David brooks projects and clients march 2014


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  • Here’s our approach to managing change and delivering social business value
  • Here’s our approach to managing change and delivering social business value
  • David brooks projects and clients march 2014

    1. 1. David Brooks Project Portfolio cell: 347-515-2460 email: dbrooks477@gmail.com
    2. 2. 2 • David Brooks • Senior Vice President – Digital Strategy David has been conceiving and managing digital and social programs in the B2B, B2C and B2G spaces for 16 years. David is currently the lead on Ogilvy’s social media business for IBM at WW. In this role, David manages a team that conceives of and executes social programs for all major divisions of IBM, including their hardware, software, SMB, C-suite, and advertising divisions. His clients prior to Ogilvy included Intel, Right Management, JPMorgan Chase, The Department of Veterans Affairs, Sun-Maid, Quest Diagnostics, Phoenix Wealth Management, Applica Consumer Products, Kraft Foods, Nabisco, Dun & Bradstreet, and many others. His work has included web sites, social media monitoring, social media channel development and strategy, mobile sites, email marketing, product development, online applications, online advertising, search marketing, search engine optimization and more. Prior to Ogilvy, David worked at The Yankee Group, Qwest, and Burson-Marsteller. David holds a BA in English Literature from Boston University and an MBA from Stanford University.
    3. 3. 3 Skills and Experience • Deep experience • Digital and social projects across multiple client types and situations • Extensive B2B social and digital, including • Influencer programs • Socially enabled webcasts • Listening • Social CRM • Digital social property invention • Have led teams, current team is 8 full and part time • Have managed web sites, mobile builds, SEO, search advertising, email marketing, crisis sites and databases, marketing databases, web television show
    4. 4. 4 Client Experience
    5. 5. 5 Key achievements • Grew educational software sales 8 fold in 3 years • Grew B2B agency sales to IBM 7 fold in 2.5 years • Created new social product for Ogilvy, creating $500K to $1M in new business • Helped create new social tool for Burson-Marsteller • Grew and changed with industry from sales, to PR including crisis, to digital, to social, to team leadership and motivation
    6. 6. Sample Projects
    7. 7. 7 Social Selling Created and managed program that resulted in sales and lead revenue, by bringing experts forward online and in person Have 1:1 video progression calls SocialCa st1 Define POV and Summary Drive attendees to IFMA Schedule IFMA meetings with attendees Late Sept IFMA Share POV and sign up new registra nts Capture new content Early Oct SocialC ast2 Bring in as many people from #1 and IFMA Late Oct Evaluat e Pilot Success Early Nov Paid and Social media drive to register for SocialCast 1 Target accounts in progress August and Sept Preparation, research and design of platform
    8. 8. 8 Why people share – a study Research and case study analysis on what motivates people to share content on social networks.
    9. 9. 9 Social Search Integration SEO & Social have traditionally operated in silos, missing out on a huge opportunity to share data & insights that can compliment each other and validate digital content decisions. Social Search Integration, produced through a GSI and Social@Ogilvy Parternship I helped strike, combines insights form both fields to create an integrated view of customers, the share of voice battle between competitors, and a plan of attack.
    10. 10. 10 Social Infographic Created new living infographic that influencers are included in, and their content starts on their channels to drive traffic reciprocally. Content changes monthly or quarterly to become a living repository and digital experience.
    11. 11. 11 Socially generated content in partnership with influencers, combined with participatory social, and lead gen SocialCast
    12. 12. 12 "What's Next for IT" Debate Series To support the latest Smarter Computing messaging and announcement, a series of stimulating debates are being held on topics that are top of mind for business and technology clients. We are covering servers, hardware, big data, the cloud, and more. In each debate we have IBM and third party experts debate the hottest tech topics of the day, the kinds of issues that are being debated daily inside our customer organizations. Started with a pilot, now have completed 10. A recent What’s Next for IT debate streamed through the Smarter Computing Blog. Over 100 viewers, 50% non-IBMers.
    13. 13. 13 CLEAR2GO PERSONAL PLEDGE Developed the core concept to motivate awareness and purchase of a filtered water bottle: pledge to use less plastic. Concept drove event marketing, Facebook application and widget, search campaign, e-commerce tie-in and online advertising on Livestrong.com. Online sales beat retail sales, and our customers became our advocates by challenging their Facebook friends.
    14. 14. 14 INTEL SCIENCE CONTEST – GET OUT THE VOTE! Developed social media driven site to help Intel share its commitment to education Organic traffic was low, averaging 5,000 uniques a month Developed science competition with sharing tools to encourage students’ friends to get the vote out Traffic grew as much as 20 fold during these contests, which are now a regular feature
    15. 15. 15 KAY JEWELERS SHARED STORIES CAMPAIGN With limited advertising and PR dollars, we were challenged to use the web and social media to expand the brand’s story Given the emotional nature of the Open Hearts line by Jane Seymour, I concentrated on the personal story of struggle and triumph as a way for consumers to mirror Jane, and become part of the brand We expanded our viral efforts by collecting cell numbers to send seasonal messages, allowing people to personalize Jane’s art and send greeting cards, and by tying the effort to story-driven Facebook and YouTube channels
    16. 16. 16 INTEL “WATCH YOUR SUNFLOWER GROW” Intel developed a new lead-free process to make chips I was challenged to develop a viral campaign to make this something people experience and want to share The sunflower field was born – 46,000 people planted a sunflower and watched it grow through five stages The growth was geometric as people shared their flowers with others – the empty field was filled in weeks
    17. 17. 17 GEORGE FOREMAN GRILLS “HELP YOUR FAVORITE CONTESTANT” This brand was especially interested in the country's interest in dieting and weight loss, and wanted to do something unique on the web to leverage that intensity I came up with the idea of a Web TV show (this was in 2007 before they took off) where people would choose contestants, follow them, help them by submitting tips and recipes The biggest measure of the show’s success is that in the depths of the financial meltdown, the $150 grill featured in the show BEAT sales expectations
    18. 18. 18 RIGHT MANAGEMENT – WORLDWIDE SITE BUILD WITH FULL SOCIAL MEDIA PROGRAM Site builds in 19 languages for 27 countries Social media thought leadership campaign across all major channels Site views up 300% Community creation and outreach via original content cross-promoted between channels
    19. 19. 19 I also helped the client extend the branding and thought leadership to a variety of other thought leadership and social media channels. RIGHT MANAGEMENT – WORLDWIDE SITE BUILD WITH FULL SOCIAL MEDIA PROGRAM
    20. 20. 20 JPMORGAN CHASE – CORPORATE RESPONSIBILITY CAMPAIGN Helped manage response to pending credit card legislation Encouraged consumer responsibility via online application to help manage holiday expenses
    21. 21. 21 DEPARTMENT OF VETERANS AFFAIRS – LOCATION AND NEEDS- DRIVEN SITE Chief architect of new website for Department of Veterans Affairs Helped the VA move toward a more human, needs-based approach Introduced idea of location based interactive help