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What's Next for Content Studios

Some call it a newsroom. Others a command center, a social hub or a content studio. But no matter the name, in this webinar we feature what a seamless integration between operations and content creation looks like.

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What's Next for Content Studios

  1. 1. FOR Powered by COMMAND CENTER, NEWSROOM, CONTENT STUDIO, SOCIAL HUB, ETC
  2. 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. 3. What’s the weather like in your city? Tell us where you’re dialing in from!
  4. 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. 5. 1. Building a common language 2. Change and transformation 3. Flawless operation 4. Key takeaways What we will cover today?
  6. 6. IS EVERYONE ONBOARD?
  7. 7. Newsroom Content Studio Command Center Social Hub Digital Engagement Center Customer Engagement Center War Room
  8. 8. No one agrees on the right name
  9. 9. No one agrees on what is success
  10. 10. Integration and seamless operation is on everybody’s mind
  11. 11. To propel _____Fill the blank___ to the next level change management is critical
  12. 12. Organizations do not change, people do.
  13. 13. BUILDING A COMMON LANGUAGE
  14. 14. 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
  15. 15. With evolving hybrid roles as the new currency ARTISTENGINEER SALESMAN CREATIVE EDITORIAL DIRECTOR CONSUMER ENGAGEMENT PLANNER CONTENT ARCHITECT
  16. 16. 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
  17. 17. 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
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. • 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
  23. 23. CHANGE AND TRANSFORMATION
  24. 24. Do not operate in isolation
  25. 25. 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
  26. 26. The road to business transformation
  27. 27. FLAWLESS OPERATIONS
  28. 28. Learnings from 125+ operations
  29. 29. 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
  30. 30. 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
  31. 31. 1. Who is in charge? ❌
  32. 32. DETAILS AND STRUCTURE, DETAILS AND STRUCTURE, REPEAT
  33. 33. 2. What is success?
  34. 34. 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
  35. 35. 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
  36. 36. Driving footfall at boot
  37. 37. Targeted content
  38. 38. 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
  39. 39. 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
  40. 40. 5. Employee program is crucial: keeping and inspiring talent Training Rotation Awards & Rewards Mentoring
  41. 41. Becoming one
  42. 42. 6. Make some noise (learnings from Merck)Internal com Push from the top Push from the bottom
  43. 43. Key takeaways Challenges, overcoming obstacles and new-found opportunities
  44. 44. Recap key points from each sections 1. Building a common language 2. Change and transformation 3. Flawless Operations
  45. 45. 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
  46. 46. Taking the right steps Audit Readiness Align Build shared purpose Develop Program Evolve Roadmap
  47. 47. CUTE & TOUGH-CUTE
  48. 48. 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
  49. 49. 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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  • dkfelipe

    Nov. 22, 2017
  • RamlanSally1

    Mar. 17, 2018
  • dcilingir

    Jul. 24, 2018
  • JoshuaMedler

    Feb. 3, 2020

Some call it a newsroom. Others a command center, a social hub or a content studio. But no matter the name, in this webinar we feature what a seamless integration between operations and content creation looks like.

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