what's next for content studios
TRANSCRIPT
FOR
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COMMAND CENTER, NEWSROOM, CONTENT STUDIO, SOCIAL HUB, ETC
Andreanne LeclercAsia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas CramptonGlobal Consulting Principal,Marketing Transformation
OgilvyRED
Abc XyzPlanning Partner,
Ogilvy & Mather Advertising
Hello!
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1. Building a common language2. Change and transformation3. Flawless operation4. Key takeaways
What we will cover today?
IS EVERYONE ONBOARD?
Newsroom
Content Studio
Command Center
Social HubDigital Engagement Center
Customer Engagement CenterWar Room
No one agrees on the right name
No one agrees on what is success
Integration and seamless operation is on everybody’s mind
To propel _____Fill the blank___to the next level change management is critical
Organizations do not change, people do.
BUILDING A COMMON LANGUAGE
Team Tools Partners Process GovernanceTeam Tools Partners Process GovernanceTeam Tools Partners Process GovernancePeople
How the team is organizedRole and responsibilities
Including:team
collaboratorspartners
Process
How it operates
Including:Communication Flow
Operation FlowCadence
Quality controlGovernance
Tools
What it needs to operate optimally and
efficiently
Identify scenarios, needs and requirements
Structural clarity
With evolving hybrid roles as the new currency
ARTISTENGINEER
SALESMAN
CREATIVE
EDITORIALDIRECTOR
CONSUMERENGAGEMENT
PLANNER
CONTENT ARCHITECT
Content Development
Business AmbitionCustomer JourneySocial Path, Social
Personas
Customer EngagementConversation, Customer Care, CRM, Continous
Commerce
Measure and OptimiseSocial Listening + Digital Data
Editorial /Content Calendar
Content Creationand Production
Publishing, Distributionand Amplification
Think
Content Strategyand Objectives
Create
Realize
Clear flow, frequency and outputs
PLATFORM
Content Development
Business AmbitionCustomer JourneySocial Path, Social
Personas
Customer EngagementConversation, Customer Care, CRM, Continous
CommerceEditorial /
Content Calendar
Content Creationand Production
Publishing, Distributionand Amplification
Think
Content Strategyand Objectives
Create
RealizeMeasure and Optimise
Social Listening + Digital Data
Yearly Planning
Content Development
Business AmbitionCustomer JourneySocial Path, Social
Personas
Customer EngagementConversation, Customer Care, CRM, Continous
CommerceEditorial /
Content Calendar
Content Creationand Production
Publishing, Distributionand Amplification
Think
Content Strategyand Objectives
Create
Realize
PROGRAMHero Content
Measure and OptimiseSocial Listening + Digital Data
Quarterly development
Content Development
Business AmbitionCustomer JourneySocial Path, Social
Personas
Customer EngagementConversation, Customer Care, CRM, Continous
CommerceEditorial /
Content Calendar
Content Creationand Production
Publishing, Distributionand Amplification
Think
Content Strategyand Objectives
Create
Operate
Monthly / Weekly deliveries
PULSE Always On Content
Measure and OptimiseSocial Listening + Digital Data
Daily activities
PULSEReal Time Content
Measure and OptimiseSocial Listening + Digital Data
Content Development
Business AmbitionCustomer JourneySocial Path, Social
Personas
Customer EngagementConversation, Customer Care, CRM, Continous
CommerceEditorial /
Content Calendar
Content Creationand Production
Publishing, Distributionand Amplification
Think
Content Strategyand Objectives
Create
Operate
Understanding of the different level of content
PROGRAMHERO CONTENT
Planned annually andproduced quarterly
PULSEALWAYS ON CONTENT
Planned weekly andproduced weekly
PULSEREAL TIME CONTENT
Planned daily andproduced in real-time
PLATFORM (BRAND)
Planned annually or bi-annually
• Vision and objectives
• Structure / Model and Resources: space, staff plan, R&R, tools & partners evaluation
• Business plan (operation cost, revenue/ ROI forecast)
• Recruitment and real-estate
• Develop structure and workflow
• Output planning: content, reports, etc)
• Tools and partner selection
• Operation and governance consolidation and creation
• Process and workflow induction
• Tools walk through and simulation
• Brand immersion
• Specialized trainings and workshops
• Tools programming and deployment
• Test functions and scenarios
• Protocols, workflows dissemination
• Operate, coordinate, adjust
• Campaign management
• Collect data• Reporting
• Additional training
• Governance and quality management review
• Broader stakeholders engagement
• Deepen partnerships in place, add new
• Optimize the operation (structure, ways of working, governance parameters).
• Build roadmap and identify big wins
ESTABLISHPLANNING
& SETUP ONBOARDING PILOT LAUNCH ACCELERATEOPTMIZE &
SCALE
Setting and transition milestones
CHANGE AND TRANSFORMATION
Do not operate in isolation
PERFORMANCE / INTELIIGENCEKPI setting and business results visibility
CORPORATE COM / RISK MITIGATIONEarly identification –Issues and Crisis Management
R&DSales and new product / service development
COLLABORATION & CREATIONAdvocates & Influencer identification -connecting and sharing content
BUDGET OPTIMIZATIONEfficiency across digital media planning
DISTRIBUTION AND SUPPORTSupporting partners, distributors & suppliers - flagging customer service issues
Creating value across the organizationHR Part of new employee onboardingTraining opportunities
The road to business transformation
FLAWLESS OPERATIONS
Learnings from 125+ operations
Sneak peek from around the world
Coca-Cola ASEAN Social Hub Network
New York IBM Newsroom, USA
KFC Sydney Newsroom, Australia
Merck “The Pulse” Tokyo, Japan
Indomie Newsroom Jakarta, Indonesia
MANAGING SCALE AND COMPLEXITY
1. Planning, timeline and accountability 2. What is success?3. Change is a journey4. Don’t under-estimated admin work5. It is all about people: one team, one dream6. Make some noise
1. Who is in charge?
❌
DETAILS AND STRUCTURE, DETAILS AND STRUCTURE, REPEAT
2. What is success?
17!What is the
report name?
Who is responsible for
the report?
What is the report covering (metrics)?
What are the data sources?
How often is the report sent
(frequency?)Who are the stakeholders Note
Tools Informed Consulted Take action
What can you measure?BehaviorsBrand Sales
NPs
Response timePerception
Share of conversationSwitch in favorability
Purchase intentSentimentAdvocacy
LeadsSAles
News Customer
Customer retention
Reach
RecommendationsWOM
Market Share
New market
Audience targeting
Driving footfall at boot
Targeted content
3. Change is a journey: navigate organizational complexity
Awareness Understanding & Alignment
Shared Purpose Action Advocacy
AWARENESS
UNDERSTANDING & ALIGNMENT
SHAREDPURPOSE
ACTION
ADVOCACY
first becomes aware of the purpose
feels for the purpose
finds solidarity in sharing a common goal
acts to contribute to the purpose
persuades others for the purpose
understands how to contribute to the purpose
recognises purpose resonates with personal principles
shares purpose with others
An Advocate
has a clear understanding of the purpose
feels supported for their contribution
4. Don’t under estimated admin work: creating procedure and people
managementHuman Resources
Talent recruitment for hybrid role (experience and expertise)
Evaluation processReplacement (notice period, backup)
Onboarding and trainingContingency plan
Finance
Costing model and procurement requirements
Setting and following up on contracts and PO
Procedure for OOP expense claim, In Out of scope and grey areas
5. Employee program is crucial: keeping and inspiring talent
Training
Rotation
Awards & Rewards
Mentoring
Becoming one
6. Make some noise (learnings from Merck)Internal com
Push from the topPush from the bottom
Key takeawaysChallenges, overcoming obstacles
and new-found opportunities
Recap key points from each sections
1. Building a common language2. Change and transformation
3. Flawless Operations
Alignment is important on what the command center should brings
it is no just about screens
Not just about content created fastIdentify key brand issue.
It is about: flawless execution.
Cut the distance between decision and fostercollaboration
Taking the right steps
AuditReadiness
AlignBuild shared purpose
DevelopProgram
EvolveRoadmap
CUTE & TOUGH-CUTE
Questions?
Andreanne LeclercAsia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas CramptonGlobal Consulting Principal,Marketing Transformation
OgilvyRED
Abc XyzPlanning Partner,
Ogilvy & Mather Advertising
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
Are you on the go? You can join our webinars on mobile, too!Download the GoToWebinar app from the App Store or Google Play