Social Media Matters brings Ford, Coca-Cola, Nestle and more to Hong Kong

Today in Hong Kong, the second annual Social Media Matters conference descended on the Grand Hyatt Hong Kong. Over 650 delegates, 250 brands and 30 speakers came together to examine social media in three key areas: mobile, creativity and data.

Topics were presented in rapid-fire 20 minute sessions to give delegates a flavor of upcoming trends and social business initiatives from some of the major players in the social space including Ford’s Scott Monty, Coca-Cola, Twitter and Nestle.

John Bell, Social@Ogilvy’s Global Managing Director, spoke about how advocacy is more than just a positive post, and that brands are still in search of the tipping point where consumers become true advocates online.

In his interview above, John shared some highlights of our recent advocacy study which showed that China has the highest number of consumer advocates, while US has the highest number of  passionate consumers.

He also touched on the difference between real and fake advocacy, especially in some markets where post are paid for. Lastly, he brought to light that no product category is too boring to generate consumer advocacy and outlined the top products that consumers love talk about included cosmetics and coffee.

To get the full story of the day, we’ve included a Storify created by the Social@Ogilvy Hong Kong team, who pulled together some of the top tweets and content from #SMMHK.

Rebranding the Community Manager – The 7 Skills of a Community Director

This post first appeared on Advertising Week’s Social Club blog.

Last week, as part of Social Media Week (#smwnyc) in New York, we spoke with experts from Ford, Whole Foods and iHeartRadio about the evolution of the role of the community manager.

Not too long ago, the role of “community manager” might have been relegated to an intern. Or, the role was added to the list of tasks juggled by an inexperienced social media manager (who was also expected to answer the phones and send out the email newsletters). But today, the profession is being seen as one of the most important roles in social business, and smart brands are looking for experienced business directors with deep expertise in content marketing, digital strategy, public affairs and crisis management.

What’s changed?

We’re not just seeing growth in communities; we’re seeing them exercise greater impact on brands’ business bottom lines. As you’d suspect, managing communities is becoming more complex. According to LinkedIn, the community management profession is experiencing a 29% year-on-year growth.

The necessary skill set is also evolving. It is no longer as simple as being a decent relationship manager who understands the brand voice and can create a content calendar. Today’s community manager needs to be a fan segmentations specialist, an ad and content targeting expert, a crisis radar technician, and a leader of multiple content creators across the organization. A real business director with the necessary gravitas to get the most out of the community, as well as the brand, to really drive value. The list goes on.

In 2010, Altimeter’s Jeremiah Owyang created the first Community Manager Appreciation Day (#cmad).  This year, the #cmad tag was a trending topic in three countries (full recap here) and generated an estimated 72.9 million impressions from 15,450 Twitter mentions. Industry leaders were talking about the qualities of an effective community manager, and the future of the profession itself.

We see the job of the community manager evolving to a more senior role. One that demands a specific set of professional skills. One that demands a new name:

Introducing….the Community Director!

Source: Uploaded by user via Social@Ogilvy on Pinterest

The Seven Skills of a Community Director:

1. Orchestra Conductor of a “Symphony of Content” 

The most effective community directors know how to produce live, responsive content. But rather than being the single source for content creation, today’s professionals know how to inspire and mobilize across the enterprise, to work with various content creators. They not only know how to tap into content creators for rich  “peak content,” like videos, apps and webisodes, that pull in a wide range of valuable customer interaction. They also know how to navigate internal halls of legal and public affairs, to swiftly produce timely, highly relevant, often witty responses to trending memes. Think Oreo’s “You can still dunk in in the dark” ad and Ford’s response to Jeremy Iron’s Downton Abbey/Ford Fiesta remark.

2. Relationship Manager

The Community Director manages the direct relationships with thousands, sometimes millions of customers. They know when these folks are enjoying the brand. They know when they are having service problems. They must relate to a broad range of fans, and never lose their compassion or their cool. The Community Director knows how to cultivate millions of customers around the launch of a new flavor, but understands how to move an enraged customer to a happily engaged one through direct, speedy customer service. Zappos understands this, leveraging social shopping via Pinterest, while delighting unhappy customers with exceptional social care via Twitter.

3. Brand Voice

The Community Director is the living embodiment of the brand voice. They agonize over defining it clearly, so that all who manage the brand publically will stay true to how the brand talks, looks and behaves. They understand how the brand voice informs their content marketing strategy, and how their content lets that persona shine through and through. Take, for instance, the quirky, oddly manly voice of Old Spice tweeting with the sassy, witty voice of Taco Bell:

4. Crisis Radar Technician

While every brand ostensibly has a crisis plan in place, and regularly trains its people to prevent major crises, it is the Community Director who has an ear to the ground, and can detect whispers before anyone else in the organization. Brand’s Facebook pages and Twitter handles have become a magnet for issues and concerns. Which ones will become actual crises? This person not only detects all possible issues, but also evaluates how they evolve over time. The Community Director must anticipate the worst, but never over-react. Having learned a lot about communicating with the public around crisis-level issues over the past couple of years, BP (cleint) recently used its Facebook page to deliver information around Hurricane Sandy-related fuel shortages in the NY/NJ area, allowing customers to more easily find stations with fuel supplies.

5. Content and Advertising-Targeting Expert 

Staying on top of the latest developments from the top platforms and API partners, the Community Director works tirelessly to play a key role in segmentation strategy, and to know which types of content resonate with each set. As the tools inside social networks like Facebook become more sophisticated, the Community Director serves as an expert at complex targeting of content and advertising stories. Recently, P&G’s Tide brand took advantage of Facebook’s Premium ads to target its fans and friends of its fans to draw attention to its role in cleaning up chemical residue from a NASCAR racetrack fire, later using Facebook’s Reach Generator to promote a post asking fans to create a caption for a photo of the clean-up.

6. Fan Segmentation Specialist

Communities form around affinities – passions and interests that bring people together. The Community Director knows which people matter to the business, how to use the right tools to find and attract the right fans. New tools like Facebook’s CAT tool allow for a much deeper and more refined look at our fan-bases. The Community Director must use that data to attract the right fans, deliver the right content to important affinity segments and, in general, grow their use of social data to make a richer community experience for fan and brand. British Airways (client) knows it must engage the US and UK in different ways, and used targeted tweets and the #HomeAdvantage hashtag to encourage British residents to stay in the country for last summer’s London Games.

7. Performance Analyst

The Community Director listens, sets benchmarks on conversation engagement with content, sentiment, and other important metrics, to measure the effectiveness of any marketing campaign. How much conversation did we generate? Are we getting more people talking positively about our products and services? These are some of the fundamental questions the Community Director can answer. They know how to distill true KPIs from the litany of data that we can all measure and report. They are discrete and thoughtful as to what they report about. They have a strong POV, about which measurements matter to the business goals. When Ford Motor Company (client) chose to use Facebook to reveal its Ford Explorer in 2011, it rightly knew that sales impact was the KPI to track, showing how more likes equaled more sales, tracking how the Facebook launch drove 3,500 pre-orders for the vehicle five months before it even became available.

Additional Reading:

#SMWOgilvy Went Trending on Twitter During These Panels at Social Media Week

5 Tips on Tweeting from an Event

Source: via Social@Ogilvy on Pinterest

Social@Ogilvy’s plan was to activate our offline panels on Twitter. By posting quick tips online and offline, as well as making use of other tactics (stay tuned for a blog post on 5 Tips on How to Activate Twitter at Events), #SMWOgilvy became a trending topic in the United States on Twitter approximately 20 minutes into our first panel on Wednesday, February 20. At the end of Social Media Week, the total metrics for hashtag #SMWOgilvy received 14.1 million impressions from 4,715 tweets (1,759 Twitter users participated).

To dive a bit deeper, the engagement for #SMWOgilvy consisted of the following:

Now, to the invitation infographics and recorded panels.

Tumblr Panel with David Karp, CEO and Founder of Tumblr

Top 7 Things to Know About Tumblr

Source: via Social@Ogilvy on Pinterest

A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions

  • John Bell, Global Managing Director, Social@Ogilvy

Evolution of Community Management Panel

7 Skills of a Community Director

Source: via Social@Ogilvy on Pinterest

The Rise of the New Community Manager: A Discussion with Ford, Whole Foods, iHeartRadio, and Ogilvy on the New Brand Role


Google+ and Caterpillar Live Google+ Jam Panel

Google+ and Caterpillar BIG FACTS

Source: via Social@Ogilvy on Pinterest

The Live Google+ Jam with Caterpillar Panel

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Dan Schreibstein, Vice President, Social@Ogilvy
  • Kevin Espinosa, Social Media Manager, Global Marketing Services, Caterpillar
  • Deitra Mara, Head of Social Solutions, NA, Google

Do’s and Don’ts of Social Customer Care

Source: Uploaded by user via Social@Ogilvy on Pinterest

The Future of Social Customer Care Panel

  • Evan Shumeyko – Director, North  American CRM & Customer Engagement at OgilvyOne Worldwide
  • Jeff Simmermon – Director of Digital Communication, Time Warner Cable
  • Phil Blum – Social Media Customer Care Manager, Time Warner Cable
  • Dave Evans –  VP, Social Strategy at Lithium Technologies
  • Rebecca Lieb – Digital Advertising and Media Analyst at Altimeter Group


If You Love Your Brand, Set It Free

This post first appeared on

The practice of branding is undergoing a deep transformation — a change brought about by our kaleidoscopic postmodern culture, the development of communication technology and rapid globalization.

In prior decades, brand managers aimed to establish their products and services primarily by way of consistency and repetition. A brand’s voice and message were to be the same, independent of marketing channel. The goal of the designer was to define identity systems that would ensure compliance and coherence in all of the brand’s manifestations, as codified in brand identity style guides.

The Reasons For Brand Consistency

This approach to branding was solidified in the mid-20th century, when relatively simple printing methods and communication technologies were available, marketing and advertising practices were not yet sophisticated enough to surround the consumer in a holistic experience, communication technologies enabled only one-to-many broadcasting, and companies didn’t face the customer-service challenges and scrutiny they do now.

It was a post-war time of optimism about the capability of standardization to drive progress — a notion whose origins stem from scientism, the industrial revolution and the workings of capital.

From that standpoint, it made sense for corporate identity designers to apply standardization and aim for simplicity to make the most of what reproduction and communication methods were available to them, and to ensure that their designs were defined in a comprehensive and consistent way.

From this school of thought hail historic graphic identities such as UPS, American Airlines, Mobil and Chase Bank, brought to us by Paul Rand, Massimo Vignelli and Chermayeff & Geismar.

Embrace Brand Fluidity

But we now live in a different context. As Grant McCracken recently wrote in the Harvard Business Review:

“The consumer now appears to believe that the brand should earn its public attention the way all of us must. Say boring, repetitive stuff and you suffer the punishment that every bad conversationalist faces. First, we ignore you. Then, we exclude you.”

Our postmodern society is more fluid and diverse — a world bursting with myriad electronic media and display capabilities. A contemporary brand identity must reach beyond its visual manifestation in print or TV, to encompass how the brand speaks across a multitude of technology platforms, how it interacts with its audience and how people experience it at an emotional level.

Therefore, consistency — while still desirable — should not necessarily be the main driver of a brand identity system. In fact, we ought to consider total consistency an unachievable ideal: it’s impossible, and even counterproductive, to try to predict and codify all potential instances of a brand’s current identity. The vast number of stakeholders, marketers and agencies handling brand assets for the types of projects undertaken in our dynamic business and technology environments makes it very difficult to exercise constant control over how a brand is expressed. Better to embrace executional variance in a smart way, by establishing loose parameters that nonetheless can create a familial feel for an otherwise very rich group of brand applications across media and across continents.

This is not an entirely new concept. Precursors of this kinetic approach to identity design include Duffy & Partners’ work for The Islands of the Bahamas — in its own words, “a robust brand language that is endlessly adaptable, flexible and immediately recognizable.”

The Playful, Adaptive Brand

Brands should nowadays give themselves permission to be more surprising, to flirt with their customers, to listen to what they have to say and to cater to their desires. A modern brand should take leaps of faith, abandon self-obsessions and embrace risk. Conversely, by not doing this, the brand could become irrelevant in a hurry.

Because of the dominance of social media, brand identities can now be defined more by their customers than by the companies themselves. The ideal balance, however, stems from the ability to be flexible while keeping intact the core principles and attributes that formed the brand in the first place. Without such grounding, a brand becomes a changeling — morphing its shape to any external whim and impulse.

This fresh approach to defining a brand can be liberating for designers, brand managers and the public. It tends to result in more immersive, delightful and rewarding customer experiences, and it is at the heart of a recent spate of “loose” brand identity executions whose core elements nevertheless remain. Designers have yet to exhaust the full potential of this new method, but many instances already point the way.

Examples Of Fluid Brand Identities

Consider Irma Boom’s proudly “imperfect” book designs, Hella Jongerious’ organic products, Saks Fifth Avenue’s Pentagram-designed puzzle identity, Microsoft’s recent dynamic rebranding, the City of Melbourne, OpenIDEO, Sugarpova gummy candy, Barcelona pel Medi Ambient and EDP. All point to exciting new ways to approach branding and product development.

Logo for Saks Fifth Avenue and its graphic permutations based on slicing the grid. (Image: Brand New)

City of Melbourne logo variations. (Image: Behance)

Oreo, a particularly playful example, has been able to maintain its long-established brand idea of a happy snack time for both children and adults while successfully adapting to the fleeting social trends that surround brands in the current marketplace. With its Daily Twist campaign to commemorate its 100th anniversary, Oreo is posting 100 daily images on its social media channels of an Oreo cookie skillfully transformed to evoke a current event.

Oreo “Daily Twist” campaign. (Images: Huffington Post)

Likewise, to further distance itself from the failed Time Warner merger, America Online changed its wordmark from “AOL” to “Aol.” It kept its brand equity as one of the Internet’s pioneers, while featuring an ever-changing, colorful mixed-media background that evokes the dynamic nature of the Web: photography, illustration, colorful splashes of paint — all work to surprising effect, while maintaining the familiarity of the Aol brand across the company’s websites and other communication channels.

America Online’s new and playful brand identity. (Image: Brand New)

DC Comics accompanied its recent character revamp with a brand identity redesign that embraces the principles of variance and fluidity. The brand consultancy Landor explains its rationale for the change: “To represent DC Entertainment’s world, a place of opposing forces, we created a new visual expression that is a living identity easily adaptable to evolving characters and stories.”
The only constant is the name and typographic treatment of “DC Comics,” while the symbol’s fixed element is a peeling “D.” Everything else changes to evoke a particular character’s costume or the setting of a comic book series.

DC Comics’ new versatile logo. (Image: Landor)

In turn, Pentagram’s rethinking of venerable Mohawk Paper relies on a solid idea — the rotating cylinders of traditional printing presses — to then launch into an explosion of colors, shapes and patterns that ably reflects the versatility of paper as support and vehicle for communication.

Different colorful patterns for Mohawk’s new brand identity. (Image: Pentagram)

The Brand As An Ecosystem Of Interactions

Beyond formal considerations, a brand is also defined by experiential parameters (and now more than ever): how and where do customers interact with a given brand, online and offline.

The explosion of digital and social media in recent years, as well as the increased adoption of Internet-enabled mobile devices, has evolved the way brands are seen, tasted, touched and felt: Google’s “New Multiscreen World” study indicates that 90% of all media consumption happens on a screen — a full 38% of which is on smartphones alone. 90% of people use multiple screens sequentially to interact with brands (shopping online, managing finances, planning a trip and more). comScore’s own data establish that 61% of Internet users are online while watching TV, and do it on a range of devices — laptops, smartphones and tablets.

Consequently, smart advertisers use their TV commercials as launching pads for deeper online experiences, knowing full well that interested audiences will be able to access those sites immediately, right from their couch, and to share them with people in their social graph. Also, companies use mobile technology to take their campaigns right to the streets in a personal and highly dynamic way.

Consider popular marketing initiatives such as the Mini Getaway Tokyo and Stockholm, in which fans of the brand used their augmented reality-equipped smartphones to search for a virtual Mini in a massive treasure hunt, literally running around the city and competing against each other in order to be the person with the virtual Mini on their screen at the end of the contest — thus becoming the proud owner of a real vehicle.

Location-based treasure hunt app for the Mini promotional campaign. (Image: Popsop)

Or consider this year’s launch of the Ford Fusion vehicle (Disclosure: as part of the WPP Communications team, my employer, Ogilvy & Mather, had a leading role in this project), which was gradually unveiled using an iOS and Android app featuring a Fusion test-driving game that was unlocked by taking a picture of any Ford logo anywhere with your mobile device’s camera.

Ford Fusion tablet- and mobile-optimized game promotes the unveiling of the vehicle. (Image: AutoGuide)

Other companies adopt the practices of co-creation, asking their audiences via social media what their preferences are for product customization, brand visualizations and more. Or they crowdsource the creation of content. For instance, the country of Sweden recently handed control of its Twitter account to regular citizens to provide an authentic, unadulterated feel for what Sweden is about to audiences all over the world. Chevy, Pepsi and Doritos asked their fans to create their Super Bowl ads.

A New Process To Define Brands

How does one go about loosely, yet effectively, defining a brand identity? This new approach is not an excuse to dilute the importance of brand strategy. Establishing a brand’s positioning, personality and attributes remains critical to the success of the brand’s identity.

Writing a good brand manifesto is also still important. It sets the vision for that brand’s emotional and sensorial expressions, and serves as a reference against which to evaluate future variations from the theme. However, the design process is now more akin to generating algorithms or creating vector-defining equations than to painting pixels.

Not that generative art is now an indispensable tool for the identity designer, but certain aspects of this practice resonate with fluid branding: the designer will need to find what makes a brand pliable, what set of its attributes lend themselves to flexibility and variance, and then organically build on those.

Furthermore, brand identity definition is no longer a one-way street, and it can’t solely rest on visual aspects either. As we have seen with the Mini and Ford, the way a brand interacts with its audiences online or offline is as integral to its personality, if not more so, as the logo. For example, if a company has 10 locations worldwide — and assuming that this fact is integral to what the company is as a brand — then its logo might be graphically constructed by joining these 10 geographic points in different random configurations.

Such a brand might also promote engaging experiences that are deployed at a local level but that connect globally to a meaningful larger story.

Designers need to pick a few graphic elements or parameters that can nevertheless effectively represent a brand, and then let additional considerations vary accordingly: Are the company’s name and a single color enough to build an identity around — while elements like mark, typeface, illustration, texture and editorial voice adapt incessantly to the context they inhabit at any given time?

Allowing such a succinct and flexible identity to further evolve according to the brand’s interaction with customers is an approach that applies the notion of “minimum viable product” to the process of designing brands.

A simplified set of parameters such as those described above will greatly enhance the ease of use of brand guidelines (or style guides). These documents can thus be relatively brief and inspirational, while still ensuring an appropriate level of consistency. Style guides can set designers free to experiment, adding to the richness of the brand while reinforcing its inner coherence and staying power.

After all, the best way for a company to differentiate itself is to be subtle within the visually heavy landscape that currently surrounds us, to provide a cone of silence amidst ubiquitous noise, to bend when every other brand is trying too hard not to break, and to adopt an organic feel and a human scale.

5 Minutes With Ford’s Scott Monty

This post originally appeared on Social Media Week by Lindsey Taylor Wood.

The following are excerpts from the original post.

This is Social Media Week’s first year partnering with Ford. This SMW NYC, Ford will be making a very special announcement to help kick off the week. You’ll want to be there! Then make sure you swing by our Global HQ to see what we’re doing together. Why? Well, in addition to their success in the automotive industry, they have made quite a name for themselves as a leader in the social media space. We sat down with Ford’s Global Head of Social Media, Scott Monty, to talk about the past, present and future of the company’s social marketing efforts.

Scott, you tweeted this week that “Ford has now posted a pre-tax operating profit for 14 straight quarters” -— in what ways do you think that Ford’s social and digital efforts have contributed to that sustained level of success?

We’re very fortunate to have a company full of talented employees that are making some of the best Ford vehicles that the market is responding to. From excellent fuel efficiency to state of the art technology and truly breathtaking design, the products are leading our strong financial performance. That we get to amplify and share that product superiority on digital and social is just icing on the cake.

But more than just sharing our business results, our advanced efforts on digital and social are consistent with the kind of brand that people want to associate themselves with. We often say that people trust people like them; well, they want brands that reflect their choices and their lifestyles. So they want fuel efficiency and they want a brand that answers them on social networks, they get both in Ford.

Given what you’ve learned from campaigns past, how has your approach to engagement through social media changed?

I can’t really say all that much has changed. Our core principles remain the same: create engaging content, speak like the customer, allow them to speak, and above all, listen. It’s just that the scale on which we do it now is more intense and broad than ever before. And fundamentally, it’s about the human touch: making it clear that there are real people – just like you – who work for Ford or who drive Fords, and that by forging relationships over time, we begin to regain the trust that had been lost.

It’s been over six years since Ford’s many agencies consolidated into the Team Detroit megaforce -—from the brand side, how do you feel that consolidation has improved the workflow for Ford and your social team in particular?

It’s refreshing to have a single shop to be able to coordinate with. The efficiencies we’ve seen have allowed us to think about other ways to direct our spending. And when you also consider that WPP’s Social@Ogilvy is our corporate social agency, there’s another aspect there as well. The ability to have the expertise of PR, marketing and social agencies together under one company means that there are checks and balances that work within the system as well.

Read the full post here.

Social Media Week Social@Ogilvy and Ford Panel:

The Rise of the New Community Manager: A Discussion with Ford and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm

Location: Ogilvy & Mather Theater

Summary: As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations?

Click here to learn more about attending.

Image courtesy of Social Media Week

Social@Ogilvy Social Media Week 2013 Schedule – #SMWOgilvy

Events in Four Cites

New York

February 19th

Panel title: Mocial RX: Leveraging Mobile & Social in Healthcare

Location: Ogilvy & Mather Theater

Time: 2:00pm – 3:00pm

Summary: Health discussions have moved beyond a single screen and one-on-one exchanges. Mobile and social — what some call “Mocial” — is all about a new platform of on-the-go device and broader discussion. From geofencing to quantified self to the second screen, this lively exchange explores how “our networked life” influences behavior change, removes barriers, and adds value to connected communities.

  • Buddy Scalera, SVP, Interactive Content & Market Research, Ogilvy CommonHealth
  • John Nosta, EVP, Senior Strategist, Ogilvy CommonHealth
  • Andrea Hackett, Account Supervisor, Digital Strategy, Social@Ogilvy

Panel title: Pharma & Social: Better Apart?

Location: Ogilvy & Mather Theater

Time: 3:30pm – 4:30pm

Summary: The social health space continues to rapidly evolve, pivoting to serve new needs and voices faster than most pharmaceutical companies are used to acting.  Patients, caregivers, even doctors seem to do just fine taking advantage of existing forums to discuss their health concerns. Is there room for in the social sphere for prescription drug brands? Mixed views and industry case studies fuel a provocative discussion on whether and how Pharma can truly add value to these already active conversations.

  • Chris Cullman, VP, Digital Strategy, Ogilvy CommonHealth
  • Scott Friedberg, Director, Digital Strategy, Ogilvy CommonHealth
  • Andrew Teie, Senior Digital Strategist, Ogilvy & Mather

Panel title: The Social Engagement Hub: Re-Imagining The Contact Center As A Critical Marketing Tool

Time: 2:30pm – 4:00pm

Location: Advertising & Marketing Hub JWT NYC

Summary: Consumer demands for a new kind of relationship with the companies they buy from has changed how we manage customer relationships: forever.

In this session, Joshua March (CEO and Co-Founder of Conversocial), Evan Shumeyko (CRM Engagement Practice, Ogilvy), Michael Brito (Social Business Strategy at Edelman Digital) and Alon Waisman, Social Media Operations Manager at GoDaddy) discuss The Social Engagement Hub: How do marketing departments and contact centers need to evolve and restructure to deliver the best experience over social channels? Good customer service becomes your marketing strategy when the consumer is king.

  • Marketers, Social Media Managers and Customer Service Directors can join us to discuss:
  • How to build a Social Engagement Hub to bring stakeholders together
  • Why C-Level management should get behind Social Customer Service
  • How pro-active social customer service can revolutionize the contact center of the future
  • Success stories of companies offering unified and coherent customer engagement through social media.

February 20th

Panel title: A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions

Time: 10:30am – 11:30am

Location: Ogilvy & Mather Theater

Summary: Join us as for a candid conversation with David Karp who has created one of the fastest growing communities of people sharing what they care about most. How can brands participate in Tumblr with meaningful brand or business impact and how do we do it without spoiling the beauty of Tumblr? Join Social@Ogilvy’s John Bell as he asks David Karp about his vision for brands and Tumblr.

  • John Bell, Global Managing Director, Social@Ogilvy

Panel title: The Rise of the New Community Manager: A Discussion with Ford, Whole Foods, iHeartRadio, and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm

Location: Ogilvy & Mather Theater

Summary: As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations?

Panel title: The Live Google+ Jam with Caterpillar: How to exploit Google+ to its Fullest

Time:  1:30pm – 2:30pm

Location: Ogilvy & Mather Theater

Summary: Is it plumbing or is it search? Is it Hangouts or Communities? Stop all the hype and anti-hype. We’re going to roll up our sleeves and demonstrate just how brands can use Google+ today and tomorrow. We’ll be working through a LIVE session with Google+, Caterpillar and Social@Ogilvy to create the prototypical, full-out program for the world’s leading B2B brand – Caterpillar. It will be fast-paced, messy and insightful.

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Dan Schreibstein, Vice President, Social@Ogilvy
  • Kevin Espinosa, Social Media Manager, Global Marketing Services, Caterpillar
  • Deitra Mara, Head of Social Solutions, NA, Google

Panel title: The Future of Social Customer Care

Time: 3:00pm – 4:00pm:

Location: Ogilvy & Mather Theater

Summary: Participate in a LIVE demonstration with Social@Ogilvy showcasing the next model of engaging social customers with meaningful dialogue, structure and cross-platform integration. You’ll want to attend if you have encountered any problems like these:

  • Are your customers putting service requests on a Facebook page that’s controlled by the marketing team so customer service reps can’t respond?
  • Is it impossible to keep up with spikes in social media activity?
  • Do you need to learn how to transition from a 1:1 response to a 1: many?

To participate, you can start in the weeks before the event using hashtag #SMWOgilvy to propose topics and challenge the panel with the questions our industry is currently facing in social customer care. We’ll work with select panel members and a few participants who will be plucked from the audience to interact with this engaging exploration of the science of social, digital strategy, and technology

  • Evan Shumeyko – Director, North  American CRM & Customer Engagement at OgilvyOne Worldwide
  • Jeff Simmermon – Director of Digital Communication, Time Warner Cable
  • Phil Blum – Social Media Customer Care Manager, Time Warner Cable
  • Dave Evans –  VP, Social Strategy at Lithium Technologies
  • Rebecca Lieb – Digital Advertising and Media Analyst at Altimeter Group

Panel title: Marketing Without Words

Time: 6:00pm – 10:00pm

Location: Stollway Event Space, 250 West 39th Street, NYC

Consumers are increasingly communicating with brands using images, not words. Visual platforms like Pinterest and Instagram offer exciting opportunities for marketers to create emotional connections with consumers, driving greater discovery, clicks, and revenue. On February 20, during Marketing Without Words: Social Engagement Through Imagery, industry thought leaders from social’s most successful brands and agencies (speaker lineup below) will come together to discuss the future of social media and how they’re leveraging Pinterest and Instagram to grow their audience, form stronger relationships with consumers, and drive serious revenue.

  • Kristin Fernholz, Managing Partner, Fashmark
  • Kate Gold, Social Media Director, Food Network
  • Jamie Gutfreund, Chief Strategy Officer, The Intelligence Group, CAA
  • Adam Hirsch, SVP, Emerging Media & Technology, Edelman Digital
  • Irfan Kamal, Senior Vice President, Social@Ogilvy
  • Summer Krecke, Director of Content Strategy, Digital Brand Architects
  • Jon Lombardo, Social Media COE, Leader, General Electric
  • Danielle Trencher, Senior Social Media Manager, Meredith Inc.
  • Farryn Weiner, Director of Social Media, Worldwide, Michael Kors

February 21st

Panel title: The Gif That Keeps on Giving

Time: 12:30pm – 2:00pm

Location: Helen Mills Theater, 137-139 W 26th Street NYC

Summary: Since adding some of the first animation to websites of the 80’s and 90’s, the animated Gif has enjoyed a renaissance in the age of Social Media. Emphasizing simple wit rather than flashy technology, animated GIFs have also become increasingly popular with advertisers. Our presenters will look at brands’ and agencies’ use of animated gif advertising and ask what’s next for this resilient medium.

Panel title: Masterclass Community Management 3.0 – The Evolution the Most Dynamic Role in Marketing

Time:  2:00 – 3:15pm


SMW Global HQ – NYC

125 West 18th Street

New York, NY 10011

Summary: Calling all community managers! It’s one of the most dynamic roles in the marketing industry, and as the social media landscape continues to evolve, so do the community manger’s responsibilities and required skills. This interactive class, led by two of Social@Ogilvy’s community management experts, will focus on “Community Management 3.0” – the new job description, new and common challenges, industry leaders putting it to practice, real-life scenarios for discussion and more to prepare you to take your brand to the next level.

  • Ashley Hurst, Director of Business Development & Account Director, Social@Ogilvy
  • Dhara Naik, Account Supervisor, Social@Ogilvy

Panel title: The British Pub Quiz Hosted by Chingwag

Time: 6:00 -7:30pm

Location: Ogilvy & Mather Theater

Summary: The famous, or should that be infamous, British Pub Quiz, dive deep into your brain to fish out those gems of knowledge, you know you once knew, but can’t remember how. Updated especially for SMWNYC, this quiz, hosted by Chinwag, is a chance to pit your social media wits against the crowd with a few British-themed brainteasers to win the title of social media brainbox. It’s a networking event, a workshop, a seminar and a bit of fun all-rolled into one with a few drinks to oil the wheels. It’s a chance to meet, mingle and get-to-know the group of Brits taking part in the Digital Mission to SMWNYC, a group of the UK’s leading digital startups and agencies, looking to launch and expand in New York. There’s prizes for the winning teams and a chance to enjoy a drink, test your brain power, meet, chat and connect, so come on down and join the Brits in one of our favorite past times.

February 22nd

Panel title: Contextual Awareness – What Is The Future of Social Intelligence?

Time: 2:30 – 4:30 pm

Location: Business and Entrepreneurship Hub at Bloomberg

731 Lexington Avenue

New York, NY 10022

Summary: How can social data make you and your phone smarter? How do apps such as Google Now (& Google Glass) easily take disparate data sources and help enhance your life? How does all this information make your life more efficient? The panel will discuss what current solutions exist as well as what is to come and what’s the timeline.

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Stuart Tracte, Account Director, Social@Ogilvy
  • Brett Martin, Co-Founder & CEO, Sonar
  • Greg Wester, EVP Business Development, GM Research, Mobile Posse
  • Wesley Barrow, Co-Founder, Nomi


February 18th

Panel title: Hyperlocal: The key success factor of the web of tomorrow?

Time: 3:30pm – 4:30pm

Location: Palais Brongniart – Petit Auditorium – Paris

Summary: Connect together two people thousands of miles away, as initially appeared to be the greatest achievement of the internet. Anyway, today the web allows each user to know the right plan restaurant at the corner of the street, the essential information of the football club of his neighborhood or that of his friends walk within 30 meters. Finally, hyperlocal has become a very strong trend of Web 2.0. This dimension is particularly important now for social networks trying to provide relevant information to their users. The hyperlocal did he become the niche social web of tomorrow? Is it enough to be hyper to be relevant to users?

  • Moderator: David Mennesson, Director Tellmewhere
  • Rasmus Michau, Founder,
  • Natalie Rastoin, Managing Director, Ogilvy France
  • Raphael Chenol, Head & Tablets New Media, Mobility Services Directorate, PagesJaunes
  • Jerome Léger, Founder Admoove

February 21st

Panel title: Crisis communication in the event of social media

Time: 2:00pm – 2:45pm

Location: Palais Brongniart – Petit Auditorium – Paris

Crisis communication has always existed. Nevertheless, the emergence of the internet and social media in particular has upset its fundamentals. They have indeed brought the crisis communication in a temporality much narrower and require today unprecedented responsiveness to the risk of mistakes. Social media should they be media communication around a crisis? How to manage the immediacy while keeping the mastery of this communication?

Eric Maillard, Directeur Général, Ogilvy PR

Panel title: Social CRM: real communication tool or customer service?

Time: 3:00pm – 4:30pm

Location: Palais Brongniart – Petit Auditorium – Paris

Historically limited by the media (mail, telephone…), the customer relationship is under going a revolution with social media. Facebook, Twitter, YouTube, blogs and forums are all means of expression for dissatisfied customers. Brands are now faced with new forms of interaction with their customers and prospects through social platforms for the new generation. What are the challenges of social CRM? What practice sand tools used are they different from traditional CRM? What are the best practices?

Washington DC

February 22nd

Panel title: It’s Not Just About Likes: Measuring the Effectiveness of Social Media

Time: 9am – 10am

Location: Ogilvy Washington DC

Summary: Generating great content and engaging social media conversations can be exciting, but does it affect the behavior of your target audience? Is all of your social media activity resulting in your desired actions? In this session we’ll take a look at a framework for measuring social media efforts to gauge their effectiveness at creating real behavior change, not just engagement.

Panel title: Juggling Social Media Across Cultures

Time: 11am – 12pm

Location: Ogilvy Washington DC

Summary: Take a dozen social platforms, multiply by distribution technologies, add in multiple languages and then divide by cultural differences both subtle and overt and you’ve got a social media manager with a heart attack. Join Ogilvy, Noor, the World Bank, USAID and more to calculate the keys to success.

Panel title: Transportation in a Shared Economy

Time: 2pm – 3pm

Location: Ogilvy Washington DC

Summary: The Taxicab Commission is battling Uber, a public bicycle rental service is changing the face of city streets and any mobile developer with a few hours to spare can use free public data to build an app to compete with Metro’s. What does public transportation look like now that the public — and not the city — is firmly in charge?

Panel title: Show, Don’t Tell: The Rise of the Visual Web

Time:  4pm – 5pm
Location: Ogilvy Washington DC

Summary: With the rapid popularity of Tumblr, Pinterest and Instagram, 2012 was a breakout year for visual content marketing. As social audiences access more and more social content through mobile devices, consumption habits trend toward succinct content with strong imagery and design. Learn how to make a picture worth a thousand words — and figure out how to cut through the legalese of those Terms of Service (ahem, Instagram…) and learn who really owns and can profit from the pictures you post.


February 20th

Panel title: What makes great social?

Time: 4:30pm – 5:30pm

Summary: There is much debate about what drives memorable social media marketing. Is it an idea built on a social insight? A social campaign that drove sales? An experience that leveraged the latest platform? Join three social brand managers as they unveil the secret ingredients that drive social for their brands. Networking event to follow the session.

Becoming Social Leaders at the European Committee of the Regions in Brussels

Originally posted on The Digital Influence Mapping Project with John Bell

This past year, I had the good fortune to speak at the EuroPCom Conference on Public Communication held adjacent to the European Parliament in Brussels. This happened concurrent with a EU leaders session and immediately after the Nobel Prize announced that the EU would be presented with the Nobel Peace Prize for 2012. One thrill was not only meeting great leaders like Neelie Kroes, Vice-President of the European Commission, but inspiring her to take photos of my presentation from my return monitor.

My POV – Government communicators can learn a tremendous amount from the brands, agile non-profits and scrappy start-ups all innovating in digital and social media.  Too often, government communicators feel their circumstance is ‘terminally unique,’ that nothing can be learned from the Nestle’s and Ford’s of the world.

Brands are spending billions to figure our how to engage people via social media. Investment firms invest billions in start-ups attempting to build businesses and disrupt the way we get things done via digital. It would be a shame if public communicators and leaders turned a blind eye to all the learnings from these efforts.

The result? Well, hopefully a good session overall. But more importantly, I walked away with a fresh understanding and appreciation for the innovations and efforts of the folks working for the European Commission, the European Council, and the European Parliament.

Learning is a two-way street.  Who will you learn from this year?

The Public Leader’s Dilemma – How to Become a Social Organization from Social@Ogilvy

How B2B Socially Enables Small Medium Business


Originally posted on The Digital Influence Mapping Project with John Bell

Think about all of the big brands working hard to prove out and then operationalize their best practices in social media. They (we) are all spending a fair amount of money and time to understand the ROI of social applied to many parts of the business.

And the evidence is coming in. Here’s a recent finding from a successful Facebook program from a major FMCG in the Philippines:

“97% fans were more willing to drink (brand) after engaging with the brand on Facebook. The Page attracted a following of 1.6 million, is the top branded Philippines FB page, and sales in 2011 rose more than 9%.”

Now think about all of the small and medium-sized businesses who could also accelerate some parts of their business if they just knew more precisely where to apply their limited budgets. For every poster-child-for-social small business there are probably 100 that just don’t know what to do or cannot invest the money to do so ahead of proven results.

How do different businesses that serve SMB actually help them succeed?

American Express Small Business Saturday

“American Express offers small business tools and DIY promotional material (through their OPEN program) and incentives for customers looking to shop local. These messages were presented in tandem on Small Business Saturday’s Facebook Page and @ShopSmall Twitter account. Small businesses were also encouraged to sign up for free Facebook advertising of their brands, paid for in full by American Express….” from Mashable. 

  • more than 2.7 million people “Liked” the program’s Facebook page and nearly 195,000 tweets were sent in support
  • An estimated 103 million Americans shopped at a small business on 2011 Small Business Saturday. American Express saw a 23% increase in transactions.

L’Oreal Salon Pages

“L’Oreal provided a set of tools with which salons could begin enhancing their Facebook Pages, allowing L’Oreal to measure traction and furnish content for all of its salon locations.

Salons can set up a separate tab with a number of customizable modules that allow them to display their respective logos, business hours, a menu of services, inspirational and how-to videos (many of which will be supplied by L’Oreal), as well advertise products.

L’Oreal is supplying salons with plenty of educational resources, including a how-to book for promoting salons on Facebook and instructional videos,” from Mashable

Ford Dealer Training

Ford developed custom social media marketing and communications training fro its 3200 North American Dealers. The training was delivered through the established dealer communications channel. The goal is to enable dealers to use social media to drive their own business goals – foot traffic, test drives and repeat customers.

Be Of-Service 

How can big brands who serve small and medium-sized businesses help them be successful applying social media and digital marketing to their business? Can they take the learnings from their own investment and turn those lessons into helpful programs for their SMB customers to use in their own business? If these three examples are the beginning of that, where do we head next?


Google+ And Your Five Platform Strategy

Show of hands time. Have you been asked in the past month  “So what are we doing with Google+?”

And did you know how to answer?

Fear not, there is a Strategy For That. And one that is already in market that you can easily adapt. This is the Five Platform Social Media Strategy.

Today many brands are executing across multiple social platforms because they understand their consumers are also engaging across multiple platforms. They also know that the nature of how these consumers engage with each other in social spaces continues to evolve. They know they need to fish where the fish are, and this might mean casting a line into multiple ponds.

So What Has This To Do With Google+?

Well, the June 28th launch of Google+ meant there is another platform we will soon need to include in this framework. So consider this a guide to being ready to integrate G+ into your Five Platform Strategy framework when the time is right.

Continue reading Google+ And Your Five Platform Strategy