Brands are under pressure every day to stay relevant and answer consumer needs, while also managing their own marketing and commercial calendars. While most marketers are in their comfort zone and master the art of planning and executing campaigns, it is not as straight forward when it comes to acting and reacting to the ‘now’. Andreanne Leclerc, Regional Managing Partner and Head of Social Asia, explains how to engineer an evolutive and flexible infrastructure to stay on the Pulse.

1. What’s Next:
Supercharge your
marketing with
‘The Pulse’
Powered by

2. Welcome
José Arteaga
Creative Digital
Strategist
Ogilvy Consulting
London
Andréanne Leclerc
Regional Managing Partner
Head of Social Asia
Ogilvy Asia
Hong Kong

3. Tell us
where you
are dialing in
from!
What’s the weather
like in your city?

4. Do you want
this deck?
It will be available for download
shortly after the webinar on:
slideshare.net/socialogilvy
And the recording up on
facebook.com/OgilvyConsulting

5. March 29, 2019
Consumer needs vs marketing and commercial calendar

7. Content
Time horizons
Unpacking Pulse
Proactive and Reactive
Impact
Infrastructure
Mindset

8. Time horizons

9. make
brands
matter

10. 10
across time and every idea
PLATFORM
PROGRAM
PULSE
Mattering
for years
Mattering
each quarter
Mattering
right now

11. Outthink
WatsonintheWorld
DressattheMET
RealBeauty
WakeUptoBeautiful
CurlyHairEmoji
It’sNotJustCoffee
StarbucksRewards
StarbucksxLyft
TastetheFeeling
ShareaCoke
#ThatsGold
OpenSweden
TheSwedishNumber
SwedenonAirBnBMAXMotorDreams
MaxExtras
GoFurther
Mattering
for years
Mattering
each quarter
Mattering
right now
brands matter at every levelwe make

12. Outthink
WatsonintheWorld
DressattheMET
RealBeauty
WakeUptoBeautiful
CurlyHairEmoji
It’sNotJustCoffee
StarbucksRewards
StarbucksxLyft
TastetheFeeling
ShareaCoke
#ThatsGold
OpenSweden
TheSwedishNumber
SwedenonAirBnBMAXMotorDreams
MaxExtras
GoFurther
Mattering
for years
Mattering
each quarter
Mattering
right now
Are you in the zone?
Decisive AKA Heavy Lifting Zone
Setting the tone AKA the Comfort Zone
Action AKA Out of Breath Zone

13. Unpacking Pulse

14. It is not just about social

15. What is Pulse?
An idea that enables the brand to create
instantaneous engagement within a specific
cultural, commercial or crisis moment.

16. Culture
• Trends
• Behaviors
• Calendar event
• An unplanned event
• Moments, micro moments
Big to small moments
Commercial
• Launch
• Celebration, milestone
• Sale, Promotion
• Announcement
• Occasion / Seasonal
Crisis
• Announcement
• Fake News
• Company misconduct
• Partner misconduct
• Backlash

17. Where people will
watch
Cultural
PRE DURING AFTER
And micro moments at every stage
CommercialCrisis
An unexpected turn
in the game
Recap Highlights
Pre order Launch day madness Customer Review
Rumors about
massive price
increase
Fact rectification Planning how to
manage next increase

18. ProactiveandReactive

19. ReactivePro active
Unplanned
Planned
Different responses for different scenarios
unpremeditated,
unscheduled,
accidental, unexpected,
surprise spontaneous
Set in stone or can be
anticipated
Part of a calendar, an
agenda

20. Impact

21. Pulse is critical for brand reputation which is a
growing concerns of CEOs

22. Develop great ideas
Improve customer satisfaction with content that addresses actual needs

23. Building customer relationships
Wyeth wanted to help moms who are alone at night working hard.
Studies reveal that relaxing classical music helps breastfeeding
mothers produce 3 times more milk
Wyeth 3am Breastfeeding Concert
A Feast of classical music at 3 am for Taiwanese nursing their
newborn babies on Facebook live.
Why does it matter?
• Hosting an event that support moms and create at the same time
a support community
• Enable conversations between mums during dark hours
• It helps moms to ‘perform’ better (consumer benefits)
• Great use of Facebook live
• Increase the page followers and engagement massively

24. Driving Business outcomes
IBM generated over AU$20MM in lead
revenue for its collaboration suite by
creating high impact editorial content
around the end of email

25. Infrastructure

26. Operating System – 4D
Content Typology Open-Source Partners Technology
The building blocks to operate at Pulse level
Talent and Team Structure Approach to Planning

27. Talent Gaps and Resources management
Gaps
Listening Data analyst, Community Manager
Planning / Selling
Strategist, Planners.
E Commerce experts, PR experts
Creation Creative, Conceptor, UX experience
Production
Design, copywriter, photograph, videographer,
social channel experts, Illustration, Producer
Event specialist, PR, programmer
Distribution Media planner & buyer, IRM expert, PR
Reporting Data analyst, Community Manager
Project Management, Traffic Project Management, Traffic
Customer Engagement Community management
Social Channels
Digital channels: website,
ecommerce platform, 3r
party, Influencers profiles
Media
Live events
WHAT WHO WHERE
Planned
Unplanned
WHEN
THINKCREATEREALIZE
HOW Tools: Social listening tool, 3rd party data, Media optimization, IM, Workflow.

28. The 4D FRAMEWORK is based on
Service Design principals and is about
delivering clarity and efficiency. It takes an
customer-centric (out-side-in) approach to
enabling experiences which lead to active
participation, transaction and advocacy.
DEFINE
CONTENT &
COMMERCE
PLAN
DESIGN
EXPERIENCE
DEVELOP
ASSETS
DRIVE
ENGAGEMENT
A/B
A multi Speed Approach

29. THE NEW
EVOLVED
OPERATING
MODEL
1. Not just for social media content
It’s applicable to all content typologies
2. Clearer content definitions & priorities
Across Platform, Program and Pulse
3. Multi-speed
Fewer touch points, greater speed-to-market
4. Adaptable & Flexible
It can evolve with consumer needs and brand challenges
5. Future-proofed
Enables greater automation over time
6. Higher emphasis on production

30. Consumer
Journey
Better Insights
Micro-moment
identification
More Holistic View
More data sources,
such as commerce
habits, to build a
fuller segment/
consumer view of
their signals.
REACTIVE
PRO ACTIVE
Content Planning
Content Planning
that recognizes
both proactive
and reactive
opportunities to
engage at
moments that
matter.
Diversified Content Typology
Content Planning will need to
be reflected in an expanded
typology
-
Proactive and reactive content
Engage at more critical moments

31. Reflect the content variety of Pulse
HERO
PROGRAMS /
CAMPAIGNS
COMMERCE
EVENTS INSPIRATION
CULTURAL
MOMENTS

32. COMMITMENT
TO AN OPEN-
SOURCE
APPROACH TO
CONTENT
CREATION AND
DEVELOPMENT
Publishing PartnersSocial Media Channels/
Commerce Platforms
Additional WPP
Specialist Partners
Smart Ideas Flow and Agile Production

33. FROM
Ad hoc campaigns
Slow, silo-ed process
Disparate customer experience
Customer as single data point
Disconnected social and digital activity
Passively learning about consumers
Advertising and comms only
Enabling Always-on programs
Instant, agile, and collaborative process
Singular focus on consumers and seamlesscustomer experience
Customer as a connected entity
Digital experiences in environments where consumers are actively
testing with consumers
Whole digital & commerce
A FULLY INTEGRATED & AUTOMATED PLATFORMA COLLECTION OF TOOLS
TO
The right tools to be in the action

34. AI in social listening
AI for data processing
AI in content creation
AI for optimisation of content
AI for Customer service using chatbots
AI in influencer marketing
Embracing AI

35. Mindset

36. How to deal with constant change while staying true
to some fundamentals?

37. WITHOUT COMPROMISING ON CREATIVITY

38. X

39. In Summary
• Time horizons: Pulse is a multifaceted fast pace zone
• Unpacking Pulse: cultural, commercial and crisis moments
• Proactive and Reactive: responses for different scenarios
• Impact: it is not because it is ‘quick’ that is not important
• Infrastructure: constantly refreshing
• Mindset: no box and comprise on creativity

40. Questions?
José.Arteaga@Ogilvy.com Andréanne.Leclerc@Ogilvy.com

41. Thank you.