13 February 2012
Mike Fox, director of global vertical marketing at Facebook, kicked off the panel with some tips for how to move marketing and communications efforts toward the concept of Social by Design. According to Fox, all brands must build their presence from the ground up, keep it simple, put friends at the center of their messaging and scale, scale, scale.
He also mapped out four 'dimensions' for social marketing impact, namely connect, engage, influence and integrate.
The panelists downplayed the importance of apps, saying that most brands are lucky to get 2% of their fan bases engaging with apps. Of course, this doesn't mean brands should shy away from developing applications for the platform, but rather, brands should focus on who they're looking to engage and ensure they are engaging the right people.
Two other points that really resonated for me:
1. Brands must have an 'always-on' strategy as well as a campaign-based strategy. It's not one of the other.
2. Planning a social media strategy in silos (consulting, creative, build) will inhibit brands from reaching the continuum of Social by Design.
Of course, we wouldn't be at a Facebook event in Asia if someone didn't ask about China. According to the panelists, it's a 'non-goal' for now, meaning it will be a while before Facebook can enter China in a meaningful way while still staying true to the platform.
And last, but not least, a preview for what's to come on mobile! Well, not exactly, but a hint that the platform is reorienting itself around mobile with an experience that will begin to reward behaviors coming soon.
All in all, I wish we had more time. Just as the questions started going, our hour was up and it was off to the next event of Social Media Week. It's always reassuring to hear 'straight from the horse's mouth,' and I look forward to seeing more growth on Facebook here in Asia!
01 February 2012
As Facebook pointed out during a panel this afternoon in Hong Kong, the first stage for many businesses is one of experimentation, setting benchmarks and seeing what's possible. In other words, it's the 'social media' stage.
Next, comes the 'social marketing stage' - one in which benchmarks are set and brands begin to grow in their sophistication on the platform, potentially branching beyond just page management to leverage the platform in new ways, such as through apps and Facebook Ads.
Several brands, however, are one step further. It's the stage of 'social business.' That's the stage in which social has made its way to the heart of the enterprise, having permeated not only through marketing communications, but through all other departments.
This is what Social@Ogilvy is all about - bringing social media beyond marketing communications to enable sales, facilitate customer care, and impact CRM. It's something Ogilvy has been doing for a long time, but for the first time today, we are calling it by an official name.
Interested in learning more? Connect with Social@Ogilvy online in the following places...
22 October 2011
Facebook recently hosted a Creative Garage at Ogilvy Hong Kong, providing us the opportunity to 'hack' multiple live client briefs with the best and brightest. The preface was simple: before coming up with a big idea or creative concept, think of what user behaviors you might leverage. In other words, what are people already doing online in a social context that might work for your brand or campaign?
18 April 2011
Working at an agency is not about fame or glory; we're always behind the scenes. When fantastic work is recognized, however, it's nice to celebrate our accomplishments.
On Sunday, The Holmes Report named Ogilvy Public Relations Worldwide "Digital Consultancy of the Year." From the report:
With 1,000 people across 38 offices in 16 countries, Ogilvy remains by far the dominant player in the Asia-Pacific market, by most measures twice the size of its closest competitors. That makes it difficult to maintain the same rate of growth as smaller agencies, but one reason Ogilvy continues to expand is a commitment to innovation, underscored by the rapid development of its digital influence business, which more than doubled in size last year.
Top quality digital and social media work is supplemented by a commitment to thought leadership. Regional practice leader Thomas Crampton maintains one of the best blogs in the region, and is a frequent speaker at local events, and the firm has produced Asia-specific content focused on the growing importance of digital and social media in the region
Key additions in 2010 included a trio of digital leaders—Tim Ho, Xie Qing, and Andrea Fenn—in markets across the region, ensuring that digital and social media elements are seamless integrated into local programming.
Congratulations to the Asia-Pacific 360 Digital Influence team! This is an award well-deserved.
10 March 2011
The demand for digital continues to grow at an amazing rate, in nearly every region of the world. I am honored to join Thomas Crampton, Scott McBride and John Stauffer in APAC and can't wait to meet the rest of my new colleagues from halfway around the world. Here's a glimpse of the social media equivalents I'll be working with in China (thank you, Thomas!).
To all of the wonderful colleagues, bloggers, companies and clients I've worked with in the U.S. - please keep in touch! Though I am sad to leave San Francisco, I look forward to the challenges and learning opportunities that lie ahead :)