TRAACKR - BEYOND THE HYPE OF INFLUENCE INFLUENCE THE...
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INFLUENCE THE INFLUENCERS PRSA DIGITAL IMPACT 2012 TRAACKR - BEYOND THE HYPE OF INFLUENCE Monday, April 2, 2012
Transcript of TRAACKR - BEYOND THE HYPE OF INFLUENCE INFLUENCE THE...
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
WHO’S 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
WHO’S 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
WHO’S 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
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DISCOVER
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START WITH AUTOMATED& END WITH QUALITATIVE HUMAN FILTERING
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Monday, April 2, 2012
COGNITIVE BLINDNESS
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Search Score Rank Track
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PICK THE RIGHT TOOLS
Monday, April 2, 2012
GOOGLE 12345
TRAACKRTWITTER BLOGS KLOUT
Monday, April 2, 2012
Search Score Rank Track
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DON’T SETTLE ON THE USUAL SUSPECTS
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ROBERT LLEWELLYN
Monday, April 2, 2012
BASE YOUR RANKING ON THE RIGHT CRITERIA
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RELEVANCE 12345
RESONANCEREACH GEOLOCATION RELATIONSHIP
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BUILD A DYNAMIC INFLUENCER LIST
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BEFORE
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NOW
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Monday, April 2, 2012
LISTEN
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READ RELEVANT INFLUENCER POSTS
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Monday, April 2, 2012
IDENTIFY HOT TRENDING TOPICS
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Monday, April 2, 2012
STUDY YOUR INFLUENCERS
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Monday, April 2, 2012
CLASSIFY INFLUENCERS & TIE TO INITIATIVES
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Monday, April 2, 2012
START PARTICIPATING...
Monday, April 2, 2012
ENGAGE
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BE RELEVANT
Monday, April 2, 2012
PROVIDE VALUE
Monday, April 2, 2012
BE GENUINE
Monday, April 2, 2012
“It’s a marriagenot a date”
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BE TIMELY
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BE CREATIVE
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Monday, April 2, 2012
SET GOALS & MEASURE
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SET GOALS & MEASUREMENT STRATEGY / TOOLS EARLY
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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!
Monday, April 2, 2012
Monday, April 2, 2012
