social@ogilvy social media week impact report 2013

Impact Report for Social@Ogilvy at Social Media Week 2013

Adam Kornblum | Social Business Producer March 2013

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•  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

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•  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

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•  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%

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Verbatims of influencer placements:

Website data from Compete.com

Unique Monthly Visitors: 226,974 Unique Monthly Visitors: 726,169

Unique Monthly Visitors: 138,725

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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

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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

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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.

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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.

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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.

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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%

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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%

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Visual content drove 4,200 clicks to registration and Livestream.

Tracked through bitly links.

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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%

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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

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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.

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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

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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:

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Event Title Marketing Without Words

Brand Participants

Panels and brand participants:

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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