehicles.‟

Editor's Notes

  1. Brands, companies and even individuals need to understand that in order to really raise your head above the parapit you MUST excel at strategic creative thinking combined with well thought out visual communications
  2. Is there a magic bullet – it’s the same quality that we love about our favourite TV show or novel or piece of art, it’s what makes us weep or laugh out loud at movies
  3. It’s what it’s the people we are attracted to, we like and even admire the most
  4. What this does is it tells YOUR audience that they are in GOOD HANDS – it may not be a pleasant journeyBut what they know is that it will talk to the tema, it will make them think, it might even make them start a debate and change the world. It may even be hard to journey down BUT that confidence connection will ensure that YOUR audience knows it’s the journey YOU want them to travel
  5. We WANT TO be taken places by expert storytellers, SO how do we create that emotional connection and create that reaction?Well you combine confidence in what you are saying with GREAT storytelling – and I’m going to tell you how you can get there.
  6. How do you connect with your audience? You really need to Discover everyday issues and struggles that affect them, find out what is making them tick, what is annoying them or making them Use insights from research and social intelligence to get to a ‘truth’Once you get there – you need to think about Define a role the brand can playOffer a compelling point of viewChallenge conventional thinking
  7. How can an Ad campaign raising awareness about a real issue help contribute to a dialogue which resulted in Saudi Arabia’s government passing a law to make domestic violence an offence punishable by law?This campaign created byMemac Ogilvy to bring global attention to the King Khalid Foundation’s efforts to raise awareness of domestic violence in Saudi.
  8. What we discovered whilst doing a Google search for women is that Google autocompleted revealing the widespread prevalence of sexism and discrimination against women. Based on searches dated 9 March, 2013 the ads expose negative sentiments ranging from stereotyping as well as outright denial of women’s rights.“When we came across these searches, we were shocked by how negative they were and decided we had to do something with them,” says Christopher Hunt, Art Director of the creative team. The idea developed places the text of the Google searches over the mouths of women portraits, as if to silence their voices. “The ads are shocking because they show just how far we still have to go to achieve gender equality. They are a wake up call, and we hope that the message will travel far,” adds Kareem Shuhaibar, copy writer.For UN Women, the searches confirm the urgent need to continue making the case for women’s rights, empowerment and equality, a cause the organization is pursuing around the world. UN Women is heartened by the initial strong reaction to the ads and hopes they will spark constructive dialogue globally.   - See more at: http://www.unwomen.org/en/news/stories/2013/10/women-should-ads#sthash.A6JXwn4j.dpuf
  9. Connect with people emotionallyGo beyond rational “proof points”Be humanKnow the conflictBuild dramatic tension and jeopardyIntroduce characters and storytellers who we care about
  10. What’s the level of depth required? Who is creating it? http://www.fastcocreate.com/3021119/this-new-skype-ad-might-make-you-cry-at-work
  11. Create an experience that involves themAsk them to be creative and they will invest in the outcomeInvolve your audience in the storytelling and content creationAlways give them a role to playAsk their opinion; show you value themMake it about themEnsure that your audience can easily share the story to their network
  12. the latest Johnnie Walker campaign in Lebanon ticks all the right boxes – it’s aA great example of how a brand can produce content and go completely viral. Today, (almost) all marketers (and therefore advertisers) are seeking to leverage and intensify the reach of their communications by creating ads that become viral even though the viral potential of a campaign is fairly rare.In fact 4 ingredients are necessary for an ad to become viral:- sThe awareness index which is a measure of the engagement potential of a campaign and its connection to the brand-The buzz which identifies wether an advertisement or a communication campaign is likely to naturally spread or not- The potential of the featured celebrity and his profile when used in advertising- The distinction of the campaign and the measure of its originalityActually, the thing that is great about this campaign is that it generates a great deal of emotions (the music is really great) and raises interest by touching a large audience. Architect Bernard Khoury clearly gives scope and carries the brand message.The campaign is integrated into many media a part from traditional TV/and press. The website is actually very well conceived since it delivers branded content from one part (videos telling the great stories of Bernard Khoury) and “social” functionalities from another (integration to Twitter and Facebook) to disseminate this content.  The campaign also calls upon user’s imagination in the creation of small sentences in order to “Keep Lebanon Walking”. Snackable - Unique - And Delightful -
  13. New features, new packages, new capabilitiesNew ways of using a product or doing somethingA new way of looking at a situation Unlock responsive creativeBuild creative around trending memesGet back to ‘multimedia’Think ‘calendar of content’ not just a campaign
  14. Give them content that they can post in their social graph Ask them for content and highlight themMake sure their support for your brand is visible to their connectionsShow them what their friends are thinking and doingAggregate and display data “localized” to the userUse game mechanics to drive competition and social norming
  15. Imagine a world where beauty is a source of confidence NOT anxietyAll us ladies out there know that women are our own worse critics – Only 4% of women consider themselves beautiful. Dove is committed to building positive change and self esteemJust one month after its release, Dove's "Real Beauty Sketches" has garnered more than 114 million total views, making it the most viral ad video of all time. (See video below.)The short film used an FBI-trained sketch artist to draw women first based on their own self-perception and then based on that of a stranger. The stranger's descriptions were regularly more stereotypically attractive and similar to what the subjects actually looked like — hammering in Dove's point that women are often overly critical of their appearances and don't see their true beauty.In spite of some criticism, the video's self-esteem boosting message clearly resonated with a massive audience. It was uploaded in 25 different languages to 33 of Dove's YouTube channels and has been viewed in more than 110 countries.But how did it reach that extreme level of virality?EmotionsOf course the simplest answer is that it elicited a strong emotional response from viewers.Read more: http://www.businessinsider.com/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5#ixzz2jwIYbLHw   
  16. Ask them to shareAsk them againDesign content with share ‘prompts’ and feedbackShow them that their friends have shared and reinforce social normingMake sharing easy and intuitiveReward people who vouch for your brandMake content that is shareworthy and designed for passing along
  17. The K-Lynn Pledge encourages the women of the UAE to get regular check-ups and screenings where necessary; taking care of themselves and their bodies.Early mammogram screenings are an important tool in detecting breast cancer and something which women should include as part of their lifestyle routine. The average age of Emirati women diagnosed with breast cancer is between 40-45, some 10 years younger than in Europe, according to local experts.Of the over 400 K-Lynn Pledges from 2011, one woman shared her experience of taking action and looking after herself –with positive and dramatic results: “Thank you so much. The K-Lynn Pledge finally got me to have a much put-off checkup. A lump was discovered and I am now in the process of having it removed. Because of K-Lynn it was discovered early enough.”K-Lynn has partnered with Pink Caravan on this initiative, and every woman that ‘Takes the K-Lynn Pledge’ during October will receive a voucher that can be exchanged for a free clinical breast examination during the month of October and if a mammogram is recommended, can be redeemed at a fee of just Dhs100. Pledge participants can visit facebook.com/ThePinkCaravan or facebook.com/klynn.co to consult the Check Up calendar to select their preferred clinic location and date for attendance during October.