Branding People like Products

Have you optimized your social marketing lately?
Just like the newest car or latest tech fad, you too can be branded in the world of cyberspace. Just ask John Bell. He's worked to improve the perception Sleepnumber beds and even raised awareness about plans in case of a pandemic flu. But he's also an expert in something that you probably never think of: raising your own online influence.

Bell is an executive vice president at Ogilvy Public Relations in Washington, D.C. He's in charge of the firm's "360° Digital Influence team". It's an interactive discipline coming up with new ideas to manage brands.

"Who’s influential right now? Anyone can be an influencer today given the right context," Bell told a class today at American University.

Bloggers with a big following can have a large following and make a lot of money. Just ask Arianna Huffington. But even barely-known names can gain influence and effect decision making. All it takes is the right marketing.

When Bell's firm started that campaign to raise pandemic awareness with the U.S. Department of Health and Human Services, Ogilvy even contacted "detractor bloggers" on the fringe to join in the dialogue. They simply didn't want to be "torpedoed" by those detractors is how Bell puts it.

HOW TO BRAND YOURSELF




You need to get started on building a web audience. You've got to "optimize your social marketing," Bell told us. Get those blogs going. Bell has "3 or 4". He suggests getting out there on Facebook, post your videos on youtube, sign-up for technorati, dopplr, and del.icio.us. Basically just get your name out there.

Also make sure people can find what you're writing about. "Search is everything," Bell insists. Make sure your posts have the right keywords so that people can find them.

You should also encourage dialogue within your posts and visit the blogs of people who've left comments. it's an exchange that Bell says encourages people to return to your blog.

Troubles for Journalists

A good deal of discussion time was spent talking about the challanges a journalist would face trying to market or "brand" themselves outside of their workplace.

For instance, a television reporter (like myself) may not be able to post their views on many subjects, for fear of losing the public's perception of professional objectivity. Also, some news organizations frown on journalists commenting or creating their own blogs outside of its own commercial website. A journalist could even risk losing their job over it.

Bell admits that is new territory the news industry must, at some point, come to terms with.

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An example of blogging and branding video below. An Ogilvy campaign that encouraged Olympic athletes to blog: