Is the future of advertising social?

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Leo Ryan Group Head of Social@Ogily London

Leo  Ryan  started  in  his  role  as  Group  Head  of  Social  in  January  of  2011.  Prior  to  that  he  had  worked  in  Ogilvy  Public  RelaCons,  London,  as    Strategy  Director  of  the  360°  Digital  Influence  social  media  pracCce.  

Leo  is  a  senior  digital  communicaCons  planner  and  social  media  expert  with  extensive  leadership  and  management  experience.  He  has  worked  exclusively  in  digital  communicaCons  since  1996  in  New  York,  Sydney  and  London  and  has  held  director  level  roles  on  both  agency  and  client  side,  encompassing  commercial,  management  and  planning  roles.  

His  industry  benchmark  sePng  digital  planning  for  the  Sony  BRAVIA  Balls  campaign  in  2005  won  him  Best  Launch  Campaign  and  Best  Consumer  Goods  Campaign  at  the  M&M  Awards  in  2006.  

 

 

In  2006  he  co-­‐founded  RMM  London,  a  digital  planning  consultancy  notable  for  clients  including  Sony  CE  Europe,  Discovery  Channel  EAME,  Buckingham  Palace,  Baileys  and  Johnnie  Walker.  

Previously  he  was  business  director  at  Tonic  Design,  business  development  director  at  Lateral.net,  and  account  director  at  Haymarket  Publishing  as  part  of  the  Motor  Sports  Division.  His  early  industry  years  were  honed  in  New  York  and  Sydney.  

An  industry  thought  leader,  Ryan  has  been  engaged  by  Online  MarkeCng  Show,  Internet  World,  IMM09  Media  Conference,  Contagious  Media  and  AdMap,  among  many  others.    

Leo  is  non-­‐execuCve  director  of  NaConal  Gallery  Company,  the  commercial  arm  of  the  NaConal  Gallery.  He  is  also  a  founding  member  of  the  IAB’s  Social  Media  Council.  

He  holds  a  Bachelor  of  the  Arts  and  Bachelor  of  Architecture  (Hons)  from  the  University  of  Queensland,  Brisbane,  Australia.  

 

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“Is the future of advertising social?”

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“Is the future of advertising social?” "Is the future of paid media earned media?"

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“Is the future of advertising social?” “Is white the new black?”

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'social media' = participatory media; things the audience take part in.

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And 'paid media' = advertising; things put in front of a user, not selected by her

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10 http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643

“The future is already here…

11 http://phatandy.deviantart.com/art/Neuromancer-Chiba-213120643

“The future is already here… It’s just not evenly distributed.”

William Gibson.

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1,000,000

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1,000,000

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1,000,000

160,000 14

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16 16 http://www.facebook.com/business/fmc/guides/reach

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Reach Generator

Owned: Editorial content

(Fan views)

Paid: Advertising

Earned: Virality (Fan

sharing)

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“The future of advertising media is social, uniquely addressable, on demand, participatory and not ready for IPO”

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UGC Video

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BRAVIA-ADVERT.COM 29/11 BRAVIA-ADVERT.COM 02/11 BBC.CO.UK

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Extended edit posted to site / UK&FR TV Campaign breaks

ITV ad breaks

UK Outdoor

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Make it amazing Allow participation Let it evolve

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http://www.freshnetworks.com/blog/2010/12/freshnetworks-social-media-influencers-2010-report-download/

Linkedin 2003 - 2010

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http://static.seekingalpha.com/

Facebook 2004 - 2010

45 Silicon Alley Insider

Twitter 2003 - 2010

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Google + 2010 (16 days)

47 http://benedictgal-lexorandilexcredendi.blogspot.co.uk/2011/04/fulfillment-of-very-good.html

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