A point of view on real time content strategy informed by cultural insights. This point of view was developed with as a collaborative effort across a group of smart folks on the Ogilvywest team. (Colin Drummond, Dan Burrier and Matt Ross)

1. BRANDS AS
PUBLISHERS:FROM 360
DEGREES TO 365 DAYS
Dirk Shaw
SVP Digital
Ogilvy

2. THE NEW
CULTURAL
REALITY
EVERYONE CAN CREATE MEDIA FASTER, BETTER
AND LESS EXPENSIVELY
USING TECHNOLOGY
2

3. SPEED, AGILITY AND
TOPICALITY WILL BE KEY TO
OVERCOMING INFO
OVERLOAD
WE NOW GENERATE AS MUCH INFORMATION EVERY TWO DAYS AS
WAS GENERATED FROM THE BEGINNING OF TIME TO 2003
– ERIC SCHMIDT, FORMER CEO, GOOGLE
3

4. BEHAVING AT THE
SPEED OF CULTURE
Staleness is the enemy of relevance
It s all about living and leading in the moment
4

5. YOU CANNOT BECOME PART OF THE
CULTURAL CONVERSATION ON THE BACK
OF BRAND GENERATED CONTENT ALONE.
CONTENT TYPE BRAND USER INFLUENCER
Utility Comments
REAL TIME Video Reviews
SEO Mobile apps
Interview
Social Content Discussions
Banner
REGIONAL Article
Info-Graphics
Rich media Photo’s
Curated
Interactive Social mentions
PLANNED
Games

6. the industry has begun experimenting:
THINKING 365 NOT 360
IKEA Holland rolling out 365 ads in 365 days
6

7. the industry has begun experimenting:
USER GENERATED STORIES
7

8. the industry has begun experimenting:
CONSUMER EDUCATION
It s important for us to get this right, because the whole path to
purchase is changing. In the past it was a relatively simple cycle:
we d generate demand on TV and in print and then drive sales. Now,
consumers research online first, and there is a new first moment of
truth. So we have to think about how we insert ourselves into that
consumer education. Marc Speichert, chief marketing officer of
L Oreal USA
8

9. the industry has begun experimenting:
LIVE ENTERTAINMENT
9

10. A
NEW
team
is
required
REAL-TIME
CONTENT CONVERSATIO
CREATION + N EXPERTS
PRODUCTION
Copywriters, art directors, journalists, bloggers, PR experts, social media strategists, digital
videographers, photographers, storytellers, editors, influence analysts, conversation/sentiment
subject-matter experts, producers trackers
Team
Composition
LEGAL +
BUSINESS
AFFAIRS
DIGITAL
INFRASTRUCTURE
BROADCAST +
Digital producers, web and app developers, EMERGING MEDIA
production artists, experience/UX strategists EXPERTS
10

11. five
core behaviors
Own in-the-moment cultural insight
Operate in perpetual beta
Blend creativity with speed and precision
Treat everything as media
Add value to the conversation
11

12. THANK YOU
Find me on Twitter: @dirkmshaw
Read our blog: http://blog.ogilvypr.com/