FOR

Powered by

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!

What’s the weather like in your city?

Tell us where you’re dialing in from!

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

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