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A series of provocative statements (and all the dragons that await therein)

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A talk by James Whatley and Rebecca Williams for Ogilvy UK @ Social Media Week London 2015.

Published in: Marketing

A series of provocative statements (and all the dragons that await therein)

  1. 1. #OgilvySMW JAMES WHATLEY & REBECCA WILLIAMS A series of provocative statements (and all the dragons that await therein) 16/09/15
  2. 2. #OgilvySMW PROVOCATIVE STATEMENT: SOMETHING TO MAKE YOU THINK (AND HOPEFULLY ACT) DIFFERENTLY @Whatleydude / @Beckie_Williams / #SMWLDN
  3. 3. #OgilvySMW DRAGON: THE DARK AND SCARY IMPLICATION/S THAT COME WITH IT @Whatleydude / @Beckie_Williams / #SMWLDN
  4. 4. #OgilvySMW NOW THAT’S OUT OF THE WAY… @Whatleydude / @Beckie_Williams / #SMWLDN
  5. 5. #OgilvySMW PROVOCATIVE STATEMENT I @Whatleydude / @Beckie_Williams / #SMWLDN
  6. 6. #OgilvySMW SOCIAL CONTENT IS THE NEW VIRAL VIDEO @Whatleydude / @Beckie_Williams / #SMWLDN
  7. 7. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
  8. 8. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN WHAT ABOUT WHEN A CLIENT ASKS FOR SOCIAL CONTENT?
  9. 9. #OgilvySMW PROVOCATIVE STATEMENT II @Whatleydude / @Beckie_Williams / #SMWLDN
  10. 10. #OgilvySMW NO ONE CARES ABOUT YOUR HASHTAG @Whatleydude / @Beckie_Williams / #SMWLDN
  11. 11. #OgilvySMW NO ONE CARES ABOUT YOUR HASHTAG @Whatleydude / @Beckie_Williams / #SMWLDN
  12. 12. #OgilvySMW NO ONE CARES ABOUT YOUR HASHTAG @Whatleydude / @Beckie_Williams / #SMWLDN
  13. 13. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
  14. 14. #OgilvySMW IF SOCIAL CAMPAIGNS ARE BARELY DELIVERING ANY ROI, THEN WHAT AM I BEING PAID FOR? @Whatleydude / @Beckie_Williams / #SMWLDN
  15. 15. #OgilvySMW NO ONE CARES ABOUT YOUR HASHTAG @Whatleydude / @Beckie_Williams / #SMWLDN
  16. 16. #OgilvySMW NO ONE CARES ABOUT YOUR (campaign) HASHTAG* *unless the content attached to it is really quite genuinely awesome and you really have given people something to talk about. REALLY. @Whatleydude / @Beckie_Williams / #SMWLDN
  17. 17. #OgilvySMW PROVOCATIVE STATEMENT III @Whatleydude / @Beckie_Williams / #SMWLDN
  18. 18. #OgilvySMW OWNING THE MOMENT IS IMPOSSIBLE @Whatleydude / @Beckie_Williams / #SMWLDN
  19. 19. #OgilvySMW THINGS YOU CAN GOOGLE: - ‘MARK RITSON OREO’ - ‘JAMES WHATLEY VIZIER’ - ‘JAMES WHATLEY, GOOD BAD UGLY’ - TIVES.TUMBLR.COM (#OTM) @Whatleydude / @Beckie_Williams / #SMWLDN
  20. 20. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
  21. 21. #OgilvySMW OWNING THE MOMENT IS IMPOSSIBLE @Whatleydude / @Beckie_Williams / #SMWLDN
  22. 22. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN WHAT THE HELL ARE WE ALL DOING SUGGESTING WE TRY AND OWN THE SODDING MOMENT?
  23. 23. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN “The Twitter calendar of really useful dates that might be relevant to the brand that you work on [but please consider each one carefully and really think about whether or not you should actually get involved]” ™
  24. 24. #OgilvySMW OWNING THE MOMENT IS IMPOSSIBLE @Whatleydude / @Beckie_Williams / #SMWLDN
  25. 25. #OgilvySMW OWNING THE MOMENT IS IMPOSSIBLE @Whatleydude / @Beckie_Williams / #SMWLDN
  26. 26. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN STRATEGY RELEVANCE x EFFORT = GOOD REACTIVE PLANNING
  27. 27. #OgilvySMW OWNING THE MOMENT IS IMPOSSIBLE @Whatleydude / @Beckie_Williams / #SMWLDN
  28. 28. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN OWNING THE MOMENT IS IMPOSSIBLE A REALLY CRAP WAY TO DESCRIBE PLANNED REACTIVE ACTIVATIONS SO PLEASE STOP USING THE TERM
  29. 29. #OgilvySMW PROVOCATIVE STATEMENT IV @Whatleydude / @Beckie_Williams / #SMWLDN
  30. 30. #OgilvySMW YOUR AUDIENCE IS MADE UP OF LYING STRANGERS @Whatleydude / @Beckie_Williams / #SMWLDN
  31. 31. #OgilvySMW YOUR AUDIENCE ISN’T WHO THEY TELL YOU THEY ARE @Whatleydude / @Beckie_Williams / #SMWLDN
  32. 32. #OgilvySMW THEN WHAT’S THE BLOODY POINT? @Whatleydude / @Beckie_Williams / #SMWLDN
  33. 33. #OgilvySMW ‘On Instagram people present or engage with almost entirely fictitious lifestyles that don’t necessarily reflect anything like they would really buy or do in real life.’ - Rebecca Williams @Whatleydude / @Beckie_Williams / #SMWLDN
  34. 34. #OgilvySMW “Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say” @Whatleydude / @Beckie_Williams / #SMWLDN
  35. 35. #OgilvySMW “Consumers don’t think how they feel. They don’t say what they think and they don’t do what they say” – David Ogilvy @Whatleydude / @Beckie_Williams / #SMWLDN
  36. 36. #OgilvySMW THEN WHAT’S THE BLOODY POINT? @Whatleydude / @Beckie_Williams / #SMWLDN
  37. 37. #OgilvySMW THEN WHAT’S THE BLOODY POINT? YOU’RE OK, YOU JUST NEED TO KNOW THE LIES YOUR AUDIENCE TELLS YOU @Whatleydude / @Beckie_Williams / #SMWLDN
  38. 38. #OgilvySMW THIS ALL ADDS UP TO ONE MAJOR THING ABOUT OUR INDUSTRY @Whatleydude / @Beckie_Williams / #SMWLDN
  39. 39. #OgilvySMW PROVOCATIVE STATEMENT V @Whatleydude / @Beckie_Williams / #SMWLDN
  40. 40. #OgilvySMW EVERYTHING IS AWFUL @Whatleydude / @Beckie_Williams / #SMWLDN
  41. 41. #OgilvySMW EVERYTHING IS AWFUL @Whatleydude / @Beckie_Williams / #SMWLDN
  42. 42. #OgilvySMW ALL IS NOT LOST @Whatleydude / @Beckie_Williams / #SMWLDN
  43. 43. #OgilvySMW THIS IS ACTUALLY AWESOME @Whatleydude / @Beckie_Williams / #SMWLDN
  44. 44. #OgilvySMW YOU ARE AWESOME @Whatleydude / @Beckie_Williams / #SMWLDN
  45. 45. #OgilvySMW YOU ARE NOT AWFUL THANK YOU @Whatleydude / @Beckie_Williams / #SMWLDN
  46. 46. #OgilvySMW THANK YOU JAMES WHATLEY & REBECCA WILLIAMS A series of provocative statements (and all the dragons that await therein) 16/09/15

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