Social IRM - Influencer Relationship Management
How do you add impact and
efficiency without losing the soul of
social media?

Social Media = Channel

Social Media = Word of
Mouth

“This is a
good book”

The most influential source
for car buying decisions may
be the person sitting next to
you. If you’re Ford, you
embrace and empower these
new influencers

Stefania P. Butler
CityMama

What is Social Influencer
Relationship Management?
Social IRM connects the word of mouth power of
influencer marketing with the discipline of customer
relationship management.
We can build and manage long term relationships
with influencers. By engaging them through a value
exchange we can drive awareness, preference and
action…even sales.

Finding Influencers

“Mapping” New Influencers
+
Relevance +
Influence

Value Exchange
What are we giving the influencer to earn their attention and
participation and what is the brand getting in return

Ford & BlogHer Quality Summit

Summer of Taurus 100-City Tour

A Social IRM Platform: Engagement + Activation
Influencers Engagement Platform & Database WOM Network

A Social IRM Platform: Engagement + Activation

360° Digital Influence
Engagement Framework
LISTEN PLAN ENGAGE AMPLIFY OPTIMIZE
• Influencer & Blogger • PR & Digital Media • Conversation
• Conversation Map • Influencer Maps
Engagement Relations Impact
• Search Intent • Engagement Plan
• Co-Creation Programs • Influencer • Delivery of
Modeling
• Digital Crisis Outreach Content & Offers
• Event Activation
• User Social Profiles Management
& Amplification • SEM/SEO • Community &
Social Web
• Content Creation • Paid Media Management
& Distribution
• Content Syndication
• Crisis Response
• Social Network
Activation

8.7% car sales increase in 2009
Reputation index gains 7 % in 7
months
#1 automotive brand in Social
Media Index

Contact
John Bell
360° Digital Influence
Ogilvy
e john.bell@ogilvypr.com
Blog: http://johnbell.typepad.com
Twitter: jbell99