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Posts Tagged ‘John Bell’

How Can Brands Master the Art of Building Social Movements?

So it’s the 21st century, and lots of brands want the public to know that they’re invested in the most powerful social movements of the day — be they environmental, ethical, or cultural. We also know that audience engagement is often the most important element of a successful social media-powered PR campaign. Social@Ogilvy recently conducted a study and published a white paper on the phenomenon, and we had a chance to talk to the firm’s “Global MD” John Bell about its conclusions.

What inspired you to conduct this study?

Our original motivation came from working with major brands on the idea of creating a movement around a major issue that both coincides with business goals and serves the larger social good. The Pepsi Refresh project, for example, not only benefited the company but also the communities that received funding. The “members project” from American Express was similar.

We’ve been designing big social programs for a while, but when considering the word “movement” we asked: how big is big — especially when the idea is centered around a brand?

What were the study’s parameters?

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O&M Launches Social@Ogilvy

Ogilvy & Mather, one of the sponsors of Social Media Week (which starts today), has used the occasion to launch Social@Ogilvy, a global practice that brings together the company’s digital experts across companies and around the world.

The division began with Ogilvy PR and now spans across marcomms, sales, and other areas. There are 550 social media experts and another 4,000 digital experts working within the group. John Bell, who is delivering an #SMW12 keynote as we type, is the global MD of Social@Ogilvy, working out of the group’s HQ in New York. Christopher Graves, CEO of Ogilvy PR Worldwide and Gunther Schumacher, COO of OgilvyOne are among the others heading the division.

After the jump, we’ve got a Slideshare deck from the group called “Does investing in social media create business value?” And you can click here to check out the Social@Ogilvy blog.

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Ogilvy PR Handling Social Media for BP

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Ogilvy PR is providing social media counsel to BP, as the company continues to deal with the gulf coast oil spill crisis.

Ogilvy PR was part of the Ogilvy & Mather team behind BP’s “Beyond Petroleum” re-branding campaign. The case study for that campaign is still listed on the agency’s website. Ogilvy PR told PRNewser on May 5th that the agency was no longer working with BP.

A source at the agency now tells PRNewser that BP hired Ogilvy PR for social media help “three weeks ago.” The agency is also working on Deepwater Horizon Response, the official website where BP and other organizations involved in the disaster have been releasing information.

The site has undergone a considerable face-lift recently. It also has an email list which provides numerous updates, often more than a dozen per day.

Another source tells PRNewser that the BP work is being handled out of Ogilvy PR’s D.C. office. John Bell, who heads up Ogilvy PR’s 360 Digital Influence team, says in his bio, “I have developed strategy and executed award-winning programs for clients including BP, Lenovo, Unilever, Intel, Select Comfort and Snap-on.”

We’ve reached out to Bell to confirm he is working with BP as a part of these efforts. In a recent presentation given by Bell on social media and crisis management, he said, “people demand ‘hyper transparency,’” and, “there are no more secrets anymore, don’t assume you can hide information.”

Bell’s recommendations for after a crisis “hits” also included, “deploy a keyword buy across major search engines,” something BP did just this week.

Apple PR’s Response To The iPhone 4 Leak

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Well, they haven’t really responded yet, but we thought that headline would catch your attention.

For those who haven’t been following, a version of the next iPhone was left in a Silicon Valley bar recently, and the device ended up in the hands of tech blog Gizmodo. Nick Denton, chief executive of Gawker Media, which owns Gizmodo, told The New York Times that he paid $5,000 for the phone.

Apple has not responded, except for a note Gizmodo said they received from Bruce Sewell, Apple’s senior vice president and general counsel, which asked that the phone be returned.

With a company that keeps its new products top secret before launch, some are wondering if the found phone was an intentional leak. We’ve reached out to Apple PR but have not heard back as of the time of this post.

“Great PR stunt. How to build suspense in a post iPad world,” said John Bell, Managing Director at Ogilvy PR.

Said Edelman’s Steve Rubel, “I believe this is probably a false prototype that someone from Apple either left in the bar intentionally or with an individual who they thought might do so for reasons only they know.”

What’s your take? Is this all intentional on behalf of Apple? Or would they never be that risky, especially in advance of their earnings call today? Leave your thoughts in the comments.

How To Get a Job in Social Media: Ogilvy PR

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We’ve noticed that in the advertising and public relations industries, agencies are increasingly on the lookout for professionals experienced in social media. We can argue the merit of who has social media expertise and who doesn’t later. For now we want to know: what are agencies and their clients looking for in this burgeoning field?

Over the next few days PRNewser and AgencySpy will run interviews with major agencies seeking social media hires. These are not exhaustive interviews, just 10 quick questions aimed at peeling the lid back. Hopefully the questions we asked will help you guide your career path, if social media is part of it. Today we have an interview with John Bell, Managing Director of our 360 Digital Influence

Click here to read the rest of this interview.

Op-Ed: Conversation Manager vs. Community Manager

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John Bell is Managing Director, Ogilvy Public Relations Worldwide and President of the Board of Word of Mouth Marketing Association. This post originally appeared on his blog, Digital Influence Mapping Project. It is reprinted here with his permission.

Lots of brands are starting to realize that they have a missing job function in their ranks. It seems to be happening more and more after they have launched their Facebook presence in earnest and get a taste for what it takes to generate engagement in the Wall.

I am talking about brands without a history around community management or who may host communities somewhere in the organization but far removed from mar-com or customer service.

These brands who are used to having public relations staff and marketing managers who don’t routinely interact with customers (never mind on the public stage of the Internet) are learning that they need someone willing and skilled to put a voice to their Twitter handle and their Facebook wall.

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PRWeek Awards: Which Agencies Won Big?

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Ketchum CEO Ray Kotcher sat at a table flanked by Council of PR Firms president Kathy Cripps and PRSA president and COO Bill Murray at last night’s PRWeek Awards in New York.

While Kotcher didn’t win the coveted PR professional of the year award – that went to Pfizer’s Ray Kerins – he had more than enough reason to celebrate, as Kethcum won four awards, including campaign of the year for their work with client Dreyer’s Ice Cream. In addition, subsidiary agency Emanate won the prestigious agency of the year award.

Who where the other big winners?

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WOMMA To FDA: Please Give Us Social Media Guidelines

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The Word of Mouth Marketing Association (WOMMA) has submitted written testimony to the FDA, in which they asked for “an appropriate roadmap so [health care and pharmaceutical companies] companies can better access and navigate social media including popular social networks like Facebook and Twitter.”

The new testimony doesn’t come as a surprise. The FDA held hearings on the issue this past fall, and this WOMMA testimony comes at the end of the FDA’s open comment period.

John Bell, President of the Board of WOMMA and Managing Director, Ogilvy Public Relations Worldwide told PRNewser this past November, in reference to the public hearings, “We’re spending time today in initial discussions that is as much about how the process should unfold as it is what should be the precise guidelines.” Read: this could take a while.

Jennifer Dowling, Senior Copywriter at Digitas, summed up the situation in a comment to PRNewser this past fall: “Where extreme legal teams and extreme social opportunities meet, circle, but are at the moment unable to touch…”

We’ve posted the four core principles outlined in the WOMMA testimony after the jump.

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Awash in Data: How To Discern The Signal From The Noise

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We can understand that taking a contrarian point of view on a hot-button issue is one way to get attention, but a recent blog post on Mashable from Shiv Singh, VP & Global Social Media Lead at Razorfish really takes the cake.

Titled, “Could the Toyota Recall Crisis be Helping the Brand?” Singh cites data from monitoring company Radian6 that shows Toyota’s brand sentiment actually experienced a slight uptick in January. He writes:

How can the Toyota recall be helping the brand? There are two answers for this. The first is that the increased number of conversations about Toyota are building greater awareness for the brand even though many of the mentions may be negative.

Let us point out just a few reasons why this thinking doesn’t make sense.

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How To Work With, Identify and Measure ‘Influencers’ In Social Media

° “We call it social influencer relationship management…We provide them with new content and values they can pass along to their readers to get them involved in the program.” — John Bell, managing director 360 Digital Influence at Ogilvy PR to Advertising Age‘s Michael Bush on client Kodak’s “Time to Smile” campaign. Read the full story here.

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