Building, Motivating and Managing Your Digital Dream Team

Prepared by: Gemma CravenOctober 14, 2013

1. The Current Digital Team

1. Emerging Areas / Roles

2. The Team Of The Future

Building Your Digital Dream Team

The Current Digital Team

The Social Customer

Responsive

Committed Trustworthy

Open

The Social Brand

The Social (Media) Marketer

…it must be integrated around the customer journey

Too often social is called a “channel” by marketers…

…we must focus on earning attention, advocacy and action

Or obsess about creating some content novelty to trigger an avalanche of sharing…

…we should be always building a relationship

Or are trapped in transactional campaign thinking

An Integrated Planning Approach

Create LearnDrive

KnowListenDefine

Business ambition

Social Brand Print

Social Advertising

Content Syndication

Digital Media Relations

PerformanceMeasurement

Optimization

Social Experience

Community Management

Influencer Management

Content Activation

Social Insight

Search & Behavior Insight

Aligning The Talent To Support

8

The Big 5 For Marketers

Facebook•Mobile first: ongoing strategy to entice developers to incorporate Facebook hooks into their apps (Parse). Android partnership – Facebook Home•Paid is king: increased volumes of paid, questions around effectiveness have led to streamlining•Graph Search: yet to reach full potential for brands•Audience segmentation: who are my followers? •Customer service = budget related: bigger spending brands are the well supported ones

Campaign execution/optimization

Strategy development

Listening/research

POVs - knowledge of social/digital space

Social / Digital Strategist

Community content amplification

Native advertising

Media partnerships

Responsive ad placement

TwitterPaid Media Strategist

TumblrSocial Analytics/Measurement

KPIs

Insights & reporting

Data strategy

Benchmarking

Real time marketing

Community content

Integrated planning

Content development

Content Strategist

What Works & What Does Not

New Roles – The Emerging Talent Need

The Community Director

YouTubePlatform Partnerships / Co-innovation

Understanding Mobility & UX

Big Scale Experience Planning

The Team of The Future

Team Of The Future

Social Business

Consultancy

Social Analytics Center of

Excellence

Social Community /

Strategy Center of

Excellence

Innovation & Experience

Design

New business

Client teams

Industry presence

Contextual AwarenessDesign

• IMAGE OF NESTLE DAT• VOICE OVER ON WHAT IT IS

Case example ≈

Digital Acceleration for Brands

Sector Platform Specialists

Gemma Craven

Email: gemma.craven@ogilvy.comTwitter: @gemsieLinkedin: linkedin.com/gemsiecraven

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