With over 100 offices in more than 50 countries, OgilvyOne Worldwide is the world’s leading direct marketing, digital marketing and marketing consulting network with clients that include American Express, BP, BlackRock, British Airways, DuPont, E*TRADE, IBM, Intercontinental Hotel Group, IKEA, Kimberly-Clark, Nestlé, Unilever and UPS among others.
OgilvyOne is the world’s pre-eminent Customer Engagement Agency, bringing together big ideas and data insights to create compelling personal experiences. Delivering on David Ogilvy’s famous promise, “We sell, or else,” OgilvyOne unlocks the full value of customers through a complete range of direct marketing, digital marketing and marketing consulting services.
Evan Shumeyko is Senior Director of Dialogue Strategy at OgilvyOne, helping clients better understand customer needs, pain points and, ultimately, making brands sound human. A part of this mission is helping marketers on the front lines do more with the content they have, or identifying gaps where content should be created.
With the rise of digital technology, the relationship between brands and agencies has quickly changed. Real-time content creation and communication via social media means brands have had to develop more agile marketing strategies to outmaneuver competitors — and agencies have had to find more compelling ways to deliver and differentiate their services.
A key challenge for Shumeyko’s team was how to help Ogilvy clients optimize their customer engagement efforts in real time while driving greater sales and revenues.
Existing “social intranet” tools provided limited wiki-like capabilities, but lacked more sophisticated functionality that allowed clients to capture and collaborate around valuable tribal knowledge. Too often the right information wasn’t updated or easily accessible in documents, binders and PowerPoint presentations – a key issue for financial services clients with strict compliance requirements.
A custom-built solution would have taken Ogilvy hundreds of thousands of dollars to develop, and months to deploy. Shumeyko needed a better way to drive revenue around Ogilvy’s deep domain expertise — communicating with hundreds of client marketing, sales and support representatives at a time, identifying what was working or not, and making adjustments on the fly.
Shumeyko wanted to create greater “stickiness” between Ogilvy and its clients, and partner with them as a single team. That’s when he found Bloomfire’s knowledge management and collaboration platform.
Ogilvy is seeing great results with Bloomfire. They credit the platform with:
- Improving content engagement by 30 percent
- Increasing user satisfaction by 75 percent
- Saving the company $200,000 by switching from a competing enterprise social application
Bloomfire allows Ogilvy to create a customized client collaboration environment within days (vs. months), enabling users to become productive immediately without lengthy development or training efforts. The solution can be white-labeled to match existing brand marketing campaigns, and surface specific functions to specific user groups, highlighting the latest marketing, sales and support materials in-context with real-time conversations.
Using Bloomfire, Ogilvy can track where its clients need the most help in customer-facing conversations, and socialize and promote best practices.
“Bloomfire’s easy-to-use, consumer-friendly platform has become a key asset that helps our clients do their jobs better every day. Now instead of a clunky, latent, inconsistent intranet portal, we can provide an agile, responsive, knowledge management and collaboration platform that integrates seamlessly in the flow of work and aligns with existing branding,” said Shumeyko.
The Bloomfire solution has worked so well that clients are now using Ogilvy’s solution to onboard and train new employees, and integrate with existing LMS (learning management system) applications. Clients can track user interaction and activity, including which ones are the top performers.
“Bloomfire allows our clients to focus on what’s important – sales conversions and customer care — while we worry about the backend details,” said Shumeyko. “They think that’s absolutely amazing.”
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