.@Ogilvy Dominates Social Share-of-Voice at #CannesLions #OgilvyCannes

4 Quick Thoughts

1. Real-time content consists of planned content and reactive content.

For @Ogilvy at #CannesLions, we followed a 60/40 rule. 60% of our published content was planned (as in we knew what we were going to cover and prepared to do so as a magazine would), 40% was reactive (e.g., publishing #CannesLions' first GIF after Twitter launched the product to users, award shows, live tweets, etc.).

Our Worldwide Editorial Director & Editor-in-Chief for Ogilvy & Mather, Jeremy Katz (@Fleditor), spearheaded the 60% (planned content). The atmosphere was similar to a newsroom. His team was assigned to panels, they reported on them in a quick pace, and graphics/infographics were created for each (so they could live on SlideShare, as well as Twitter/Facebook). Simple to say, not so simple to execute as there are a lot of moving parts. Nevertheless, his methods are key.

Example: Day 6 Recap Deck by Jeremy Katz

2. Our KPI was retweets on Twitter. We measured engagement by sharing.

When we start to include other metrics, we tend to lose sight of the truth behind the content. That truth is - the content is either shareable or it's not. The most effective way to optimize in real-time is to cut right to it and adapt quickly. The only way to do this is to be honest with yourself. If content is working, we pushed it. If it wasn't, we didn't and we adapted in real-time based on what was actually happening, not what we wanted to happen. This is called social self-awareness.

We also remained honest by making our efforts public. BuzzRadar kindly shared their dashboard with us and we displayed it not only in our headquarters in #CannesLions but throughout our offices around the world. If we slipped on share-of-voice at any time, our network of over 18k employees worldwide could see. If you put yourself in a position where the pressure is on, you'll often rise up to the occasion.

3. Personalization

Last year we dominated share-of-voice at Cannes but this year was different (2013 O&M Social Impact Report at #CannesLions). Our Worldwide Chief Creative Officer, @ThamKhaiMeng, who represents the fun, creative & inspiring personality of Ogilvy made a significant impact on Twitter this year. He was the most mentioned speaker at #CannesLions. Unlike other speakers who tweeted a day or two before their panel and the day of, @ThamKhaiMeng continued tweeting regularly as he typically does. It was authentic and held true to his previous behavior on Twitter.

The point is: A good social program is built through every day content and when a big event comes around, you just turn up the heat but slowly. This means you need to pre-game an event. You need to prepare the community for what's next. It's real life social storytelling.

4. 5 quick tips on tweeting from an event

Special thanks to Lauren Crampsie (@LCrampsie), CMO, O&M, and Nikolaj Birjukow (@nikbirjukow), Worldwide Managing Director of Marketing, O&M, for their strategy and support.