If you're approaching social video from a TV-centric model, you're wasting your money. Ogilvy & Mather's managing director of content explains the key differences and gives critical advice.
Agencies get TV. They've optimized for it, and they know the price points. There's comfort in planning a campaign, allocating the dollars, and putting the familiar process in motion. However, the valuable world of social video requires a very different mindset, and it's an important difference for agencies to get behind. For example, you can't allocate all of your dollars before the campaign starts because social video is a living, breathing thing you have to be able to respond to in real time. And client demands for in-video branding might be killing the sharability. iMedia's Bethany Simpson spoke with Ogilvy & Mather's managing director of content for North America, Jonathan Sackett, about key differences for agencies between TV and social video.
0:00 — Social video advice for agencies
0:57 — "Everyone doesn't have to watch the same video"
1:15 — You can't just throw video out there and forget it. You have to respond in real time.
1:45 — How do you respond quickly when you've already spent your budget?
2:10 — Work with nimble partners
2:20 — The more branded, the less watched and the less shared
2:50 — Forget the rules. There are no rules.
Run time is 3:33
This interview was filmed at the 2012 Unruly Social Video Film Festival. As part of Social Media Week LA, Unruly screened the most viewed and shared original and branded video content from the past year, along with exclusive sharing data and engagement stats, courtesy of the Unruly Viral Video Chart. The event concluded with a panel moderated by Variety‘s TV Editor Andrew Wallenstein on the evolving impact of social video on entertainment marketing.
Jonathan Sackett is an advertising, digital marketing and business professional with more than 18 years of international industry experience, Jonathan has developed award-winning, ground breaking, and effective marketing initiatives for some of the world's greatest brands. Jonathan has modernized the communications discipline for agency systems including DraftFCB, Arnold Worldwide, The Martin Agency, and DDB Worldwide where he served as chief digital officer and managing director. Currently, Jonathan serves at Ogilvy & Mather's corporate headquarters as managing director of content for North America. He is also co-founder and chairman of the International Association of Internet Professionals (internetprofessionals.org) and serves on the board of directors for WebWise Kids, a non-profit organization specializing in family education and educational outreach for safe Internet usage. Jonathan has lectured at numerous universities including Northwestern and Harvard Business School and hosted numerous seminars from the 4A's to the DMA and OMMA, SXSW, and Cannes.