Influence the Influencers

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To uleash the power of influencer communication, you much first demystify all the hype surrounding it. This presentation, first shared at the PRSA Digital Impact Conference by Pierre-Loic Assayag, takes you beyond the hype and into the real value of influence. Learn how to leverage your relationships and efforts to positively affect your bottom line.

Transcript of Influence the Influencers

INFLUENCE THEINFLUENCERSPRSA DIGITAL IMPACT 2012

TRAACKR - BEYOND THE HYPE OF INFLUENCE

Monday, April 2, 2012

INFLUENCE THEINFLUENCERS#BYNDHYPE

TRAACKR - WWW.TRAACKR.COM

Monday, April 2, 2012

DEMYSTIFY the influencer hype

Monday, April 2, 2012

TO UNLEASH the power of influencer communication

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

WHOS MOST INFLUENTIAL?

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

KLOUT:

Monday, April 2, 2012

MG SIEGLER

VIVEK WADHWA

KEVIN PHO

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

ROBERT SCOBLE

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

PEERINDEX:

Monday, April 2, 2012

EZRA KLEIN

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

ERIN BURY

SETH GODIN

MARTIN TANTOW

ROBERT SCOBLE

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

TWEET LEVEL:

Monday, April 2, 2012

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

ROBERT SCOBLE

RENAI LEMAY

SARAH EVANS

BRAD FELD

VIVEK WADHWA

MARTIN TANTOW

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

TWEET GRADER:

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

WHOS most influential?

wrong question

Monday, April 2, 2012

now, if you ask TRAACKR...

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

WHOS MOST INFLUENTIAL?

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

it depends...

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

AUTOMOTIVE / HYBRID / UKIN

Monday, April 2, 2012

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

BRAD FELD

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

AUTOMOTIVE / HYBRID / UKIN

Monday, April 2, 2012

BRAD FELD

ROBERT SCOBLE

VIVEK WADHWA

KEVIN PHO

MG SIEGLER

NELLIE HUANG

EZRA KLEIN

ERIN BURY

SETH GODIN

MARTIN TANTOW

RENAI LEMAY

SARAH EVANS

JESSICA SPIEGEL

LIRAN ZELKHA

ROBERT LLEWELLYN

INVEST / TECH / B2C / EARLY IN

Monday, April 2, 2012

ONE UNIVERSAL SCORE

PERSUASION

MAGICAFTER THOUGHT

CONTEXTUAL QUANT/QUAL

COLLABORATION

HARD WORKA COMMITMENT

INFLUENCE IS NOT INFLUENCE IS

Monday, April 2, 2012

FRAMEWORK for Influencer Com Program

Monday, April 2, 2012

TRAACKR DATA ANALYSIS2011 EXPERT SURVEYCASE STUDIES

Monday, April 2, 2012

DISCOVER ENGAGE MEASURESET GOALS LISTEN

Monday, April 2, 2012

DISCOVER

Monday, April 2, 2012

START WITH AUTOMATED& END WITH QUALITATIVE HUMAN FILTERING

Monday, April 2, 2012

Monday, April 2, 2012

COGNITIVE BLINDNESS

Monday, April 2, 2012

Search Score Rank Track

Monday, April 2, 2012

PICK THE RIGHT TOOLS

Monday, April 2, 2012

GOOGLE 12345

TRAACKRTWITTER BLOGS KLOUT

Monday, April 2, 2012

Search Score Rank Track

Monday, April 2, 2012

DONT SETTLE ON THE USUAL SUSPECTS

Monday, April 2, 2012

ROBERT LLEWELLYN

Monday, April 2, 2012

BASE YOUR RANKING ON THE RIGHT CRITERIA

Monday, April 2, 2012

RELEVANCE 12345

RESONANCEREACH GEOLOCATION RELATIONSHIP

Monday, April 2, 2012

BUILD A DYNAMIC INFLUENCER LIST

Monday, April 2, 2012

BEFORE

Monday, April 2, 2012

NOW

Monday, April 2, 2012

Monday, April 2, 2012

LISTEN

Monday, April 2, 2012

READ RELEVANT INFLUENCER POSTS

Monday, April 2, 2012

Monday, April 2, 2012

IDENTIFY HOT TRENDING TOPICS

Monday, April 2, 2012

Monday, April 2, 2012

STUDY YOUR INFLUENCERS

Monday, April 2, 2012

Monday, April 2, 2012

CLASSIFY INFLUENCERS & TIE TO INITIATIVES

Monday, April 2, 2012

Monday, April 2, 2012

START PARTICIPATING...

Monday, April 2, 2012

ENGAGE

Monday, April 2, 2012

BE RELEVANT

Monday, April 2, 2012

PROVIDE VALUE

Monday, April 2, 2012

BE GENUINE

Monday, April 2, 2012

Its a marriagenot a date

Monday, April 2, 2012

BE TIMELY

Monday, April 2, 2012

BE CREATIVE

Monday, April 2, 2012

Monday, April 2, 2012

SET GOALS & MEASURE

Monday, April 2, 2012

SET GOALS & MEASUREMENT STRATEGY / TOOLS EARLY

Monday, April 2, 2012

MEASURE WHAT MATTERS

Monday, April 2, 2012

Monday, April 2, 2012

DRIVE WITH BUSINESS NOT HYPE

Monday, April 2, 2012

For every CEO, revenue trumps cool every day

Peter Shankman

Monday, April 2, 2012

CASE STUDIES

Monday, April 2, 2012

EASTWICK / NETBASECHALLENGENEGATIVE COVERAGE PRIOR TO NEW RELEASE

CAMPAIGNHIGHLY TARGETED INFLUENCER CAMPAIGN

RESULTSTRAFFIC TO WEBSITE INCREASED BY 1300%HIGHLY QUALIFIED LEADSCLOSED 4 MULTI-MILLION DOLLAR DEALS

KEY TO SUCCESS STUDIED EACH TOP INFLUENCER AND ENGAGED THEM INSIDETHEIR CONVERSATION

Monday, April 2, 2012

HONDA UKCHALLENGELAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKET

CAMPAIGNTARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENT IN THE UK

RESULTS#1 HYBRID IN THE UK FOR 6 MONTHS AFTER LAUNCHONLINE COVERAGE MUCH BEYOND UK BORDERS

KEY TO SUCCESS EXPERIMENTED, LEARNED AND ADAPTED ENGAGEMENT

Monday, April 2, 2012

TRAACKRCHALLENGEMARKETING BUDGET = $0, NOISE IN THE SPACE

CAMPAIGNTOP 25 INFLUENCERS ON MONITORING AND INFLUENCE

RESULTSPOSITIVE COVERAGE BY MOST TOP INFLUENCERS100% LEADS FROM INFLUENCERSUNEXPECTED: SEVERAL INFLUENCERS BECAME CUSTOMERS

KEY TO SUCCESS BE GENUINE, BE PATIENT

Monday, April 2, 2012

THANK YOU!

www.traackr.compierreloic@traackr.com

Monday, April 2, 2012

Monday, April 2, 2012