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FOR
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COMMAND CENTER, NEWSROOM,
CONTENT STUDIO, SOCIAL HUB, ETC
Andreanne Leclerc
Asia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Abc Xyz
Planning Partner,
Ogilvy & Mather Advertising
Hello!
What’s the weather like in your city?
Tell us where you’re dialing in from!
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!
Download the GoToWebinar app from the App Store or Google Play
1. Building a common language
2. Change and transformation
3. Flawless operation
4. Key takeaways
What we will cover today?
IS EVERYONE ONBOARD?
What's Next for Content Studios
Newsroom
Content Studio
Command Center
Social Hub
Digital Engagement Center
Customer Engagement Center
War Room
What's Next for Content Studios
No one agrees on the right name
No one agrees on what is success
What's Next for Content Studios
Integration and seamless operation is on
everybody’s mind
To propel _____Fill the blank___
to the next level change
management is critical
Organizations do not change,
people do.
What's Next for Content Studios
What's Next for Content Studios
BUILDING A COMMON LANGUAGE
Team Tools Partners ProcessTeam Tools Paols Partners Process Governance
People
How the team is organized
Role and responsibilities
Including:
team
collaborators
partners
Process
How it operates
Including:
Communication Flow
Operation Flow
Cadence
Quality control
Governance
Tools
What it needs to
operate optimally and
efficiently
Identify scenarios,
needs and requirements
Structural clarity
With evolving hybrid roles as the new currency
ARTISTENGINEER
SALESMAN
CREATIVE
EDITORIAL
DIRECTOR
CONSUMER
ENGAGEMENT
PLANNER
CONTENT ARCHITECT
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Measure and Optimise
Social Listening + Digital Data
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
Clear flow, frequency and outputs
PLATFORM
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
Measure and Optimise
Social Listening + Digital Data
Yearly Planning
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
PROGRAM
Hero Content
Measure and Optimise
Social Listening + Digital Data
Quarterly development
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Operate
Monthly / Weekly deliveries
PULSE
Always On Content
Measure and Optimise
Social Listening + Digital Data
Daily activities
PULSE
Real Time
Content
Measure and Optimise
Social Listening + Digital Data
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Operate
Understanding of the different level of content
PROGRAM
HERO CONTENT
Planned annually and
produced quarterly
PULSE
ALWAYS ON CONTENT
Planned weekly and
produced weekly
PULSE
REAL TIME CONTENT
Planned daily and
produced in real-time
PLATFORM
(BRAND)
Planned annually
or bi-annually
• Vision and
objectives
• Structure /
Model and
Resources:
space, staff
plan, R&R, tools
& partners
evaluation
• Business plan
(operation cost,
revenue/ ROI
forecast)
• Recruitment
and real-estate
• Develop
structure and
workflow
• Output
planning:
content, reports,
etc)
• Tools and
partner
selection
• Operation and
governance
consolidation
and creation
• Process and
workflow
induction
• Tools walk
through and
simulation
• Brand
immersion
• Specialized
trainings and
workshops
• Tools
programming
and
deployment
• Test functions
and scenarios
• Protocols,
workflows
dissemination
• Operate,
coordinate,
adjust
• Campaign
management
• Collect data
• Reporting
• Additional
training
• Governance
and quality
management
review
• Broader
stakeholders
engagement
• Deepen
partnerships in
place, add new
• Optimize the
operation
(structure, ways
of working,
governance
parameters).
• Build roadmap
and identify big
wins
ESTABLISH
PLANNING
& SETUP ONBOARDING PILOT LAUNCH ACCELERATE
OPTMIZE &
SCALE
Setting and transition milestones
CHANGE AND TRANSFORMATION
Do not operate in isolation
PERFORMANCE / INTELIIGENCE
KPI setting and business results
visibility
CORPORATE COM / RISK MITIGATION
Early identification –
Issues and Crisis Management
R&D
Sales and new product / service
development
COLLABORATION & CREATION
Advocates & Influencer identification -
connecting and sharing content
BUDGET OPTIMIZATION
Efficiency across digital
media planning
DISTRIBUTION AND SUPPORT
Supporting partners, distributors &
suppliers - flagging customer service
issues
Creating value across the organization
HR
Part of new employee onboarding
Training opportunities
The road to business transformation
FLAWLESS OPERATIONS
What's Next for Content Studios
Learnings from 125+ operations
Sneak peek from around the world
Coca-Cola ASEAN Social Hub Network
New York IBM Newsroom, USA
KFC Sydney Newsroom, Australia
Merck “The Pulse” Tokyo, Japan
Indomie Newsroom Jakarta, Indonesia
MANAGING SCALE AND COMPLEXITY
1. Planning, timeline and accountability
2. What is success?
3. Change is a journey
4. Don’t under-estimated admin work
5. It is all about people: one team, one dream
6. Make some noise
1. Who is in charge?
❌
DETAILS AND STRUCTURE, DETAILS
AND STRUCTURE, REPEAT
2. What is success?
17!
What is the
report name?
Who is
responsible for
the report?
What is the report
covering (metrics)?
What are the
data sources?
How often is the
report sent
(frequency?)
Who are the stakeholders Note
Tools Informed Consulted Take action
What can you measure?
BehaviorsBrand Sales
NPs
Response time
Perception
Share of conversation
Switch in favorability
Purchase intent
Sentiment
Advocacy
Leads
SAles
News Customer
Customer retention
Reach
Recommendations
WOM
Market Share
New market
Audience targeting
Driving footfall at boot
Targeted content
3. Change is a journey: navigate organizational complexity
Awareness
Understanding &
Alignment
Shared Purpose Action Advocacy
AWARENESS
UNDERSTANDING
& ALIGNMENT
SHARED
PURPOSE
ACTION
ADVOCACY
first becomes aware of the purpose
feels for the purpose
finds solidarity in sharing a common goal
acts to contribute to the purpose
persuades others for the purpose
understands how to contribute to the purpose
recognises purpose resonates with personal principles
shares purpose with others
An Advocate
has a clear understanding of the purpose
feels supported for their contribution
4. Don’t under estimated admin work:
creating procedure and people
management
Human Resources
Talent recruitment for hybrid role
(experience and expertise)
Evaluation process
Replacement (notice period, backup)
Onboarding and training
Contingency plan
Finance
Costing model and procurement
requirements
Setting and following up on contracts
and PO
Procedure for OOP expense claim, In
Out of scope and grey areas
5. Employee program is crucial:
keeping and inspiring talent
Training
Rotation
Awards & Rewards
Mentoring
Becoming one
6. Make some noise (learnings from
Merck)Internal com
Push from the top
Push from the bottom
Key takeaways
Challenges, overcoming obstacles
and new-found opportunities
Recap key points from each sections
1. Building a common language
2. Change and transformation
3. Flawless Operations
Alignment is important on what the command center
should brings
it is no just about screens
Not just about content created fast
Identify key brand issue.
It is about: flawless execution.
Cut the distance between decision and foster
collaboration
Taking the right steps
Audit
Readiness
Align
Build shared purpose
Develop
Program
Evolve
Roadmap
CUTE & TOUGH-CUTE
Questions?
Andreanne Leclerc
Asia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Abc Xyz
Planning Partner,
Ogilvy & Mather Advertising
Want this deck?
It will be available for download shortly after
the webinar on: slideshare.net/socialogilvy
Ogilvy staff: It’s also on The Market!
themarket.ogilvy.com
Are you on the go? You can join our webinars on mobile, too!
Download the GoToWebinar app from the App Store or Google Play
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What's Next for Content Studios

  • 1. FOR Powered by COMMAND CENTER, NEWSROOM, CONTENT STUDIO, SOCIAL HUB, ETC
  • 2. Andreanne Leclerc Asia Pacific Regional Managing Partner Ogilvy & Mather (Social@Ogilvy) Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Abc Xyz Planning Partner, Ogilvy & Mather Advertising Hello!
  • 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  • 4. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play
  • 5. 1. Building a common language 2. Change and transformation 3. Flawless operation 4. Key takeaways What we will cover today?
  • 8. Newsroom Content Studio Command Center Social Hub Digital Engagement Center Customer Engagement Center War Room
  • 10. No one agrees on the right name
  • 11. No one agrees on what is success
  • 13. Integration and seamless operation is on everybody’s mind
  • 14. To propel _____Fill the blank___ to the next level change management is critical
  • 15. Organizations do not change, people do.
  • 18. BUILDING A COMMON LANGUAGE
  • 19. Team Tools Partners ProcessTeam Tools Paols Partners Process Governance People How the team is organized Role and responsibilities Including: team collaborators partners Process How it operates Including: Communication Flow Operation Flow Cadence Quality control Governance Tools What it needs to operate optimally and efficiently Identify scenarios, needs and requirements Structural clarity
  • 20. With evolving hybrid roles as the new currency ARTISTENGINEER SALESMAN CREATIVE EDITORIAL DIRECTOR CONSUMER ENGAGEMENT PLANNER CONTENT ARCHITECT
  • 21. Content Development Business Ambition Customer Journey Social Path, Social Personas Customer Engagement Conversation, Customer Care, CRM, Continous Commerce Measure and Optimise Social Listening + Digital Data Editorial / Content Calendar Content Creation and Production Publishing, Distribution and Amplification Think Content Strategy and Objectives Create Realize Clear flow, frequency and outputs
  • 22. PLATFORM Content Development Business Ambition Customer Journey Social Path, Social Personas Customer Engagement Conversation, Customer Care, CRM, Continous Commerce Editorial / Content Calendar Content Creation and Production Publishing, Distribution and Amplification Think Content Strategy and Objectives Create Realize Measure and Optimise Social Listening + Digital Data Yearly Planning
  • 23. Content Development Business Ambition Customer Journey Social Path, Social Personas Customer Engagement Conversation, Customer Care, CRM, Continous Commerce Editorial / Content Calendar Content Creation and Production Publishing, Distribution and Amplification Think Content Strategy and Objectives Create Realize PROGRAM Hero Content Measure and Optimise Social Listening + Digital Data Quarterly development
  • 24. Content Development Business Ambition Customer Journey Social Path, Social Personas Customer Engagement Conversation, Customer Care, CRM, Continous Commerce Editorial / Content Calendar Content Creation and Production Publishing, Distribution and Amplification Think Content Strategy and Objectives Create Operate Monthly / Weekly deliveries PULSE Always On Content Measure and Optimise Social Listening + Digital Data
  • 25. Daily activities PULSE Real Time Content Measure and Optimise Social Listening + Digital Data Content Development Business Ambition Customer Journey Social Path, Social Personas Customer Engagement Conversation, Customer Care, CRM, Continous Commerce Editorial / Content Calendar Content Creation and Production Publishing, Distribution and Amplification Think Content Strategy and Objectives Create Operate
  • 26. Understanding of the different level of content PROGRAM HERO CONTENT Planned annually and produced quarterly PULSE ALWAYS ON CONTENT Planned weekly and produced weekly PULSE REAL TIME CONTENT Planned daily and produced in real-time PLATFORM (BRAND) Planned annually or bi-annually
  • 27. • Vision and objectives • Structure / Model and Resources: space, staff plan, R&R, tools & partners evaluation • Business plan (operation cost, revenue/ ROI forecast) • Recruitment and real-estate • Develop structure and workflow • Output planning: content, reports, etc) • Tools and partner selection • Operation and governance consolidation and creation • Process and workflow induction • Tools walk through and simulation • Brand immersion • Specialized trainings and workshops • Tools programming and deployment • Test functions and scenarios • Protocols, workflows dissemination • Operate, coordinate, adjust • Campaign management • Collect data • Reporting • Additional training • Governance and quality management review • Broader stakeholders engagement • Deepen partnerships in place, add new • Optimize the operation (structure, ways of working, governance parameters). • Build roadmap and identify big wins ESTABLISH PLANNING & SETUP ONBOARDING PILOT LAUNCH ACCELERATE OPTMIZE & SCALE Setting and transition milestones
  • 29. Do not operate in isolation
  • 30. PERFORMANCE / INTELIIGENCE KPI setting and business results visibility CORPORATE COM / RISK MITIGATION Early identification – Issues and Crisis Management R&D Sales and new product / service development COLLABORATION & CREATION Advocates & Influencer identification - connecting and sharing content BUDGET OPTIMIZATION Efficiency across digital media planning DISTRIBUTION AND SUPPORT Supporting partners, distributors & suppliers - flagging customer service issues Creating value across the organization HR Part of new employee onboarding Training opportunities
  • 31. The road to business transformation
  • 34. Learnings from 125+ operations
  • 35. Sneak peek from around the world Coca-Cola ASEAN Social Hub Network New York IBM Newsroom, USA KFC Sydney Newsroom, Australia Merck “The Pulse” Tokyo, Japan Indomie Newsroom Jakarta, Indonesia
  • 36. MANAGING SCALE AND COMPLEXITY 1. Planning, timeline and accountability 2. What is success? 3. Change is a journey 4. Don’t under-estimated admin work 5. It is all about people: one team, one dream 6. Make some noise
  • 37. 1. Who is in charge? ❌
  • 38. DETAILS AND STRUCTURE, DETAILS AND STRUCTURE, REPEAT
  • 39. 2. What is success?
  • 40. 17! What is the report name? Who is responsible for the report? What is the report covering (metrics)? What are the data sources? How often is the report sent (frequency?) Who are the stakeholders Note Tools Informed Consulted Take action
  • 41. What can you measure? BehaviorsBrand Sales NPs Response time Perception Share of conversation Switch in favorability Purchase intent Sentiment Advocacy Leads SAles News Customer Customer retention Reach Recommendations WOM Market Share New market Audience targeting
  • 44. 3. Change is a journey: navigate organizational complexity Awareness Understanding & Alignment Shared Purpose Action Advocacy AWARENESS UNDERSTANDING & ALIGNMENT SHARED PURPOSE ACTION ADVOCACY first becomes aware of the purpose feels for the purpose finds solidarity in sharing a common goal acts to contribute to the purpose persuades others for the purpose understands how to contribute to the purpose recognises purpose resonates with personal principles shares purpose with others An Advocate has a clear understanding of the purpose feels supported for their contribution
  • 45. 4. Don’t under estimated admin work: creating procedure and people management Human Resources Talent recruitment for hybrid role (experience and expertise) Evaluation process Replacement (notice period, backup) Onboarding and training Contingency plan Finance Costing model and procurement requirements Setting and following up on contracts and PO Procedure for OOP expense claim, In Out of scope and grey areas
  • 46. 5. Employee program is crucial: keeping and inspiring talent Training Rotation Awards & Rewards Mentoring
  • 48. 6. Make some noise (learnings from Merck)Internal com Push from the top Push from the bottom
  • 49. Key takeaways Challenges, overcoming obstacles and new-found opportunities
  • 50. Recap key points from each sections 1. Building a common language 2. Change and transformation 3. Flawless Operations
  • 51. Alignment is important on what the command center should brings it is no just about screens Not just about content created fast Identify key brand issue. It is about: flawless execution. Cut the distance between decision and foster collaboration
  • 52. Taking the right steps Audit Readiness Align Build shared purpose Develop Program Evolve Roadmap
  • 54. Questions? Andreanne Leclerc Asia Pacific Regional Managing Partner Ogilvy & Mather (Social@Ogilvy) Thomas Crampton Global Consulting Principal, Marketing Transformation OgilvyRED Abc Xyz Planning Partner, Ogilvy & Mather Advertising
  • 55. Want this deck? It will be available for download shortly after the webinar on: slideshare.net/socialogilvy Ogilvy staff: It’s also on The Market! themarket.ogilvy.com Are you on the go? You can join our webinars on mobile, too! Download the GoToWebinar app from the App Store or Google Play