Powered by
What’s Next:
The Holistic
Content Studio

Welcome
LAURIE CLOSE
Senior Strategist
Ogilvy Consulting
ANDRÉANNE LECLERC
Regional Managing Partner &
Head of Social APAC
Ogilvy

Tell us
where you
are dialing
in from!
What’s the weather
like in your city?

Do you
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

THE HOLISTIC
CONTENT STUDIO
From social to digital
Andreanne Leclerc
October 2018

Social has played an essential, introductory role in
brands’ digital transformation. It has shown tangible
results and allowed to track change and progress.

7
But how can you leverage any social media operation
to transcend beyond its direct impact?

CONTENT
1. Social omnipresence across your
organization
2. Content studio models
3. Effectiveness vs. Efficiency
4. Transferring content studio social
capabilities for your digital transformation
5. Technology enablement

ACROSS THE ORGANISATION

Defined Nimble&

HR
Linked In profile
Recruitment
Trainings
Sales
Using social data
for sales
enablement
Social
Ecommerce
Customer
Service
People are using
social as a channel
to ask questions,
make complaints
or share experience
CRM
Social might be a
channel part of the
program or
leverage social
behaviors
PART OF EVERYONE’S TERRITORY IN SOME SHAPE OR FORM
COMS
Reputation
Influencers
Issue and Crisis
Management
CEO and C-Suite
Visibility
MKT
Insights
Campaign
Always On
Real-Time (Pulse)
R&D
Insights
Consumers
Behaviors
Inspiration

MODELS

Community / Customer Care
Focus is on providing high level customer
service. High volume of conversations.
Generally link with CRM program and finger on
the pulse of the community to content or
conversations needs.
Client Objectives: NPS
Utilities
Editorial
Near real-time content plays off the news
agenda or a brand narrative to drive a
complementary “conversation agenda”
across owned, earned and paid platforms
and channels.
Client Objectives: Agility & Association
Automotive
Tech
Partner / Influencers
Allows brands to work with Influencers or
established media to collaboratively develop
high quality, co-branded content, Partner /
Influencers partially or responsible for
creative production. Scale will vary.
Client Objectives: Influence or Advocacy
Media: Energy
Influencers: Lifestyle
Real-Time
Brands take advantage of fast moving
cultural trends and zeitgeists for marketing
purposes – leveraging earned media and
timely buzz to help propel an asset or
discussion.
Client Objectives: Engagement,
Trend & Speed
FMCG
Curator-Collaborator
Brands set up a compelling co-creation or
crowdsourcing concept and rely on consumers
to submit the majority of the content
experience. Light curating guides the content
experience.
Client Objectives: Collaboration
Luxury
Travel
Activation
Lead Gen + Continuous Commerce
The Lead Gen content model uses social/search
data and specially developed content to narrowly
target B2B or niche prospects and drive them
towards lead generation.
Client Objectives: Business Leads
B2B
Ecommerce
Crisis
Crisis is a situation like almost no other, where
a brand must protect reputation while dealing
with a highly ambiguous and fast-moving
situation.
Client Objectives: Monitor and respond in real
time to reduce long-term negative impact or
sensitivity.
F&B
Health
COMMON APPROACHES

0
10
20
30
40
50
60
70
80
90
100
Listening Planning Content Community
Management
Real-time
Conversation
Data Analytics
and Reporting
Optimization Physical space Crisis
Management
Customer Care Relations
Management
(CRM)
Training
Retail Utilities Travel QSR B2B
Basic functions
RELATIVE IMPORTANCE BY INDUSTRY

EFFECTIVENESS VS EFFICIENCY

Productivity
Savings
Turn Around
Change the organization
EFFICIENCY
Brands who want to improve
and socialize their existing
content creating and
publishing model.
EFFICENCY + EFFECTIVENESS
Brands who want to evolve to a more strategic use of content
in order to reach specific business goals.
BUSINESS
TRANSFORMATION
Brands who want to
transform to a content-
centric business and /
digitalise the enterprise
Community /
Customer service
Editorial
Partner
/ Influencers
Curator /
Collaborator
Real-Time Crisis
Activation
>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>>COMPLEXITY

Better process
Crisis Prevention
and Management
Brand consistency
Compliance
Focused teams of
experts
Accountability
for overall
performance
CONTENT STUDIOS CAN DRIVE QUALITY THROUGH
Insights
& Analytics
(common model,
better use of tools)

BRAND A
ENERGY COMPANY
BRAND B
ENTERTAINMENT PROVIDER
Creation of a pooled budget for content, previously
split between direct marketing, traditional
advertising, PR agencies
Focus on metrics that matter to the business: NPS
0
30000
60000
90000
120000
July - 28 Aug - 49 Sept - 41 Oct -14 Nov - 2 Dec - 70 Jan - 35 Feb - 95 Mar -138 April - 169
Impressions
Lead Post
2 per. Mov. Avg. (Impressions)
Reduction in churn rate
(match backs at CRM level)
Identified and responded to sales
opportunities for resellers

BRAND C
F&B COMPANY
BRAND D
TECH
Structure for high volume, multi brands,
multi markets team
Centralization of strategy, creative,
analytics and project management
Markets used to work independently to
deploy content and respond, as well as
feed into content product process
Focus on metrics that matter to the
business: Productivity & Advocacy
BROKE EVEN IN THE FIRST 12
MONTHS – DOUBLED EFFICIENCY
OF DIGITAL MEDIA BUY AND
INTELLIGENCE SUPPORTING
REVENUE GROWTH
BRAND E
MULTI BRANDS
From 11 to 54 markets
Central planning, creation, analytics, local
distribution of 600 content assets per
year
Sourcing content from across entire (very
large) company to create an automated
‘Content Exchange’
SAVING OF OVER 40% RESULTED
FROM 33 FTE to 19 FTE
Established to support cross-company
functions, engagement and value across
the business
4 YEARS CONTENT PROGRAMME
COST SAVINGS OF OVER $10M

It varies based on your industry, objectives,
models and scale.

TRANSFERRING CONTENT STUDIO
CAPABILITIES FOR YOUR DIGITAL
TRANSFORMATION

Might be harder and take longer

It is not a one step process either way.

Social Impact
Mature Content
Studio
Digital data
integration
Consumer
Behavior Impact
Drive
commercial
incremental
value
Single View
Acquire new
customers and
grow market
share
Evolved and
Integrated
Open new opportunities
markets and categories
1 2 3 4 5
RITES OF PASSAGE
QuestionsDataImpact

WHAT ARE THE IMPLICATIONS?
Social Impact
Mature Content
Studio
Digital data
integration
Consumer
Behavior Impact
Drive
commercial
incremental
value
Single View
Acquire new
customers and
grow market
share
Evolved and
Integrated
Open new opportunities
markets and categories
1 2 3 4 5
Econometrics
Mix Modeling
Simulation
Marketing
Automation
Cross Channel
Optimization
Attribution Analysis
Manage social and
and some level of
digital channels data.
Optimize digital
presence and
campaigns
Social data informing
business decision.
Consistent publishing
and sustained
engagement. Single
channel push
Improve customers
and stakeholders
management and
targeting.
Sales enablement
Impact

CONCRETELY WHAT DOES IT MEAN?
Social Impact
Mature Content
Studio
Digital data
integration
Consumer
Behavior Impact
Drive
commercial
incremental
value
Single View
Acquire new
customers and
grow market
share
Evolved and
Integrated
Open new opportunities
markets and categories
1 2 3 4 5
+ Additional
Business Data
Channels,
customers and
stakeholders data
linked
Multi channels data
Some level of
business data
Customers and
stakeholders data
CRM, Call Center
Sales performance
data
Historic data
(benchmark)
Digital channels
data
Websites data
Search Data
Paid Media
Performance
Social Data across:
Earned
Owned channels
Paid performance
Data
Econometrics
Mix Modeling
Simulation
Marketing
Automation
Cross Channel
Optimization
Attribution Analysis
Manage social and
and some level of
digital channels data.
Optimize digital
presence and
campaigns
Social data informing
business decision.
Consistent publishing
and sustained
engagement. Single
channel push
Improve customers
and stakeholders
management and
targeting.
Sales enablement
Impact

WHAT ARE THE READINESS SIGNS?
How to improve
further our AI
capabilities?
How to learn from
the past and predict
the future?
Where should we
invest next?
How to drive more
efficiencies through
automation?
Now that we have a
better view of the
digital performance
of our campaigns,
how can we be more
targeted?
What is the full
customers or
stakeholders journey
and how can we
communicate better
at the right moment?
How to leverage our
existing customers
and stakeholders
further?
How Social
contribute to the
company hard
business objectives?
How what we do in
social compares with
other channels?
How social affects
search ranking?
What is the persona
behaviors in digital?
How much traffic do
we drive on the
website from social?
We want to target
the customers and
stakeholders at the
right moment in their
journey through their
preferred channels?
What are the
business data we
need to drive further
performance
analysis?
Who are our most
valuable customers
and stakeholders?
Social Impact
Mature Content
Studio
Digital data
integration
Consumer
Behavior Impact
Drive
commercial
incremental
value
Single View
Acquire new
customers and
grow market
share
Evolved and
Integrated
Open new opportunities
markets and categories
1 2 3 4 5
Questions

Brands with ambition too big or not realistic.
Brands with good plan on paper but no clear practical steps and
not enough people taking ownership or too siloed.
Brands wanting the end goals not wanting to go through the hard
labor.
And some very focused brands with people in charge and
empowered to drive change.
WHY SOMETIMES IT FAILS

TECHNOLOGY ENABLEMENT

It cannot happen without it.

TERADATA
Other Data Sources
OMNITURE
BILLING/ TRANSACTIONS
SHO EVENTS/ LOGS
ANALYTICS/REPORTING
-DATA MANAGEMENT
-CAMPAIGN MANAGEMENT
-ESP
-LANDING PAGES
-JOURNEY BUILDER
-CUSTOM AUDIENCE
-LIVE OFFERS
-MOBILE PUSH
ACTIVITY TRACKING
-SOCIAL INTERACTION
-API
MARKETING AUTOMATION
-CRM
-CUSTOM SERVICE
-TICKETING
-360 DEGREE VIEW
-FORCE.COM
-API
-WEB FRONT
-CONTENT REPOSITORY
-CONTENT UPDATE
-SERVICE LAYER
CONTENT MANAGEMENT
& OPERATIONS
SOCIAL MEDIA
MOBILE APPS
CUSTOMER PORTAL
AD TECH
TAGGING
AD SERVING
DMP
TESTING
PROGRAMATIC
RETARGETING
DATA
WAREHOUSE
A TYPICAL DIGITAL ARCHITECTURE

AND THE ACTIONS TO PERFORM
Data processing
Validation
Standardisation
Cleanse
De-duplication
Normalisation
Data
Sources
Data Outputs
Dataintegration
Orchestration
Retail POS
eCommerce
Call Centre
Reporting
Loyalty
Global CRM
DATA
WAREHOUSE
Digital services
Social
Mobile
Email
Web / app
3rd party
Digital channels

DEMAND-SIDE PLATFORM
AD BUYING SOLUTION
MAP
CMS
OPTIMIZATION
CRM
LOYALTY
SOCIAL
WEB / MOBILE
INTEGRATION
PASS
ANALYTICS
DMP
eCOMMERCE
PRODUCT DELIVERY
ADVERTISING &
PROMOTION
CONTENT &
EXPERIENCE
SOCIAL &
RELATIONSHIPS
COMMERCE & SALES
CUSTOM BUILD
DATA
HOW IT WILL ALL
CONNECT?

Do you have a tech stack alignment?
What are your needs and scenarios now,
in 2-3 yrs and 5 yrs?
Which tools are you currently using?
Can the tools talk to each other (API)?
DUE DlLIGENCE

35
AGAIN IT IS A JOURNEY
Social Impact
Mature Content
Studio
Digital data
integration
Consumer
Behavior Impact
Drive
commercial
incremental
value
Single View
Acquire new
customers and
grow market
share
Evolved and
Integrated
Open new opportunities
markets and categories
1 2 3 4 5
Integrated omni-
channel marketing
and distribution
platforms
Integrated marketing
and distribution
platforms
Partial, disparate
tools across digital
Social specific
Not connected to
other tools
Integrated marketing
platforms
Tech
Econometrics
Mix Modeling
Simulation
Marketing
Automation
Cross Channel
Optimization
Attribution Analysis
Manage social and
and some level of
digital channels data.
Optimize digital
presence and
campaigns
Social data informing
business decision.
Consistent publishing
and sustained
engagement. Single
channel push
Improve customer
sand stakeholders
management and
targeting.
Sales enablement

HOW LONG DOES IT TAKE?

Depends on your ambition, the complexity of your
structure, what is currently in place and your
stakeholders.
Anywhere between 6 months to 3 years to reach
your objectives.

Audit
Readiness
Align
Build shared purpose
Develop
Program
Evolve
Roadmap
4 ASPECTS TO KEEP IN MIND

WHAT IS THE LEVEL OF READINESS
AND GAPS TO FURTHER INTEGRATION
Deliverable:
Audit
Readiness
Objective 1
Examples: Builds quality content that encourages usage (conversion or upsell) and advocacy, Uncover
marketing & product service insight that help drive effective campaign as well as business decision
(intelligence), Drives genuine brand engagement and audience growth (acquisition)
Areas Current state
What needs to
be done to get
to the desired
state
Key
deliverables and
timing
Desired state
People
Processes
Tools
Assessment Methodology:
• Interviews
• Group workshops
• Surveys
• Observations
• Review existing
operation
documentation
Timeline: 3 to 8 weeks
What is the
current state of
play
What is the
desired stage to
meet the
objective
Gaps
Your plan

IN SUMMARY
1. Social is a defined and nimble starting
ground
2. Your social content studio needs to be at a
certain level to evolve
3. Look at what the business wants to
achieve + social and digital objectives
4. Plan in steps
5. Get into data and technology quickly

THE ULTIMATE GOAL IS TO HAVE AN
OPTIMIZED CUSTOMER EXPERIENCE
ACROSS ALL CHANNELS USING
INSIGHTS, PREDICTIVE MODELS
DELIVERING 1:1 PERSONALIZED
EXPERIENCE

42
Back to our first question:
But how can you leverage any social media operation
to transcend beyond its direct impact?

HR
Sales
Customer
Service
CRM
COMS
MKT
R&D
OrganisationnConsumers
Content
Channels
Connections / Conversations
INTEGRATION AND FLUIDITY
Journey, Behaviours

QUESTIONS?
Andreanne Leclerc
Regional Managing Partner
Ogilvy & Mather Asia Pacific

Thank you.