Being a “social brand” has become the buzzword to be amongst Fortune 500 companies over the last few years, and rightfully so. As Google’s efforts to deliver Internet access to unserved regions through balloons, drones and satellites are becoming a reality, they’re essentially creating a globally represented social market. These advances in technology and the high adoption rate of social media platforms across demographics will give virtually all consumers a voice to speak out on the brands they love and loathe, whether the brand is represented on social or not. It comes as no surprise then, that some of the most prominent brands have found themselves to be quite fragile when under scrutiny of the masses of consumers active on social today.

To meaningfully impact these conversations, brands need to embrace social advertising and its unparalleled ability to (conveniently) tweak and 澳门足球博彩_2016奥运会外围赌球最新官方网站【赔率最高】 optimise messaging and they will say yes. Potential customers will say this is non-negotiable, it is required. However, these same consumers will often spend their money at a restaurant where the bathrooms are well, anything but clean.

Naturally, I’m not saying that fast-food brands shouldn’t bother cleaning their bathrooms every now and again, but this provides a clear illustration of the fallacies surveys often deliver due to providing stated preferences whereas social analytics provides revealed preferences.

The benefits of incorporating analytics into a brand’s strategy extends beyond compensating for the shortcomings of traditional research methods. The technological environment that social advertising leverages provides almost limitless mechanics to optimise marketing efforts. The ability to use multivariate testing for example, by “dark” posting the same picture or video with differentiating copy to two custom audiences while evaluating the engagement of both posts. The “winning” post can then be identified and posted to the greater audience later that same day. This also aids in identifying black swans in customer responses, serving an improvised safety net for a brand’s communication strategy.

There are countless other examples of the mechanics made possible by the advancing technology in the field of social advertising. Collectively these make social advertising the most antifragile form of marketing. This should come as a relief to brands that are trying to build advocacy amongst its consumers in the social space – this dynamic new way of interacting with customers simply needs a dynamic way of thinking to accompany it.

About the author:

Tiaan de Kock fulfils the exciting role of Data Analyst within Ogilvy Public Relations, and works alongside the Content Factory and Social@Ogilvy teams to deliver insights that can be applied to brand strategy; community engagement through content optimisation; tactical communications; and crisis management. Primarily Tiaan focuses his efforts on analysing data from various sources with the aim of measuring the success of our efforts in achieving clients’ business goals. Tiaan holds an honours in Economics and

is pursing his masters. He also has a keen interest in how behavioural biases affect consumers’ decisions and perspectives towards brands. 

They say that the early bird catches the worm which couldn’t be more relevant to the incredible group of people below. What do you think they all have in common? No, it’s not just their ridiculous good looks, it’s that none of them are over the age of 24! Not only are we celebrating Youth Day today, but we are also celebrating the wonderful youths who work at Ogilvy. The #OgilvyYoungOnes. #OgilvyYoungOnes Keneilwe Masoetsa, 22, Television Production Intern

What I love about being young at Ogilvy is that you can unleash your potential, it’s a creative environment where I can just be myself. When I’m not at Ogilvy, I’m either at home relaxing, watching a movie or catching up on series. Sometimes I go out to clubs, parties, festivals, markets or comedy nights. I’m really not a fan of cats, those things are just creepy OK! My favourite song (right now) is Isaiah Rashad – Ronnie Drake and

my favourite genre of music is Hip Hop & Soul Favourite Quote: “A woman’s development, her freedom, her independence, must come from and through herself. First, by asserting herself as a personality and not as a sex commodity. Second, by refusing the right to anyone over her body; by refusing to bear children, unless she wants them; by refusing to be a servant to God, the State, Society, the husband, the family, etc., by making her life simpler, but deeper and richer. That is, by trying to learn the meaning and substance of life in all its complexities, by freeing herself from the fear of public opinion and public condemnation. Only that, and not the ballot, will set woman free.” - Emma Goldman, 1970

 

Misty Jenkins, 19, Photographer at Go Advertising

My name is Misty Jenkins, (I prefer to be called Mist) and I’m an aspiring photographer. I am originally from Zimbabwe and moved to JHB in 2007, when I was 12. I went to St Peters College and matriculated at the age of 17 in 2012. I then went onto study Photography at Vega. In January this year, I started working at Go Advertising. I was happy to land such a good job in such a big agency and I love working here. Even though I’m not technically working at Ogilvy, we’re still part of the group and I love it because working at Ogilvy itself would be amazing. The company is so quirky and crazy and chilled out but at the same time so successful.  I would really love to be more involved in Ogilvy itself. My true dream is to either be a car photographer because I have a passion for cars, or a fashion photographer & retoucher. It’s nice to work in an agency so young because I get to meet loads of people and grow business-wise from such a young age. I’d say the most striking things about me is my hair, my sarcasm and ability to make people laugh. I cannot list pet hates because there’d be too many! My favorite quote is “Happiness can be found in even the darkest of times, if one only remembers to turn on the light.” – Albus Dumbledore.

 

Zoe Mabie, 23, Brand Team Assistant

Ogilvy is an awesome place to work because of the amount of things we get exposed to. I’ve discovered that one cannot stop learning once one has entered an industry, things are constantly evolving and changing, and it’s usually for the better; to better your way of communication and the ways in which you suggest your clients should communicate. So… Ogilvy keeps me plugged in! ODMA, How to Fridays and inspiration sessions all keep me well informed and I absolutely love it! When I’m not working my ass off….I’m out and about! I love immersing myself in the Joburg culture and my portfolio is quite diverse when it comes to the places I visit… I don’t say no. If I’m not in Maboneng or Braamfontein, I’m in Parkhurst. If I’m not at art or graffiti exhibitions I’m at rooftop parties. If I’m not in the mood for hipster, I’m go-karting. When I’m not out and about…I’m photographing with my Nikon DSLR (not just my iPhone). I love photographing parks in winter, the reflection of clouds on glass or mirror buildings, people, compositions, whatever my eye is drawn to. Often people may get carried away with trying to communicate something in a creative way… being young may benefit the team in reminding them that some things are better left simple. Other times, teams may be too conditioned by clients to be simple or rigid, being young can encourage the team to take risks. I’ve never really had an all-encompassing quote, never found myself able to stick to it as life and times are ever changing… my lack of commitment is very evident in the fact that I don’t even have a tattoo. I do have a book with a number of quotes that have spoken to me at those moments in time, and I enjoy going back to them and seeing if they’re still relevant. The most resonating quote I’ve come across recently, was one I discovered on a mural while travelling Rome. The quote said “vietato dimenticare”, which means: forbidden to forget. I love this quote as it reminds me to stay present, to truly take each lesson learned and observation made, into the fabric of my future self. It’s easy to learn something, but not as easy to live the lesson. This is what I aim to do.

 

Kirsty Ballard, 23, Community Manager at Social@Ogilvy

Like every 90s kid, I was given a certificate for ‘participation’ or whatever that means. I left the confines of Fourways and ventured to England where I fed old people mushy peas and soggy biscuits (got a certificate for that too). I then joined Ogilvy as a youngin’ three years ago with a weird obsession for social and ‘putting things on the line’. The most valuable lesson I’ve learnt from my mentors at Ogilvy over the years is, “Never trust a man without a moustache, who never swears & that can’t hold his whiskey,” but above all that, “Good habits formed at youth make all the difference”.

 

Asiphe Sandla, 22, Account Executive

One of my favourite things about Ogilvy is the culture here and how diverse we are. I’m a very ambitious and dedicated young lady who is not afraid of taking on challenges because I view them as opportunities to grow. I’m outgoing and full of life, I aim very high and as high as I aim is as high as I go. I believe in myself and motivate myself everyday because I believe I am capable of doing more. To grow. When I’m not working, I am travelling with my husband and beautiful daughter “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angeloustrong

 

Marcus von Geyso, 23, 2014 Ogilvy Graduate (Art Director)

Perks of being young at Ogilvy: I can make it to the canteen before the other people to grab lunch. Not fit, just young. I also get to bring new energy to the Ogilvy Campus. A few random things about me: I started building wooden furniture and love creating and building things with my hands. I Love the outdoors, hiking, and climbing. I am a massive supporter of the Maker Movement. l’m always up for the next crazy adventure, especially if I can take my GoPro. Oh, and I’m a beach bum. “It’s today. Create something already.” “Be a Jack of all trades and master of most.”

 

Mark Zeller, 23, Manager of Marketing & Communications at Ogilvy & Mather South Africa

Joining Ogilvy & Mather as a part-time web applications developer at the age of 19, in 2011, Mark is now responsible for the agency’s internal and external communications, its digital eco-system, and helps to keep Ogilvy and its people, famous. His Twitter bio reads as follows: Manager, Marketing & Communications at @OgilvySA. Lover of big ideas & biz dev; curious about the world; obsessed with Veblen goods. “I’m lucky to work at Ogilvy, a place where I get to teach and learn at the same time. Use your youth as an opportunity; see it as your biggest strength.”

 

Maxine Pillay, 24, Community Manager at Social@Ogilvy

I’m Maxine but I prefer Max. One of the benefits of being so young at an agency like Ogilvy is that everyday is a new adventure where you can meet and learn from new people. When I’m not working I spend my free time doing anything food related. I love cooking and reading food blogs. I enjoy hanging out with my friends and doing yoga. One of the quotes I love is from my favourite book, The Alchemist by Paulo Coelho: When you want something, all the universe conspires in helping you to achieve it”. I love life. I’m happy by nature, always smiling and laughing but I’m a huge neat-freak! I’m a lover of cheese, love and baby animals.

 

Nompumelelo Galela, 20, Copywriter Intern

I love working at Ogilvy because of the people I get to meet and the number of different things I get exposed to. The advertising industry is so versatile that you find yourself learning about a lot more than being a writer, and of course it helps to be surrounded by a number of crazy personalities. It makes the deadlines easier to bare.I think what I love most about being so young and being in the industry is something Corli said to me: we are allowed to make mistakes and are given the opportunity to learn from them, best of all we can ask as many questions as we want to. What more is there to do in life if not to learn right?When I’m not working, I’m meeting new people and going out.“Youth is happy because it has the capacity to see beauty. Anyone who keeps the ability to see beauty never grows old.” ― Franz KaftaI am loud, opinionated, and I crack myself up! When I’m not practicing my right to be stupid I like being alone, listening to music or watching series. Love to read too! I’m young wild and free… and I question everything.

 

Mamauba ‘Mobi’ Malahlela, 22, Brand Team Assistant

The benefits of being young in the agency are that you have a fresher take on things and go against the norms or typical ways of thinking and doing things. What I like about working here is you get to work with a wide spectrum of people and personalities.  They try to boost our morale in fun creative ways. That’s cool. If you wanna know more about me, how ‘bout you have a young chat with me and you’ll find out! “I, for one, hope that youth will again revolt and again demoralize the dead weight of conformity that now lies upon us” – Howard Mumford Jones

 

Trygue Cafun, 23, Strategy Intern

A Durban native who came seeking notoriety in the city of gold, a model by profession and a strategist by trade. I have graced the pages of international and local publications, as well as billboards, television commercials, catalogues and online campaigns. As a strategist, I champion the edicts of contemporary thought. I am a brand architect who frames experiences and builds paradigms. Although my skill set is quite vast, my greatest expertise revolves in the world of the consumer. I consider myself an advocate for the voice of the end-user. Being one the youngest people employed at Ogilvy and Mather has come with many benefits. There is no substitute to the exposure you receive working alongside industry leaders. The parallel between experience and youth at Ogilvy create a culture of innovation and learning. At Ogilvy you are never alone in your determination to achieve greatness, it is an inspiring space where young and old collaborate to create the perfect fusion of experience and ambition. “Passion rebuilds the world for the youth. It makes all things alive and significant” – Trygue Cafun