FOR
Powered by
COMMAND CENTER, NEWSROOM,
CONTENT STUDIO, SOCIAL HUB, ETC

Andreanne Leclerc
Asia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Abc Xyz
Planning Partner,
Ogilvy & Mather Advertising
Hello!

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1. Building a common language
2. Change and transformation
3. Flawless operation
4. Key takeaways
What we will cover today?

IS EVERYONE ONBOARD?

Newsroom
Content Studio
Command Center
Social Hub
Digital Engagement Center
Customer Engagement Center
War 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 ProcessTeam Tools Paols Partners Process Governance
People
How the team is organized
Role and responsibilities
Including:
team
collaborators
partners
Process
How it operates
Including:
Communication Flow
Operation Flow
Cadence
Quality control
Governance
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
EDITORIAL
DIRECTOR
CONSUMER
ENGAGEMENT
PLANNER
CONTENT ARCHITECT

Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Measure and Optimise
Social Listening + Digital Data
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
Clear flow, frequency and outputs

PLATFORM
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
Measure and Optimise
Social Listening + Digital Data
Yearly Planning

Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Realize
PROGRAM
Hero Content
Measure and Optimise
Social Listening + Digital Data
Quarterly development

Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Operate
Monthly / Weekly deliveries
PULSE
Always On Content
Measure and Optimise
Social Listening + Digital Data

Daily activities
PULSE
Real Time
Content
Measure and Optimise
Social Listening + Digital Data
Content
Development
Business Ambition
Customer Journey
Social Path, Social
Personas
Customer Engagement
Conversation, Customer
Care, CRM, Continous
Commerce
Editorial /
Content Calendar
Content Creation
and Production
Publishing, Distribution
and Amplification
Think
Content Strategy
and Objectives
Create
Operate

Understanding of the different level of content
PROGRAM
HERO CONTENT
Planned annually and
produced quarterly
PULSE
ALWAYS ON CONTENT
Planned weekly and
produced weekly
PULSE
REAL TIME CONTENT
Planned daily and
produced 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
ESTABLISH
PLANNING
& SETUP ONBOARDING PILOT LAUNCH ACCELERATE
OPTMIZE &
SCALE
Setting and transition milestones

CHANGE AND TRANSFORMATION

Do not operate in isolation

PERFORMANCE / INTELIIGENCE
KPI setting and business results
visibility
CORPORATE COM / RISK MITIGATION
Early identification –
Issues and Crisis Management
R&D
Sales and new product / service
development
COLLABORATION & CREATION
Advocates & Influencer identification -
connecting and sharing content
BUDGET OPTIMIZATION
Efficiency across digital
media planning
DISTRIBUTION AND SUPPORT
Supporting partners, distributors &
suppliers - flagging customer service
issues
Creating value across the organization
HR
Part of new employee onboarding
Training 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 journey
4. Don’t under-estimated admin work
5. It is all about people: one team, one dream
6. 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 time
Perception
Share of conversation
Switch in favorability
Purchase intent
Sentiment
Advocacy
Leads
SAles
News Customer
Customer retention
Reach
Recommendations
WOM
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
SHARED
PURPOSE
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
management
Human Resources
Talent recruitment for hybrid role
(experience and expertise)
Evaluation process
Replacement (notice period, backup)
Onboarding and training
Contingency 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 top
Push from the bottom

Key takeaways
Challenges, overcoming obstacles
and new-found opportunities

Recap key points from each sections
1. Building a common language
2. 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 fast
Identify key brand issue.
It is about: flawless execution.
Cut the distance between decision and foster
collaboration

Taking the right steps
Audit
Readiness
Align
Build shared purpose
Develop
Program
Evolve
Roadmap

CUTE & TOUGH-CUTE

Questions?
Andreanne Leclerc
Asia Pacific Regional Managing Partner
Ogilvy & Mather (Social@Ogilvy)
Thomas Crampton
Global Consulting Principal,
Marketing Transformation
OgilvyRED
Abc Xyz
Planning 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