Social Media Week 2012 opening keynote from Global Managing Director of Social@Ogilvy

1. The Insidious Plot
to Socialize the
Enterprise
John Bell
Global Managing Director
Social@Ogilvy

2. Social Media Adoption
Path
Nervous Listening Experimenting Connecting Fully
Ambivalence Unconnected Leadership integrated
experiments applies Value
100 spring up governance and
everywhere enlightened
across the social brand
business management
to extract more
value
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Phase 0 Phase 1 Phase 2 Phase 3 Phase 4
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3. The Insidious Plot?
More like Inevitable Shift

4. Business
Discipline Social
Behaviors

5. Social Business
Strategy
Business Value Examples
Create customer value • Deliver services and products via preferred social channels
• Add content or utility to increase customer value
• Increase individual and network value of customers (i.e socialCRM)
Build brand reputation and value • Manage risk via ongoing dialogue with stakeholders, influencers and
customers
• Co-create with customers and stakeholders to deepen “investment”
Expand operations and innovation • Increase efficiency of marcom programs
excellence • Crowd-source solutions with customers and stakeholders
• Deliver service solutions more efficiently
Strengthen workforce and culture • Increase internal collaboration on business problems/systems
• Feature employees in external communications and customer touchpoints
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6. Creating Customer
Value
Deutsche Bahn launches
a new train ticket only for
young people, selling
over 145,000 of them via
Facebook.
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7. Build brand reputation
and value
Time Warner Cable solves
customer problems via
Twitter to walk-the-walk
of customers-first.
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8. Expand operation and
innovation excellence
All Clad listens to cooks‟
reaction to products and
implements changes like
the new handle design.
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9. Strengthen workforce
and culture
Ford taps into employees,
retirees and more as
„badge-carrying‟ brand
advocates.
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10. Social business
behaviors
Builds Integrated customer relationships
Fosters horizontal collaboration
Makes clear commitments to innovation
Becomes adaptive and agile
Masters an endless flow of data
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11. How fast are social
media behaviors
changing?

12. Growth markets outpace the US in
social network usage…
Managed social network profile in past month
79.8% 74.9% 72.3% 70.4% 54% 49.3%
Indonesia Philippines Turkey Brazil China US
Global Web Index 6 – November 2011
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13. These global markets will define the next
phase of social media use
Social network usage growth from 2009 to 2010
27% 18% 13% 5%
China Mexico Russia US
Global Web Index 6 – November 2011

14. And mobile lets us tap into the
opinions of our 130 friends anywhere
In the BRIC countries accessing
your social networks via mobile is
up 158% over the past 2 years

15. These opinions drive purchase
For opinions on products to buy,
Millennials are more than 3x as
likely than Boomers to turn to social
channels
BazaarVoice Study 2011

16. Not just in B2C but B2B
Senior decision makers
90% 60% Managed social
80% network profile
70%
60% Uploaded
photo online
50%
40%
Watched a
30% video clip
20%
10%
0%
GWI.1
July 2009 GWI.2
Nov 2009 GWI.3
July 2010 GWI.4
Nov 2010 GWI.5
July 2011 GWI.6
Nov 2011
Which of the following have you done online in the past month?
(% of decision makers and senior-decision makers globally, GWI.1 – GWI.6, July 2009 to Nov 2011)
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17. How customers buy,
vote and act is
changing…globally

18. Each of us has our
own “Personal
Message Shield”
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19. What employees
expect is changing

20. Employees expect
social culture
Collaboration
Access to
Leadership
Platform freedom
Blended
Relationships
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21. How are our
business leaders
responding?

22. How have we
socialized our own
enterprise?

23. 60+ years of delivering
remarkable experiences

24. Unlockingleaders
Business the Value is
Hard… in the potential
believe
of social media
And while 69% of
executives report
56% Inc 500 - Social measurable business
Media very important to benefits from Social
business Media…
Just 20% of businesses
received 80% of the
benefits from Social Media
McKinsey Study 2009
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25. It Requires Change
Moving marketing and communications to an owned, earned, paid
model…
Increasing collaboration between marketing, communications, legal, HR
and customer service…
Putting a value on customer and stakeholder advocacy, not just sales…
Preparing employees as ambassadors, not just, as a workforce…
Integrating Social Media across the business
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26. 26

27. Fully integrated A global shift calls for Social Business
solutions for a new the largest network of Solutions can drive
customer/stakeholder Social Media strategists customer and internal
journey value across the
enterprise
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28. The 7 Solutions that
Deliver Business Value
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29. We deliver remarkable
experiences and
relationships that inspire
advocacy, action and
business results

30. How has social
media changed
leadership?

31. How have you
socialized your
own enterprise?

32. Connect with me
John Bell
Global Managing Director | Social@Ogilvy
john.bell@ogilvy.com
Social for Brands site:
Social.ogilvy.com
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