Exploring new ways to connect with your customers

Facebook, Twitter, LinkedIn, YouTube, Flickr, Bebo, Wikipedia…the list that covers so-called ‘Social Media’ seems to be growing everyday. We’re using it, we’re talking about it, we’re being bombarded with social media stories everywhere.

And our customers are spending a lot of their time on social websites; in fact a study by Nielsen found that one in every six minutes is spent on a social site! So what more can be said? We think a lot!

Rory Sutherland, IPA president and Vice Chairman of Ogilvy Group UK and John Bell, Managing director of Ogilvy WW 360 digital influence team and President of WOMMA (Word of Mouth Marketing Association), together with invited partners will be sharing their insights and experience on the 29th September at the Ogilvy office in Canary Wharf from 1.30pm.

We’ll also be putting on an expo of some of the most established social media companies, allowing you to explore how their solutions can be of value to your brand. Our exhibitors will be available from 9.30am. We are holding an hour’s session in the morning where we have several partners available to discuss Communities in more detail.

Afterwards, you and your clients will be able to meet Kenneth Roman, the former global chairman and CEO of Ogilvy. Ken will be signing copies of his acclaimed biography of David Ogilvy, The King of Madison Avenue. More details on this in due course.

Speakers

Please note: Social Media and CRM guest speakers will start from 1.30pm.

Jonathan Bell @ Ogilvy

John heads up the global 360° Digital Influence team - Ogilvy PR’s latest interactive discipline designed to manage brands in an era when anyone can be an influencer and we are all influenced in new ways. It connects our brand-building PR expertise with insider’s knowledge of new digital trends. This team of Digital Influence Strategists uses the power of personal media and technology and social innovations to create a comprehensive approach to all things interactive. He has developed strategy and executed award-winning programs for clients including BP, Intel, Johnson & Johnson, and Lenovo.
He created the first Interactive Advertisement for American Express during that ITV trial. John went on to form Media Circus Interactive Advertising in New York during the 1990’s. He found effective ways to use CD-ROMs including designing the first interactive advertisement on Launch, then a CD-ROM zine, for Sony Electronics. He also created the first I-Spy CD-ROM for Scholastic extending the brand into the electronic space and pushing the limits of what an interactive experience could be. At the same time the Internet was exploding. He designed and built complicated transaction sites like Gateway Computers ecommerce site and wild experiments like MTV’s Web service that connected “stringers” all across the country reporting on the music scene in their community (sound a bit like blogging? It should and the year was 1995).
Where did he get his schooling? John graduated from the University of Pennsylvania with a Bachelor of Arts in European history and a minor in communications spending a lot of time at the Annenberg School of Communications.

Simon Mclcahy @ SalesForce

Simon Mulcahy was until very recently Head of the IT Industry group at the World Economic Forum. He has spent the last five years building relationships with CEOs of the leading IT companies globally, as well as leading strategists, government leaders, NGO experts and independent experts.He has developed numerous global knowledge networks around innovation, green technology, ICT in Financial services, technology for development, education, and eHealth. Simon has lead many multi-stakeholder programmes to further progress in these areas through spreading greater understanding, piloting projects on the ground and generating broad senior-level buy-in.He recently completed a World Economic Forum programme to bring together 100 of the leading global experts on innovation to explore innovation clusters, innovation talent and collaborative innovation. This “Innovation 100″ programme has received much praise.
In January 2008, 45 of the leading IT & Telecoms CEOs unanimously approved a whitepaper he wrote on “the role of ICT in climate change mitigation”.Prior to this, he ran numerous projects including “IT Access for Everyone” which brought together a consortium of 11 IT global technology companies, including VPs from Accenture, AMD, Cisco, Dell, Intel & Philips on highly successful Digital Divide programme. He has been involved in many scenario projects, and directed the “Technology & Innovation in Financial Services” scenario project, partnering with Accenture. Simon has recently joined Salesforce.com as Senior Director, Enterprise Strategy. He is convinced that the pace of technological change is accelerating faster than the capacity for most people to understand and react to it. Success will forever more be determined by the capacity for leaders to create flexibility and inspire dynamic change within their organisations.

Salesforce.com is the market and technology leader in Software-as-a-Service (SaaS) and Platform-as-a-Service (PaaS). The company's portfolio of SaaS applications, including its award-winning CRM, available at http://www.salesforce.com/eu/products/, has revolutionised the ways that customers manage and share business information over the Internet. The company’s Force.com PaaS enables customers, developers and partners to build powerful on-demand applications that deliver the benefits of multi-tenancy across the enterprise. Applications built on the Force.com platform, available at http://www.force.com/eu/, can be easily shared, exchanged and installed with a few simple clicks via salesforce.com's AppExchange marketplace available at http://www.salesforce.com/appexchange/

Peter Friedman @ LiveWorld

Peter founded LiveWorld, Inc. in April 1996. With 20 years experience in the executive offices of Fortune 500 companies, he connects strategic and operating strategies, as well as financial metrics, to community strategy. Peter sets the LiveWorld vision and directs overall operations. He is an executive sponsor for several of LiveWorld's major accounts, working with clients to define how our services will directly support the client's business objectives, as well as developing creative concepts for the programs. He is one of the few Internet executives to have launched and managed multiple online services on a global scale. His background is an unusual mix of creative, business, entrepreneurial, and corporate, but has always focused on bringing people together in successful collaboration. Prior to founding LiveWorld, Inc., he was the vice president and general manager of Apple Computer's Internet/Online Services business unit. He oversaw the creation, launch, and growth of Apple's online services, including AppleLink, Apple's global online loyalty marketing and customer support community service, and eWorld, a consumer service based on AOL technology and Internet services such as Salon. During his 12-year tenure at Apple, his responsibilities also included managing Business Systems Marketing and product line management in Apple's Macintosh division.

Peter holds a Bachelors degree in American History from Brown University, and a Master's in Business Administration from The Harvard Business School.

Alan Ault @ WaveMetrix

Alan is an expert in understanding social media. He was the first employee at WaveMetrix and was pivotal in developing their innovative methodology for understand and measuring social media. Alan also has a wealth of experience gained in a variety of senior roles in leading technology companies. Prior to joining WaveMetrix, Alan was responsible for redefining company strategy and positioning at 2helix, a leading specialist telecom consultancy. The provision of a simple, clear and consistent strategy led to 2helix’ acquisition by ACE*COMM in March 2005. Before 2helix, Alan acted as General Manager, EMEA for SOTAS, a leading data analytics company where he was responsible for delivering complex pan-European analytic solutions. Alan has also held senior roles at Alcatel and AT&T.
WaveMetrix is the global leader in buzz research. We are the only major social media monitoring company to not just capture buzz, but actually read it. Our analysts read, interpret and code every customer comment, in any language, from any social media. Founded in 2003 we work with many of the world’s leading brands. Our clients choose us because we don’t just measure; we help them understand.

Rory Sutherland @ Ogilvy

Born in Usk, Monmouthshire in 1965, Rory read Classics at Christ’s College, Cambridge, before joining Ogilvy as a Graduate Trainee in 1988. After 18 months spent as the world’s worst account handler (as a desperate remedial measure he was once booked onto a time management course, but got the date wrong) Rory became a copywriter in June 1990.
He has worked on Amex, BT, Compaq, Microsoft, IBM, BUPA, easyJet, Unilever, winning a few awards along the way. He was appointed Creative Director of OgilvyOne in 1997 and ECD in 1998. In 2005 he was appointed Vice Chairman on the Ogilvy Group in the UK in recognition of his improved timekeeping.

By an amazing stroke of luck (his brother is an academic) Rory first used the Internet in 1987. Hence he had the advantage in 1994 of knowing what it was and what it might do a few years ahead of many colleagues. Most people would have combined this knowledge of marketing and technology to make a fortune; not Rory. Instead he became the first Briton to have his credit card details stolen online, thereby losing £22.45.

In his spare time, Rory collects self-aggrandising job titles. He was President of the Direct Jury at Cannes in 2007, and was elected President of the Institute of Practitioners in Advertising in 2009. He is also the Technology Correspondent of the Spectator, the world’s oldest English language magazine. At quiet moments in the proceedings over the next few days you may like to pay a furtive visit to his blog at http://snipr.com/da9bq

Rory is married with twin daughters of 7 (Hetty and Millie) and lives in the former home of Napoleon III in Brasted in Kent. Unfortunately in the attic.

Exhibitors

Agenda

Social media in plain eglish

Location

SUMMARY & PRESENTATIONS

On 29 September, 150 Ogilvy clients, colleagues and partners gathered to discuss the growing power that social media plays in connecting to and building relationships with customers.

We framed the day's presentation with CRM in the Social Age: How OgilvyOne helps clients connect with customers. Brian Jensen @ OgilvyOne identified four key practices in social media, each of which was expanded upon by leading industry experts:

Listen for insights from conversations that drive engagement Alan Ault @ Wavemetix demonstrated how listening is the first step, how your customers are having conversations about you whether or not you're listening, and that companies can start small and then scale their listening for maximum insight. The ability to tap into the biggest real time focus group - whatever you marketing purpose - is available at your fingertips.

Participate with customers in authentic conversations Simon Mulcahy @ Salesforce.com showed how companies are using social media to create communities for customer conversations, and participate in existing customer conversations about products and services in social media as well as activating these ideas on branded platforms like dellideastorm.com. More than providing companies with insight this active listening approach can build customer relationships, loyalty and positive word of mouth.

Activate influence in and outside of your customer set. Keynote Speaker John Bell @ Ogilvy 360 Digital Influence introduced Social Influencer Relationship Management. Social IRM starts with identifying who are the key influencers for on-line conversations in your category and then leverage the principals of CRM to engage and build genuine, strong, long-term relationships with them that benefit the brand and the influencer group.

Engage communities with brand value exchange wherever they gather. Peter Friedman @ LiveWorld showed how companies can develop engaging communities on their own site or in social media, and turn these into real destinations for consumers to build customer and business value facilitated by the brand.

To demonstrate how one of our client's are using social media to transform relationships, Brooke Molinaroli @ BT introduced us to BTCare on Twitter, 'their helpdesk in real-time on steroids' which is proactively find customers needing help and support. (No longer available for download)

Rory Sutherland @ Ogilvy closed the session by reminding us that the power of social was the opportunity to connect or service our customers in real-time (the most powerful context) and that money isn't the only currency of value exchange.

Thank you to everyone involved in making the day a great success.

Have any feedback? Join the conversation @Ogilvysocial. Interested in any of the capabilities mentioned above speak with your Ogilvy contact or e-mail chris.slough@ogilvy.com