the public leader’s dilemma - how to become a social organization
TRANSCRIPT
John Bell Global Managing Director | Social@Ogilvy
The Public Leader’s Dilemma How to become a Social Organization
The Public Leader’s Dilemma
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What is the leader’s role in managing the impact of social?
Manage Risk
Reap Reward
Create
Stakeholder Value
Build Trust
& Reputation
Expand Operations
& Innovation Excellence
Strengthen Workforce & Culture
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Create Value
She needs to find innovation in new places
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Brands
Startups Agile Non-Profits
She needs more peripheral vision
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Listening And Understanding Needs
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 .
DuPont Food Security
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Building Trust
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.
Ford Summer of Taurus
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Building Trust
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.
Super PAC iPhone App
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Driving Advocacy And Action
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.
American Express Small Business Saturday
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Driving Advocacy And Action
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.
Instead iPhone App
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Deepening Engagement
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.
It Gets Better Project
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Driving Behavior Changes
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.
Nike+ FuelBand
She must help her people transform
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Training
Collaboration New Routines
Transforming People
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Transforming through Training
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.
Digital Acceleration Team
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Transforming through 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.
Yammer Collaboration
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Transforming with New Routines
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.
Social Engagement Playbook
She builds belief
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Building belief in fundamentals
Closer listening to stakeholders helps understand needs
Earning people’s attention and advocacy builds support
A new set of influencers can impact your mission in significant ways
The “Citizen Journey” is complex and requires all the data and understanding of behaviors to affect
Communities of shared interest can affect change
Social tools can change (improve) how we produce value from collaboration
Where do you find innovation? How are you transforming your teams? How do you build belief?
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Connect with me
Social.ogilvy.com
John Bell Global Managing Director | Social@Ogilvy [email protected] Blog. johnbell.typepad.com Twitter. @jbell99
