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The Public Leader’s Dilemma
How to become a Social Organization
John Bell
Global Managing Director | Social@Ogilvy

2.
The Public Leader’s
Dilemma

3.
What is the leader’s role in
managing the impact of
social?
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Expand
Build Trust
Create
Operations
Strengthen
Create
Reap &
Stakeholder
Workforce
Manage Risk
Reward
Reputation
Value
Innovation
Value
& Culture
Excellence
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4.
She needs to find
innovation in new places

5.
She needs more
peripheral vision
Brands
Agile Non-
Startups
Profits
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6.
Listening And Understanding Needs
DuPont Food Security
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 .
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7.
Building Trust
Ford Summer of Taurus
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.
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8.
Building Trust
Super PAC iPhone App
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.
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9.
Driving Advocacy And Action
American Express
Small Business Saturday
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.
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10.
Driving Advocacy And Action
Instead iPhone App
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.
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11.
Deepening Engagement
It Gets Better Project
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.
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12.
Driving Behavior Changes
Nike+ FuelBand
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.
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13.
She must help her people
transform

14.
Transforming People
Training
New
Collaboration
Routines
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15.
Transforming through Training
Digital Acceleration Team
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.
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16.
Transforming through Collaboration
Yammer 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.
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17.
Transforming with New Routines
Social Engagement Playbook
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.
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18.
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
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20.
Where do you find
innovation? How are you
transforming your teams?
How do you build belief?

21.
Connect with me
John Bell
Global Managing Director | Social@Ogilvy
john.bell@ogilvy.com
Blog. johnbell.typepad.com
Twitter. @jbell99
Social.ogilvy.com
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