Upload
adam-kornblum
View
104
Download
1
Embed Size (px)
DESCRIPTION
Citation preview
Impact Report for Social@Ogilvy at Social Media Week 2013
Adam Kornblum | Social Business Producer March 2013
2
• SMW had 22% more attendees this year than South By Southwest Interactive (SXSWi)*
– SMW had over 30,000 attendees
– SXSWi had over 24,500 attendees
• Social Media Week (SMW) is a worldwide event exploring the social, cultural, and economic impact of social media
• In just under five (5) years, SMW has experienced rapid growth
– 100,000 members+
– 26 cities around the world
3
• 473% growth on Twitter impressions over previous year
• 4,556% growth on shareable content on Facebook over previous year
• Surpassed all key metrics on social media and share of voice from 2012 with just 25% of the resources
Social@Ogilvy became the most talked about agency with year-on-year growth of Twitter mentions of 475%
Social@Ogilvy was featured in:
We spoke alongside our brands:
“#SMWOgilvy was the MOST used of all individual SMW event [Twitter] hashtags for the 1,000 events around the world.”
Ben Scheim, Director, Social Media Week
PARIS
NEW YORK
SINGAPORE
WASHINGTON
6
• 86% growth in Traditional PR placements from the previous year
• Placements expanded into the advertising industry (e.g., Adweek and Advertising Week) and even further into some of the largest and most respected online marketing publications in the world (e.g., Mashable, The Next Web, Inc.)
Volume of traditional PR placements among key influencers on the world’s largest online publications grew by 86% from the previous year.
2012 2013 2012 vs. 2013 % Change
KPI
Volume of traditional PR placements among
key influencers for Social@Ogilvy and Social Media Week
7 12 +86%
7
Verbatims of influencer placements:
Website data from Compete.com
Unique Monthly Visitors: 226,974 Unique Monthly Visitors: 726,169
Unique Monthly Visitors: 138,725
8
Verbatims of influencer placements:
Website data from Compete.com Advertising Week is self claimed
Unique Monthly Visitors: 2,968,504
Unique Monthly Visitors: 600,000
Unique Monthly Visitors: N/A
"The Community Manager post [from Social Media Week] did exceptionally well… 30,000+ visits in a very short time. Well done.” – Doug Zanger, Marketing Director, Advertising Week
9
The @SocialOgilvy Twitter handle provided real-time coverage of Social Media Week with great results
2012 2013 2012 vs. 2013 % Change
KPI
Reach/Impressions 2.6 million 14.9 million +473%
Diagnostic Metrics
Total # of tweet mentions of
#SMWOgilvy 235 4,780 +1,934%
Total # of Twitter users who tweeted 128 1,802 +1,308%
Twitter data is based on the designated hashtag #SMWOgilvy
10
Trending hashtags exhibit the most breaking news and most popular conversations on Twitter.
Three of Social@Ogilvy’s events have gone Trending on Twitter.
• Social Media Matters 2012
• WOMMAChat 2012
• Social Media Week 2013
Social@Ogilvy’s Social Media Week hashtag went Trending on Twitter in the United States.
11
Social Media Matters was the second Ogilvy & Mather event to go “Trending” on Twitter after Social Media Week 2012. It had an incredible speaker turnout from executives at Google, Facebook, Twitter, LinkedIn, WPP’s CEO Sir Martin Sorrell, and many more.
In total, the designated Social Media Week hashtag #SMWOgilvy received 14.9 million impressions from 4,780 tweets by 1,802 users. #SMWOgilvy outperformed even Social Media Matters, on Twitter with 35% more impressions, and 203% more users.
How Social Media Week compared to other successful O&M events, such as Social Media Matters on Twitter.
12
Our visual content strategy strongly impacted Twitter conversation. Most retweeted tweet by Social@Ogilvy in the past six months with 110 retweets To put this into perspective, Ad Age’s most retweeted tweet in the past six months had 247 retweets.
Offline transmits to online. Tumblr’s CEO took this picture of a poster that was set up at O&M NY’s theater. Tumblr’s Twitter handle tweeted it.
13
Panels were streamed live and stored online for those who could not attend in person, or wanted to learn more after the event.
Online views of Livestream’s key panel grew by 384% from the previous year.
2012 2013 2012 vs. 2013 % Change
KPI - Online
Total # of viewers on
livestream for keynote/ key panel
325 1,573 +384%
KPI - Offline
Total # of registered
attendees for keynote/ key panel
125 216 +73%
14
Social.Ogilvy.com’s Unique Monthly Visitors grew by 79% in February.
2012 2013 2012 vs. 2013 % Change
KPI
Unique Monthly Visitors (UMVs) 6,569 11,777 +79%
Diagnostic Metrics
Total # of blog posts featuring Social Media Week
content 9 13 +44%
15
Visual content drove 4,200 clicks to registration and Livestream.
Tracked through bitly links.
16
Shareable Social Media Week content on Facebook increased by 4,556% from the previous year.
2012 2013 2012 vs. 2013 % Change
KPI
Lifetime Total Reach/Impressions 16,321 111,002 +580%
Diagnostic Metrics
Total # of Facebook posts 16 14 -13%
Total # of Likes 151 2,091 +1,285%
Total # of shares 41 1,909 +4,556%
Total # of comments 6 81 +1,250%
17
Social@Ogilvy launched its Pinterest page in 2013 to collect the top Infographics from around the Web. We used the platform to amplify our Social Media Week Infographics. It drove 22,239 impressions.
2012 2013
KPI
Impressions N/A 22,239
Diagnostic Metrics
Total # of pins N/A 9
18
Thought leadership presentation was published on SlideShare and was featured on their home page. It received over 5,000 views, and Advertising Week shared it.
19
Event Title
A Conversation with David Karp: Brands Connecting Inside the Index of Passions
Brand Participants
The Rise of the New Community Manager
Panels and brand participants
20
Event Title
The Live Google+ Jam with Caterpillar: How to exploit Google+ to its Fullest
Brand Participants
The Gif That Keeps on Giving
Panels and brand participants:
21
Event Title Marketing Without Words
Brand Participants
Panels and brand participants:
22
Event Title
Contextual Awareness: What is the Future of Social Intelligence
Brand Participants
Ping My Ride: How Mobile Apps Transform Urban Living
Panels and brand participants:
Gallery
PARIS – Web Local vs. Global
NEW YORK – Social Commerce
NEW YORK – Contextual Awareness
NEW YORK – Contextual Awareness
NEW YORK – David Karp, Tumblr
NEW YORK
NEW YORK
WASHINGTON
WASHINGTON