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Managing Director, Executive Creative Director 360° Digital Influence, Ogilvy Public Relations Worldwide How a PR Agency Does Digital
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
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://[email protected]
360° Digital Influence
Ogilvy Public Relations Worldwide
P:202.729.4166
M:240.462.7596
