A Whitepaper for brands ready for an enterprise-level social media plan

JohnBell
John Bell VP Enterprise Digital Marketing, Travelers

Posted on December 16th 2009

Ogilvy Enterprise Social Media v1 0

 

A few weeks back, I was asked to share my POV on what the more sophisticated brands are doing in socila media. It's not about a stand-out campaign covered in one of the trades,nor about the next brand to adopt Twitter. Many big brands have a few years of exploration under their belts and are turning to establishing a more strategic, enterprise-wide approach to using social media both to market and to change the way they do business.

Download and share the document. I promise to clean-up some clumsy typos but I wanted to get it out there even in a rough form to share some ideas and spark some discussion.

Thanks.  


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JohnBell

John Bell

VP Enterprise Digital Marketing, Travelers

Travelers

I head up Enterprise Digital Marketing at Travelers. Just as Travelers anticipates the needs of personal and business insurance customers in an ever-changing world, we approach marketing differently. The customer journey has changed. To meet these new behaviors, we put data-driven content, digital marketing and social engagement at the heart of marketing.  

Social@Ogilvy

Previously, I developed, grew and ran Ogilvy’s global, social media solutions practice – Social@Ogilvy.  The world’s largest network of social media and business strategists, the team believes in the power and impact of truly integrated social media business solutions. I drove senior client engagements, the development of Ogilvy’s social planning framework, and a global training program for staff and clients, alike. Our work  combines deep disciplines like crm, public relations, advertising and shopper marketing and rooted in what drives behavior.  

I have developed and executed enterprise social media strategy for the Ford Motor Company, Nestle, IBM, Coca Cola, and DuPont - including work winning a Silver Lion at Cannes.  I launched a single brand Facebook initiative in 20+ countries, helped telcos in Australia and Greece adopt social care and marketing and consulted with consumer goods marketers in Turkey. 

Discovery Communications

Discovery Channel was one of the first media properties to really experiment with the Web. I was brought in as Creative Director to transform a single Web site into a network of 14 Web properties known as Discovery.com. We had live, online expeditions from the field. Reporters posted stories, audio and video from Australia in search of giant spiders and from the bottom of the ocean where they explored the Titanic wreckage for the first time. All while the events were happening.  I designed and built online experiences for TLC, Animal Planet, Discovery Kids, Discovery Health, Travel Channel not to mention a host of digital TV network sites and global sites.

AT&T, Viacom & Media Circus

The first wave of innovation was Interactive Television (iTV) in 1990.  I headed up the Visual Design Studio at Downtown Digital, a joint venture between Viacom and AT&T to create the most futuristic vision of interactive television anyone could imagine. I created programming for kids, gamers, and fully interactive applications for Paramount Studios and Entertainment Tonight.  This model of set-top box delivered interactivity remains a vision for all iTV innovation.

I created the first Interactive Advertisement for American Express during that ITV trial. Then, as a founding member and Creative Director, I formed Media Circus Interactive Advertising in New York during the 1990's. We created award-winning CD-ROMs including designing the first interactive advertisement on Launch, then a CD-ROM zine, for Sony. I also designed the first I-Spy CD-ROM for Scholastic extending the brand into the electronic space and pushing the limits of what an interactive experience could be. At the same time the Internet was exploding. I designed and built complicated transaction sites for Gateway Computers and wild experiments like MTV’s Web service that connected “stringers” all across the country reporting on the music scene in their community (sound a bit like blogging? It should and the year was 1995).

Charlex, M&Co. and RGA

My early career was in television design and production. I literally grew up at Charlex, a design and production company, producing some of the most artful and innovative television commercials and pioneering the use of complex blue and green screen effects. I count Alex Weil as a huge influence as well as Tibor Kalman. Tibor ran M&Co. (and  was CD at Interview Magazine) and taught me what it really means to be a Creative Director. We produced his first moving media designs including a design prototype for Godfather III titles using a vacuuform machine. I produced complex, design-based television commercials with RGA and learned a tremendous amount from Robert Greenberg and, at that time, Executive Producer Andy Arkin.   

School
I graduated from the University of Pennsylvania with a Bachelor of Arts in European history and spent a lot of time at the Annenberg School of Communications.I loved Philly and worked at an innovative, post-punk restaurant - the Knave of Hearts - on South Street.  

Memberships & Affiliations

  • I served on the board as past president of the Word of Mouth Marketing Association (WOMMA)
  • I currently serve on the Advisory Panel for Social Media Today
  • I served on the advisory board to PBS Engage at PBS.org
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