Ogilvy 360 launches Insider Circle
12 Dec 2009
Ogilvy's 360° Digital Influence team has identified the development of strategic, long-term relationships with key influencers as an important goal for brands building out social media as an enterprise-level marketing and communications strategy.
To provide this capability for clients, Ogilvy 360° Digital Influence (DI) has launched Insider Circle, a new, scalable influencer relationship management (IRM) activation platform.
The platform allows brands to build and scale relationships with key brand influencers - including influential bloggers, Twitter users, brand fans and loyal customers - and quantitatively measure the performance of social activation campaigns.
Insider Circle, which is offered by brands on an invitation only basis, allows those brands to make exclusive, shareable content and offers available to a select group social media influencers in categories important to the brand.
Insider Circle is already being used by major brands, including IBM and Kodak's Smile Ambassador blogger outreach program for its Time to Smile campaign.
Irfan Kamal, head of products at Ogilvy 360° DI said, ''One of the key benefits of this new platform is its ability to scale and measure word of mouth activation programmes.
By delivering an easy-to-use system with extensive analytics and invitation-only content, access and offers, the Insider Circle platform allows brands to build and scale measurable word-of-mouth generating relationships with hundreds or thousands of key influencers.''
More than ever, leading social media influencers are being engulfed by an increasing number of brands eager to build and expand positive word of mouth. Distinguishing oneself among the crowd is becoming increasingly difficult even for leading brands.
