What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice – some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
1) Identify the most relevant conversations and decision-driving communities
2) Join the most critical conversations and add value
3) Leverage brand advocates and influencers
4) Measure the impact of social influence activities
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
Harness the social media tools and strategies needed listen to customers, respond to comments, deploy social campaigns, engage advocates, monitor reputation, generate leads and grow sales.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
We present the results of a holistic approach to WOM research, which finds that 90% of word of mouth takes place offline, is primarily positive, is often influenced by advertising, and takes place disproportionately among influencers. We also present an approach to assess the social monetary value of customers, integrating the TalkTrack® data into agent-based simulations. We show that while random seeding of customers is effective, focusing on opinion leaders can increase profitability substantially.
In this week’s webinar, we’ll reveal how Ogilvy can help brands navigate the ‘wild-west’ of the influencer landscape and how to leverage new tools combined with clear strategic thinking to pinpoint the influencer goldmine.
We’ll cover:
- The changing role of influencers
- The six types of influencers
- How utilizing Network Theory allows for better influencer identification
Bloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion Brandsfairfieldista
Influencer marketing has become an essential strategy for beauty and fashion brands. In our webinar, we look at the growth of influencer marketing, the challenges of identifying bloggers and vloggers, and best practices for working with influencers.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
Unleashing the Power of Social Media - Social Marketing StrategiesPedro Laboy
Harness the social media tools and strategies needed listen to customers, respond to comments, deploy social campaigns, engage advocates, monitor reputation, generate leads and grow sales.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
It goes without saying that every brand should have a presence on social media. Learn how brands can build awareness, engagement, and sales by using the right platform, posting relevant content, and authentically communicating with their followers.
We present the results of a holistic approach to WOM research, which finds that 90% of word of mouth takes place offline, is primarily positive, is often influenced by advertising, and takes place disproportionately among influencers. We also present an approach to assess the social monetary value of customers, integrating the TalkTrack® data into agent-based simulations. We show that while random seeding of customers is effective, focusing on opinion leaders can increase profitability substantially.
In this week’s webinar, we’ll reveal how Ogilvy can help brands navigate the ‘wild-west’ of the influencer landscape and how to leverage new tools combined with clear strategic thinking to pinpoint the influencer goldmine.
We’ll cover:
- The changing role of influencers
- The six types of influencers
- How utilizing Network Theory allows for better influencer identification
Bloggers, Vloggers & More: How Influencers Matter for Beauty and Fashion Brandsfairfieldista
Influencer marketing has become an essential strategy for beauty and fashion brands. In our webinar, we look at the growth of influencer marketing, the challenges of identifying bloggers and vloggers, and best practices for working with influencers.
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli
Open Brands: How Social Media is Pushing Radical Transparency on Brand Manage...Earthsite
Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Competitive Intelligence: Social Listening in PracticeBrandwatch
This comprehensive guide outlines specific examples of several ways that social data can be used to uncover valuable competitive intelligence. The guide covers 11 different areas of analysis, broken down into five overarching categories:
- Foundational Analysis
- Audience Analysis
- Product Positioning & Associations
- Sales Projections
- Brand Perception
Curious about Facebook’s new cryptocurrency Libra? Confused about the rise of video game partnerships through the likes of Fortnite? Or do you just want to know more about the latest influencer crackdown?
This edition of the State of Social explores these new trends, along with the latest stats and key format updates from all the major social platforms.
Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?
In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.
The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Rationalizing AT&T and DIRECTV social channel ecosystem, presented by Joy Hay...SocialMedia.org
In their Brands-Only Summit presentation, AT&T's Joy Hays and JD Link share a case study on merging brands' social accounts.
They discuss how they handled a merge with DIRECTV that resulted in new processes for governance and consolidation of all social media accounts for both brands.
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskHootsuite
Our experts from Hootsuite & Zendesk share how organization can benefit from being customer-obsessed on social media—and provide actionable tips on how to start making changes. Download e-book here: http://ow.ly/ElS1303sks3
---------------------------------------------------------------------------
Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU
With over 2 billion active social media users, maintaining an active presence on these networks is crucial to getting in front of your ideal audience. You see, more consumers want to engage and connect with their favorite brands on social. One-third of millenials state they actually prefer to communicate with brands on social media (Source: Business2Community).
Developing a strong social media marketing strategy will help boost brand awareness, increase followership, drive traffic to your website and generate leads for your sales funnel. In 2017, no brand should be without a plan that actively places their business on social media.
Here are five simple yet profound steps to creating your social strategy to build a stronger presence today.
Our Playbook for Digital Crisis and Issue Management 3.0Ogilvy Consulting
We set out to answer these questions and ended up writing “Our Playbook for Digital Crisis Management 3.0.” Born out of our global experience preparing for and responding to brand and corporate crises, it’s now part of our global training program.
We wanted to understand how social media was fundamentally changing the way we approach crisis management. We wanted to marry established crisis practices with the most evolved thinking in social media marketing and social business practices. We also wanted to be highly practical – today’s experts need a suite of apps they can quickly access when a crisis threatens to break.
Measuring the Influence of Social MediaBrian Cavoli
by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make the story better. Leave a comment, send an email or find me on Twitter (@bcavoli)
Lezione di Social Media tenuta all'Università della Svizzera Italiana durante il corso di Digital Marketing tenuto dalla professoressa Andreina Mandelli
Open Brands: How Social Media is Pushing Radical Transparency on Brand Manage...Earthsite
Learn how Social Media is pushing radical transparency in brand management. Includes new research on Social Media Policy and calculating Social Media ROI. Social Media case studies of The North Face and Drugstore.com.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
EMG’s expert online marketing analyst Jessica Liu discusses the importance and application of social media intelligence in an adaptive marketing strategy along with a few best practices and real life case studies in this hour long webinar.
Competitive Intelligence: Social Listening in PracticeBrandwatch
This comprehensive guide outlines specific examples of several ways that social data can be used to uncover valuable competitive intelligence. The guide covers 11 different areas of analysis, broken down into five overarching categories:
- Foundational Analysis
- Audience Analysis
- Product Positioning & Associations
- Sales Projections
- Brand Perception
Curious about Facebook’s new cryptocurrency Libra? Confused about the rise of video game partnerships through the likes of Fortnite? Or do you just want to know more about the latest influencer crackdown?
This edition of the State of Social explores these new trends, along with the latest stats and key format updates from all the major social platforms.
Social listening has seen dramatic changes in the past few years. It has evolved to go beyond social insights and now incorporates image analysis, blended data sources and real-time listening. So, what will social listening look like in five years time?
In this weeks webinar we'll be answering this question with an outlook on the changing landscape of social analysis.
The world of social marketing is changing quickly. This is meant as an update to our 2012 predictions, with a bit of content around PR agencies and how they can use social.
A look at how organizations can use social listening and analysis as input into their social media and business strategies. Shares case studies, use cases, and processes.
Rationalizing AT&T and DIRECTV social channel ecosystem, presented by Joy Hay...SocialMedia.org
In their Brands-Only Summit presentation, AT&T's Joy Hays and JD Link share a case study on merging brands' social accounts.
They discuss how they handled a merge with DIRECTV that resulted in new processes for governance and consolidation of all social media accounts for both brands.
Debunking the Myths of Social Customer Care by Hootsuite & ZendeskHootsuite
Our experts from Hootsuite & Zendesk share how organization can benefit from being customer-obsessed on social media—and provide actionable tips on how to start making changes. Download e-book here: http://ow.ly/ElS1303sks3
---------------------------------------------------------------------------
Not a Hootsuite user yet? Check out our plans here- http://ow.ly/XMDeU
Rewriting the Rules of Management for the Facebook GenerationVladimir Vulic
Slides for my keynote "Rewriting the Rules of Management for the Facebook Generation" at the Proactive conference in Kozara, Bosnia and Herzegovina.
Vladimir Vulic (October 2014)
Influencer Marketing is the fastest organic marketing method today. That's why it's time get started with it right away.
In this marketing plan template you will find how to set up your annual goals, how to benchmark yourself with the competitors, and how to win and nurture new influencers.
Use this plan to get started with influencer marketing. It is ready for you to fill with your own metrics, set your goals and present to your team.
Best of Luck!
Healthcare Social Media and Digital Health: how to effectively connect, comm...Vandna Jerath, MD
Vandna Jerath, MD, ob/gyn physician and medical director of Optima Women's Healthcare and Optima Vitality MD, discusses health care social media (#HCSM) and digital health at the Greenway ENGAGE 2015 conference in Dallas, Texas (#GreenwayENGAGE). She discusses the importance and relevance by sharing her expertise, experience, and positive exposure with the ob/gyn and primary care providers and user groups (GOBUG & Green PC) to help them effectively connect, communicate, and collaborate, market and grow a practice, promote healthcare objectives, educate, engage, and empower patients, and make an overall positive impact on healthcare. #HCSM #GreenwayENGAGE #HIT #digitalhealth #EHR
What is Digital marketing- An advance Guide By DSIMDSIM
Detailed Concepts of Digital marketing By Delhi School of Internet Marketing (DSIM).
This guide will help you to understand "How to do Digital marketing" and "What is Digital Marketing".
1. Digital marketing is doing marketing of products, services, brands or people on Internet using digital devices like laptops, tablets and mobile phones.
2. key steps in Digital Marketing:
a- Identify what customers want
b- Research and development
c- Identifying potential buyers
d- Increasing brand awareness
e- Proposing value
f- Creating utility
g- Advertising
h- Promotion
i- Sales
j- Feedback
k- Retaining
l- Measurement
3. Importance and benefits of digital marketing-
a- Wide Reach
b- Helps in increasing brand awareness
c- Cost effective
d- Performance oriented
e- You can easily target your niche
f- Generate potential business leads
g- Track and monitor your marketing campaigns to improve performance
h- Cut down on employees expenses
i- Edge your lazy competitors
j- Challenge your big fat competitors
k- Add extra outlet for sales
4. 10 step guide on how to start with Digital Marketing:
a- Book A Domain Name
b- Buy Web Hosting
c- Website Content planning
d- Conceptualize your Website
e- . Do A/B Testing
f- Get your website developed
g- Boost Social media visibility
h- Start writing blog
i- Get your website mentioned on your business card or brochure.
j- Online advertising on google Adwords, Facebook, LinkedIn
5. Digital Marketing Process :
a- Increase visibility online
b- Bring targeted traffic
c- Traffic engagement
d- Conversion
e- Measurement
f- Retention
6. How to do digital Marketing:
Search Engine marketing- Organic(SEO), Inorganic(PPC)
Social media marketing
Email marketing
Share Your reviews and feedback on Digital marketing .
Presented at the Mid-Atlantic Marketing Summit, Social@Ogilvy VP Leigh George discussed how to measure the ROI of Social Media and why that was so important. You can follow her presentation and others on #mamsummit
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
On September 7th, 1982, legendary 'Mad Man' David Ogilvy sent an internal memo to all agency employees, titled “How to Write”. Here are 10 hints to help how to write.
What’s one of the first things you do before you buy something? You go online and look for reviews, recommendations, advice, some type of social proof that validates your decision right? Despite the powerful influence of these social networks and communities of interest, brands continue to expand their social footprint rather than going to the places where decisions about their products and services are made. The biggest challenge brands face today is not what social network to join but how to decide what conversations across the vast social web to pay attention to.
In a presentation packed with actionable insights into leveraging the influence of the social web, you will learn how to:
· Identify the most relevant conversations and decision-driving communities
· Join the most critical conversations and add value
· Leverage brand advocates and influencers
· Measure the impact of social influence activities
Influencer Marketing: Social Listening in PracticeBrandwatch
Research from Sony has shown that people are more than five times as likely to buy based on a recommendation from a social peer than they are when having simply been exposed to traditional forms of marketing.
The great news is that brands can leverage this: Sony was able to focus on the 15% of their huge customer base that wielded significant social influence, and increase sales by 300% by honing their marketing to them.
Influencer Marketing is so much more than a fashionable phrase. In this free guide, featuring tips, tricks and case studies, we take you through how you can identify and utilize influencers to supercharge your campaigns and help you reach the audience you need.
The Hidden Value of a Social Strategy: Social Listening in PracticeBrandwatch
In this whitepaper, we introduce several areas where social intelligence promotes a business’s goals but will never receive attribution for doing so. Specifically, while word-of-mouth recommendations are the most trusted form of marketing, their effects on sales may never be quantified through social alone.
Why Monitoring Your Online Brand is Essential for Business - Dean WesterveltOnline Marketing Summit
Why Monitoring Your Online Brand is Essential for Business
Consumers are everywhere online: they write blogs, post comments, and rate their favorite products and services. They share pictures, videos and special deals with their social networks on Facebook, MySpace and Twitter. And if you're not paying attention to what they're saying and sharing about your brand, it could be a lost opportunity or a detriment to your reputation. This session will cover where to begin, understanding your social media readiness, how to effectively listen to your audience, what you can learn from social media monitoring, and how you can measure your results.
Dean Westervelt, Senior Analytics Consultant, Metrics Marketing Group
Social Data for Politics, Issues Advocacy, and Community AffairsChris Treadaway
Facebook and other social media outlets represent the biggest opportunity currently available for easily and affordably understanding consumer opinion.
Millions of comments are made each day and are available for data mining and analysis. This information can arm you and your organization with the tools you need to optimize for people to respond.
Arm your campaign or issues advocacy efforts with modern tools and the power of data.
Most social media research today involves mining existing social media conversations. But some of the most groundbreaking and actionable new research methods involve deeper engagement with consumers on social media. Monika Wingate, CEO of Fountainhead Brand Consulting, will cover the next generation of tools, using real-world case studies.
Learn how to deploy a social network community to serve your audience and quickly generate real ROI and incremental revenue. Ripple6 OnDemand will deliver ROI by turning your audience into cashflow with our exclusive social marketing features. This webinar will explain how you can quickly deploy a social network and create new revenue. Ripple6 OnDemand delivers enterprise class, full featured, social network deployment in as little as 48 hours.
Every day, enterprises across the globe are engaged in two key activities: delivering effectual effects and building decisions that create impact. If you are in the big business of building enterprises that will be more valuable in future than present your decisions need to be driven by smarter data.
Companies today are witnessing a huge explosion in data availability - 90% of the world’s data was formed in the most recent years. Structured, semi- structured and unstructured data across internal business systems and external sources like social
media, market data and syndicated study are now creating an incredible opportunity to construct insights, therefore leading to intelligent decisions. However, as this data is generally available to an enterprise’s competitive set, only those who have a vision for
leveraging this intellect and are adept will eventually out-compete others.
Marketplaces are one of the main online shopping destinations for consumers. Now present in all regions of the world, marketplaces have fundamentally changed the commerce landscape, the way we shop, and how businesses go to market with their products and services. And although marketplaces are based on the same concept of first- and third-party selling, they are vastly different from each other. But how do brands accelerate growth? And what are the requirements for success
The Covid-19 pandemic is now just one of several crises to which we are all adapting. While the world is in various stages of reopening after the first Covid-19 wave, there is no consensus on what the next wave will look like or the severity of its impact. Many were quick to declare that our behaviours and attitudes had been fundamentally and forever shifted by the pandemic and the resulting lockdown. But what has really changed, and what changes will be sustained? How do brands and businesses plan for this uncertain future?
In Conversations That Matter—The Return To Growth in Turbulent Times, our speakers will discuss the challenges to returning to growth facing brands around the world.
With global economic slowdown looming, research shows many organisations are turning to mergers and acquisitions to achieve growth. Consequently, this creates a crucial inflection point for business and brand. It is one of those rare moments where brand rises to the top of the Executive agenda. The stakes are high, and failure to understand the role of brand in M&A is the most common reason for collapse.
Through real-life case studies, in this session we will share a unique approach from Ogilvy Consulting that answers the critical brand and naming questions, and how our approach can impact the long-term ability for an organisation to achieve its objectives.
In a time when consumers have been confined to their homes and social contact has been limited, influence has been pulling to the forefront of our increasingly virtual reality. But now that we are beginning the slow transition out of lockdown, how should brands be preparing to future-proof their influence for a post-COVID-19 world?
Nudgestock 2020 – Necessity is the Mother of ReinventionOgilvy Consulting
Every year, Ogilvy Consulting's Behavioural Science Practice hosts Nudgestock — the world’s largest festival of creativity and behavioural science. Ordinarily, this event is held on the British Seaside (a cunning strategy to help people focus on the day) with approximately 400 in attendance. However this year, as a result of Covid-19, we tried something different...and the results were astonishing.
What's Next: How brands can capture value, mindset and experiences on their o...Ogilvy Consulting
Brands have long considered the value and prospects of selling directly to consumers. In some instances, marketplaces tampered with those considerations providing quick and efficient ways to reach consumers and sell products with a lower level of effort and barriers to entry. While serving a need to some, marketplaces present their own set of challenges that can be solved by going direct leading companies to either diversify their current channel mix by launching their own DTC or shift their strategy to just DTC which has been supercharged by COVID-19.
What's Next: Celebrating Eid in a time of isolationOgilvy Consulting
Join us to celebrate Eid, and understand how 1.8 billion Muslim consumers have adapted for the occasion and the preceding month of Ramadan in an era of isolation.
Focusing on Ogilvy's six baseline Ramadan and Eid trends, we’ll give insights and examples of what changed this year and what important commercial, consumer and D&I strategies brands can learn and apply across their business.
What's Next: Unlocking a powerful corporate culture in turbulent times and be...Ogilvy Consulting
Fast growth, diversification, turbulent times and beyond… when an organisation is at a turning point, its corporate culture is often harmed. This webinar helps leaders and companies to accompany their transformation and make their corporate culture a change accelerator, instead of an obstacle.
Starting with anthropological principles and ending with a bespoke method, the session considers inspiring cases of powerful corporate cultures that bring to life business strategy in the Covid context and beyond - to continue exciting and retaining talent!
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceOgilvy Consulting
Organisations need to be ready to confront the issues concerning a post-COVID–19 workplace. Business guidance and employee sentiment is changing rapidly. But, importantly, how we prepare our people and ensure we have plans in place to work together will be critical for recovery. Join us to explore how businesses can get ready and be best prepared to reintroduce employees to the workplace
What's Next: Rapidly adjusting your customer experience strategy for the "new...Ogilvy Consulting
This week we’ll talk through the customer experience impact of changing customer mindsets and behaviours that have come with COVID-19, introduce the AWARE framework for rapid customer experience strategy modification and talk through some examples of how brands are already adjusting their strategies to meet customers’ current needs.
What's Next: Using technology to engage employees & build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
What you might not know is that at Ogilvy we have a specialist practice dedicated to employee engagement, experience and supporting businesses to get the most out of their people, systems and processes. In this week's webinar, our team draw on their experience delivering programmes through business crisis (shut down and restart), and offer support in how to navigate shocks, high impact events and business change in a sure-footed manner.
What's Next: Health & Wellness - Disruption & Adapting for the ReboundOgilvy Consulting
The COVID-19 crisis is rapidly changing how individuals are managing their health and well-being, approaching life with more gratitude and resilience. Digital health solutions adoption is booming as are some wellness sectors, and will contribute to the emergence of new healthcare models faster than expected.
In this webinar, learn how it will become essential for any healthcare provider to propose compassionate and empathetic care experiences to their clients, leveraging wellness to stay relevant in these turbulent times. Join us to understand some quick wins and envision your post-crisis healthcare shift.
What's Next: Using technology to engage employees and build businessesOgilvy Consulting
Never before has technology been such an enabler for people and teams as it has since the COVID-19 crisis. While remote working is not new for many organisations, the extent and time is, which businesses are anticipating workforces to be completely virtual. How people engage virtually with each other sits at the heart of business recovery and future business continuity planning.
We are currently in the midst of the most disruptive global crisis seen in decades. There is little doubt that the aftermath of COVID-19 will have life-changing impact on societies, political systems and economies. And it will likely be the single-most important catalyst in modern history for changing consumer behaviour and attitudes. This is a defining moment for Brands, and how they react – what they do – will not only impact short-term survival, but more important, the long-term brand health that is critical to future growth.
Our speakers will draw on prior experiences with SARS, the 2008 financial crisis and the current realities in Asia, Europe and the US. In this week’s webinar they will discuss what your brand should be thinking about and how to plot a course through this world-redefining period.
What's Next: The Next Frontier in Automotive Industry Ogilvy Consulting
Between homes and offices most of us spend large amounts of time commuting but a growing awareness of transportation’s ecological impact has triggered a shift towards public and shared transport. Automobiles continue to play a significant role in society, but one that is changing. The entire automotive industry is witnessing massive disruption throughout the value chain.
Digital technology in particular is proving the lever that is shifting the gears of transformation and driving ever more innovative customer experiences. In this session we will understand the major trends driving the automotive industry and how creating and being a part of a pivotal ecosystem experience, is critical for shared success.
What's Next: Social Commerce - from transaction to truly socialOgilvy Consulting
Social is the most important contributor to e-commerce and a social commerce strategy should definitely be more than paid ads on social. Social, Messaging and E-Commerce platforms are all evolving to connect more deeply social interactions to commerce. Looking through the super rich Asia landscape what are all the different types of Social Commerce? How brands can develop, evolve their approach and capitalise on the real value of social.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
In its 7th edition, the report outlines the most important trends for businesses and consumers in 2020. In this webinar, we will share our recommendations on what clients should do to take action and adapt quickly.
Despite the debates around privacy, disinformation and influencer authenticity; social media continues to fuel our digital lives. The biggest change is how. With ever evolving platforms, trends, and even content types, social is growing increasingly complex and discerning fact from fiction is becoming progressively more difficult. What will be the biggest trends for marketers in 2020? Chris Walts, Social Strategy Lead at Ogilvy UK, and Kanika Bali, Social Strategist at Ogilvy Hong Kong share their insights.
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...Ogilvy Consulting
In the ever-changing and shifting world of expectations, disruption, and experience; brands are having to face the real challenge of transforming and evolving in an existential crisis against the possibility of becoming inconsequential. In this week’s webinar, we’ll talk about one of the most personal and public transformations in the industry with our very own Ogilvy UK CEO Michael Frohlich.
Michael will talk about the dos and don’ts he learned along the way when transforming a company, but also his observations, on the opportunities and challenges he encountered along the way.
UiPath Test Automation using UiPath Test Suite series, part 3DianaGray10
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Topics covered:
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UI automation Sample
Desktop automation flow
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Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
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Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
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Charlie Greenberg, Host
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3. Existing channel
improvement is becoming
slower and more difficult.
More competitive. You
have to invest more and
more to see returns.
3
4. The gain potential of WOM is huge
compared to other investments
Consumers exposed
to social content, by
itself or in conjuction
with other media, are
up to 7x more likely
to spend or consume
more product.
Word of mouth account
for up to 80% of the
reach of marketing
campaigns and
amplifies paid reach by
up to 4x.
Based on telecom co.
experiments, social
media program ROI
exceeded that of
traditional marketing.
SOURCES: Does Investing in Social Media Create Business Value, Ogilvy 2011; Internal research from Purchased; Demystifying
Social Media, McKinsey 2012
4
6. We listen to our
friends and families
and ‘strangers with
expertise’
The top trusted
sources for
recommendations
are family and friends
…and consumer
opinions online
6
7. Search is where we
go to research
brands, products and
services we are
considering buying or
using
We use search to
find what other
people say about
products
Source: PowerReviews and the e-tailing group, “2010 social shopping study”
51% used search
last month to find
recommendations
from other people
7
8. We increasingly get
news and information
via our social
networks
Nearly one-third of
shoppers surveyed
say social media
introduced them to a
brand or product they
were previously
unfamiliar with
Or helped change
their opinion of a
brand during the
buying decision
process.
Source: Digital & Social Media in the Purchase Decision Process, Advertising Research Foundation (ARF), January 2013
8
9. We take our social
connections with us
everywhere
About one-third of
mobile internet users
in the US report
using mobile as their
primary web device
Source: Pew Internet & American Life Project, May 2013; eMarketer US Social Network Users:
Mid-2013 Forecast and Comparative Estimates, October 1, 2013
Six out of 10 US
social networkers will
log on to a social
platform via mobile
9
10. Each of Us Has Our
Own “Personal
Message Shield”
10
11. Models of Influence
The Influential Model
1 in 10 Influences the other 9
The Network Model
This model says “the
Influential” doesn’t matter
and the network does…
11
Based on: Roper Starch, Duncan Watts
12. A Combined Model Works Best
Combining influencers
and how ideas and
content spark sharing
across networks gives
us a single model to
plan a scaled
approach to influence.
12
Based on: Roper Starch, Duncan Watts
15. Few Brands Drive True Passion
Brands have an
enormous social
advocacy gap
15
16. Advocacy can occur anywhere;
no category is too “boring”
Hotels
# 1, 3
Skincare
# 2, 5, 6
Fashion
Retailer
Coffee
# 7, 10
# 4, 9
16
17. To drive passionate advocacy, know
and focus on your fans’ true advocacy
(not satisfaction) inspirations
17
18. Identify and use your brand’s
differentiated advocacy drivers
18
19. Encourage and enable
advocacy everywhere
VIP
Paid
Passionate
Casual
To drive VOLUME, map out
customer touchpoints and
make it easy for advocacy to
happen at any touchpoint.
Owned
Earned
To increase PASSION levels,
use a process that identifies
and encourages passionate
customers to share more.
To amplify REACH, use
owned, earned and paid
channels.
19
20. How do you develop effective
influencer programs?
23. Seven Drivers of Word
of Mouth
1
1
Do we have a good story?
2
2
Can people SHOW their involvement in a visible way?
3
3
Do we offer something new to talk about?
4
4
Do we let our supporters be creative?
5
5
Do we invite people to participate?
6
6
Do we offer them some value?
7
7
Do we remind people to spread the word?
Adapted from Emanuel Rosen
23
24. Can your brand offer
a value exchange?
What does the
Brand get?
– Brand-relevant content
– Product & service reviews
– 3rd party advocacy
– Insight from a community member/leader
– Access to a social graph or specialist community
– Stronger SEO presence
What does the
Influencer get?
– More exposure, influence and reach from a brand platform
– A chance to take part in something bigger
– Unique and compelling content for them to share
– Access to interesting people and experiences
– Product or service values including trials
24
27. Measure against
business objectives
Preference
Impressions, Share of Relevant
Voice
Sentiment, Share of Positive
Voice
Survey-based Brand
Positioning
KPIs
Reach and Positioning
Survey-based Brand
Preference
Action
Survey-based Sales/Behaviors
Diagnostic Metrics
Attributable
Leads/Sales/Behaviors
Number of New Fans/Likes
Likes Per Post
Link Shares
Number of Wall Posts
Link Click-throughs
Video Views
Media Uploads
(videos, photos)
27
28. Move beyond the blunt
metric of “sentiment” to
tracking advocacy levels
SENTIMENT
ADVOCACY
28
29. Don’t forget
• The gain potential of WOM is huge compared to other investments
but you have to be smart
• Identify and optimize advocacy drivers across the customer journey
• Use influencers surgically and make sure you have value to offer in
exchange
• Measure based on your business goals not social metrics
29
30. Connect with me
Leigh George, PhD
Vice President
Social@Ogilvy
Email:
leigh.george@ogilvy.com
Twitter:
@leighgeorge
LinkedIn:
linkedin.com/in/leighgeorge
30
Editor's Notes
{"27":" We use the metrics that the platforms give us but is that the best way?it is what clients care about? Should they care about them\nThese are things marketers care about—we can collect them so we should report on them\n \nAre we actually measuring ROI are we measuring engagement—do businesses care about that?\n \nEveryone thinks that numbers are important as long as they’re big but is that really the case. Are we using the right model?\n","5":"I’m from DC\nThere’s a regional plumber called LEN the plumber and they must have spent a fortune on advertising: I see their ads on the side of buses as I drive into work. Yesterday am saw they had a sticker insert in WaPo, etc. And I always think: they don’t get it do they. Who calls a plumber from an ad?\nThought I’d start with an easy one to warm up with:\nHow do you make decisions? A new TV, smartphone, restaurant?\n","22":"When researching influencers, we look for those who have high influence and high relevance to our client. \n","11":"One vs many \nPower of the individual vs the power of the network\nThe celebrity vs the forum\n","17":"Brand focus on consumer satisfaction to the exclusion of advocacy. Figure out what drives advocacy for your brand.\nWe looked at advocacy mentions of ads, benefits, features, costs and customer service. In all markets, features (e.g. the characteristics of skin cream) were the most often mentioned. \nIn comparison, mentions of ads/commercials typically garnered the fewest mentions\nWhat’s difference about passion brands\n","6":"We listen to our friends and families and ‘strangers with expertise\n","23":"Everything people can do via social media is some form of word of mouth. Whether sharing a link to a video, Tweeting out love for a brand, commenting on Facebook, posting on a blog, “liking” a page, +1-ing a search result – it’s all some form of word of mouth…\n \nWhat causes people to actually spread word of mouth? \n \nThere are actually 7 consistent drivers of word of mouth. From telling a good story (that others want to tell) to inviting people to be creative or participate - these are the true predictors of whether a social media program will gain the attention and advocacy of people – whether it will literally “earn media” \nDo we have a good story?\nCan people SHOW their involvement in a visible way?\nDo we offer something new to talk about?\nDo we let our supporters be creative?\nDo we invite people to participate?\nDo we offer them some value?\nDo we remind people to spread the word?\n","12":"But we know influence happens most effectively when these things happen in concert\nJimmy Fallon lip synch game—other examples?\nSocial media gives word of mouth a power that rivals traditional earned media and paid media alone by empowering millions of advocates and detractors alike. \nThis is our new world of earned media. \nWOM has always been the golden ticket of marcomm\nIt’s now also the arrow straight through the message shield\nBut most of us are doing it all wrong\n","1":"PAID, EARNED, OWNED\nWhat do you focus on most? Where does your money go?\nWhat’s the most effective? Most cost-effective\nInfluence has been misunderstood as popularity or positive sentiment\nDo you want to be popular or do you want to add business value?\n","18":"Social listening: The importance of a conversation map of advocacy drivers based on keyword preference in high, medium and low advocacy conversation\n","13":"Where is most time spent? We’re spending most of our time on the large number of casual fans on our owned platforms\nIf you have an influencer program it’s more like traditional media approach– a set group of “influencers”\nNeed to be more strategic and more surgical\nThis should actually be at the heart of our strategy and you build a content, paid etc around that\nCommunity management for casual fans\nSocial advocacy program for passionate fans\nInfluencer relationship management for ultra-passionate fans and influencers \n","2":"Tell me about business impact\n","30":"We increasingly get news and information via our Social Networks \n","8":"We listen to our friends and families and ‘strangers with expertise\n","14":"Ogilvy advocacy study deets\nfirst-of-a-kind study. \nWe looked at almost 7 million social media mentions of 23 brands (and 8 feature films) spanning 4 countries. \nThere’s a common perception that advocacy is viral, big and relies heavily upon big ad campaigns like the latest Old Spice campaign or Super Bowl ads.\nIn our research, we found there’s a high volume of advocacy driven by everyday experiences such as being delighted by a great product feature, an exceptional service experience or a good deal. \nHow do we drive passion in that second tier?\n","3":"That sound you hear? It’s the drip from ads\nBrands that do not generate substantial advocacy will need to pay more for reach and consequently have costs substantially higher than those brands that drive high advocacy. \nIn an environment where costs to reach consumers continue to escalate, this advantage could make the difference between a company with outstanding shareholder returns and one that fails to perform.\nMore cost effective than anything else you’re doing—paid media, relationship marketing, search marketing, etc.\n","20":"So how do you inspire wom among your most loyal highest influence fans or topic influencers?\n","9":"So what does all this behavior informing our decisions mean for brands\n","15":"Satisfaction vs advocacy\nIt’s like a little grinch heart\n","4":"Understanding how advocacy works is critical to driving real business value. It helps brands enable and amplify genuine, organic word of mouth, which translates into financial value. In fact, the data Ogilvy has collected suggests that social shares drive action at a rate as high as 10x that of paid impressions. \n","21":"Many orgs think of influencer programs as akin to traditional media relations: a stable of writers with a large readership they can call on when there’s a story they want out\nBut that’s a misplaced approach\nYou need to think of influencers in context: individuals whose influence is tied to expertise in a particular area\nUse them surgically, for very specific reasons and make it worth their while\nNot all client situations or goals are best met using influencers, so it is important to ask yourself –might not be the right solution to meet your client goal. \nDon’t just do it—what are the goals\nDo you have a new product, story or benefit that audiences will find interesting? A service or product, event you want feedback on?\n","10":"It means it’s really difficult for brands to gain mindshare if they just talk about themselves\nWe all have our own personal message shield formed by our friends, family and social connections\nTo get through, brands have to offer relevant and valuable content\nThat can be discovered quickly and easily via search where we go to satisfy everyday ‘missions’\nOr that will be shared among our social graph or trusted sources\nA brand’s challenge today is how to break through our message shields\nAnd guess what—LEN the plumber ‘s bus ad is not going to do that\n"}