Giles Rhys-Jones - Social Media '09 (a mashup* event)
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Transcript of Giles Rhys-Jones - Social Media '09 (a mashup* event)
Ogilvy Social Media
Lenovo
Discipline Head / Digital Heart
Branding
Direct
PR
Activation
Media
D I G I T A L
online/outdoor/social/mobile/entertainment
Frankenstein's Agency Monster
Discipline Head
Digital Heart
Multichannel Muscles
Stick to your knitting – PR, brand building, relationship management or shopper activation. You have been doing it for years and are pretty good at it. Don’t change now.
Technology has affected the relationship between companies
and their audiences, how and where they want to be talked to,
serviced and sold. This influences every element of communication
so you need to have this understanding at the core of your
company The idea that DM cant jump and banners don’t have a rhythm no
longer stands and all channels can be used across the purchase
funnel. Everything needs to be executed across multiple
channels.
How Does The Brand Behave In Social Media
How Is The Brand Delivered Socially
Social is not a channel, it is an attitude.
5 Key Pillars For Social Media Application
http://www.youtube.com/watch?v=Z4nNd1h52AI
Our ongoing outreach to influencers and
communities drove over 10M social media
impressions, 1.4M Lenovo site visitors and
over 10,000 pieces of consumer created
content
The One Number
MARKETING OBJECTIVES
80% 20%
PROVEN VEHICLES EXPERIMENTS
MESSAGE
MEDIA
SPENDS
MEDIA, MESSAGE, SPEND MIX
WELL STRUCTURED TEST PROTOCOLS
McKinsey ©GRJ 2009