# John Bell of Social@Ogilvy on How to Unlock the Value of Social Media

"Unlocking the value of social media is difficult,” said Bell, who estimates that just 20 percent of businesses receive 80 percent of potential benefits from social media. To get the most out of social media, Bell emphasized the importance of making changes at the organizational level, including:
- Moving marketing and communications to an owned, earned and paid model
- Increasing the collaboration between marketing, communications, legal, human resources and customer service departments
- Recognizing and valuing customer and stakeholder advocacy
- Preparing employees to be brand ambassadors
- Integrating social media across the business

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Research Center Events

— 4/19/2012

As part of NYU Stern’s Center for Measurable Marketing Speaker Series, John Bell, global managing director of Social@Ogilvy, shared a sales impact study on the value of integrated social media marketing.

![](/sites/default/files/styles/480w/public/assets/images/con_036647.jpg?itok=Y_HiCusZ)Unlocking the value of social media is difficult

## Past Center for Measurable Marketing Conferences

- [Practitioners and Academics Convene for 2012 “Measurable Marketing in a Social World” Conference ](http://www.stern.nyu.edu/experience-stern/news-events/events/measurable-mktg-conference2012)
- [2011 “Measurable Marketing in a Digital World" Conference](/node/43981)

## NYU Stern's Center for Measurable Marketing

- [Learn more](/experience-stern/about/departments-centers-initiatives/academic-departments/marketing/center-for-measurable-marketing)

## Research from NYU Stern's Center for Measurable Marketing

- [NYU Stern’s Center for Measurable Marketing (CMM) Releases Study on Conversational ROI™: M&M’S Ranked #1 for Conversational ROI™ with their Super Bowl Advertisements](http://www.stern.nyu.edu/experience-stern/news-events/CMM-Conversational-ROI)
- [Center for Measurable Marketing Studies the Impact of Social Media on Store Traffic ](/node/45629)