Social Media Week London is a 5-day conference that provides the ideas, trends, insights and inspiration relating to social media marketing and technology. Events include keynotes, panels, workshops, master classes and interactive installations. It takes places in various venues in Westminster from 14-18 September 2015. It is part of an international network of inspiring business events in major cities globally. This report explains what the events and activities created by Ogilvy in partnership with Brandwatch, The National Gallery, Ogilvydo and Tumblr.

1. OGILVY@
SOCIAL
MEDIA
WEEK
2015
Activation Report

2. What is Social Media
Week London?
Social Media Week London is a 5-day conference that provides the
ideas, trends, insights and inspiration relating to social media
marketing and technology.
Events include keynotes, panels, workshops, master classes and
interactive installations. It takes places in various venues in
Westminster from 14-18 September 2015.
It is part of an international network of inspiring business events in
major cities globally.

3. Our goal
To provide engaging,
entertaining and diverse
content through an experience
that helps us think differently
about connectivity and our
shifting relationship with
technology
Showcase provocative
speakers, innovators and
thought-leaders who examine
the ways we live and create

4. Always on publishing programme to range of Ogilvy & partner channels to
gain share of voice & influence
What activities did we deliver?
Content Studio
Invite only workspace for
Ogilvy clients to meet
creative teams in the
National Gallery
Client Day
Programme of talks and
tours for Ogilvy clients in
the content studio space
Speakers
10 talks and panels
located at the National
Gallery and Victoria
House throughout the
conference

5. PUBLIC SPEAKERS
The Fighting Temeraire. Joseph Mallord William Turner 1839

6. Who said what?
The Truth Behind the Profile Picture: Does Social Media
Affect your Mental Health?
by Lexi Fletcher
Why raw data can tell the wrong story, and
why it matters
by Karin Robinson
Social CRM: What it is and how your can
use it to grow customer value
by Rob Blackie
Creativity and strategy do lunch
by Christine de Leòn
The evolution of influencers
by Jai Kotecha and Victoria Partridge
A series of provocative statements
by James Whatley
Social creative leadership: a knife in a phone box
by Leo Ryan
How to make millions before you’ve grown facial hair by
Harry Hitchens
How the world’s number #1 coffee brand is changing
the landscape with Tumblr
by Marshall Manson
Making science sexy
by Gemma Milne

7. Top tweeted Ogilvy speakers
Karin Robinson
Associate Director,
OgilvyOne
(310 mentions)
Gemma Milne
Creative Technologist,
Ogilvy Labs
(242 mentions)
James Whatley
Digital Director,
O&M Advertising
(201 mentions)
1 2 3 4 5
Rob Blackie
Director of Social,
OgilvyOne
(103 mentions)
Christine de Leòn
Associate Director,
OgilvyOne
(68 mentions)

8. CONTENT ATELIER
Bathers at Asniéres, Georges Seurat 1884

9. We turned this…

10. … Into this
Brief AnalyseListenPublishCreate

11. Slide 11
Create
conversations
Respond to
conversations
Stimulate
conversations
and action
Planned and responsive conversations

12. Clients and
prospects
SegmentActivity
Perception
change
Audience types
Event attendees
(Physical & virtual)
Wider creative
brand industry
Ogilvy internal
stakeholders
Invite to content studio
event/ talks. Access thought
leadership content
Reactive social content e.g
Twitter. Attend Ogilvy talks.
Follow #OgilvySMW
Thought leadership and paid
social posts
Invite to content studio/
talks. Internal comms follow
@OgilvyUK
I didn’t know Ogilvy could
create such great social and
digital content
Ogilvy aren’t the big
corporate I thought they
were – they’re people with
great ideas
Ogilvy are a fast paced
digital focussing agency
Ogilvy do great social and
digital content through our
content studios

13. Channel matrix
Owned Channels: UK
Thought leadership and share of voice to existing audience
Earned Channels
Partner Channels
Thought leadership to reach new
audiences
@OgilvyUK (Twitter)
Owned Channels: Dissemination
Cascade to other Ogilvy properties where there is topical relevance – managed
by channel owners
The National Gallery
Amplification and
discussion in all
channels measured
through #OgilvySWM
@OgilvyUK (Instagram)
Ogilvy.co.uk press release Ogilvy Intranet:
Megaphone UK
Women@Ogilvy
UK Twitter (advocacy
list)
@ogilvy_lon_lab
General dissemination
Owned Channels: Global
OgilvyDo:
YouTube/ Website
Instagram
Social@Ogilvy:
Instagram
Periscope UK
Ogilvy UK
(Facebook)
Ogilvy UK
(Snapchat)
Ogilvy PR
London
Ogilvy Careers
London

14. Messaging pillars
Digital meets
physical
Storytelling New audiences Future of work
- The future of retail
- Virtual and augmented
reality
- Connected objects
- Mobile payments
- Physicaldigital events
- Open innovation
- Work/ life balance
- Mindfulness
- Holacracy
- Mobile tools
- Millennials
- Generational
behaviour changes
- Gender
- Change in how we
build relationships
between people (e.g.
the “Tinderisation of
love”) and between
people and brands
- Finding new ways to
tell stories, in particular
through visual channels
(e.g. Instagram) and the
use of video
- Content marketing vs
news

15. Channel Channel
Owner
Purpose Publication
frequency
OgilvyUK Twitter Group Marketing Main and first broadcast for linking to all created
content
50 posts/day
Ogilvy UK Instagram Ogilvy PR Employee curation of event 5 posts/day
Ogilvy Intranet Group Marketing Encourage employees to attend, engage and
share
3 posts
Ogilvy.co.uk Social@Ogilvy Key event press release 1-2 posts
Persicope UK Ogilvy Healthworld Live stream & chat for 10 Ogilvy speakers 10 events
Snapchat UK O&M Advertising Estoeric dialy highlights from talks and studio 1 snap/day
Ogilvy UK Facebook Group Marketing Daily highlight – post or infographic 1 post/day
OgilvyDo - Website Ogilvydo All thought leadership articles 3-5 articles/day
OgilvyDo - YouTube Ogilvydo Event videos 2-4 videos/day
OgilvyDo - Instragram Ogilvydo Picture magazine with highlights of week 1 curated piece
Social@Ogilvy Instagram Social@Ogilvy Curated daily highlight photos 3-5 photos/day
TOTAL CONTENT PIECES (estimated) 275
Broadcast channel strategy

16. Content type Who creates?
Speaker thought leader articles All Ogilvy speakers
National Gallery speakers
Promo videos Leo Ryan
Pre-planned: social content curation & Infographics OO Content strategy
Reactive: Social content production/distribution Live event team
Expert live tweeting Live event team
Social: curating discussions Live event team
Live Video interviews and opinions OgilvyDo
Long form article reporting OgilvyDo (commission by live team)
Internal comms: email & intranet posts Group Marketing
Content types

17. PARTNERS
Dido Building Cartage, Joseph Mallord William Turner 1815

18. Periscope tour
Twitter posts
(venue and content partner)

19. Vizia
(social data partner)

20. Creatrs
(content partner)

21. Thought leadership
articles
Interviews at
SMW venues
(media partner)

22. RESULTS
The Milbanke and Melbourne Families, George Stubbs 1769

23. Capturing share of voice
25%
50%
25%
Capture share of voice from fusing planned
and responsive content
Planned
Commissioned
Responsive

24. Top five tweeted topics
Twitter
Social Media
Ogilvy SMW/ SMW LDN*
Facebook
Next week
*Brandwatch data shows that the majority of mentions use both topics together in the same tweet
3

25. Top five tweeted hashtags
#smwldn
#ogilvysmw
#smw15
#socialmedia
#precommerce

26. Social content performance
16.1% growth in social impressions
1.1 Million
Tweet
impressions
An average of 83 link clicks
per day
(2,500 in total)
1,000 re-tweets
averaging 35 per day
Around 47 favourites
daily, totalling 1,400119 replies
averaging 49
per day

27. Ogilvydo content
performance
25 expert
interview videos
(shared on ogilvydo
YouTube channel)
4 co-branded
articles on
ogilvydo.com
6 infographics and
animations
(on ogilvydo)
21 reportage articles
and slideshows
Accredited media
partner for Social
Media Week
63% new visitors
to the site
20% increase in
click-throughs
UK page views up
200%

28. Links to presentations
Social CRM by Rob Blackie, OgilvyOne and Yves Boudechon, SocialLab
Data, Lies and Social Statistics by Karin Robinson, OgilvyOne
Inspiring New Shopper Behaviours by Sarah Todd, Geometry
Future of Retail by Matt Holt, OgilvyOne