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Socialbakers Dubai Up Close: Ema Linaker, Memac Ogilvy


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Socialbakers Dubai Up Close: Ema Linaker, Memac Ogilvy

  1. 1. What makes GREAT content ?
  2. 2. Creative thinking is now a business imperative. To stay competitive we must excel at communicating visually & understand the power of stories
  3. 3. Poor marketing relies on ticking the boxes
  4. 4. The ability to create a confident connection that understands me & puts me inside the idea
  5. 5. How to approach creating that confident connection
  6. 6. Find a Disruptive Idea What is the cultural tension? How do you disrupt it? 8
  7. 7. Craft a Great Story Where is the emotional story? What is the story arc? 11
  8. 8. 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
  9. 9. 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
  10. 10. 16
  11. 11. Provide Social Proof How can users show their involvement? How do we make the group visible? 17
  12. 12. Real Beauty Sketches 18
  13. 13. Build Simple Advocacy How can we ask people to share? How do we make it easy to advocate? 19
  14. 14. 20
  15. 15. • BE CONFIDENT • Craft a GREAT story • Deliver a Fresh Perspective With PASSION • Provide Social PROOF • Build ADVOCACY 21
  16. 16. Thank you… @emalinaker
  17. 17. Who are we?
  18. 18. 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.
  19. 19. 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.
  20. 20. 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)
  21. 21. 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
  22. 22. What‟s our approach
  23. 23. 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
  24. 24. 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
  25. 25. 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
  26. 26. 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
  27. 27. 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.‟