A talk by James Whatley and Rebecca Williams for Ogilvy UK @ Social Media Week London 2015.

1. #OgilvySMW
JAMES WHATLEY &
REBECCA WILLIAMS
A series of provocative
statements (and all the
dragons that await
therein)
16/09/15

2. #OgilvySMW
PROVOCATIVE
STATEMENT:
SOMETHING TO MAKE
YOU THINK (AND
HOPEFULLY ACT)
DIFFERENTLY
@Whatleydude / @Beckie_Williams / #SMWLDN

3. #OgilvySMW
DRAGON:
THE DARK AND SCARY
IMPLICATION/S THAT
COME WITH IT
@Whatleydude / @Beckie_Williams / #SMWLDN

4. #OgilvySMW
NOW THAT’S OUT OF THE
WAY…
@Whatleydude / @Beckie_Williams / #SMWLDN

5. #OgilvySMW
PROVOCATIVE
STATEMENT I
@Whatleydude / @Beckie_Williams / #SMWLDN

6. #OgilvySMW
SOCIAL CONTENT IS THE
NEW VIRAL VIDEO
@Whatleydude / @Beckie_Williams / #SMWLDN

7. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN

8. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
WHAT ABOUT WHEN A
CLIENT ASKS FOR
SOCIAL CONTENT?

9. #OgilvySMW
PROVOCATIVE
STATEMENT II
@Whatleydude / @Beckie_Williams / #SMWLDN

10. #OgilvySMW
NO ONE CARES ABOUT
YOUR HASHTAG
@Whatleydude / @Beckie_Williams / #SMWLDN

11. #OgilvySMW
NO ONE CARES ABOUT
YOUR HASHTAG
@Whatleydude / @Beckie_Williams / #SMWLDN

12. #OgilvySMW
NO ONE CARES ABOUT
YOUR HASHTAG
@Whatleydude / @Beckie_Williams / #SMWLDN

13. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN

14. #OgilvySMW
IF SOCIAL CAMPAIGNS
ARE BARELY DELIVERING
ANY ROI, THEN WHAT AM I
BEING PAID FOR?
@Whatleydude / @Beckie_Williams / #SMWLDN

15. #OgilvySMW
NO ONE CARES ABOUT
YOUR HASHTAG
@Whatleydude / @Beckie_Williams / #SMWLDN

16. #OgilvySMW
NO ONE CARES ABOUT
YOUR (campaign)
HASHTAG*
*unless the content attached to it is really quite genuinely awesome and you really
have given people something to talk about. REALLY.
@Whatleydude / @Beckie_Williams / #SMWLDN

17. #OgilvySMW
PROVOCATIVE
STATEMENT III
@Whatleydude / @Beckie_Williams / #SMWLDN

18. #OgilvySMW
OWNING THE MOMENT
IS IMPOSSIBLE
@Whatleydude / @Beckie_Williams / #SMWLDN

19. #OgilvySMW
THINGS YOU CAN GOOGLE:
- ‘MARK RITSON OREO’
- ‘JAMES WHATLEY VIZIER’
- ‘JAMES WHATLEY, GOOD BAD UGLY’
- TIVES.TUMBLR.COM (#OTM)
@Whatleydude / @Beckie_Williams / #SMWLDN

20. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN

21. #OgilvySMW
OWNING THE MOMENT
IS IMPOSSIBLE
@Whatleydude / @Beckie_Williams / #SMWLDN

22. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
WHAT THE HELL ARE
WE ALL DOING
SUGGESTING
WE TRY AND
OWN THE
SODDING
MOMENT?

23. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
“The Twitter calendar of really
useful dates that might be
relevant to the brand that you
work on [but please consider
each one carefully and really
think about whether or not
you should actually get
involved]” ™

24. #OgilvySMW
OWNING THE MOMENT
IS IMPOSSIBLE
@Whatleydude / @Beckie_Williams / #SMWLDN

25. #OgilvySMW
OWNING THE MOMENT
IS IMPOSSIBLE
@Whatleydude / @Beckie_Williams / #SMWLDN

26. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
STRATEGY
RELEVANCE
x EFFORT =
GOOD
REACTIVE
PLANNING

27. #OgilvySMW
OWNING THE MOMENT
IS IMPOSSIBLE
@Whatleydude / @Beckie_Williams / #SMWLDN

28. #OgilvySMW @Whatleydude / @Beckie_Williams / #SMWLDN
OWNING THE MOMENT IS
IMPOSSIBLE A REALLY
CRAP WAY TO DESCRIBE
PLANNED REACTIVE
ACTIVATIONS SO PLEASE
STOP USING THE TERM

29. #OgilvySMW
PROVOCATIVE
STATEMENT IV
@Whatleydude / @Beckie_Williams / #SMWLDN

30. #OgilvySMW
YOUR AUDIENCE IS
MADE UP OF LYING
STRANGERS
@Whatleydude / @Beckie_Williams / #SMWLDN

31. #OgilvySMW
YOUR AUDIENCE
ISN’T WHO THEY
TELL YOU THEY ARE
@Whatleydude / @Beckie_Williams / #SMWLDN

32. #OgilvySMW
THEN WHAT’S
THE BLOODY POINT?
@Whatleydude / @Beckie_Williams / #SMWLDN

33. #OgilvySMW
‘On Instagram people present or
engage with almost entirely
fictitious lifestyles that don’t
necessarily reflect anything like
they would really buy or do in real
life.’
- Rebecca Williams
@Whatleydude / @Beckie_Williams / #SMWLDN

34. #OgilvySMW
“Consumers don’t think how they
feel. They don’t say what they think
and they don’t do what they say”
@Whatleydude / @Beckie_Williams / #SMWLDN

35. #OgilvySMW
“Consumers don’t think how they
feel. They don’t say what they think
and they don’t do what they say”
– David Ogilvy
@Whatleydude / @Beckie_Williams / #SMWLDN

36. #OgilvySMW
THEN WHAT’S
THE BLOODY POINT?
@Whatleydude / @Beckie_Williams / #SMWLDN

37. #OgilvySMW
THEN WHAT’S
THE BLOODY POINT?
YOU’RE OK, YOU
JUST NEED TO KNOW
THE LIES YOUR
AUDIENCE TELLS
YOU
@Whatleydude / @Beckie_Williams / #SMWLDN

38. #OgilvySMW
THIS ALL ADDS UP TO
ONE MAJOR THING
ABOUT OUR INDUSTRY
@Whatleydude / @Beckie_Williams / #SMWLDN

39. #OgilvySMW
PROVOCATIVE
STATEMENT V
@Whatleydude / @Beckie_Williams / #SMWLDN

40. #OgilvySMW
EVERYTHING
IS AWFUL
@Whatleydude / @Beckie_Williams / #SMWLDN

41. #OgilvySMW
EVERYTHING
IS AWFUL
@Whatleydude / @Beckie_Williams / #SMWLDN

42. #OgilvySMW
ALL IS
NOT LOST
@Whatleydude / @Beckie_Williams / #SMWLDN

43. #OgilvySMW
THIS IS ACTUALLY
AWESOME
@Whatleydude / @Beckie_Williams / #SMWLDN

44. #OgilvySMW
YOU ARE AWESOME
@Whatleydude / @Beckie_Williams / #SMWLDN

45. #OgilvySMW
YOU ARE NOT AWFUL
THANK YOU
@Whatleydude / @Beckie_Williams / #SMWLDN

46. #OgilvySMW
THANK YOU
JAMES WHATLEY &
REBECCA WILLIAMS
A series of provocative
statements (and all the
dragons that await
therein)
16/09/15