John Bell examines the fundamental shift of social media on consumer behavior – and how adapting to it and profiting from it require an enterprise-level strategy.
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
This is the complete collection of We Are Social's series on Social Brands and The Future of Marketing. It contains 8 provocations to help marketers think more socially, and to use socially-oriented marketing to add value to their brands, their communities, and to society at large. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet me via @eskimon or @wearesocialsg, or email me at sayhello@wearesocial.sg
The Creative Business Idea Book: Lessons Learned from Ten Years of Breakthrou...Havas
In 2000, as the advertising industry embarked on a new century of marketing communications, Havas Worldwide (then known as Euro RSCG Worldwide) made a promise to our clients: In every office around the world, in every discipline, we would maintain a single-minded focus on delivering breakthrough business ideas—ideas so powerful they have the capacity to transform businesses and revitalize brands, create entirely new categories, and alter consumer perceptions. We called this offering Creative Business Ideas® (CBIs), and CBIs have since become our mantra, our mission, and our mandate.
In the years since we established this new point of focus, Havas Worldwide has grown to be the largest agency in the world by number of global clients. We have been named Global Agency of the Year by Advertising Age and Agency Network of the Year by Campaign, and we have seen years in which we held more spots in The Gunn Report’s annual list of top 10 campaigns than any other agency, large or small.
In 2011, we marked our first decade of Creative Business Ideas with a gorgeous coffee-table book celebrating examples of the brilliant thinking the agency has produced for clients since 2000. Intended for creativity-focused people inside and outside our own industry, The Creative Business Idea Book: Ten Years of Breakthrough Thinking showcases more than two dozen campaigns created for clients around the globe and in industries ranging from finance to publishing, automobiles to FMCG. It includes fresh insights into the future of marketing communications and business in general, exploring, among other topics, the vital importance of the smart use of social media and the business benefits to be gained from driving social change.
The Creative Business Idea Book is available on Amazon.
Google Think Insights: Give Them Something to Talk About: Brian Solis on the ...Brian Solis
"Word of mouth has always had the power to make — or break — a brand. Author and digital analyst Brian Solis has studied the compound effect these interactions can have on brand perceptions. He spoke to us about how brands inspire people to share meaningful product experiences."
#OgilvyCannes 2014 Social Impact Report at #CannesLionsOgilvy
MediaWeek:
"Ogilvy also had the most prominent unofficial hashtag at the event, #ogilvycannes, which accounted for 82 per cent of mentions of unofficial hashtags with 27,132 mentions."
"Ogilvy demonstrated the value of a well-oiled social machine, with its own strategy playing a significant role in driving the agency to the top of the brand charts."
Salesforce quote: “Ogilvy was the dominant brand at Cannes Lions 2014, clocking 22,652 mentions online [during the week]. It jumped in early with a well-executed social strategy that even propelled Abraham Lincoln into one of the leading celebrity spots over the opening weekend – quoting his famous stance that ‘the best way to predict your future is to create it.’”
Links:
MediaWeek: http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
Salesforce: http://www.slideshare.net/ExactTarget/saturday-36254344?ref=http://www.mediaweek.co.uk/article/1300680/ogilvy-crushes-google-twitter
BuzzRadar: http://www.buzzradar.com/the-power-of-storytelling-cannes-lions-2014/
The Deep Focus 2015 Marketing Outlook ReportDeep Focus
Deep Focus' third annual 2015 Marketing Outlook Report explores the nature of two critical elements: intricacies of social media becoming digital marketing and digital marketing becoming simply known as marketing. In the context of a seemingly never-ending deluge of marketing noise, we sift through the highlights and pitfalls of what's next and help guide you through the year and beyond.
Our outlook for 2014 is optimistic. As marketers, it has never been a more exciting time. The following things to watch for range from very strategic to very tactical, but all are related in one big way. For marketers, none of them will matter, and none of them will work at all if not driven by a healthy, big idea.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
This is the complete collection of We Are Social's series on Social Brands and The Future of Marketing. It contains 8 provocations to help marketers think more socially, and to use socially-oriented marketing to add value to their brands, their communities, and to society at large. To read our full thinking on these Social Brands topics, you'll find extensive write-ups at http://wearesocial.sg/tag/social-brands. If you'd like further info on this series, or if you have any questions about our work, please tweet me via @eskimon or @wearesocialsg, or email me at sayhello@wearesocial.sg
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Digital technology is reshaping consumer attitudes, needs and behaviour, and therefore redefining the Marketing tools. TNS is investing to provide Clients insights that help them make decisions on how to play most effectively in a newly dynamic, real time environment. We call this Integrated marketing (IM). We provide information and consulting through research that both understand consumers in this new context and leverages capabilities of new technology and data (we call this Technology Enabled Research - TER). We keep our finger on the pulse of this new landscape, constantly innovate, invest in and mine the potential of digital tech and data to improve the depth and value of our research. Keep pace with digital age for your Marketing insight ! Consult TNS http://www.tns-global.it/competenze/digital
The Incite Summit East 2013: Conference BrochureNick Johnson
This brochure was developed for the first Incite Summit East, which took place on September 18 - 19 in NYC.
The brochure highlights:
THE C-SUITE EXECUTIVES CONTRIBUTING TO THE SUMMIT:
Including L'Oreal USA, Sears, MetLife, Chobani, and 7 more), and the other major brands participating (including McDonald's, Coca Cola, Siemens, Mastercard, HP and many more)
THE KEY ISSUES THE AGENDA COVERS:
1) Get customer-centric: From culture, to internal organisation, to new outreach. How to drive your company to align with your customer for better marketing performance
2) Success over multi-channel: Operate in a fragmented marketing landscape. Build a strategy that reaches customers at the right time, in the right place
3) Build unique customer experiences: New opportunities to build increasingly relevant and personalised messages. Create seamless, engaging customer experiences
4) Measure to learn: Leverage the flood of data to deliver a lean, precise and effective marketing function - and confidently track your ROI
5) Seamless internal collaboration: How to break down internal silos to co-ordinate external messaging, and share relevant data better. Then deliver seamless experience, no matter the customer touchpoint
For more information on the Incite Summit, head to www.incitemc.com/summits
How can you build up long-lasting relationships with dialogue partners and use social media to attract and engage quality customers? By Jaydip Chowdhury
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
Digital analyst Brian Solis assembled a list of 15 startups he believes will stand out this year while also sparking new trends. From the sharing economy to AR/VR to 3D Printing to Messaging to Enterprise Collaboration and more, this list will help you see and appreciate top trends happening in Silicon Valley and around the world now.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
The Corporate Social Media Summit New YorkHayley Dunn
Back for its 4th year now, it is even better and bigger than ever. Develop your social media strategy that elevates you beyond your competition – learn from the very best including Southwest Airlines, Dell and McDonald’s. Plus you will hear from 8 global CMOs from companies such as MasterCard, Sears and Hertz on corporate strategy and where social fits in the marketing pie. Join THE social media event of the year with a corporate audience. Save 20% with SLIDE20
Check it out here http://bit.ly/UAjTsy
Digital channels are 'on' 24/7, a fact that's as true for brands as it is for traditional media. Organizations struggle to keep up, not to mention remain relevant. All marketing organizations must now consider to what degree they will function in real time. New research from Industry Analyst Rebecca Lieb and Senior Researcher Jessica Groopman defines real time marketing (RTM), identifies the six RTM business scenarios, addresses the benefits, executional challenges and best practices of RTM and outlines how companies can move into real time readiness.
http://www.convergeenterprise.com : Converge Enterprise is a leading Cloud CRM company offering an innovative collaboration network portal connecting Customers, Partners and Employees through social and mobile cloud technology.
Digital technology is reshaping consumer attitudes, needs and behaviour, and therefore redefining the Marketing tools. TNS is investing to provide Clients insights that help them make decisions on how to play most effectively in a newly dynamic, real time environment. We call this Integrated marketing (IM). We provide information and consulting through research that both understand consumers in this new context and leverages capabilities of new technology and data (we call this Technology Enabled Research - TER). We keep our finger on the pulse of this new landscape, constantly innovate, invest in and mine the potential of digital tech and data to improve the depth and value of our research. Keep pace with digital age for your Marketing insight ! Consult TNS http://www.tns-global.it/competenze/digital
The Incite Summit East 2013: Conference BrochureNick Johnson
This brochure was developed for the first Incite Summit East, which took place on September 18 - 19 in NYC.
The brochure highlights:
THE C-SUITE EXECUTIVES CONTRIBUTING TO THE SUMMIT:
Including L'Oreal USA, Sears, MetLife, Chobani, and 7 more), and the other major brands participating (including McDonald's, Coca Cola, Siemens, Mastercard, HP and many more)
THE KEY ISSUES THE AGENDA COVERS:
1) Get customer-centric: From culture, to internal organisation, to new outreach. How to drive your company to align with your customer for better marketing performance
2) Success over multi-channel: Operate in a fragmented marketing landscape. Build a strategy that reaches customers at the right time, in the right place
3) Build unique customer experiences: New opportunities to build increasingly relevant and personalised messages. Create seamless, engaging customer experiences
4) Measure to learn: Leverage the flood of data to deliver a lean, precise and effective marketing function - and confidently track your ROI
5) Seamless internal collaboration: How to break down internal silos to co-ordinate external messaging, and share relevant data better. Then deliver seamless experience, no matter the customer touchpoint
For more information on the Incite Summit, head to www.incitemc.com/summits
How can you build up long-lasting relationships with dialogue partners and use social media to attract and engage quality customers? By Jaydip Chowdhury
15 Startups to Watch in 2015 -2016 by Brian SolisBrian Solis
Digital analyst Brian Solis assembled a list of 15 startups he believes will stand out this year while also sparking new trends. From the sharing economy to AR/VR to 3D Printing to Messaging to Enterprise Collaboration and more, this list will help you see and appreciate top trends happening in Silicon Valley and around the world now.
This ebook is a collaboration between myself and Rohit Bhargava for Incite Marketing and Communications.
It features
1) 15 key findings from the Incite Summit East - which happened in NYC in September 2013 (including detail on customer-centric approaches, storytelling, internal social media guidelines, personalization of marketing, and innovation
2) The top 5 Tweets from the Summit
3) 7 pieces of advice from some of the leading speakers at the Summit, including C-suite representatives from L'Oreal USA, Chobani and MetLife
For more on the Incite Summit East, visit www.incitemc.com/east
The Little Blue Book of Social TransformationBrian Solis
Now is the time to get serious about social and put your business fully on the path to becoming a socially connected enterprise. This free ebook will show you how to get there with 20 short—but impactful—principles, like:
- Laying the groundwork for social success
- Turning weak ties into strong connections
- Creating a social listening center
Attracting new fans with social experiences
Soon you’ll be on the road to forging deeper relationships with customers and employees and greater relevance with social and traditional customers alike.
Beyond Advertising: Creating Value Through all Email and Mobile TouchpointsMarketingSherpa
Watch this session live at 2:00pm EST on Wednesday, May 3, 2017. www.marketingsherpa.com/beyond
MarketingSherpa Summit was filled with real-world case studies from your peers. This webinar provides an opportunity to step outside your day-to-day role and ask big questions like, “Where do I want to take my organization, department or individual career?” — and learn how to transform your organization and career with customer-first marketing philosophies.
To help you do that, we’ve invited a pioneering researcher focused on reinventing advertising and marketing. In this webinar, Catharine Hays — the executive director of The Wharton Future of Advertising Program and co-author of “Beyond Advertising: Creating Value Through All Customer Touchpoints” — will share her research into customer-first marketing with over 200 thought leaders in marketing, technology, cultural anthropology and other disciplines from 22 countries.
In this webinar, you will learn:
The five forces of change affecting marketing and advertising
Insights, ideas and frameworks for adapting to how mobile technology has changed brands relationships with customers
How to challenge entrenched mental models of email and mobile marketing and advertising, including example pioneering customer-first marketers are taking
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
Effectiveness is at the heart of everything we do. David Ogilvy himself wrote a series of full-page ads in the New York Times in the 1960s with headlines such as "How To Create Advertising That Sells." His most famous book, Ogilvy on Advertising, is packed with guidance on the success factors of effective campaigns.
However, the marketing landscape has changed beyond recognition in the past fifty years. We are delighted to share our latest publication, The Ogilvy & Mather guide to effectiveness. In it, Worldwide Effectiveness Director, Tim Broadbent, deals with one of the most central questions in marketing: how to increase the effectiveness of our campaigns.
As marketing budgets come under increasing pressure in response to economic uncertainty in Europe and elsewhere, effectiveness is rising higher on clients' agendas. The message is timely.
The Brand in the Boardroom: Making the case for investment in brand by Joanna...Ogilvy
The Red Papers represent the marquee thought leadership from the Ogilvy & Mather network. Research into effectiveness shows that the more we tie individual marketing and advertising efforts to hard measures, the better that advertising performs. That is true on the much larger scale of the brand itself.
It has been challenging, however, to measure the real impact of a brand. Past brand assessments have been limited by an accounting bias and reflexive secrecy about methodology. There is a better way, described here, which has the potential to transform marketing.
The vision of Brand Valuation set forth in this paper can help us all make a better case for investment in brand even as it links our brand strategies to measurable financial outcomes—shareholder value included. That makes a powerful argument for introducing the brand into the boardroom conversation, where it can have a meaningful impact on the health of the whole enterprise.
The Ape, the Adman, and the Astronaut: Rediscovering the power of storytellin...Ogilvy
In The Ape, the Adman, and the Astronaut: Rediscovering the power of storytelling, Ogilvy & Mather Worldwide Chief Creative Officer Tham Khai Meng posits that the way to move people is through telling a great story. In the advertising world, there’s forever been a struggle between the right brained and the left brained, the creative types and their reason-seeking counterparts. Despite longstanding evidence that humans are emotional and irrational creatures, creatives—the storytellers—have long been fighting for relevance. Khai says the battle has been won; the rise of social media has helped changed the landscape for good. People gravitate to great stories, and they share them with others. Thus, advertisers can’t look at storytelling as merely an option. It’s a must.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Brands That Do: Building Behavior Brands
by Susan Machtiger and Jaime Prieto
The importance and meaning of brands is in a state of turbulence. We live in a fragmented media world amidst unprecedented consumer control and content overload. It has become apparent that those brands that do not matter to consumers will soon fade into absolute irrelevance. So, what matters to consumers? How brands behave. Consumers are telling us to stop making empty promises and start acting in new and different ways. In other words, we should be building brands that do things that matter to their customers. Most companies need to rethink how they build and care for their brands. This Red Paper shows them how.
The Digital Social Contract
The Millennials and generation Z together comprise the most engaged, mobile, and enticing consumers of our time, but brands and agencies have largely misunderstood how these coveted digital natives interact.
We have missed a fundamental truth: There is a new social contract emerging—a digital social contract—that, like Rousseau’s original, has been proposed, ratified, and enforced by those it governs—most especially online video creators and their legions of fans who together stand at the apex of the digital revolution.
In Ogilvy & Mather's latest Red Paper, "The Digital Social Contract", Ogilvy's Jeremy Katz and Robert John Davis join with Alta Sparling and Bing Chen from Victorious to uncover the unspoken social rules governing the digital world and explain to brands how to thrive in it.
The official Ogilvy Key Digital Trends for 2017. A yearly trend report outlining both where we believe the digital and social landscape is headed and what brands and agency partners should do about it. By Marshall Manson and James Whatley
Get the collection of Strategy Map Powerpoint Template, includes how you organize PPT Presentation. For more information please visit: http://www.slideworld.com/
A good strategy map should communicate everything a company is striving to achieve on a single page.
Think about it, if your company is made up of only five people or is an enterprise of 5,000 people first and foremost you want them to know exactly what the company is about and what it is trying to achieve.
What is more, your employees want to know that your company has ambition and plans and will be around for the long haul. They want to be sure that the leaders know what they are doing and are in control.
They want to work in a winning environment and want to know their jobs are secure. One of the most powerful tools you have in your armoury is a strategy map (that and consistently winning profitable business, the two are inextricably linked).
The number and type of channels that customers are using has rapidly grown to include the Internet, smartphones and a host of social media options. The result is an increase in possible customer touch points, which presents new opportunities for organizations to interact with their customers.
With the increasing sophistication and empowerment of customers, this trend is driving the need for organizations to use new channels in new ways. However, many organizations have not been successful, experiencing disappointing results due to mismanagement of a new channel or misjudgement of overall channel requirements. This mismanagement can detrimentally affect company results.
Capgemini Consulting advises that a channel strategy designed for customer needs is imperative to ensure channel success.
Keys To Building A Winning Partner Enablement Strategyhawkeye Channel
Tasked with the constant need to identify, prioritize, target, invest, and measure the performance of your partners? Transform your channel by effectively enabling your partners. Explore key strategies in this insightful presentation.
3 Things Every Sales Team Needs to Be Thinking About in 2017Drift
Thinking about your sales team's goals for 2017? Drift's VP of Sales shares 3 things you can do to improve conversion rates and drive more revenue.
Read the full story on the Drift blog here: http://blog.drift.com/sales-team-tips
Companies, by contrast, have lagged behind their customers, but they are learning that embracing this platform is not optional. Whether you are a global
FMCG, an automobile manufacturer, financial services company or a B2B technology leader, no one can afford to hesitate. At the same time, tactical,
unconnected experiments will not vault the brand forward. Integrating social media into the marketing and communications functions implies a deep
transformation not just of marketing but customer service, product development, and even the way the enterprise benchmarks success.
Social media is not just a new channel or a few extra degrees in the 360° approach to marketing and communications. Social media is a fundamental shift in consumer behavior, and it requires marketers to change how they market, how they are organized and how they measure success. While brands from all across the globe have tested the waters of social media, they have tended to do so in disjointed feints that often end in failure. To achieve real business impact with social media brands and organizations must adopt a comprehensive strategic approach to integrating this new discipline. John Bell shows you how.
It's the end of 2010, and a majority of companies have ventured into social media as a publishing channel. Yet many aren't seeing the results they'd hoped for. That's because of the approach.
This whitepaper explores the concept of Engagement, Influence and Activation as end goals to corporate social media, not as a publishing channel but as a way to better connect, share and interact with your markets.
The Coming Change in Social Media Business ApplicationsElizabeth Lupfer
Social Media Today presents a whitepaper on the coming change in social media business applications. From the intro: Companies have been using social media primarily as a general communications tool—mostly for public relations and marketing. That’s about to change, as
businesses discover its value as an essential tool for customer engagement—
providing lead generation, immediate customer contact, and customer interaction.
http://socialmediatoday.com/submitform/socialmediabusinesswhitepaper50109
I researched, wrote, and rolled this study into a white paper which was published by the social media network, “Social Media Today.” The study has been translated into Italian, Spanish, and Portuguese and replicated for comparison in South Africa. This study launched with an ad campaign form the sponsor, Neustar, which included ad placements on LinkedIn, Facebook, the Lucid Media and Federated Media ad networks, as well as ad placements on the Smart Brief, IT Toolbox, and LifeHacker.com web sites.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
MutualMind White Paper: Social Media ROIMutualMind
CEO and CMO's guide to social media ROI. This white paper provides a)overview of thought leadership on the topic social media ROI, b)shows how listening & engagement leads to ROI and c) provides recommendations on how to maximize impact of social media on your business
A corporate lead summit focusing on how big business can utilize the power of social media fully. Join leading brands like AMEX, Dell, Gap, Whole Foods, KLM as they tackle external engagement, customer service, monitoring and integration. It is the only summit designed exclusively to take your social media strategy to the next level.
Engaging in social media can be a highly effective way for MSPs to boost their market presence, expertise and market share. However, success in social media initiatives is anything but assured; it takes developing a sound strategy and executing on a sustained basis to yield dividends. “Marketing 101 for MSPs: Social Media” provides the background and guidance MSPs can use to build an effective social media strategy, one that yields real business results.
For more information, visit: http://bit.ly/LrBZY5.
Union of Humans: The Future of the Millennial Generation in the Age of Automa...Ogilvy
It’s not always fun or easy to understand an automating, fissuring, hyper-globalizing economy. It’s not always comfortable to consider that decades-old safe and sage advice (“Go to college!”) might become totally obsolete—if we don’t move quickly to curtail the privatization of our primary schools, and/or colleges fail to modernize their offerings.
However with great crisis comes great opportunity, and Millennials are well-equipped to handle the mammoth issues before them. They are, after all, the most educated, most connected generation in American history.
So why the emphasis on…unions? Well, we really need them, and Millennials happen to love them. But the automation era will require its own union, of sorts—what we’re calling a “union of humans.”
Point of View on Cambridge Analytica Scandal Ogilvy
Last week the Cambridge Analytica data scandal sparked a widespread privacy debate and put Facebook in the eye of a PR storm. Automatically this raises questions from an advertisers perspective. ‘Should we gear up for an audience decrease and reshu e budget?’ Not really. No advertiser data has been a ected and this is mainly an issue on user level, so Facebook already implemented actions to solidify the privacy of its users which is a bene t for advertisers too.
According to a Google Temasek study, e-Commerce sales are slated to hit US$88 billion in the next 8 years. The entry of Amazon and Alibaba in the Southeast Asian e-marketplace is further proof of the e-Commerce potential in this region. While this provides plenty of opportunities for businesses to grow – there’s also more competition than ever. Launching a successful e-Commerce venture takes more than connecting a valuable product or service with the right audience. This white paper outlines key principles and strategies to help you ride this wave and come out on top.
2018 Prognostications For The Year Of The DogOgilvy
For the year ahead – 2018 to some, and the Year of the Dog to others – we share our annual Political, Economic, and Business prognostications for China.
10 Pearls of Wisdom for Working With & Leading PeopleOgilvy
By David Levitt, Former Worldwide President of Learning & Development, recently retired from Ogilvy after 45 years.
This is an excerpt from his retirement speech.
For Goodness’ Sake: Satisfy the hunger for meaningful business Ogilvy
For Goodness Sake is about transforming businesses into “Purposeful Enterprises.” Business, being the most adaptable of human institutions, is already shifting to encompass the new priorities our global society is setting out, but a full change to purposeful enterprises—enterprises that exist for many interlocking reasons and strive for complex outcomes—will emerge only with great planning and thoughtfulness.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
The French Revolution, which began in 1789, was a period of radical social and political upheaval in France. It marked the decline of absolute monarchies, the rise of secular and democratic republics, and the eventual rise of Napoleon Bonaparte. This revolutionary period is crucial in understanding the transition from feudalism to modernity in Europe.
For more information, visit-www.vavaclasses.com
Model Attribute Check Company Auto PropertyCeline George
In Odoo, the multi-company feature allows you to manage multiple companies within a single Odoo database instance. Each company can have its own configurations while still sharing common resources such as products, customers, and suppliers.
A Strategic Approach: GenAI in EducationPeter Windle
Artificial Intelligence (AI) technologies such as Generative AI, Image Generators and Large Language Models have had a dramatic impact on teaching, learning and assessment over the past 18 months. The most immediate threat AI posed was to Academic Integrity with Higher Education Institutes (HEIs) focusing their efforts on combating the use of GenAI in assessment. Guidelines were developed for staff and students, policies put in place too. Innovative educators have forged paths in the use of Generative AI for teaching, learning and assessments leading to pockets of transformation springing up across HEIs, often with little or no top-down guidance, support or direction.
This Gasta posits a strategic approach to integrating AI into HEIs to prepare staff, students and the curriculum for an evolving world and workplace. We will highlight the advantages of working with these technologies beyond the realm of teaching, learning and assessment by considering prompt engineering skills, industry impact, curriculum changes, and the need for staff upskilling. In contrast, not engaging strategically with Generative AI poses risks, including falling behind peers, missed opportunities and failing to ensure our graduates remain employable. The rapid evolution of AI technologies necessitates a proactive and strategic approach if we are to remain relevant.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
Macroeconomics- Movie Location
This will be used as part of your Personal Professional Portfolio once graded.
Objective:
Prepare a presentation or a paper using research, basic comparative analysis, data organization and application of economic information. You will make an informed assessment of an economic climate outside of the United States to accomplish an entertainment industry objective.
3. The Red Papers:
February 2010, No. 2 Contents
5 Introduction
10 High octane
global growth of
word of mouth
18 Change within
the enterprise
42 Social media
strategy now
44 Key takeaways
46 References
4. Socialize the Enterprise
Time for a comprehensive Introduction
social media strategy After a year of experimentation in social media, the CMO of a global Fast
Moving Consumer Goods (FMCG) company realized that, once again,
his team’s latest effort was not working. He was frustrated. This time, he
thought, they had cracked it. From the outset, the team looked to existing
agency partners and new social media gurus to help them tack the social
media programs to their product campaigns. The media companies
offered paid placements in social networks. The advertising creatives
designed a clever Facebook application, and the public relations team
suggested reaching out to some bloggers to spread word of mouth. The
brand team felt they had the tactics to transform their traditional marketing
campaign into a social media campaign. But, with no real way to measure
the impact of blog posts, Tweets or the limited use of the Facebook
application, it just seemed like a lot of work to generate modest word
of mouth online. Where was the ROI in that? When the three-month
campaign came to a close, the CMO was disappointed. He wanted
something bigger, something that reminded him of mass media.
The FMCG’s social media experiments had left behind a trash heap of
expired initiatives, ignored sites and unattended accounts. All the work and
all the money they had poured into social media had not produced much
to brag about. In retrospect, their efforts seemed tentative, unconnected
and perfunctory. That, the CMO decided, just wouldn’t do. Heading home
on the Friday evening after his latest social buzz-kill, the CMO didn’t
know what to do next. Part of him wanted to junk the whole social media
world entirely. The results didn’t justify the effort and expense.
After dinner that night, the CMO logged into Facebook, caught up with his
friends and then started to head over to the Twitter feeds he was following,
just like he did every night. He paused, his finger hovering over the
mouse button, and realized that if social media was this much a part of
his life, then he couldn’t ignore the impact it had on his customers. More-
over, he had read the data; he knew that consumers’ trust and habits
were shifting toward the social landscape. His younger colleagues on
the brand teams were unrelenting boosters of social media, and, to be
honest, he was an awfully big consumer of it too. Every time he opened
5
5. The Red Papers: Socialize the Enterprise
Intro the trades, he read about how his competitors were knocking the cover Brand marketers feel like jilted dates at the high school dance, convinced
off the ball with social media. He needed some of those positive headlines. that social media doesn’t work, that their brand is immune or, worse, that
Then the CMO factored in his own boss. The CEO was no fool. He had their customers just don’t want to talk about them. Hundreds of brands
lasered in on social media as a big opportunity — one they were not yet all across the globe have tested the waters of social media over the past
making the most of — and the whole C-suite was buzzing about it. Nope. few years, lurching forward with disjointed social media feints that
This was not something that could be abandoned. often end in failure. Peter Kim’s Master List, an online wiki filled with
a few thousand examples of brands launching blogs, Twitter handles,
But they couldn’t keep going the way they were. Sure, most of their social communities and more, is a monument to the futility of most of those
media stabs seemed exciting when they launched, but as far as he could disjointed, tactical efforts.
tell, they had not made the slightest business impact. Some of them, he
thought ruefully, were outright failures. When they bombed, his brand Social media is not just a new channel or a few extra degrees in the 360°
teams just retreated into buying more media. As he reviewed the past approach to marketing and communications. Social media represents a
year and a half of frustration, the CMO realized that in many cases, he fundamental consumer behavioral shift requiring marketers to change
and his team had simply ported traditional marketing over to a social how they market, how they are organized and how they measure success.
platform. His marketing group was filled with smart people; he couldn’t To succeed via social media and to achieve real business impact, brands and
have been the only one to see these problems. Yet teams from all over the organizations must adopt a comprehensive strategic approach to integrating
vast enterprise were repeating the same mistakes. Obviously, there was no this new discipline.
mechanism in place to accrue knowledge and then share best practices
throughout the organization. Were our well-intentioned CMO to have approached social media with a
strategic eye, he would never have tried pinning it to the back of a traditional
If they were going to continue — and they were — they had to do better campaign. Instead, he and his brand team would have put “social” at the
than just checking off the social media box on the corporate to-do list. heart of the entire marketing and communications effort. Pundits have
Budget time wasn’t far off, and he knew he’d see plenty of line items for been evangelizing the power of social media for close to a decade.
social media spending. How, he wondered, could he wrap that up into Consumers get it. The rate of marketplace adoption of social media and
a budget he could stand behind? He did not have enough data to know word of mouth around the globe is faster than anyone could have predicted.
what social efforts were going to work, what they would cost and what
kind of revenue impact they could return. He needed a new approach — a Companies, by contrast, have lagged behind their customers, but they are
way to adjust his organization to capitalize on social media while helping learning that embracing this platform is not optional. Whether you are a
his brand managers bank some appreciable, measurable success, all without global FMCG, an automobile manufacturer, financial services company
stomping on their entrepreneurial drive. or a B2B technology leader, no one can afford to hesitate. At the same
time, tactical, unconnected experiments will not vault the brand forward.
While this tale is apocryphal, the arc of the story will sound familiar to any Integrating social media into the marketing and communications functions
brand executive. Tactical experimentation in social media blows up for implies a deep transformation not just of marketing but customer service,
brands, leading to a spiral of disappointing campaigns and unrequited love. product development, and even the way the enterprise benchmarks success.
6 7
6. The Red Papers: Socialize the Enterprise
Intro This strategic approach begins with learning to generate authentic,
positive word of mouth via social media. Follow up with a focus on long-term
gains rather than just short-term campaigns. Defining how to add scale
leads to integration across the other marketing disciplines while common
measurement models give the team the data to understand what is working
and what is not, turning every tactical experiment into a strategic move
forward.
The main qualities of an enterprise-level social media strategy — more
direct and open relationships with customers, faster marketplace response
and increased efficiency around marketing, customer service and product
development — have proven themselves invaluable to early adopter brands
like Dell, Zappos, Ford, Starbucks and more. But the pace has quickened,
and creating a social media brand strategy is a little like designing, building
and driving a car simultaneously.
Ultimately, what social media enables
is a new form of word of mouth
8 9
7. THE RED PAPERS
High octane global growth Both social media and the new, empowered consumer are here to stay
regardless of whatever platform is popular today. Social media behaviors
of word of mouth and platforms have enjoyed remarkable growth around the world, most
notably in Brazil which has seen the fastest rate of Twitter adoption.
While Facebook’s U.S. user base grows older — from twenty-six in 2008 to
thirty-three in 2009 — Twitter’s grows younger. Eighteen- to twenty-four-
year-olds account for thirty-seven percent of its users, up from nineteen
percent just a year ago. As it spreads from the early adopters to a much
broader base, social media behaviors and platforms are emerging in markets
around the globe. This is a worldwide trend.
Ultimately, what social media enables is a new form of word of mouth.
Whether I blog about my love for the new Ford Taurus, become a fan
of the Lance Armstrong Foundation on Facebook, Tweet a link to Amex
tickets for the Rolling Stones concert or pass a video of Nick Cave reading
from Bunny Munro to a friend, it’s all word of mouth.
Word of mouth trumps most other forms of communication in its influence
on purchase decisions and opinions. Three years ago, we began to see
the erosion of trust in traditional marketing in favor of a digitally enabled
type of word of mouth. This expanded form went beyond family and
friends to a new group: strangers with expertise or strangers with experience.
These are people who, like ourselves, express themselves online via blogs,
forums, Twitter, Facebook and regional social media platforms. They
include other dads who have some experience raising a fifteen-year-old
son and can teach me a thing or two, as well as self-made style mavens who
know more than any magazine on the racks. When it began, we thought
this trend was reserved for mature media markets where consumers had
grown skeptical of advertising claims. It would take years for young media
markets like China to follow suit.
We were wrong. The Chinese consumer’s participation in social media
has exploded. In 2006, there were an equal number of blog readers and
writers — about fifty-eight percent of the online population — whereas
today the number rockets to ninety percent for readers and eighty-one
percent for writers.
10 11
8. The Red Papers: Socialize the Enterprise
For the Chinese online consumer, online word of mouth trumps traditional
media in influencing brand perception and purchase decisions. As
Thomas Crampton, who heads up Ogilvy’s 360° Digital Influence team
across Asia, explains, “China’s levels of engagement in social media outstrip
those of many nations. Distrust of the state sponsored media makes social
High media based word of mouth campaigns that much more effective.
octane A McKinsey study found that when asked what would lead someone to buy
global a new moisturizer, sixty-six percent of all Chinese said recommendations
growth of from friends and family was vital.”
word of
mouth Participation in Online Conversations in China is Growing Fast: Online Word of Mouth Influences Brand Perception and Purchase
Growth of Social Media Use Amongst Online Population Decisions in China
Global Web Index, Trendstream Limited 2009 Millward Brown ACSR, May 2009
Online
comment Online
by people comment
I know by people
Newspapers from the I don’t Online
% participating 2006 2007 2008 2009 % agree / Magazines TV Internet know Search
It will influence my 33 33 32 43 21
Blog readers 58 85 89 90 perception on the brand.
It has the information 25 25 25 36 25
Blog writers 58 62 71 81 I want to know.
It is the channel I use often. 24 25 24 40 33
Create social network profile 49 63 70
It is valuable. 24 22 28 37 22
Manage social network profile 64 72 I will recommend it to others. 21 19 25 29 15
It is convincing. 17 17 24 31 15
Visit a friend’s social network page 75 82
It is believable. 16 14 23 26 13
Video watchers 56 79 56 89 It will influence my final 15 17 23 31 18
purchase decision.
12 13
9. The Red Papers: Socialize the Enterprise
In Europe, we see a similar trend. When asked who consumers trusted U.S. Moms — that most-coveted gatekeeper of many purchases — clearly
for the most accurate opinion on a product they were considering, values the online opinions of her peers well above the advertisements she
“a good contact on a social network” came directly after “a close friend” may see in traditional media.
and a family member at the top of the list, well before a journalist or TV
news reader.
High
octane Europeans Trust Contacts on Social Networks More Than Traditional U.S. Moms Value Online Peer Communications Well Above Traditional
global Global Web Index, Trendstream Limited 2009 Advertising or Media: Information Ranked by Percent of Moms Indicating
growth of it was Very Valuable
word of 2009 Women and Social Media Study, BlogHer, iVillage and Compass Partners
mouth
Person to person Info from articles Info from traditional ads
A family member
70%
A close friend
60%
A good contact on a social network
A neighbor
50%
A store assistant
40%
The author of a blog you read regularly
A journalist for a national newspaper
30%
A television news reader
20%
The main contacts on your microblog
A well-known celebrity
10%
Your country’s leader / politicians
1.50 2.00 2.50 3.00 3.50 4.00 Friends Online Expert Online Online Magazine TV ads Magazine Newspaper Radio
reviews reviews friends articles articles ads ads ads
from online
Average Trust — 5 equals very strong trust consumers
like me
14 15
10. The Red Papers: Socialize the Enterprise
The growing importance of the opinion of peers — both those we know The growing importance of the opinion of peers
and those with whom we identify — is a global phenomenon. Brands who
have a lot at stake in emerging markets for growth can no longer shrug
— both those we know and those with whom we
off peer reviews as a “Western thing.” Consumers in China may favor identify — is a global phenomenon.
forums and portals over blogs and Twitter, but the impact of word of
High mouth online is growing unmistakably. While the state media control may
octane be one explanation, national marketing crises around tainted milk, lead
global in paint and other products, as well as a general mistrust from outlandish
growth of marketing claims has likely accelerated the skepticism.
word of
mouth As marketers, our job now shifts from top-down message dissemination
to peer group influencing. We must strive to help customers, enthusi-
asts, fans and other “strangers with expertise” share their thoughts about
our products and the topics and ideas that bring us together with them.
Rather than trying to control the conversation, we want people to search
in Google and find the endorsements of our advocates — third parties who
say our products are as good as we say they are. Social media and word
of mouth marketing has become a big part of our business. Marketers
and investors are banking on the growing power of social media. As key
hurdles from measurement to organizational to integration are overcome,
this use and investment will skyrocket. A recent study sponsored by the
Word of Mouth Marketing Association tracks marketers’ spend on word
of mouth and social media marketing. It found that we spent almost two
billion dollars last year alone, a number that will increase by fifty percent
come 2013. A tremendous return on investment will accrue to those who
spend strategically.
16 17
11. THE RED PAPERS Socialize the Enterprise
Change within the enterprise Strategic use of social media takes effort and change at all levels of
the organization. That takes time. Five to ten months will pass before a
rigorous approach to social media shows big results. The company should
begin by educating teams and adopting best-practice guardrails.
Actual marketplace programs with results that everyone can evaluate and
appreciate ought to follow soon after. Even the most aggressive marketer
who wants a program in-market in thirty days needs to know that time —
just like money — must be invested for a new approach to take hold. There
is a lot of marketing muscle-memory to retrain.
Our FMCG will face three big changes within the enterprise. They will
need some silo-smashing collaboration across the whole organization.
This goes way beyond 360° marketing and communications teams.
Customer service, or at least corporate public relations, should get dragged
into the mix. The product development team must get involved post-haste
as advanced social media strategies lead to co-creation or collaboration with
customers. That can impact the actual product or service for sale. The
company needs to jettison campaign thinking. All of us have to engage
with our customers in a sustained, ongoing effort that will likely transcend
not just the life of the paid media buy but also the sparkly goodness of the
latest big idea. Lastly, no marketing team can adopt any practice on faith
for too long. To make a sound budget for ongoing social media activity,
marketers must have a dependable measurement model buttressing their
high-performance strategic approach.
18 19
12. The Red Papers: Socialize the Enterprise
Collaborating across silos Beyond the campaign
When American Express wanted to shake up their approach to marketing Brands across the Unilever, P&G, Campbell’s, Pepsi and Coca Cola
at their customers with social media engagement, their first stop was portfolios have actively engaged in social media experiments over the past
customer service. Before Amex could earn the right to use social media few years. Many learned that they need to push against built-in pressures
to engage customers, they had to offer a social customer care solution. for short-term thinking and planning. How can you motivate a brand
Had they not launched twitter.com/askamex to listen and respond to manager who has an average life expectancy on a particular brand of
Cardmember questions and concerns, any other social media marketing eighteen months to think about developing a two-, three-, five- or even
effort would have died under the weight of customer service traffic. They ten-year relationship with customers?
needed to collaborate with customer service to deliver a marketing solution.
Short-term campaigns often leave a disparate collection of Facebook
Change When Dell launched IdeaStorm to solicit customer thoughts on product or YouTube pages out on the social web — many of them abandoned
within the innovations, their first stop was product development. They needed once the campaign was over. These may have served some short-term
enterprise to make sure that the product teams were ready to not just listen to goal (or not), but they create confusion and negative feelings amongst
suggestions but take action on them. By inviting customers to make consumers who expect to see brands living up to their side of the social
suggestions and have some of them be incorporated in products, they network contract. Generally, brand exploration in social media is a good
turned these customers into invested advocates. Marketing could not thing. It builds confidence and expertise within the organization. But
have accomplished this without breaking down operational barriers with without a strategic framework, it can lead to less than best-practice use
product development teams. of social media. Companies must curtail the English-garden growth of
social network beachheads in favor of strategically guided experiments.
Social media will drag the whole enterprise into play. Resisting this It’s a business truism, but it’s worth repeating: the consumer must come
pressure is futile. Finding ways to work together easily across business first — even before our ninety-day needs for launching product variation
functions will improve the value of social media to the business, increasing X. Brands must apply some order to this chaos without squelching the
collaboration and market responsiveness. Businesses can start by entrepreneurial drive that got them doing something in social media in
establishing a federation of people from across all disciplines who want or the first place.
need to apply social media to their discipline. Call it a working group, call
it a committee, call it whatever is acceptable and meaningful, but make
sure these people come together to establish best practice principles for
using social media and that they share openly the lessons they’ve learned.
It’s no big mystery that the best application of social media inside the
enterprise starts with some basic social activity.
20 21
13. The Red Papers: Socialize the Enterprise
Responsible budgeting Measurement of social media is changing how we measure business
“What do we budget next year?” Think about this routine question. Brands cannot wait for the social media equivalent of the Gross Rating
If the most effective use of social media is a sustained effort beyond any Point (GRP) to land in their laps. It is finally possible to measure the
one campaign, involving more than the marketing and communications performance of social media programs, and the newest performance
teams, then the current method of measuring success — campaign models will likely change how we all measure the impact of our marketing
metrics — is insufficient. These measurements cannot assess the impact and communications and customer service efforts in the future. No, we
of an ongoing social media effort and do nothing to calculate return on don’t have new standards in place yet. Any marketer who holds out until
investment. Without those two key pieces of data, how can you have an that is delivered to them on a silver platter will find herself off the back of
informed view of what to budget next year? An evolutionary approach the pack. Many major marketers today are exploring two new performance
won’t get you there. Unlike media-driven campaigns where a marketer can metrics for social media while figuring out how to integrate them into their
Change dial up or remix the spend to get different (hopefully better) results, a social brand dashboards: the Net Promoter Score (NPS) and value metrics for
within the media program requires new metrics to move budgeting beyond guesswork. social key performance indicators.
enterprise
The NPS is a proprietary model for benchmarking the health of a business
based upon some version of the simple question, “would you recommend
us?” There are billions of brand mentions every day online and offline
which can be classified, given some context, as positive, neutral or
negative, but brand marketers want to activate and increase positive word
of mouth about their product. The NPS measures that positive word of
mouth. Brands that engage with social media will need to adopt some
form of an NPS metric being as it indicates actual consumer sentiment.
Rather than rely on inchoate “brand mentions,” measures like the NPS
assess a behavior, and a highly desired behavior at that. What good are
gross impressions compared to knowing who is recommending your
product and how to reach them?
What’s next? How about the value of a Facebook friend? The value of a
word-of-mouth mention? Or the value of my social graph? Each of these
metrics — which seem intuitively valuable — will find some form of simple
and plausible measurement within the next two years. If you add to that
the compound effect of owned, earned and paid media, then marketers
will have a new way to assign value to their market-facing activities.
22 23
14. The Red Papers: Socialize the Enterprise
Creating your social media strategy As our apocryphal CMO learned the hard (and expensive) way,
experimentation in social media is not enough. It leads to a self-defeating
series of disappointments as brands try to hit the jackpot of a runaway
campaign or replicate the seductive power of a viral video. Only a
company-wide strategic approach that puts social media at the center
of brand strategy, accrues useful learning and applies meaningful new
measurement tools will produce the kind of results marketers need and
consumers want. A strategic social media approach will force change, to
be sure, but it will also reorient the enterprise to face the most significant
change in the selling environment that any of us will see in our lifetimes.
Strategic focuses show brand teams the way to meet their short-term
campaign needs while building an enduring connection with consumers.
CMOs will get a program that directly and measurably affects sales targets
and brand equity. CEOs will see that the organization is embracing
change. And customers will see a brand that is committed to them for the
long haul, not just selling that new flavor or formula.
Brands must do three things to develop a comprehensive strategic
approach to social media. Start by defining the social brand — just how
can (and should) you participate in social media in a way that is authentic?
Not every company should put their 1,666 blogging employees in an
aggregator like Microsoft. Not every brand should enlist women to tell
men how they can score like Axe does via Facebook.
Beyond defining their social nature, brands must look inside and break
down the silo walls that shelter one department from another, preparing
team members for collaboration and learning. An enterprise change
framework can speed adoption of best practices and organizational
frameworks, and establishing an engagement playbook will ensure that
brands get the biggest impact from their marketing and communications.
24 25
15. The Red Papers: Socialize the Enterprise
Defining the social brand
You spent millions defining your brand, and millions more
communicating that to the world. You built complex marketing and
communications programs that speak consistently across channels. You
may have even aligned your call centers to that brand positioning. The 360°
approach to brand stewardship is standard operating procedure these days.
But what about the social identity of a brand? Is social just a few more
clicks around the 360° wheel? Is it just another way to describe the
big idea? Brands must choose the role they want to play in social
media and what they will do there, not simply what they want to say.
Defining the social brand means deciding how you will behave in the
social web, what voice you will use and how deeply you will participate
with your customers.
Creating your There is more than one way to be social. Does every brand need to jump
social media into a daily two-way conversation with people to demonstrate that they
strategy get it and to serve their customers? What makes it okay for Starbucks to
invite customers to co-create via My Starbucks Idea may not work for
McDonald’s. Ford’s Fiesta Movement may be right for them but not for
Louis Vuitton. Brands have long been described as personalities. Now that
metaphor means more than ever. Brands must think and choose wisely
about what is a natural personality to portray.
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16. The Red Papers: Socialize the Enterprise
Brands can choose to: Each of these is a legitimate way to act socially. Each can be an extension
of the authentic brand personality. Some brands are enablers trying to help
Humanize themselves through their people and their stories their customers achieve something. Some brands deliver fun. Some feel
more exclusive. How should your brand behave in social media? Like the
Demonstrate openness by inviting customer opinion, whether it be favorable relentless helper, Zappos, known for their friendly, even quirky, customer
or unfavorable service? Or are you more like Campbell’s Soup, providing a virtual kitchen
for women to share their recipes and experience with other women?
Be of use to their customers in some new way
Ford’s enduring brand position has always been the democratization
Delight customers via innovative entertainment of technology. After all, they pioneered mass production, making the
automobile available to many. The 2010 Ford Taurus embodies that same
Steward customer communities for feedback and to trigger word of mouth spirit by placing technology once limited to the luxury brands into a car
for the masses. As Ford dives deeper into social media, their democratic
Extend customer care via social tools that are more immediate and answer heritage guides their choices. They embrace the voice and experience of
questions publicly their customer by aggregating blog and Twitter mentions, images and
videos from owners and prospective owners, projecting the mood of a
Creating your Deliver relevant content via the social web to the places their customers are town hall rather than a corporate lobby.
social media already congregating
strategy Axe has little interest in democracy. Instead, it wants to give you a leg up.
Axe is that wingman who will help you score with the ladies. That comes
across in their advertising as well as the apps that fill their Facebook page.
Axe has chosen to be the enabler who, with a twinkle in his eye and a smile
on his face, has decided that your fun is his mission.
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17. The Red Papers: Socialize the Enterprise
These brands rooted their social brand in their larger brand position. Building your enterprise change playbook
While this connection makes sense, brands may also find that they have
permission to behave a little differently in social media. Very often a Social media is not just for marketers or communications experts. Many
brand’s social self can be more informal or even friendly, even if that is brands are finding that social media can inform or even change basic
not key to the core brand personality. If you operate within a regulated business processes across the enterprise, from customer service to product
industry like pharmaceuticals, financial or alcohol, you will need to address development. That’s a lot to take on at once, and a strategic approach will
the requirements of those regulations as that may affect how your social start you in a few distinct places like training and organization. This will
brand manifests itself. An alcoholic beverage company, for example, might introduce change at a level that impacts the business immediately. You
need to embrace a social voice and message around the responsible use of don’t have to set out to transform your enterprise to gain advantages from
the product, thereby earning the right to engage in deeper discussions. social media, but once you have enjoyed the rewards, you’ll look back and
Hold a workshop with your brand and social media enthusiasts. Peter find yourself transformed.
Friedman from the social media community company LiveWorld likes to call
this the “socialization of the brand.” Ask yourself some simple questions:
If you met your brand at a party, how would you describe it?
Creating your What voice should your brand speak in?
social media
strategy From within your company, who would be a good archetype for that voice?
Is your brand more likely to engage in conversation or help others do the same?
If you could invite your customers over, what would you do together?
What social causes do you care about?
Some of these questions seem hokey. Give yourself and your team a little
room to explore and the freedom to be corny. Suspend your disbelief and
check the hierarchy at the door so that you and your team uncover the
natural position for your brand. There is no one path to socializing your
brand, and your discussions may show you that you are not ready to jump You don’t have to set out to transform your enterprise
into direct conversations with your customers via social media, preferring
instead to help them share amongst themselves. Perhaps it is not your to gain advantages from social media, but once you
brand’s job to entertain your customers but rather to be useful to them in a
new way (like an iPhone app, for instance).
have enjoyed the rewards, you’ll look back and find
yourself transformed.
Once you have a definition for your brand’s social self, your strategic
choices will become clearer.
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18. The Red Papers: Socialize the Enterprise
Social Enterprise Change Playbook — For large organizations to reap the Training: Social media cannot be outsourced — at least, not completely.
full benefits of social media in their business, they need three efforts: Nor can it be learned through books. This is one discipline that requires
hands-on experience and nonstop training. Ogilvy, for example, has
developed a complete training program delivered both live and online.
Our belt system allows marketing and communications staff to work their
way up to black belt abilities in our social media dojo. Intel has adopted a
Training
different approach, using an accreditation program for their staff.
A training program to build capacity from with the organization.
Social media cannot be completely outsourced, and team members By taking digital university-level courses, staff can acquire knowledge
across disciplines from marketing to customer care to legal need and status within the organization. To transform your current staff
training. An accreditation program ensures true expertise, and a path you will need to develop a training program that fits your staff. Some
of continuous learning keeps teams sharp on the next new thing. organizations such as the Word of Mouth Marketing Association offer
basic training which is a critical starting point, and social media training is
being introduced into marketing and communications programs at major
universities. Nevertheless, brand organizations should expect to develop
their own higher-level training that is mapped to what their marketers
Organization really need.
Creating your Organizational modeling tells us how to structure the organiza-
social media tion — including jobs and responsibilities — as well as how to Whatever approach your organization adopts, active, ongoing education
productively engage outside partners such as agencies.
strategy is mandatory in a social media-focused organization. This world changes
quickly, and the change is driven by your consumers. Being behind the
curve shows them disrespect.
Action
Each discipline needs its own social media action program that tells
them how they can apply “social” to their market-facing activity.
Customer service
This world changes quickly, and the change is
Internal communications
driven by your consumer. Being behind the curve
shows them disrespect.
Marketing and communications engagement
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19. The Red Papers: Socialize the Enterprise
Organization: Social media doesn’t belong to marketing, public relations calendar1 of your Facebook page and content publishing elsewhere in
or customer relations. It doesn’t sit neatly within any of the existing your social web, you may find that you can centralize all of that with a
discipline silos, and creating a new, distinct organization runs contrary to single, very busy person. But that is only one key platform. Just the live
the integrated nature of social media. Instead, brands are creating centers coverage on Twitter alone can require two or three team members. The
of excellence, pulling people from all disciplines to form an internal organizational task is to identify the least number of resources you need
federation. Its mission: to define and socialize best practices, while sharing internally, augmenting those folks with your agency partners. Time will
and integrating this knowledge throughout the organization. Intel, tell where and when you need to staff up.
American Express and others have adopted this model, sidestepping the
question of “who owns social media?” and creating a more responsive If you chose well, your agency has a lot of experience bringing social
culture. The work coming from your social media center of excellence will media to bear for different brands. They can help you develop your social
accelerate the integration of the communications and marketing teams brand position and assist with changing how you work. They can also
and will spread from there. Even if your organization has competitive serve as a useful filter for the fire hose of new technologies and solutions
marketing and communications silos today, they will all be one unit sitting springing up in the marketplace every day.
shoulder-to-shoulder in the future.
Once you’ve committed to building a center of excellence, you need to
Creating your figure out whom to invite. It’s key to have most disciplines attending —
social media marketing, communications, customer care and product development.
strategy It’s just as important to identify the enthusiasts for social media and invite
as many of them as makes sense. These folks may not be the most senior,
but their natural interest and aptitude will propel the group forward. They
can be productive word-of-mouth ambassadors for social media within the
organization. Embrace them.
Who will do the actual work within the brand, and how will you determine
what must be done internally, with consultants or via your agency
partners? How can you determine which key positions to hire before
the actual revenue impact of those positions is revealed? In answer to
those questions, most companies grossly underestimate or overestimate
what they need to have an effective social media program, especially in
the beginning. Many settle for hiring that one social media person and
then wonder why their business is not magically transformed. Still others
assume that industry leaders like Dell have a legion of social media-specific
people and unless you get that legion, no progress can be made.
The truth is somewhere in between. Managing customer care in the social
web is resource-intensive. If you are trying to manage the conversation
1 “Conversation calendar” is a term used by Facebook sales reps to describe the daily and
weekly rhythm of updates to your brand Facebook pages to keep your followers engaged.
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20. The Red Papers: Socialize the Enterprise
Action: the social media engagement framework Active Listening: Whether you are listening to gain insight or to rapidly
respond to customers or stakeholders, every brand must keep its ears
A changed enterprise is not enough. You need a model to plan your social pricked. Brands have begun putting in listening solutions that deliver
media marketing and communications efforts more strategically. We live short, relevant reports on a daily or weekly basis, but nobody has come
in a campaign-focused world. Our brand teams are trained to think of up with an excellent system. Some have limited their sift to Twitter and a
discrete marketing assaults in the marketplace, and, while we want to move major forum (such as TripAdvisor). Others have tried the radio antenna
to include a more long-term view, we do still need a planning framework approach, listening to the whole universe of comment. One way or
for campaigns that deliver the most impactful results today and tomorrow. another, brands need to implement a good system for listening that is
flexible enough to adapt to growing sophistication as it becomes available.
Social Media Engagement Framework: Listening programs deliver value in at least five ways: marketing insight
for campaign planning, rapid response opportunities, measurement
benchmarking, media planning insight and influencer discovering.
This is too rich a resource to pass over.
Active listening
Listening to CGM, sharing internally and responding Active listening doesn’t end with your ears. Now that companies
have valuable information, they need to know what to do with the
Creating your information. Do you have a commenting policy that will empower your
social media communications staff to story correct? Will the insights from consumers
strategy Owned Earned Paid make their way to the CMO and influence future marketing and product
efforts? Every brand should have some listening solution and discipline.
This is a fundamental step that every social media expert agrees on.
Social content Social Engagement
strategy IRM advertising
Brand community
Cultivating and interacting with a network of customers or advocates
Active listening doesn’t end with your ears.
Measurement
Integrated performance and POI social media measurement
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21. The Red Papers: Socialize the Enterprise
Owned, Earned and Paid Media: A brand has the choice of how it will use To add scale to our efforts we need to use paid advertising in a new way.
its own Web presence and content. While this owned media offers We can grow online word of mouth via the careful use of advertising.
the ultimate in control, it lacks the benefits of two-way dialogue with A hallmark of large word-of-mouth activity is dispersion or the degree
consumers. From your web site to your Twitter account, owned media to which a lot of people are talking rather than a vocal core group.
can be used more conversationally than the press releases, white papers Advertising used well can drive more people into the conversation and get
and videos you may have pumped out a few years ago. Today, owned them talking. Imagine advertising units that feature blog posts, Tweets
media should be shareable and findable. Embed your owned media or other social content getting delivered through efficient ad channels.
with web standards for distributing and bookmarking (e.g. Share This), Now the advertising progresses beyond traditional display as it helps
and create all content with search results in mind. Search remains create a brand network for a relevant conversation. With new uses for paid
embarrassingly underutilized for most brands. While conventional search advertising, we have added scale and not let our social media program
engine optimization experts abound, search intent modeling — a process plod along unsupported.
advanced by our SEO experts Global Strategies International — turns
search into a powerful social tool. Search intent modeling allows us to Putting social at the center of a program drove millions of people to be
listen to what consumers are talking about in relation to our brands while heard at the 2009 United Nations Climate Change Conference. Ogilvy’s
paying attention to how they are searching. Using the language that our Hopenhagen campaign, launched just three months before the start of the
customers are using is the key to creating highly relevant owned media conference, aimed to galvanize a mass outpouring of public sentiment,
Creating your that rises to the top in all types of search. a global and peaceful uprising demanding a serious effort to confront
social media climate change. By aligning earned, owned and paid media, we delivered
strategy The new earned media is word of mouth. When we engage a new set of a strategic plan for social media far bigger than any one tactic. We hosted
influencers in a way that causes them to pass something along, comment a worldwide social media movement that became a beacon for the climate
on or participate in some way, we have earned word of mouth — the change conversation. We built a social brand that mattered, earning
highest value currency in the marketing world. When we pay attention to the focused attention of six million people, and we did it in 90 days.
social media participants and understand what they value, we may gain Hopenhagen showed the world the power of social media.
more than their attention; we may obtain their advocacy. There are billions
of brand mentions every day via word of mouth, but that’s not the same Brand Communities: Every brand can support some type of community.
as social attention. Often, people are willing to say relevant, honest things Every town has its own character as does every internet community.
about your brand if you just ask them nicely. To succeed in earned media, Victoria’s Secret Pink, for example, has over two million fans on Facebook
brands need to know how to earn that attention. who may find themselves interacting with each other and not just the brand.
Social Influencer Relationship Management (Social IRM) is the process Every brand should know what its communities are or where the potential
of managing social relationships well and encouraging people to be vocal for community lies. If Campbell’s Soup can foster community — and
about a product, service, brand or topic. Unlike Customer Relationship they can — then many brands have the potential. You may find, as
Management (CRM), Social IRM does not try to measure the value of Maker’s Mark did, that loyalists will take pride in their community and
specific social behaviors. Yes, it’s nice to know how many emails it takes for membership in ambassador programs. As you engage influencers to
someone to click through, but that is not the goal of Social IRM. Social share word of mouth, foster a place for vocal loyalists as well as a deeper
IRM is personal, high-touch customer interaction that presumes you relationship among them and your brand. Brand communities serve as a
value advocacy as much as you do customer revenue. In the near future, new form of CRM — one that is built and managed across the social web.
Social IRM will connect influencer and customer databases to each other,
managing them for maximum advocacy and revenue.
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22. The Red Papers: Socialize the Enterprise
Measurement: Going all in with strategic social media does not preclude Conversation Impact™: Measure Engagement > Action
learning through experimentation and iteration. Anyone who portrays
social media as a highly predictable universe with power laws like the
average click-through rate on a display ad is just delusional. Brands will
succeed by trying lots of things. You need a reliable measurement model Awareness Preference Action
to know if you are winning or losing on any given day.
Every brand can decide which key performance indicators they will follow
today while we all wait for Facebook to get around to floating a value for
Sentiment index of online
a fan. Our approach, Conversation Impact™, is a simple model for brand Unique monthly visits — conversation
marketers to report reach, brand preference and action based upon readily Sales
owned and earned media (% positive — % negative),
trackable metrics. There are other tools emerging, but no matter which you # / pts change
choose, be sure it measures conversion metrics like click-throughs, email
signups and fan acquisition as well as the volume of your positive word
of mouth online. Whether you use Conversation Impact™ or some other
model, use it consistently. Doing so allows your center of excellence to try
Time on site, Share of positive
Creating your different tactics knowing they will be able to gauge what is effective. Registration
# / % change voice in category
social media
strategy
Volume of online Relative net promoter WOM network
conversation score (NPS) in category action
Message Blog/Twitter-based
pull-through action
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23. The Red Papers: Socialize the Enterprise
Social media strategy now Simon Clift, former CMO of Unilever, said of that company’s progress
in social media, “We may be ahead of our competitors, but we’re most
definitely behind consumers.” While many marketers are just trying to
catch up to consumers, we must take action to meet our customers where
they have already told us they want to go. Social media is not a fad. It is
an enduring change, and it represents a new discipline for marketers to
learn. Taking it seriously demands some crucial decisions. Enterprises
must choose how to train best practices, organize themselves to adapt
quickly and measure performance and ROI. Some marketers will continue
to experiment tactically with no means for understanding real results, but
the experimentation and evangelist-led tactics that got us this far will not
be enough to reap the true benefits of a social world. Marketers who apply
a strategic approach across the enterprise will not only create the most
effective social media-based programs possible today, they will be setting
up their organization to meet consumers where they want to go next.
The ultimate promise of the social brand comes when a person openly
speculates about a product or a service to buy and their peers lean forward
to tell them enthusiastically about their experience. As brands change their
approach to connecting with their customers, they will find that all of their
communications and marketing efforts will be more effective. Instead of
outspending their rivals and buying customers for their products, brands
will earn people’s attention, their advocacy and, ultimately, their business.
We may be ahead of our competitors, but we’re most
definitely behind consumers.
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24. The Red Papers: Socialize the Enterprise
Key takeaways • Social media represents a fundamental consumer behavioral shift
that is here to stay
• Success comes from creating an enterprise-level social media strategy
• Brands will enjoy direct and open relationships with customers, faster
marketplace response and increased marketing, customer service and
product development efficiency
• Social media is a new form of word of mouth which is growing
remarkably quickly throughout the world
• Enterprises must embrace internal change while setting up a new
engagement strategy
• Reorganizing for social media
• Collaborate across silos
• Think beyond the campaign
• Rethink budgeting with new social media metrics
• Creating a social media engagement strategy
• Define the social brand
• Build an enterprise change playbook
• Training
• Organization
• Apply the social media engagement framework
• Active listening
• Owned, earned and paid media
• Brand communities
• Measurement
• Set up the organization to progress in step with consumers, meeting
them where they want to go next rather than playing catch-up
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25. The Red Papers Socialize the Enterprise
References • beingpeterkim.com
• blog.ogilvypr.com/conversation-impact-social-media-measurement-
model-by-ogilvy-360-digital-influence/
• community.campbellkitchen.com/category/Forums/400000001
• globalstrategies.com
• Global Web Index, Trendstream Limited 2009
• makersmark.com
• Millward Brown ACSR, May 2009
• netpromoter.com
• pewinternet.org/Reports/2009/17-Twitter-and-Status-Updating-
Fall-2009.aspx?r=1
• sharethis.com
• Simon Clift speaking at Ad Age’s Digital Conference April 2009
• The Word-of-Mouth Marketing Forecast 2009-2013, WOMMA 2009
• Women and Social Media Study, BlogHer, iVillage and Compass
Partners, 2009
• womma.org
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26. The Red Papers: Socialize the Enterprise
About the author John Bell
John’s job is to take the latest in digital innovations and apply it to our
business and our clients’ business. Call it applied innovation.
He heads up the global 360° Digital Influence team — Ogilvy’s global
digital practice designed to manage brands in an era when anyone can be
an influencer and we are all influenced in new ways. It connects our brand-
building PR expertise with a word-of-mouth marketing discipline. This
team of Digital Influence strategists integrates the power of social media
— social networks, blogs and Web 2.0 applications — with digital marketing
to produce measureable results. John has developed strategy and executed
award-winning programs for clients including Ford. Lenovo, Unilever, Intel
and American Express.
The first wave of innovation was Interactive Television (iTV) in 1990. John
headed up the Visual Design Studio at Downtown Digital — a joint venture
between Viacom and AT&T to create the most futuristic vision of interactive
television anyone could imagine. He created programming for kids and
gamers, and fully interactive applications for Paramount Studios and
Entertainment Tonight. This model of set-top-box-delivered interactivity
remains a vision for all iTV innovation.
John created the first interactive advertisement for American Express during
that iTV trial. He went on to form Media Circus Interactive Advertising
in New York during the 1990s, designing award-winning CD-ROMs
including the first interactive advertisement on Launch, then a CD-ROM
zine, for Sony. John also created the first I-Spy CD-ROM for Scholastic,
extending the brand into the electronic space and pushing the limits of
what an interactive experience could be. At the same time, the Internet
was exploding. He designed and built complicated transaction sites for
Gateway Computers and wild experiments like MTV’s Web service that
connected “stringers” all across the country reporting on the music scene
in their community. (Sound a bit like blogging? It should, and the year
was 1995.) Discovery Channel was one of the first media properties to
really experiment with the web. John was brought in to transform a single
web site into a network of 14 web properties known as Discovery.com.
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27. The Red Papers: Socialize the Enterprise
They had live, online expeditions from the field. Reporters posted real-time
stories, audio and video from Australia where they were in search of giant
spiders, and from the bottom of the ocean where they explored the Titanic
wreckage for the first time. John designed and built online experiences
for TLC, Animal Planet, Discovery Kids, Discovery Health and Travel
Channel, not to mention a host of digital TV network and global sites.
His experience creating an online adventure service for kids with Discovery
Kids inspired him to join a startup called HiFusion committed to build-
ing a unique school-to-home internet service for the K-� community. But
it was ���� — a pivotal year for internet-based business. HiFusion sold
the company to Sylvan Ventures and moved on to the next adventure.
For John, that next adventure was Ogilvy.
John graduated from the University of Pennsylvania with a Bachelor of
Arts in European history and spent a lot of time at the Annenberg School
About of Communications.
the
author John serves on the board as past president of the Word of Mouth Marketing
Association (WOMMA) and is a professor at Johns Hopkins University
where he teaches graduate courses in Digital Influence.
His blog is The Digital Influence Mapping Project: johnbell.typepad.com
His Twitter name is jbell��.
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