{"id":631,"date":"2015-02-04T17:13:02","date_gmt":"2015-02-04T17:13:02","guid":{"rendered":"http:\/\/www.timwyatt.ca\/test\/?p=631"},"modified":"2015-02-10T03:19:45","modified_gmt":"2015-02-10T03:19:45","slug":"the-5th-place-extracting-value-from-social-communities","status":"publish","type":"post","link":"https:\/\/www.timwyatt.ca\/test\/?p=631","title":{"rendered":"The 5th Place: Extracting Value from Social Communities"},"content":{"rendered":"<p>Nearly a year ago, <a href=\"http:\/\/social.ogilvy.com\/leaders\/single\/marshall-manson\/\">Marshall Manson<\/a>, Managing Director of Social@Ogilvy EAME, published the article <a href=\"http:\/\/social.ogilvy.com\/facebook-zero-considering-life-after-the-demise-of-organic-reach\/\">Facebook Zero: Considering Life After the Demise of Organic Reach<\/a>.\u00a0 More recently, Marshall and <a href=\"http:\/\/social.ogilvy.com\/leaders\/single\/james-whatley\/\">James Whatley<\/a>, Social Media Director at Ogilvy &amp; Mather UK, released their <a href=\"http:\/\/social.ogilvy.com\/key-trends-in-social-media-for-2015\/\">2015 social media trend predictions<\/a>, one being the demise of organic reach on Twitter.<\/p>\n<p>The downtrend of organic reach on key social media platforms has raised many questions for brands and advertisers alike:\u00a0 What role should social media play in our communications strategy going forward? How do we most effectively maintain engagement with our audiences? How do we extract value from the communities we\u2019ve built?<\/p>\n<p>First, social media should not only be seen as a promotional channel or generic news feed. The focus, rather, should be on building genuine two-way relationships of trust and developing loyal brand advocates. For a better understanding what drives brand advocacy, refer to our <a href=\"http:\/\/www.slideshare.net\/socialogilvy\/socialogilvy-advocacy-studyjuly2013-1\">Global Brand Advocacy Study<\/a>.<\/p>\n<p>Secondly, it\u2019s essential to create a space that delivers a value exchange, rewarding consumers for giving data to the brand. This space is known as the <a href=\"http:\/\/www.ogilvydo.com\/topics\/social\/social-engagement-in-the-5th-place\/\">5th\u00a0place<\/a>, an environment that leverages both open and closed graph data rich in customer insights and drives personalized engagement into greater purchase, loyalty, and advocacy.<\/p>\n<p>The 5th place\u00a0combines the best practices of CRM with the collaborative possibilities of social media, giving us Social CRM.\u00a0The following provides a deeper look at the 5th\u00a0place and the future strategy for brands in a world with minimal organic reach.<\/p>\n<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Nearly a year ago, Marshall Manson, Managing Director of Social@Ogilvy EAME, published the article Facebook Zero: Considering Life After the Demise of Organic Reach.\u00a0 More recently, Marshall and James Whatley, Social Media Director at Ogilvy&hellip;<\/p>\n<p><a class=\"readmore\" href=\"https:\/\/www.timwyatt.ca\/test\/?p=631\">Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-631","post","type-post","status-publish","format-standard","hentry","category-socialogilvy","comments-off"],"_links":{"self":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/631"}],"collection":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=631"}],"version-history":[{"count":1,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/631\/revisions"}],"predecessor-version":[{"id":632,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=\/wp\/v2\/posts\/631\/revisions\/632"}],"wp:attachment":[{"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.timwyatt.ca\/test\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}