John Bell Social IRM Ogilvy social media day

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    John Bell Social IRM Ogilvy social media day - Presentation Transcript

    1. Social IRM - Influencer Relationship Management How do you add impact and efficiency without losing the soul of social media?
    2. Social Media = Channel
    3. Social Media = Word of Mouth
    4. “This is a good book”
    5. 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
    6. Stefania P. Butler CityMama
    7. 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.
    8. Finding Influencers
    9. “Mapping” New Influencers + Relevance + Influence
    10. Value Exchange What are we giving the influencer to earn their attention and participation and what is the brand getting in return
    11. Ford & BlogHer Quality Summit
    12. Summer of Taurus 100-City Tour
    13. A Social IRM Platform: Engagement + Activation Influencers Engagement Platform & Database WOM Network
    14. A Social IRM Platform: Engagement + Activation
    15. 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
    16. 8.7% car sales increase in 2009 Reputation index gains 7 % in 7 months #1 automotive brand in Social Media Index
    17. Contact John Bell 360° Digital Influence Ogilvy e john.bell@ogilvypr.com Blog: http://johnbell.typepad.com Twitter: jbell99

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