Influence the Influencers

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INFLUENCE THE INFLUENCERS PRSA DIGITAL IMPACT 2012 TRAACKR - BEYOND THE HYPE OF INFLUENCE Monday, April 2, 2012

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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

Page 1: Influence the Influencers

INFLUENCE THEINFLUENCERSPRSA DIGITAL IMPACT 2012

TRAACKR - BEYOND THE HYPE OF INFLUENCE

Monday, April 2, 2012

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INFLUENCE THEINFLUENCERS#BYNDHYPE

TRAACKR - WWW.TRAACKR.COM

Monday, April 2, 2012

http://WWW.TRAACKR.COM
http://WWW.TRAACKR.COM
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DEMYSTIFY the influencer hype

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TO UNLEASH the power of influencer communication

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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

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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

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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:

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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:

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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:

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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

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now, if you ask TRAACKR...

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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...

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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

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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

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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

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ONE UNIVERSAL SCORE

PERSUASION

MAGICAFTER THOUGHT

CONTEXTUAL QUANT/QUAL

COLLABORATION

HARD WORKA COMMITMENT

INFLUENCE IS NOT INFLUENCE IS

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FRAMEWORK for Influencer Com Program

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TRAACKR DATA ANALYSIS2011 EXPERT SURVEYCASE STUDIES

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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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COGNITIVE BLINDNESS

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Search Score Rank Track

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PICK THE RIGHT TOOLS

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GOOGLE 12345

TRAACKRTWITTER BLOGS KLOUT

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Search Score Rank Track

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DON’T SETTLE ON THE USUAL SUSPECTS

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ROBERT LLEWELLYN

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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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LISTEN

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READ RELEVANT INFLUENCER POSTS

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IDENTIFY HOT TRENDING TOPICS

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STUDY YOUR INFLUENCERS

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CLASSIFY INFLUENCERS & TIE TO INITIATIVES

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Monday, April 2, 2012

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START PARTICIPATING...

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ENGAGE

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BE RELEVANT

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PROVIDE VALUE

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BE GENUINE

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“It’s a marriagenot a date”

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BE TIMELY

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BE CREATIVE

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SET GOALS & MEASURE

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SET GOALS & MEASUREMENT STRATEGY / TOOLS EARLY

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MEASURE WHAT MATTERS

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DRIVE WITH BUSINESS NOT HYPE

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“For every CEO, revenue trumps cool every day”

Peter Shankman

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CASE STUDIES

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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

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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

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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

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THANK YOU!

[email protected]

Monday, April 2, 2012

http://www.traackr.com
http://www.traackr.com
mailto:[email protected]
mailto:[email protected]
Page 65: Influence the Influencers

Monday, April 2, 2012


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