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What's Next: The Holistic Content Studio

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What's Next: The Holistic Content Studio

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Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.

But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.

Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.

But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.

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What's Next: The Holistic Content Studio

  1. 1. Powered by What’s Next: The Holistic Content Studio
  2. 2. Welcome LAURIE CLOSE Senior Strategist Ogilvy Consulting ANDRÉANNE LECLERC Regional Managing Partner & Head of Social APAC Ogilvy
  3. 3. Tell us where you are dialing in from! What’s the weather like in your city?
  4. 4. Do you 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
  5. 5. THE HOLISTIC CONTENT STUDIO From social to digital Andreanne Leclerc October 2018
  6. 6. Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
  7. 7. 7 But how can you leverage any social media operation to transcend beyond its direct impact?
  8. 8. CONTENT 1. Social omnipresence across your organization 2. Content studio models 3. Effectiveness vs. Efficiency 4. Transferring content studio social capabilities for your digital transformation 5. Technology enablement
  9. 9. ACROSS THE ORGANISATION
  10. 10. Defined Nimble&
  11. 11. HR Linked In profile Recruitment Trainings Sales Using social data for sales enablement Social Ecommerce Customer Service People are using social as a channel to ask questions, make complaints or share experience CRM Social might be a channel part of the program or leverage social behaviors PART OF EVERYONE’S TERRITORY IN SOME SHAPE OR FORM COMS Reputation Influencers Issue and Crisis Management CEO and C-Suite Visibility MKT Insights Campaign Always On Real-Time (Pulse) R&D Insights Consumers Behaviors Inspiration
  12. 12. MODELS
  13. 13. Community / Customer Care Focus is on providing high level customer service. High volume of conversations. Generally link with CRM program and finger on the pulse of the community to content or conversations needs. Client Objectives: NPS Utilities Editorial Near real-time content plays off the news agenda or a brand narrative to drive a complementary “conversation agenda” across owned, earned and paid platforms and channels. Client Objectives: Agility & Association Automotive Tech Partner / Influencers Allows brands to work with Influencers or established media to collaboratively develop high quality, co-branded content, Partner / Influencers partially or responsible for creative production. Scale will vary. Client Objectives: Influence or Advocacy Media: Energy Influencers: Lifestyle Real-Time Brands take advantage of fast moving cultural trends and zeitgeists for marketing purposes – leveraging earned media and timely buzz to help propel an asset or discussion. Client Objectives: Engagement, Trend & Speed FMCG Curator-Collaborator Brands set up a compelling co-creation or crowdsourcing concept and rely on consumers to submit the majority of the content experience. Light curating guides the content experience. Client Objectives: Collaboration Luxury Travel Activation Lead Gen + Continuous Commerce The Lead Gen content model uses social/search data and specially developed content to narrowly target B2B or niche prospects and drive them towards lead generation. Client Objectives: Business Leads B2B Ecommerce Crisis Crisis is a situation like almost no other, where a brand must protect reputation while dealing with a highly ambiguous and fast-moving situation. Client Objectives: Monitor and respond in real time to reduce long-term negative impact or sensitivity. F&B Health COMMON APPROACHES
  14. 14. 0 10 20 30 40 50 60 70 80 90 100 Listening Planning Content Community Management Real-time Conversation Data Analytics and Reporting Optimization Physical space Crisis Management Customer Care Relations Management (CRM) Training Retail Utilities Travel QSR B2B Basic functions RELATIVE IMPORTANCE BY INDUSTRY
  15. 15. EFFECTIVENESS VS EFFICIENCY
  16. 16. Productivity Savings Turn Around Change the organization EFFICIENCY Brands who want to improve and socialize their existing content creating and publishing model. EFFICENCY + EFFECTIVENESS Brands who want to evolve to a more strategic use of content in order to reach specific business goals. BUSINESS TRANSFORMATION Brands who want to transform to a content- centric business and / digitalise the enterprise Community / Customer service Editorial Partner / Influencers Curator / Collaborator Real-Time Crisis Activation >>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>COMPLEXITY
  17. 17. Better process Crisis Prevention and Management Brand consistency Compliance Focused teams of experts Accountability for overall performance CONTENT STUDIOS CAN DRIVE QUALITY THROUGH Insights & Analytics (common model, better use of tools)
  18. 18. BRAND A ENERGY COMPANY BRAND B ENTERTAINMENT PROVIDER Creation of a pooled budget for content, previously split between direct marketing, traditional advertising, PR agencies Focus on metrics that matter to the business: NPS 0 30000 60000 90000 120000 July - 28 Aug - 49 Sept - 41 Oct -14 Nov - 2 Dec - 70 Jan - 35 Feb - 95 Mar -138 April - 169 Impressions Lead Post 2 per. Mov. Avg. (Impressions) Reduction in churn rate (match backs at CRM level) Identified and responded to sales opportunities for resellers
  19. 19. BRAND C F&B COMPANY BRAND D TECH Structure for high volume, multi brands, multi markets team Centralization of strategy, creative, analytics and project management Markets used to work independently to deploy content and respond, as well as feed into content product process Focus on metrics that matter to the business: Productivity & Advocacy BROKE EVEN IN THE FIRST 12 MONTHS – DOUBLED EFFICIENCY OF DIGITAL MEDIA BUY AND INTELLIGENCE SUPPORTING REVENUE GROWTH BRAND E MULTI BRANDS From 11 to 54 markets Central planning, creation, analytics, local distribution of 600 content assets per year Sourcing content from across entire (very large) company to create an automated ‘Content Exchange’ SAVING OF OVER 40% RESULTED FROM 33 FTE to 19 FTE Established to support cross-company functions, engagement and value across the business 4 YEARS CONTENT PROGRAMME COST SAVINGS OF OVER $10M
  20. 20. It varies based on your industry, objectives, models and scale.
  21. 21. TRANSFERRING CONTENT STUDIO CAPABILITIES FOR YOUR DIGITAL TRANSFORMATION
  22. 22. Might be harder and take longer
  23. 23. It is not a one step process either way.
  24. 24. Social Impact Mature Content Studio Digital data integration Consumer Behavior Impact Drive commercial incremental value Single View Acquire new customers and grow market share Evolved and Integrated Open new opportunities markets and categories 1 2 3 4 5 RITES OF PASSAGE QuestionsDataImpact
  25. 25. WHAT ARE THE IMPLICATIONS? Social Impact Mature Content Studio Digital data integration Consumer Behavior Impact Drive commercial incremental value Single View Acquire new customers and grow market share Evolved and Integrated Open new opportunities markets and categories 1 2 3 4 5 Econometrics Mix Modeling Simulation Marketing Automation Cross Channel Optimization Attribution Analysis Manage social and and some level of digital channels data. Optimize digital presence and campaigns Social data informing business decision. Consistent publishing and sustained engagement. Single channel push Improve customers and stakeholders management and targeting. Sales enablement Impact
  26. 26. CONCRETELY WHAT DOES IT MEAN? Social Impact Mature Content Studio Digital data integration Consumer Behavior Impact Drive commercial incremental value Single View Acquire new customers and grow market share Evolved and Integrated Open new opportunities markets and categories 1 2 3 4 5 + Additional Business Data Channels, customers and stakeholders data linked Multi channels data Some level of business data Customers and stakeholders data CRM, Call Center Sales performance data Historic data (benchmark) Digital channels data Websites data Search Data Paid Media Performance Social Data across: Earned Owned channels Paid performance Data Econometrics Mix Modeling Simulation Marketing Automation Cross Channel Optimization Attribution Analysis Manage social and and some level of digital channels data. Optimize digital presence and campaigns Social data informing business decision. Consistent publishing and sustained engagement. Single channel push Improve customers and stakeholders management and targeting. Sales enablement Impact
  27. 27. WHAT ARE THE READINESS SIGNS? How to improve further our AI capabilities? How to learn from the past and predict the future? Where should we invest next? How to drive more efficiencies through automation? Now that we have a better view of the digital performance of our campaigns, how can we be more targeted? What is the full customers or stakeholders journey and how can we communicate better at the right moment? How to leverage our existing customers and stakeholders further? How Social contribute to the company hard business objectives? How what we do in social compares with other channels? How social affects search ranking? What is the persona behaviors in digital? How much traffic do we drive on the website from social? We want to target the customers and stakeholders at the right moment in their journey through their preferred channels? What are the business data we need to drive further performance analysis? Who are our most valuable customers and stakeholders? Social Impact Mature Content Studio Digital data integration Consumer Behavior Impact Drive commercial incremental value Single View Acquire new customers and grow market share Evolved and Integrated Open new opportunities markets and categories 1 2 3 4 5 Questions
  28. 28. Brands with ambition too big or not realistic. Brands with good plan on paper but no clear practical steps and not enough people taking ownership or too siloed. Brands wanting the end goals not wanting to go through the hard labor. And some very focused brands with people in charge and empowered to drive change. WHY SOMETIMES IT FAILS
  29. 29. TECHNOLOGY ENABLEMENT
  30. 30. It cannot happen without it.
  31. 31. TERADATA Other Data Sources OMNITURE BILLING/ TRANSACTIONS SHO EVENTS/ LOGS ANALYTICS/REPORTING -DATA MANAGEMENT -CAMPAIGN MANAGEMENT -ESP -LANDING PAGES -JOURNEY BUILDER -CUSTOM AUDIENCE -LIVE OFFERS -MOBILE PUSH ACTIVITY TRACKING -SOCIAL INTERACTION -API MARKETING AUTOMATION -CRM -CUSTOM SERVICE -TICKETING -360 DEGREE VIEW -FORCE.COM -API -WEB FRONT -CONTENT REPOSITORY -CONTENT UPDATE -SERVICE LAYER CONTENT MANAGEMENT & OPERATIONS SOCIAL MEDIA MOBILE APPS CUSTOMER PORTAL AD TECH TAGGING AD SERVING DMP TESTING PROGRAMATIC RETARGETING DATA WAREHOUSE A TYPICAL DIGITAL ARCHITECTURE
  32. 32. AND THE ACTIONS TO PERFORM Data processing Validation Standardisation Cleanse De-duplication Normalisation Data Sources Data Outputs Dataintegration Orchestration Retail POS eCommerce Call Centre Reporting Loyalty Global CRM DATA WAREHOUSE Digital services Social Mobile Email Web / app 3rd party Digital channels
  33. 33. DEMAND-SIDE PLATFORM AD BUYING SOLUTION MAP CMS OPTIMIZATION CRM LOYALTY SOCIAL WEB / MOBILE INTEGRATION PASS ANALYTICS DMP eCOMMERCE PRODUCT DELIVERY ADVERTISING & PROMOTION CONTENT & EXPERIENCE SOCIAL & RELATIONSHIPS COMMERCE & SALES CUSTOM BUILD DATA HOW IT WILL ALL CONNECT?
  34. 34. Do you have a tech stack alignment? What are your needs and scenarios now, in 2-3 yrs and 5 yrs? Which tools are you currently using? Can the tools talk to each other (API)? DUE DlLIGENCE
  35. 35. 35 AGAIN IT IS A JOURNEY Social Impact Mature Content Studio Digital data integration Consumer Behavior Impact Drive commercial incremental value Single View Acquire new customers and grow market share Evolved and Integrated Open new opportunities markets and categories 1 2 3 4 5 Integrated omni- channel marketing and distribution platforms Integrated marketing and distribution platforms Partial, disparate tools across digital Social specific Not connected to other tools Integrated marketing platforms Tech Econometrics Mix Modeling Simulation Marketing Automation Cross Channel Optimization Attribution Analysis Manage social and and some level of digital channels data. Optimize digital presence and campaigns Social data informing business decision. Consistent publishing and sustained engagement. Single channel push Improve customer sand stakeholders management and targeting. Sales enablement
  36. 36. HOW LONG DOES IT TAKE?
  37. 37. Depends on your ambition, the complexity of your structure, what is currently in place and your stakeholders. Anywhere between 6 months to 3 years to reach your objectives.
  38. 38. Audit Readiness Align Build shared purpose Develop Program Evolve Roadmap 4 ASPECTS TO KEEP IN MIND
  39. 39. WHAT IS THE LEVEL OF READINESS AND GAPS TO FURTHER INTEGRATION Deliverable: Audit Readiness Objective 1 Examples: Builds quality content that encourages usage (conversion or upsell) and advocacy, Uncover marketing & product service insight that help drive effective campaign as well as business decision (intelligence), Drives genuine brand engagement and audience growth (acquisition) Areas Current state What needs to be done to get to the desired state Key deliverables and timing Desired state People Processes Tools Assessment Methodology: • Interviews • Group workshops • Surveys • Observations • Review existing operation documentation Timeline: 3 to 8 weeks What is the current state of play What is the desired stage to meet the objective Gaps Your plan
  40. 40. IN SUMMARY 1. Social is a defined and nimble starting ground 2. Your social content studio needs to be at a certain level to evolve 3. Look at what the business wants to achieve + social and digital objectives 4. Plan in steps 5. Get into data and technology quickly
  41. 41. THE ULTIMATE GOAL IS TO HAVE AN OPTIMIZED CUSTOMER EXPERIENCE ACROSS ALL CHANNELS USING INSIGHTS, PREDICTIVE MODELS DELIVERING 1:1 PERSONALIZED EXPERIENCE
  42. 42. 42 Back to our first question: But how can you leverage any social media operation to transcend beyond its direct impact?
  43. 43. HR Sales Customer Service CRM COMS MKT R&D OrganisationnConsumers Content Channels Connections / Conversations INTEGRATION AND FLUIDITY Journey, Behaviours
  44. 44. QUESTIONS? Andreanne Leclerc Regional Managing Partner Ogilvy & Mather Asia Pacific
  45. 45. Thank you.

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