Social Media Strategy for Leading Brands
My job is to take the latest in digital innovations and apply it to our business and our client's business. Call it applied innovation.I have been designing solutions in social business for more than 5 years (with more than 15 more in marketing and communications) where I marry the discipline of marketing and communications with the new possibilities of social media. Lately, my sights are set on enterprise social media strategy which goes beyond marcom to helping major brands implement social media strategy across their business.
I head up 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 drive 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 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.
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 serve 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
I am an adjunct professor at Johns Hopkins University where I teach graduate courses in Digital InfluenceSpeaking
I routinely speak on social media, digital marketing, word of mouth marketing, public relations and advertising. My expertise is from practice and applying new marketing to client work. You can find our more about my speaking topics and experience here.