Showing posts with label campaign. Show all posts
Showing posts with label campaign. Show all posts

Apr 15, 2010

World’s Greatest Sales Person Campaign of Ogilvy

Posted on Thursday, April 15, 2010 by Hai Le
In order to celebrate the craftsmanship of selling, OgilvyOne created a contest with an objective to sell a red brick. In a branded YouTube channel, future sales experts are able to view the briefing, upload a video and check out other contestants. The price? Become a finalist and Ogilvy will fly you to Cannes to pitch a product. Win the pitch and you’ll receive a three months paid fellowship at Ogilvy and the title World Greatest Salesperson.



Continue reading for more insights in the campaign, opinions and the videos of the campaign.

About the campaign

Agency Ogilvy, famous for its respected founder David Ogilvy, loves to tell the rich story of how a door to door salesperson became the founder of one of the biggest advertisement agencies in the history. To continue this passion for sales, Ogilvy launched nine videos showing a various types of sales techniques. From The Metaphor to The Envy Transfer. My most favorite? The Stat Factor.




YouTube Preview Image

Up until now, the videos didn’t receive that much attention overall. The nine different videos received a total of 35.000 views.
According to Brian Fetherstonhaugh, chairman and chief executive at OgilvyOne in New York Salesmanship has been lost in the pursuit of art or the dazzle of technology. Salesmanship needs to be rekindled in this postrecession environment, as consumers are making more informed and deliberate choices. With the consumer in control, selling is less about intrusion and repetition, and more about engagement and evangelizing.
“The consumer is in control. This means selling is less about intrusion and repetition and more about engagement and evangelizing.”
- Brian Fetherstonhaugh

About the competition

The competition started two weeks ago and received 8 entries up till now, which is an incredible low number compared to the amount of videos uploaded for the Island Reef Job Best Job In The World campaign. An odd comparison? Of course both target audiences can’t be compared, but it does tell something about the effort people are willing to spend on gaining a job via a YouTube video, which requires some research, creativity and effort. Current submissions include semi professional and well thought entries, as well as low quality webcam videos.

Conclusion

In my opinion a great campaign with high potential to gain attention and awareness from both the human resource perspective as a way to tell the story behind Ogilvy. Hopefully Ogilvy will be able to gain more attention to this campaign; it would be a waste if the campaign will end with a low amount of contestants and publicity.
Sources: ThisIsOgilvy.com, NYTimes.
http://www.linkedin.com/companies/ogilvyone

Jan 27, 2010

7 Step B2B Social Media Content Sharing Strategy

Posted on Wednesday, January 27, 2010 by Hai Le

from Social Media B2B by Kipp Bodnar


When it comes to the social web people often spend too much time talking about the applications and not nearly enough about the content that fuels them. Sharing content and information is the currency of the social web, and without content the platforms are useless. So when we think about B2B social media success we obviously need to focus on content. Though we have written many posts on how to create B2B content for the web, today I want to address how to share content.
Before we get to strategy, I have one rule.
The Rule: Don’t only share your content, people don’t care about ONLY your content.
Now with that rule out of the way, let’s talk about developing a strategy and tactics for sharing content on social web. This framework should work for sharing content your business creates as well as other relevant information to those in your industry.

7 Step B2B Social Media Content Sharing Strategy
1. Understand What Is Interesting To The People You Are Trying To Influence – If you are in a B2B marketing department you likely know what you want to tell them about your products. Do you have a clear understanding of what they are interested in in general related to their industry? Do you know what information they need to do their jobs better? In some cases you or a member of your organization will know these answers. If you aren’t sure about the type of content you customers are looking for, then consider trying a few of these approaches:
* Look at popular articles from industry trade publications
* Use Twitter Search for industry keywords to see which links are being shared
* Ask customers what information they look for online
2. Develop A Process To Gather Relevant Information To Share – It is unlikely that your B2B company has a full time social media team member and if you do, they are likely booked solid. This means that spending your entire day looking for information to share isn’t an option. To solve this problem, invest a little time to set up a system that allows you to filter and receive content to share in one place. One of the easiest ways to do this was to set up an RSS reader, such as Google Reader. RSS feeds allow you to get new posts from across the Internet in one place in real-time. You can import RSS feeds from leading industry media outlets as well and feeds from Twitter Search and Google Blog Search results into your selected reader. By doing this you have created one tab in your browse that is jam packed with relevant information to you customers that is ready to share. If RSS readers aren’t your thing, you could always use a real-time search engine like Collecta to help gather information.
3. Preform A Content Distribution Inventory – Take a look at how your business is distributing information online right now. What is missing to properly reach your customers is an e-mail newsletter? Twitter account? Blog? etc. Do you need everything, no. However, content on the social web can get more powerful as more pieces are put into place. Inbound marketing has a lot to do with probability. If you distribute information in 6 ways instead of 3 it is more likely that people will find it.
4. Segment B2B Content By Platform – Once you have a method of gathering content to share and ways to distribute it online, you have to put the two together. For example if you are searching Twitter, it is likely many of those may be retweeted through one or multiple business accounts. While you may pull all of the stats from your feeds and use them for a blog post or SlideShare presentation. The point is that different types of online content serve different purposes. By segmenting content it makes it quicker and easier to share.
5. Set Up Cross-Posting – Repetition is the enemy when it comes to sharing B2B content online. People who share a high frequency of good content online use services to distribute. For example using a service likeTubemogul it is easy to upload a video once and post it to multiple video sharing sites. Another popular servicePosterous can allow you to post a picture to Twitter, Flickr and Facebook all at the same time. Doing research to see what type of platforms can help with your content distribution could not only save time, but insure that opportunities for distribution aren’t missed.
6. Implement Measurement For Each Distribution Method – Measurement is still the painful part of content distribution. Most platforms have their own measurement systems to track views, engagement, etc. This means it is difficult to have one dashboard to look at your measurement for each social platform. Even though spreadsheets can be painful, most services will let you export your measurement information as a .csv file. Doing this would allow you to have one spreadsheet document with measurement data to help compare platforms and demonstrate overall success.
7. Optimize Distribution Timing – Like it or not different segments of people online have different habits. Some people like to check e-mail in the morning and tweet in the late afternoon. So to add a layer of complexity to the process of sharing content, it is important to look at measurement data from step 6 to understand when you need to be sharing. Does this mean you need to actually share it at these times? No. Many tools exist that will let you schedule how you share content online. For example for most blogging platforms have a scheduling feature and services like CoTweet and Hootesuite will allow you do schedule messages on Twitter.
Sharing content buildings credibility and improves all inbound marketing efforts. I hope these steps will help outline a strategy to allow content sharing to be a success for your business. Other content sharing tips that you think should be added?
Related posts:
  1. 7 Steps For Developing A B2B Social Media Marketing Strategy With today’s post we aim to answer the most common...
  2. Optimizing B2B Facebook Content For The New Facebook News Feed B2B companies are now using Facebook as part of...
  3. 20 Ideas For B2B Blog Content To Drive Traffic and Boost SEO We have written about blogs a fair amount on Social...

Related posts brought to you by Yet Another Related Posts Plugin.

Jan 19, 2010

300+ Cases & Examples of Social Media Marketing

Posted on Tuesday, January 19, 2010 by Hai Le


Due to recent Social Media Marketing projects at Ahead of Time we did a screening of relevant Social Media Marketing Campaigns, Cases & Examples. Here is a list of more than 300 companies who are active in the Social Media landscape.
The list was started by Peter Kim and I added a few cases.






Subscribe to: Posts (Atom)