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The Public Leader’s Dilemma - How to Become a Social Organization


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The Public Leader’s Dilemma - How to Become a Social Organization

  1. 1. The Public Leader’s DilemmaHow to become a Social Organization John Bell Global Managing Director | Social@Ogilvy
  2. 2. The Public Leader’sDilemma
  3. 3. What is the leader’s role inmanaging the impact ofsocial? 2 Expand Build Trust Create Operations Strengthen Create Reap & Stakeholder Workforce Manage Risk Reward Reputation Value Innovation Value & Culture Excellence 3
  4. 4. She needs to findinnovation in new places
  5. 5. She needs moreperipheral vision Brands Agile Non- Startups Profits 5
  6. 6. Listening And Understanding Needs DuPont Food Security By listening to experts of all types who were already talking about Food Security, DuPont was able to create a social publishing platform to spark a conversation about a global challenge and turn science to solve problems . 6
  7. 7. Building Trust Ford Summer of Taurus Ford sent 25 company executives on a 100 city tour across the United States. They introduced the country to the new Ford Taurus and engaged in local conversations with customers, community members and digital influencers. 7
  8. 8. Building Trust Super PAC iPhone App While watching a political TV ad, a user can hold up her phone to identify the commercial and receive objective, third- party information. Super PAC App allows the user to rate the ad, while understanding who and how much money is behind the ad, what claims the ad is making, and whether those claims are based on facts. 8
  9. 9. Driving Advocacy And Action American Express Small Business Saturday In 2011, over 100 Million people participated in American Express’ yearly Small Business Saturday by purchasing from independently-owned small business. American Express provides marketing materials for businesses, guides on where to shop and enables sharing via social networks, all in an effort to create success for small business owners. 9
  10. 10. Driving Advocacy And Action Instead iPhone App Instead, an iPhone app from a Texas non-profit, allows users to evaluate the costs of things they purchase, encourages them to find a less expensive alternative. They are then asked to donate the difference in cost to a non-profit of their choice. 10
  11. 11. Deepening Engagement It Gets Better Project Utilizing Facebook, YouTube, Twitter and their own website, IGBP encourages people to submit personal videos expressing their support for LGBT teens. To date, over 50,000 videos have been uploaded with views exceeding 50 million. 11
  12. 12. Driving Behavior Changes Nike+ FuelBand The Nike+ FuelBand is a device users wear that tracks all their daily activity and can be synced to their mobile phone. Users can set targets and share their measurements with others via social networks. The device also functions as a watch. 12
  13. 13. She must help her peopletransform
  14. 14. Transforming People Training New Collaboration Routines 14
  15. 15. Transforming through Training Digital Acceleration Team Nestlé has established an immersive training experience in Vevey. Twelve marketers from around the world attend an 8 month digital work experience in a specially out fitted digital “nerve center”. They learn by doing and then spread those lessons throughout the organization. 15
  16. 16. Transforming through Collaboration Yammer Collaboration More than 7001 cities and towns in 152 countries and territories switched off their lights for Earth Hour 2012. The organization has made use of all relevant social platforms to drive advocacy. They use Yammer to help organizers from different cities work together and collaborate. 16
  17. 17. Transforming with New Routines Social Engagement Playbook Smartwater needs team members form around the world to apply ‘best practice’ use of social media to achieve their business goals. A detailed ‘how-to’ guide with tools and resources will help an extended team excel at community management, influencer engagement and social content activation. 17
  18. 18. She builds belief
  19. 19. Building belief infundamentalsCloser listening to stakeholders helps understand needsEarning people’s attention and advocacy builds supportA new set of influencers can impact your mission in significant waysThe “Citizen Journey” is complex and requires all the data and understandingof behaviors to affectCommunities of shared interest can affect changeSocial tools can change (improve) how we produce value from collaboration 19
  20. 20. Where do you findinnovation? How are youtransforming your teams?How do you build belief?
  21. 21. Connect with meJohn BellGlobal Managing Director | Social@Ogilvyjohn.bell@ogilvy.comBlog. johnbell.typepad.comTwitter. 21