Have You Tested Your Digital Fitness Lately?

All of us have different strengths and speeds. Like babies who are new to the world and adapt to their surroundings, we also have the same natural progression with the digital presence of our brands: crawl, walk, run.

We embrace this progression when it comes to educating clients on how to best use social media for their brand and business goals. So much so, that here at Social@Ogilvy, we sometimes act as a digital personal trainer for our clients. We educate, we nurture, we train and we work to help our clients achieve their optimal levels of endurance, maturity and engagement. So we ask, at which stage is your brand?

Are you crawling to understand when and how to tweet? Are you walking into the work of determining where & how you’d like to develop your online presence(s)? Are you a runner that needs incredible digital storytelling campaigns to strengthen your image and increase your reach across platforms?

We have a quick test that can help you assess your digital fitness:

1.  When you hear the words “social media”, what comes to mind?

  1. A.    A waste of time
  2. B.    A necessary evil
  3. C.    The best thing that ever occurred! 


2. When running a social media campaign, is a solid pairing of strategy & measurement important?

  1. A.    No – I have no idea what’s best
  2. B.    Maybe – I just want to have a great social media campaign
  3. C.    Absolutely – anything less & you are setting yourself up for failure


3. Does your brand have an investment, specific to employee and budgetary resources, in social media over the course of the next year?

  1. A.    Not at all – we need to allocate resources elsewhere
  2. B.    We see the benefit in this investment but not sure yet
  3. C.    We are completely invested to growing our digital presence


If you answered A to all the questions, then consider yourself a digital fitness crawler and you should check this out. To be a digital fitness walker, then you either answered B or a mixture of A, B or C to these questions – you might find our case studies to be quite helpful. As a digital fitness runner, you would have answered C to every question and will appreciate our Social@Ogilvy thinking.

Regardless of your result in our fun digital fitness assessment, know that the most important question to ask: WHERE do you WANT your brand’s digital fitness of your brand TO BE?

Have additional thoughts or questions about our digital fitness assessment or anything else Social? Tweet to us @SocialOgilvy and check us out at Social@Ogilvy.

Written by Sophia Aladenoye and Rose Reid.

Top 7 Learnings from Social Media Week 2012

Social Media Week 2012 has come and gone. What a flurry of events, panels and information overload. During that week’s time, Ogilvy existed as the global sponsor of Social Media Week and had our official launch of Social@Ogilvy.

There has been a lot of conversation surrounding content, community management and the ever-evolving social media platforms such as Pinterest and Facebook. With all of the information shared, we wanted to capture a few key takeaways to share. Here are 7 key learnings from Social Media Week 2012:

1.  Social Media Is A RELATIONSHIP

Over and over, across a multitude of panels, we heard thought leaders and social media marketers stress how important it is for brands to understand that social media marketing requires a focus on having a long-term relationship with the fans/followers of brands. Social@Ogilvy digital strategist Sophia Aladenoye believes that brands, that continue within the social media space without re-focusing on their communities as entities that require their long-term attention, will lose out on the true benefits of social media.

2. Consistent Dialogue & Engagement Is Imperative

While chatting with fellow Social@Ogilvy strategist Stephen Cooper, he shared his observation that brands are highly concerned with whether or not there is going to be a potential crisis on their hands. He pointed out, and we completely agree, that when brands focus on sustaining consistent dialogue & engagement with its online communities, it is easier to offset any potential crises before they truly escalate. The way we see it, it is just like a healthy friendship – the higher the frequency of quality interactions, the easier it is to quickly put out any possible upsets in the relationship.

3. Exclusivity Helps

After chatting more with Stephen Cooper, he shared some pertinent information – that 67% of Facebook users that “like” a brand expect to be provided with exclusive offers. This information indicates that for many brands, B2C or B2B, they need to focus on what content and/or experiences they can offer to their communities that are exclusive in nature.

4. Tailor Your Content

Nowadays, brands are quite focused on having content for their social media platforms. However, Layla Revis, a Vice President of Social@Ogilvy, urges brands to “make sure the content you’re creating is right for the platform where you need to be”. A great example she gives is “if girls looking for the perfect prom dress snap and share mobile photos of different dresses because they’re looking for opinions, creating a sharable prom dress mobile application is a natural way to demonstrate that”. According to Layla, “when it comes to finding the right ‘fit’, it’s all about social proof among friends”. We couldn’t agree more.

5. Experiment and Have Fun

Here at Social@Ogilvy, we enjoy having fun and love the chance to do it within the sphere of social media. Fellow strategist, Rose Reid, thoroughly enjoyed Social Media Week 2012 and walked with away with an important tidbit – “social media is about experimenting, trying new things and using an authentic voice”. We couldn’t agree more – the best part of practicing social media marketing is allowing the space to experiment and develop your brand’s online presence, voice and community.

6. B2B is a Major Player for Growth in the Space

IBM social strategist, Geoffrey Colon notes that more panels around B2B this year shows that companies that want to sell consulting services or machinery to other companies so they can perform efficient work should be in the space. As Colon noted – “A B2B company is made up of people and those people make decisions based on interaction with their peers and colleagues in social networks. So the CMO who likes a cookie brand on Facebook is also looking for information from peers on what business decisions he can make for his company.” Networks like LinkedIn made a big showing and are the dominant players in this space but location based mobile applications and iPad apps integrated with all social networks are areas where B2B can capitalize in the upcoming years.

7. Innovation is Key

Most companies try to be innovative, but the enemy of innovation is the mandate to “prove it” in social media. It is difficult to see if an idea will work without actually executing it. The logic that one cannot prove a new idea in advance by inductive or deductive reasoning is misconstrued. As a result, brands need to be more experimental in social. How people react to content a brand develops helps them roadmap what content they produce in the future. Engagement is a great testing lab in terms of feedback. Brands need to serve up new content based on what they feel their audience will enjoy around their subject category and not brand-centric. This is a new way of thinking for brands but is key to success in social platforms where people want to talk about trends, ideas and categories, not necessarily brands.

 About Social@Ogilvy

Social@Ogilvy Practice is a global social media marketing unit using word of mouth and digital marketing to deliver measurable results. We have technology and methodology for identifying and engaging influencers and activating networks of people to share and recommend products, services and issues. We create engaging experiences designed to promote awareness, brand loyalty, advocacy and conversion. Find out more about us at: https://social.ogilvy.com or follow us on Twitter: @socialogilvy

Appreciated contributions to this post were provided by Geoffrey Colon.

Beyond the Like: Trends and Innovation from the World of Social

Transmedia Storytelling

There’s been a lot of talk lately about where brands should go now that we’ve entered a realm where fan acquisition is not the main goal within social communities.

This “beyond the like” era has been dubbed by many as multi-platform strategy or “transmedia storytelling.” Many in the ad industry have dubbed it, “the future of marketing.” But what is it? And why should you know about it and adopt it?

Continue reading Beyond the Like: Trends and Innovation from the World of Social

You Give Me A Solid Community Manager & I’ll Give You Great Engagement Levels

Facebook is now 7 years old!

In only seven years, Facebook has grown at a tremendously fast pace and now almost has 600 million users. All of those users are individuals who just may be interested in your brand and who may want to build a relationship with your brand. Within this time, Facebook Page management has grown from being focused solely on fan acquisition to now shifting towards Page management and engagement.

However, for still too many Facebook Pages, management and engagement is still not emphasized enough. As we continue to see with the growth of Facebook & other social media platforms, only having a lot of fans/followers is just not enough.

So what should you do to effectively manage and engage your fanbase? Establish at least one individual who can tend to your fanbase – a community manager. Continue reading You Give Me A Solid Community Manager & I’ll Give You Great Engagement Levels