The Social@Ogilvy Chicago office had the honor of partnering with the Word of Mouth Marketing Association (WOMMA) to co-host a Wine Wednesday event during Social Media Week Chicago at Filini Bar and Restaurant. The evening brought together leading professionals from Northwestern Mutual, CDW, Zipcar, Walgreens and the Kellogg School of Management to name a few. Scroll through pictures from the event below!

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WOMMA Wine Wednesday events are hosted by WOMMA members to connect members with other social media and word of mouth marketing professionals across the country. Learn more about WOMMA here: http://www.womma.org/

Welcome back to Social Digest, the fortnightly round up of all things social, straight from Social@Ogilvy London. This week dive into the iPhone chatter, some brand experimentation, and a few pretty scary GIFs. Take the plunge…

3 THINGS YOU NEED TO KNOW

  • Facebook will factor trending topics and news into its “served to” formula for content. In summary, this will give lower priority to user content, and higher priority to breaking news stories that are receiving high engagement – a step in the direction of the Twitter world.
  • Spotify to bring takeover video ads into the mix (see what I did there?)
  • Views for the top 100 YouTube channels have grown 80% in a year

 

The Big Apple

 

In other news…

  • Blackberry’s upcoming Passport smartphone now has a price tag. I’d imagine anyone with oddly-shaped pockets will now be on the edge of their seats
  • Harrods launches Stiletto Wars – basically Candy Crush for shoes
  • Random, and not really social-related, but in the age of smartwatches, “real-time” and OH NOESSSS IT’S 11.02 AND I WAS MEANT TO BE ON A CALL AT 11.00, I really love the concept of the watch that tries to get you to stop counting the minutes. This is Slow

 

Just for fun

  • Bad fan art. My favourite was Nick Cage, until I saw David Schwimmer and was instantly reminded of this.
  • And finally, this squirrel just became the king of the photobomb

 

Worth a Watch

  • This guy played 99 Red Balloons using JUST RED BALLOONS
 

Infographic of the Fortnight

The life of Steve Jobs

 

Vine of the Fortnight

Just a plane wrapper

 

GIF of the Fortnight

Here’s looking at you, kid

Social Digest - Email is exciting

 


À bientôt

 

P.S. To finish, here’s a long-ish read for you… but one that’s worthy of Social Digest’s title: email is exciting, and it’s definitely, definitely, definitely not dead

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Women are taking a stand against gender inequality and one of the most powerful platforms for the cause is social media. Making public otherwise ignored instances of gender inequality, social media has helped women take a stand and shine a light on even the most difficult situations.

Brand Spotlight: Under Armour

Under Armour’s #IWILLWHATIWANT campaign highlights professional females that have proven their prowess as women and ability to compete. They state that it is “a reminder that [women] don’t need permission, advice, or affirmations when you have WILL.” A celebration of women, the brand’s first YouTube videos of the series have each garnered several million views.

Featuring top-notch athletes such as Misty Copeland, Lindsay Vonn, and Brianna Cope, Under Armour’s campaign showcases their accomplishments. The most recent chapter presented supermodel Gisele Bündchen, working out with focus and poise while critical tweets and comments meant to tear her down populate her space.

The brand also created a digital experience for the UA community to join the conversation through fitness and athletics.  Participants are encouraged to track, analyze, and share their goals and accomplishments with other community members.

Celebrity Spotlight: India’s Deepika Padukone

In India, one of Bollywood’s greatest stars, Deepika Padukone, was featured in the top newspaper with comments about her cleavage. This launched a response from Deepika on Twitter where she proclaimed, “Yes! I AM a Woman. I have breasts and cleavage! You got a problem!!??”

The community offered resounding support for the idol as the hashtag #ISupportDeepikaPadukone began trending. Many fans and females voiced their disappointment, calling The Times of India a disgrace.

Turning a platform typically used to connect with friends, news sources, and celebrities, the actress has utilized the broad support system to gain traction on the issue of women and engrained sexism in India.

Political Spotlight: The United Nations

With the recent appointment of Emma Watson as UN Women’s Goodwill Ambassador, further attention has come to the international debate surrounding gender inequality. A speech given by Watson last week emphasized the importance of women and men aligning to take a stand against gender inequality. In an attempt to remove the stigma from the term “feminism,” Watson urged listeners to join her in the fight for women’s rights. This launched the UN into its introduction of the HeForShe campaign as the videos of her speech have now garnered over four million views and is gaining traction.

HeForShe, “a Solidarity Movement for Gender Inequality,” ignited by UN Women calls all people across all borders to stand united and commit to gender equality. You can take the pledge on the website and share via social media. #HeForShe content is aggregated on the site to encourage community involvement.

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Photo Source: HeForShe.org

Feminism is no new subject, but the conversational presence on social media is more apparent than ever. Brands are empowering women to be the best they can be, eliminate preconceived notions of strength, and go further. Celebrities are taking a stand against engrained sexist norms that degrade the female. Women are asking men to join them as gender inequality affects all people forced to grapple with stereotypes. And women who have been affected by gender inequality are taking back their voice and publicizing their experiences in an attempt to raise awareness and induce change.

The use of Facebook, Twitter, and YouTube proves the versatility of the conversation and reveals strong interest in the movement for gender equality. Social media has become more than a space for connecting and sharing, it has become a platform for change.

Trending Now: #MBFW #NYFW

by Feed Engine

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There is no other industry more visual than fashion, so it is no surprise that New York Fashion Week took social media by storm last week. So, what can we learn from New York Fashion Week (besides what we should be wearing next spring)?

Accessibility Beyond NYC

New York Fashion Week did an impressive job at making events accessible to the public — even if you couldn’t physically attend at the Lincoln Center. The livestreamed fashion shows received over 1.5 million views from around the world. By doing this, they’ve helped bridge the gap and democratize fashion. I’ve never been in Anna Wintour’s inner circle, but I’ll now have the same view of her at Lincoln Center as her entourage has.

Hundreds of tweets were published with behind-the-scenes info, including an inside look of Betsey Johnson’s sketchbook and a backstage tour. Models were even sharing exclusive backstage photos from their personal Instagram accounts. New York Fashion week was platform agnostic – there was equal fashion love given on Facebook, Twitter, Pinterest and Instagram. This made it very easy for anyone around the world to get in on the action.

Hashtags

All content on Facebook, Twitter, and Instagram were tagged with clear hashtags, #MBFW #NYFW, making it easier to track events and join the conversation. As we’ve talked about user-generated content has been a big trend this year, New York Fashion week was no exception! With clear and concise hashtags, the extremely high volume of content could easily be tracked. In fact, more than 33,000 people posted 90,000 photos on Instagram. NYFW was covered by over 381 online outlets, almost quadruple how many online outlets covered the event in 2005. Over 1.2 million tweets were sent out this year during New York Fashion Week, almost double of the 671,028 tweets during the event in 2012.

Attendees were urged to download the app Foto Yapp, which allowed attendees to post pictures their (instead of Instagram) tagged with the specific hashtags and shared on a wall inside of Lincoln Center. The incentive of having your photos publicly displayed for available consumption served as a huge driver in encouraging the submission of user generated content.

E-Commerce

With Facebook and Twitter’s new e-commerce functionalities announced earlier this summer, it is almost expected that buying clothes straight from the runway was a possibility. A new platform, Luevo, made this a reality. Luevo launched this summer and partnered with several designers during New York Fashion Week and allowed consumers to reserve looks straight off the runway in Lincoln Center. Two other fashion brands partnered with LiketoKnow:It allowing consumers to purchase looks from the runways photos the designers posted on their Instagram accounts.

Just like in the fashion industry, New York Fashion Week now doubles as a trendsetter in the social media world as well. As Burberry and Gucci continue this trend in London, how will you be following along via Twitter, Facebook, Pinterest or Instagram?

Image Source

 

Written by Jen Chae, Social@Ogilvy  HK

 

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How would you pitch a public park?

I was sitting on a park bench in the heart of Hong Kong when my social-centric mind decided to practice pitching. No, not the type of “pitching” you’d normally see at a park – but envisioning the park as a potential client and thinking how I would go about putting together a proposal.

Random, I know, but pitching to a park is actually a perfect hypothetical example. It just goes to show there’s always a reason to pitch social, even if it isn’t obvious at first. If something as unexpected as a public park could benefit from social media presence, then anything and everything could too — we marketers just have to look close enough.

Below I’ve used a park as my potential client to put things into perspective, but these general tips are applicable to all industries when brainstorming for a pitch:

 

Is there marketable content?

Right off the bat, I saw that the park would make for stunning social media visuals. Every corner, every detail had the potential to translate to beautiful original content – so why not bring it to digital life, share with the world and gain a following while at it?

Social media is the platform to flaunt, especially beauty and good taste. As Instagram accounts like nature teach us, people find value in following aesthetically pleasing content. There’s huge potential for building fandom.

 

Is there news to be shared? 

Social media is an outlet, for a voice to be heard. If the “park” had something to announce, where would it normally publish?

New York’s Central Park shares its events, history, stats and general feel-good posts on a Tumblr blog alongside a content-packed website. Of course, not every park will have as much going on as Central Park, which is a tourist attraction. But what we can take away here is that customized streams of content strengthen any brand and will attain relevant audiences.

Another thought here is that websites seem rather unnecessary as social media (and the “follow” button) prevails. Social media is a more convenient option for both brands and its audience to connect – it automatizes the flow of content users want to see and eliminates the need for them to open up a browser and type in a URL. In this sense, social media seems like the right medium for parks to be active on, to cater to their niche demographic of the public (i.e. Dog walkers, athletes, general lifestyle enthusiasts).

 

Does the park want visitor insight? Is there a gap to be bridged?

Remember those comment drop-off boxes at public places? Shopping malls in Hong Kong once had those, before communication shifted to e-mail and social media. Brands have been trying to bridge the gap between them and their audience for one simple reason: to get to know them better, to cater to them better.

Brands can now turn to social media to gain raw consumer insight. Social media is replacing the now outdated “comment box.” As park-goers engage with posts, park-keepers will learn more about what worked, what resonated and what didn’t. And the great thing about social media is, the popularity (and unpopularity) of subjects are quantifiable. It’s a great tool for the park to see what the public really wants.

 

Does the park want more visitors? 

The end goal of a social media account should always be to add value to its audience and community. And considering what parks stand for – nature, community and recreation, – attracting followers (potential park-goers) would not be too difficult a challenge.

By building a strong online presence, a park will become more relevant. Good content will ideally lead people to spend a day at the park themselves, share their experiences there and hopefully, cause a ripple effect.

 

 

 

Written by Jessica Reid, OgilvyHealthPR London.

A monthly snapshot of the latest news and trends in healthcare social media brought to you by the London Health PR Social@Ogilvy team. The aim is to inspire ideas, discussion and fresh thinking in this challenging yet ever exciting field.

 

Social media use skyrockets at medical congress

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Many in the healthcare industry are skeptical about how physicians use social media from a professional perspective, but a recent congress gives some insight.

The American Society of Clinical Oncology (ASCO) annual meeting was held in Chicago from 30th May until 3rd June, with over 30,000 oncology professionals attending the meeting. However the congress news reached far more people via social media, with an estimated 69 million impressions generated on Twitter.

Social media activity at ASCO has grown exponentially over the past 4 years, with the official hashtag generating 39,000 tweets over the five day meeting – an increase of nearly 4000% compared with the 979 tweets sent at the 2010 congress.

Seven out of the top 10 influencers for mentions of #ASCO14 on Twitter were oncologists, highlighting that physicians are indeed embracing social media – and even open platforms such Twitter – as a means for sharing medical and scientific news.

 

A 300 year old approach to problem solving

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You thought crowdsourcing was an innovative new way to solve problems? The Longitude Prize 2014, run by the UK innovation foundation Nesta, used a dedicated Facebook page and Twitter handle to drum up public votes to choose which pressing issue of our time (dementia, food, paralysis, flight, antibiotics and water) should be the focus of a £10 million prize fund.  The general public voted for antibiotics as the subject of the Longitude Prize and now submissions for solutions to prevent the rise of resistance to antibiotics will be voted on. Although using social media is a new way to generate and decide on solutions to complex problems, the first Longitude Prize used a similar crowd sourcing approach – back in 1714.

 

Have you seen Mike?

The impact of social media in connecting people and creating a national movement is nicely illustrated in this touching campaign. Jonny Benjamin launched a social media campaign with the help of charity Rethink Mental Illness to find the man who intervened when he was about to jump off Waterloo Bridge a few years previously.

Jonny started a Twitter campaign using the hashtag ‘#findmike’ to trace the mystery man. The hashtag went viral, trending not only in the UK but in Canada, South Africa and Australia, with celebrities and even the deputy Prime Minister, Nick Clegg, getting involved. The success on social media generated widespread broadcast, print and online coverage, resulting in a high impact, multi channel campaign.  Neil Laybourn came forward as “Mike” after his fiancé spotted the campaign on Facebook. Rethink Mental Illness announced the news on Twitter with a photo of the pair captioned, “We #foundmike!”

The two men were reunited but the campaign has not ended there. Jonny, who works as a mental health campaigner and documentary maker, has recently made a film about his journey. What started as a near tragic story has fortunately got a happy ending with the input of Neil Laybourn and Jonny’s campaign. It just makes you think, what other stories are out there that can be shared?

 

Healthcare gets (Tweet) Chatty

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TweetChats, live Twitter events, usually moderated and focused around a single topic at a specific time, are relatively commonplace in some industries  but it is only in the last year or so that healthcare has started to get involved. In particular, Boehringer Ingelheim, a privately owned German pharmaceutical company, has been at the forefront of this trend, holding six TweetChats since 2013.

These TweetChats have been incredibly successful in their engagement with healthcare professionals and healthcare media. For example, one of the first TweetChats in 2013 which discussed women, cardiovascular disease and thrombosis had over 120 participants and reached an estimated 206,000 Twitter users. Furthermore, the TweetChat generated over 200 new followers to the Twitter handle.

Boehringer Ingelheim’s successful TweetChats have been recognised by both the pharmaceutical industry and social media pundits, and have been highlighted by Twitter for business. For example, Daniel Ghinn has described Boehringer Ingelheim as “taken Twitter chats to new levels”; Len Starnes described their first TweetChat as “one small step for a pharma, one giant leap for the pharma industry”.

We hope that Boehringer Ingelheim has paved a way for pharma social media engagement so that what today is described as bravery is in future considered common practice.

 

Have you seen anything else interesting this month in healthcare social media? We’d love to hear!

 

 

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Featured image via Digital Medicine blog