SMW Presentation Recap: Engaging Influencers & Developing A Successful Online Earned Media Program

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Earned media is a term typically associated with traditional public relations professionals attempting to place client news in major news outlets.

However, social media practitioners are taking the tried and true practice of media relations and giving it an online spin using influencers.

Partnering with influencers can be a valuable and important piece of a brand’s social media activity. They can tell compelling stories about your company or steer prospective customers and brand advocates to your services.

social@Ogilvy’s Liz Caradonna recently spoke with Eric Huertas from CDW at Social Media Week Chicago about best practices for influencer engagement. Liz and Eric shared a number of tips and strategies on getting an influencer campaign off the ground to deliver meaningful earned media results:

1. Establish a Clear Objective

Before embarking on any influencer program, ask yourself why you are doing it. Do you want to increase share of voice? Maybe change consumer perception of your brand? Or, do you need to attract new customers? All can be achieved with influencer programs, but be sure you know exactly what you want to produce before building and implementing your campaign.

Also, always establish Key Performance Indicators (KPIs) before and during your programs so that you have clear metrics for measuring the success of the influencer program.

  • CDW’s objectives for its influencer program were to engage influencers to create expert user-generated content about CDW’s products and services and to increase authentic online conversations about CDW as an IT solutions and services provider.

2. Identify the Right Influencers

While this may sound a bit obvious, it’s a strategy that is often overlooked. It’s important to take a clear and deep look at influencers across different mediums and marketplaces (online and not) to identify who are the people that are influencing your customer’s purchase decisions. Using tools like Twitter lists, Klout and Radian6 can help you identify and narrow down your influencer targets.

  • With CDW’s specific objectives, they needed to leverage technology influencers with strong reputation and expertise and partner with them to develop content that highlighted the company’s solutions capabilities.

3. Create Value for Influencers

It is vital to establish a value exchange with influencers. They are often times going above and beyond for your brand, so it’s important to provide them with something unique that they can share with their constituents. The value exchange must be something that they will benefit from and will be meaningful to them. Think about creating a one-of-a-kind experience for influencers that they can share with their followers.

  • CDW invited four tech influencers to spend a day at CDW’s headquarters, giving them exclusive, “behind-the-scenes” access to the company’s warehouse, configuration center and Technology Experience Center. This brought CDW’s offerings to life by showing influencers first-hand all that that company does, while giving them value in the form of visibility and exclusive invites and content.

The CDW program led to increased impressions, social engagements and link clicks. CDW also benefited from the in depth and detailed influencer posts about its solutions and services offering, meeting the objectives that the company set for the program.

We are seeing more companies— both B2B and B2C— exploring new and creative ways to reach target audiences through influencers and online earned media. It’s something that more clients are working with us on, and seeing success.


Social@Ogilvy Chicago Hosts WOMMA Wine Wednesday

The Social@Ogilvy Chicago office had the honor of partnering with the Word of Mouth Marketing Association (WOMMA) to co-host a Wine Wednesday event during Social Media Week Chicago at Filini Bar and Restaurant. The evening brought together leading professionals from Northwestern Mutual, CDW, Zipcar, Walgreens and the Kellogg School of Management to name a few. Scroll through pictures from the event below!

WOMMA Wine Wednesday events are hosted by WOMMA members to connect members with other social media and word of mouth marketing professionals across the country. Learn more about WOMMA here:

The Rise of the Visual Web

With the rapid popularity of Tumblr, Pinterest and Instagram, 2012 was a breakout year for visual content marketing. As social audiences access more and more social content through mobile devices, consumption habits trend toward succinct content with strong imagery and design. Learn how to make a picture worth a thousand words — and figure out how to cut through the legalese of those Terms of Service (ahem, Instagram…) and learn who really owns and can profit from the pictures you post.

During Social Media Week, we hosted several sessions around the world. “Show, Don’t Tell: The Rise of the Visual Web” was one of the panels that received a lot of attention. It was hosted by Social@Ogilvy’s Washington DC office and moderated by John Bell, Global Managing Director, Social@Ogilvy. Panelists included Mitch Gelman, Vice President of Product at Gannett Digital, Alejandra Owens, Managing Editor AARP Blog, Social Communications Advisor, Mark Coatney, Director and Media Evangelist at Tumblr, Aaron Murphy, VP and Associate Creative Director at Social@Ogivly.

Many have requested the video file from the panel’s live stream. Below you’ll find the video from the live stream and a graphic recording of some of the key highlights.

Graphic recording created during the panel by Lisa Nelson:

Source: Uploaded by user via Social@Ogilvy on Pinterest


“Show, Don’t Tell: The Rise of the Visual Web”

#SMWOgilvy Went Trending on Twitter During These Panels at Social Media Week

5 Tips on Tweeting from an Event

Source: via Social@Ogilvy on Pinterest

Social@Ogilvy’s plan was to activate our offline panels on Twitter. By posting quick tips online and offline, as well as making use of other tactics (stay tuned for a blog post on 5 Tips on How to Activate Twitter at Events), #SMWOgilvy became a trending topic in the United States on Twitter approximately 20 minutes into our first panel on Wednesday, February 20. At the end of Social Media Week, the total metrics for hashtag #SMWOgilvy received 14.1 million impressions from 4,715 tweets (1,759 Twitter users participated).

To dive a bit deeper, the engagement for #SMWOgilvy consisted of the following:

Now, to the invitation infographics and recorded panels.

Tumblr Panel with David Karp, CEO and Founder of Tumblr

Top 7 Things to Know About Tumblr

Source: via Social@Ogilvy on Pinterest

A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions

  • John Bell, Global Managing Director, Social@Ogilvy

Evolution of Community Management Panel

7 Skills of a Community Director

Source: via Social@Ogilvy on Pinterest

The Rise of the New Community Manager: A Discussion with Ford, Whole Foods, iHeartRadio, and Ogilvy on the New Brand Role


Google+ and Caterpillar Live Google+ Jam Panel

Google+ and Caterpillar BIG FACTS

Source: via Social@Ogilvy on Pinterest

The Live Google+ Jam with Caterpillar Panel

  • Gemma Craven, Executive Vice President, Social@Ogilvy
  • Dan Schreibstein, Vice President, Social@Ogilvy
  • Kevin Espinosa, Social Media Manager, Global Marketing Services, Caterpillar
  • Deitra Mara, Head of Social Solutions, NA, Google

Do’s and Don’ts of Social Customer Care

Source: Uploaded by user via Social@Ogilvy on Pinterest

The Future of Social Customer Care Panel

  • Evan Shumeyko – Director, North  American CRM & Customer Engagement at OgilvyOne Worldwide
  • Jeff Simmermon – Director of Digital Communication, Time Warner Cable
  • Phil Blum – Social Media Customer Care Manager, Time Warner Cable
  • Dave Evans –  VP, Social Strategy at Lithium Technologies
  • Rebecca Lieb – Digital Advertising and Media Analyst at Altimeter Group


Look Out for Innovation and Stay Focused – A Visit from Tumblr’s CEO

The world, and especially New York, can’t get enough of David Karp.

The founder of the blog publishing platfom, Tumblr, spoke with Social@Ogilvy’s Managing Director, John Bell at Social Media Week yesterday.

Consistent with all reports about the young entrepreneur, and similar to his last visit to Ogilvy, he spoke with humility and true affection about his platform and the state of affairs for the social network community.

It has been months since David Karp has written code. He hasn’t retired engineering, exactly; he’s focusing on steering the ship, acting as a chief navigator for the little big site. He admits he’s out of practice, and dabbling with new code would only be a setback to his driven and autonomous team of engineers.

We’re now getting to the source of why this quiet creator is the darling of memes and Forbes – unlike many entrepreneurs, he has built a self-sufficient operation, which has allowed him to stay focused on the future of his company on a daily basis.

If you missed this honest and insightful conversation, you can watch Social@Ogilvy’s exclusive chat during Social Media Week below.

Here are are three quick things you should know from the panel:

1.  Mobile is in a transient place – Tumblr and sites like it work in tandem with the hard side of engineering – Karp gives real credit to the “creative horsepower of the new software.” Your ability to Tumble from your mobile changes Tumblr, demanding a mobile dashboard. Karp says to pay attention to this symbiotic relationship.

2.  Surprise people and you will do well – When it comes to the all too-familiar multi-screen experience, brand advertising, and storytelling, Karp reminds the audience that we like, reblog, and respond to unexpected cleverness. If you are looking to make waves – ooh and ahh the audience that sees a million things every day.

3.  Stay disciplined on where you put your energy – Karp cites Tumblr as an example – outsourcing analytics was a choice on behalf of the betterment of the company, to keep Tumblr moving on its projected path and vision. Remind yourself of your end-goal, ask yourself if your energy output is getting you there, or distracting you?

Karp is a celebrated individual – and deserves the credit for his business savvy and creative brainchild – but yesterday, he reminded us that the most important thing in professional and personal pursuits is to respond to the pattern of behaviors you are witnessing in the world – while staying true to yourself.

Publications that covered the panel: 

Social@Ogilvy Streaming Live at Social Media Week – #SMWOgilvy

This page will be updated in real-time.

Day 3 (February 21, 2013)

Panel title: Masterclass Community Management 3.0 – The Evolution the Most Dynamic Role in Marketing

Time:  2:00 – 3:15pm


Day 2 (February 20, 2013)

Panel title: A Conversation with David Karp, Founder of Tumblr: Brands Connecting Inside the Index of Passions

Time: 10:30am – 11:30am

The Rise of the New Community Manager: A Discussion with Ford, Whole Foods, iHeartRadio, and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm


The Live Google+ Jam with Caterpillar: How to exploit Google+ to its Fullest

Time:  1:30pm – 2:30pm

The Future of Social Customer Care

Time: 3:00pm – 4:00pm


Day 1 (February 19, 2013)

Mocial RX: Leveraging Mobile & Social in Healthcare

Mocial RX: Leveraging Mobile & Social in Healthcare

Social Health Check #2

Brought to you by our New York, London and Hong Kong Social@Ogilvy teams, this is our monthly snapshot of the latest news and trends in healthcare social media. The aim is to inspire ideas, discussion and fresh thinking in this challenging yet ever exciting field.

Describe your pain in 140 characters

People experiencing chronic pain can now share their experiences in the Pain Exchange, the first user-generated database of descriptions of pain.  Participants can tweet descriptions of their pain to form a word cloud, upload photos representing their pain on Flickr, and rate the severity of their pain on a scale of 1 – 10.  Pfizer has launched the Pain Exchange as a pilot in the UK and Ireland, as part of the European health awareness campaign Can You Feel My Pain, in order to help improve understanding between people in pain and their healthcare professionals.

Healthcare Hangouts

Google+ Hangouts, the video chat service once publicized by a gaggle of Muppets, makes it easy to broadcast online conversations to live audiences. Cancer Surgeon Dr. Jay K. Harness uses Hangouts to host a weekly show called Breast Cancer Answers. Viewers submit non case-specific questions ahead of time and can watch every Friday at 2 PM ET while Dr. Harness and a panel of experts answer them live. On a show last September, Dr. Harness used the platform to teach proper breast self-exam techniques. In the 14 months since the show launched, the Breast Cancer Answers YouTube page has passed 6.4 million views. Wirebuzz, the digital marketing company that supports Breast Cancer Answers, plans to roll out similar Google Hangout shows for prostate and colon cancer next month. Hangouts provide a great opportunity for brands to establish authority in an area of expertise while connecting directly with their target audience.

Facebook Graph Search (the healthy version)

There has been much debate about the new Facebook Graph Search and what this means for people, as well as brands. However, there hasn’t been much discussion around the opportunities for pharma.  Could we see niche patient groups cropping up for rare diseases? Will people increase their privacy settings to keep this personal information to themselves or will they be more open in order to foster relationships? The opportunities are certainly there for connecting and creating support networks. And how can pharma get involved? Greater targeting of ads is a start with access to data from 1 billion people, 240 billion photos and 1 trillion connections, but hopefully this is just the beginning and a new way of educating, raising awareness and helping people along their patient journey will be born. A dedicated blog post is coming up on this subject, so check back for deeper insights.


Mobile users have surpassed desktop users on social media networks like Facebook. Social platforms such as Chinese video site Youku are recognizing this shift in behavior by driving their users to view content via smart devices (read: China’s Top Video Site Adds QR Codes to Help Viewers Go Mobile). So what are marketers doing to adapt to this shift in behavior? Marketer Brian Solis lists out the importance for marketers to recognize this shift in change and ways to create synergy between your mobile and social media strategy.

Medical advice on your mobile

Most of us have used Google to search for answers about health issues – but how do you know the information you get is credible?  Health Tap is a new app that helps patients get medical advice from registered doctors via a mobile app.  Members can ask health related questions which are answered by a US-registered doctor, usually within 24 hours.  Doctors can also give a “second opinion” by agreeing with the answer (the medical version of Like?).  There are currently 32,000 doctors registered on the service, and patients can also enter into private conversations with a selected doctor for a small fee.

Healthcare professionals using Vine

There has been much hype around Twitter’s newest app, Vine, a mobile service that lets netizens capture and share short six-second looping videos. Basically, it’s Instagram for video. There is a lot of potential for this new service to be used for healthcare professionals such as offering quick tips, recording procedures, providing timely news, etc. Are there any other ways you can think it can be used for healthcare marketing?

Like to hear more? Get in touch to discuss all things healthcare social media.

Watch us in action at Social Media Week this week. Join us in-person or via live stream

Panel title: Mocial RX: Leveraging Mobile & Social in Healthcare

Location: Ogilvy & Mather Theater

Time: 2:00pm – 3:00pm

Summary: Health discussions have moved beyond a single screen and one-on-one exchanges. Mobile and social — what some call “Mocial” — is all about a new platform of on-the-go device and broader discussion. From geofencing to quantified self to the second screen, this lively exchange explores how “our networked life” influences behavior change, removes barriers, and adds value to connected communities.

  • Buddy Scalera, SVP, Interactive Content & Market Research, Ogilvy CommonHealth
  • John Nosta, EVP, Senior Strategist, Ogilvy CommonHealth
  • Andrea Hackett, Account Supervisor, Digital Strategy, Social@Ogilvy

Panel title: Pharma & Social: Better Apart?

Location: Ogilvy & Mather Theater

Time: 3:30pm – 4:30pm

Summary: The social health space continues to rapidly evolve, pivoting to serve new needs and voices faster than most pharmaceutical companies are used to acting.  Patients, caregivers, even doctors seem to do just fine taking advantage of existing forums to discuss their health concerns. Is there room for in the social sphere for prescription drug brands? Mixed views and industry case studies fuel a provocative discussion on whether and how Pharma can truly add value to these already active conversations.

  • Chris Cullman, VP, Digital Strategy, Ogilvy CommonHealth
  • Scott Friedberg, Director, Digital Strategy, Ogilvy CommonHealth
  • Andrew Teie, Senior Digital Strategist, Ogilvy & Mather


Watch Live: Community Management 3.0 – The Most Dynamic Role in Marketing #SMWOgilvy

Class Description:

Calling all community managers!

It’s one of the most dynamic roles in the marketing industry, and as the social media landscape continues to evolve, so do the community manger’s responsibilities and required skills. This interactive class, led by two of Social@Ogilvy’s community management experts, will focus on “Community Management 3.0” – the new job description, new and common challenges, industry leaders putting it to practice, real-life scenarios for discussion and more to prepare you to take your brand to the next level.

Join an interactive workshop to learn how you can enhance your community management skills and strategy. We invite you to submit your community management challenges or thoughts on how your role has changed as a community manager to @SocialOgilvy using hashtag #SMWOgilvy. We’ll have answers to your questions and share your thoughts during the workshop!

Feel free to watch live here:

Class Level:



Participants should currently be involved in community management efforts for either their brand or clients  with a focus on enhancing their skills and bringing their efforts to the next level.


The class will start off with a brief presentation followed by interactive group workshop/brief presentations and a final Q&A at the conclusion.

  • Introduction to Community Management 3.0 (20 min)
  • Participants will be divided into small groups to address sample community management scenarios – from engagement strategies to customer service incidents and more – by applying Community Management 3.0 strategies and tactics (30 min.)
  • Q&A (10 min.)

After Class Recognition: 

Each member from the winning presentation will win a one-year subscription to a popular industry magazine.

Teachers bio:

Ashley Hurst is Director of Business Development and an Account Director at Social@Ogilvy designing social media and word of mouth marketing programs integrated with traditional communications strategy. At Ogilvy, Ashley has developed global strategies and led programs for iconic brands including Fanta, IBM, Grohe and British Airways. Prior to joining the Ogilvy team, Ashley was the Social Media Manager for Discovery Communications driving strategic partnerships, developing TLC’s social engagement strategy and serving as the Community Manager across the networks. She started her career at Edelman, pioneering some of the first social media programs for Equal Sweetener, The Scotts Miracle-Gro Company, Dove Beauty and SC Johnson. She later joined Zócalo Group and led strategic integrated marketing campaigns – both online and offline – for national and global brands including SUBWAY® Restaurants, Unilever and an award-winning program for Frito-Lay. Ashley graduated Magna Cum Laude with Honors with a bachelor’s degree in Public Relations from the University of Georgia.



Dhara Naik is an Account Supervisor currently supporting social media efforts for Social@Ogilvy clients in New York. Her work in the social media space includes developing content strategy, conversation and crisis management, activating influencer programs, social reporting and measurement as well as social customer service training and consulting for brands. Prior to joining Social@Ogilvy, Dhara worked at Likeable Media providing social media strategy for a variety of brands including Verizon FiOS, Entenmann’s, Penguin Books, and an award  winning program for Medtronic Diabetes.



New Study on Twitter: Primary #Mobile Users are 63% More Likely to Click on Links

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Twitter recently published results to their new Compete study: Primary mobile users on Twitter. Twitter worked with Compete to draw insight on how mobile Twitter users in the U.S. engage with the platform.

Here are seven stats to know from the study:

1)   60% of Twitter’s 200 million active users log in via a mobile device at least once every month.

2)   Compete found that 18 to 34 year olds are 52% more likely to be logging into Twitter primarily via a mobile device.

  • Insight from Twitter: Who you follow is also a strong indicator of what you care about.

3)   Twitter users are 3x more likely to use Twitter during their commutes.

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4)   Social TV and Twitter inside the home. 66% use Twitter in front of the TV at home. Primarily mobile users are 32% more likely than the average Twitter user to use the platform while they are watching television.

5)   Primary mobile users are 63% more likely to click on links, 78% more likely to retweet, and 85% more likely to favorite a tweet.

6)   The study found that primarily mobile Twitter users are 2x as likely to use Twitter when they are out with friends.

  • Quick insight for the marketer: According to this study, campaigns should encourage Twitter engagement with friends in close proximity.

7)   The average Twitter user follows five or more brands. Users who primarily access Twitter on mobile are 96% more likely to follow 11 or more brands. They are also 58% more likely to recall seeing an ad on Twitter than the average Twitter user.

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As mobile users become more attached to their devices (57% of primary mobile users are less likely to use Twitter on desktop), advertisers should not attempt to force a desired behavior, but focus campaigns on behavior that’s currently transpiring.

Click here to read the full study along with advertising insights from Twitter.

For more social media innovation, check out what we have in store next week at Social Media Week. To kick us off, David Karp, Founder and CEO, Tumblr, will be joining John Bell, Global Managing Director, Social@Ogilvy, in a conversation about the future of Tumblr in advertising.

5 Minutes With Ford’s Scott Monty

This post originally appeared on Social Media Week by Lindsey Taylor Wood.

The following are excerpts from the original post.

This is Social Media Week’s first year partnering with Ford. This SMW NYC, Ford will be making a very special announcement to help kick off the week. You’ll want to be there! Then make sure you swing by our Global HQ to see what we’re doing together. Why? Well, in addition to their success in the automotive industry, they have made quite a name for themselves as a leader in the social media space. We sat down with Ford’s Global Head of Social Media, Scott Monty, to talk about the past, present and future of the company’s social marketing efforts.

Scott, you tweeted this week that “Ford has now posted a pre-tax operating profit for 14 straight quarters” -— in what ways do you think that Ford’s social and digital efforts have contributed to that sustained level of success?

We’re very fortunate to have a company full of talented employees that are making some of the best Ford vehicles that the market is responding to. From excellent fuel efficiency to state of the art technology and truly breathtaking design, the products are leading our strong financial performance. That we get to amplify and share that product superiority on digital and social is just icing on the cake.

But more than just sharing our business results, our advanced efforts on digital and social are consistent with the kind of brand that people want to associate themselves with. We often say that people trust people like them; well, they want brands that reflect their choices and their lifestyles. So they want fuel efficiency and they want a brand that answers them on social networks, they get both in Ford.

Given what you’ve learned from campaigns past, how has your approach to engagement through social media changed?

I can’t really say all that much has changed. Our core principles remain the same: create engaging content, speak like the customer, allow them to speak, and above all, listen. It’s just that the scale on which we do it now is more intense and broad than ever before. And fundamentally, it’s about the human touch: making it clear that there are real people – just like you – who work for Ford or who drive Fords, and that by forging relationships over time, we begin to regain the trust that had been lost.

It’s been over six years since Ford’s many agencies consolidated into the Team Detroit megaforce -—from the brand side, how do you feel that consolidation has improved the workflow for Ford and your social team in particular?

It’s refreshing to have a single shop to be able to coordinate with. The efficiencies we’ve seen have allowed us to think about other ways to direct our spending. And when you also consider that WPP’s Social@Ogilvy is our corporate social agency, there’s another aspect there as well. The ability to have the expertise of PR, marketing and social agencies together under one company means that there are checks and balances that work within the system as well.

Read the full post here.

Social Media Week Social@Ogilvy and Ford Panel:

The Rise of the New Community Manager: A Discussion with Ford and Ogilvy on the New Brand Role

Time: 12:00pm – 1:00 pm

Location: Ogilvy & Mather Theater

Summary: As more and more brands commit to Facebook, Twitter, and other social communities, the stakes of managing millions of fan relationships is rising. Increasingly the job of the community manager is evolving to a more complex and even senior role. Join Social@Ogilvy and hear from those in the trenches and those shaping how brands are managing fans and customer relationships. What are the new skills of the community manager? How will they fit into traditional organizations?

Click here to learn more about attending.

Image courtesy of Social Media Week