Managing Director,Executive Creative Director360° Digital Influence, Ogilvy Public Relations Worldwide

How a PR Agency Does Digital

How PR Does Digital

Influencer Marketing & Word of MouthJune 14, 2007

The Big Bang

Idea“Hit”Campaign

“Bang”“Bang”

“Bang” “Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

“Bang”

Zadi Diaz Pete Cashmore

Aun Chen Michael

Arrington

Cute Overload

Birdie Jaworski Heather

Armstrong

Michael Graham

Richard

Uleshka

“…Sometimes I wonder if Avon HQ knows how much my

blog contributed to its own culture, how many Avon Reps

told me that Beauty Dish helped them decide to walk that

door-to-door path. If I count my saved email, just the ones

from bona fide new Avon Ladies who plunked down hard

cash to get their kit after reading my adventures, it

numbers over 600 now…”

“…Sometimes I wonder if Avon HQ knows how much my

blog contributed to its own culture, how many Avon Reps

told me that Beauty Dish helped them decide to walk that

door-to-door path. If I count my saved email, just the ones

from bona fide new Avon Ladies who plunked down hard

cash to get their kit after reading my adventures, it

numbers over 600 now…”

“…Avon remained silent, a marble statue in some

forgotten New York museum… I worked on the fringes,

shared my experience because it felt right, somehow felt

sacred. I never asked for recognition, for reward. I liked

being a lone beacon, someone who blogged the sorry

damn truth about every product - the great ones, the ones

that should have never seen the light of day…”

Rank 283 (of 80m)

27,610 inbound links

800 attending event

What is changing in our digital lives?

Welcome to a world where

everyone is influenced in

new ways and anyone can

be an influencer.

Map with logos

SyndicationRSS

Online MediaBlogs, TraditionalMedia, Websites, Portal

Online AdvertisingBanner, Sponsorship,Contest, Game, Viral

Digital AdvocacyPolitical, Social, Environmental

Social ComputingWiki, Social Bookmarking

Social Networks

MicrocastingVlog, Podcast

MessagingEmail, Enewsletter, Ecard,Webmail, Text Messaging, Instant Messaging

ConversationsBlog, Chat, MessageBoard, VOIP

SearchSEO, Paid Search

Digital DevicesMobile Phone, DvR, PDA,Game Consule

Syndication

What is Digital Influence?

Digital Influence is an organized way of

planning and deploying programs in this

new world. It is not about manipulation, nor

about delivering messages. It is about

openly and honestly engaging with users

and participating in the conversation

What is changing in our digital lives?Participation

Conversation

Openness

Transparency

Community

Collaboration

Facilitation

A Strategic Approach

StrategyListen Engagement

Influencer Audit

Conversation Map

Search Visibility Plan

Multimedia Visibility

Directory & Affiliate

Program

Engagement Strategy

Feeds Collection

Snapshot “Map”

Crisis Monitoring

Comprehensive Monitoring

Web2.0 development

Blog development & visibility

Blogger relations

SEO/Search engine marketing

RSS/Content syndication

WOM program development

Digital Advocacy

Microcasting

Extranet/wiki development

Digital Influence Strategy

Digital User Profiles

What devices and digital services are they using?

Influencer Audit

Who are the influencers for an issue, brand, topic?

Conversation Map

What is cgm (consumer generated media) saying about a topic? How is the conversation unfolding?

Search Visibility Plan

How do we help people find the conversation and content?

Multimedia Visibility

How do we help them find the video, audio and pictures and offer them an emotional connection?

Directory & Affiliate Program

Can we connect a network?

Engagement Strategy

How do we put all this and the big idea into action?

TIME SPENT

Branded Entertainment

Task Fulfillment

CONTENT CREATION

Product Reviews

Testimonials

Blog Posts - Outreach

COLLABORATIVE FILTERING

Bookmarking

Tagging

Rating

Voting

Sharing

CONVERSATION

Product Feedback

Blog Posts/Comments

Message Board Posts

CO-CREATION

Product/Service Innovation

Co-creating advertising

Crowdsourcing

Crowdfunding

EngagementDeepening levels of

interaction

http://extranet.ogilvypr.com/360DI/

One where the public does most of the relating and trust in traditional marketing is down. We

believe in a new approach to communicating. One where we listen as much as we talk. Where

we recognize new influencers in the people sitting next to us. We believe in the idea of

engagement and that better things happen through open and transparent dialogue. The levers

that we have pulled for years to sell products and services, change behaviors, advocate for

causes and build brands no longer work the way they did.

The consumer is in charge. Perhaps, she always was. And now, creating a conversation is just

as important as driving media, forming partnerships and crafting messages.

Call it influencer marketing. Call it brand stewardship in the network age.

It’s all public relations.

Ask me questions

John H. BellManaging Director/

Executive Creative Director

http://johnbell.typepad.comjohn.bell@ogilvypr.com

360° Digital Influence

Ogilvy Public Relations Worldwide

P:202.729.4166

M:240.462.7596