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#PRTalksHit
#PRTalksHit
WHO AM I?
- WORKED IN-HOUSE PR
- AXA
- UNILEVER
- FIRSTGROUP
HATED COMPANIES!
- CROSS PLATFORM “STUFF”
- AWARD...
#PRTalksHit
PR IS CHANGING
- But not that much from our circus
heritage (doh)
- Cross platform campaigns
- Positioned to i...
#PRTalksHit
BIG TICKET MEDIA IS
LOSING INFLUENCE
- NOWADAYS “INFLUENCE” = UNIQUE
USERS AND DIRECT SALES
- 4 YEARS AGO, TEC...
#PRTalksHit
MEDIA IS NO LONGER
THE ONLY ANSWER
- WHERE SHOULD WE BE LOOKING TO
PLACE CAMPAIGNS?
- INFLUENCERS (ON CONFEREN...
#PRTalksHit
SHOULD WE JUST FOCUS ON
TWITTER?
- IMHO, FOR IMMEDIATE ROI – YES
- FOR LONGER TERM SEO – NOT SO
MUCH
- SEARCHM...
#PRTalksHit
INFLUENCERS GIVE QUICK
WINS
- INFLUENCER TWEETS GIVE MORE
THAN JUST TRAFFIC
- INFLUENCER TWEETS DRIVE MEDIA
AG...
#PRTalksHit
WE PRACTICE WHAT WE
PREACH
- RIGHT NOW! ONE WEEK IN
- BANISHBAGS.CO.UK (VERSAPAK)
- INFLUENCER FIRST CAMPAIGN
...
#PRTalksHit
CONFUSING SITUATIONS
CONFUSED.COM
- CROSS PLATFORM CAMPAIGN
- STRAIGHT LAUNCH (TOP 10 MOST
CONFUSING SITUATION...
#PRTalksHit
PR SKILLSET STILL NEEDED
- IS YOUR CAMPAIGN ACTUALLY
INTERESTING?
- PUB FACTOR, WOULD YOUR MATES
BE ARSED?
- P...
#PRTalksHit
GOOD DAYS AND BAD DAYS
- CAMPAIGN PRINCIPLES STILL THE
SAME
- BIG PLANNING = BIG RESULTS
- FAG PACKET PLANNING...
#PRTalksHit
THANKS & QUESTIONS?
CONTACTS
ANDY@10YETIS.CO.UK
01452 348211
@10YETIS
www.10YETIS.CO.UK
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Identifying Influencers and Examples of Influencer Engagement Campaigns

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A presentation that Andy Barr gave at #linkdexthinktank about identifying influencers, the best influencer platforms and ROI from influencer engagement campaigns.

We talk through example campaigns we have executed for the likes of Confused.com and a current campaign we are currently deploying for Versapak and its BanishBags.com product range.

Also goes through cross platform campaigns we have executed that include social, video and public relations work.

Published in: Business, Technology
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Transcript of "Identifying Influencers and Examples of Influencer Engagement Campaigns"

  1. 1. #PRTalksHit
  2. 2. #PRTalksHit WHO AM I? - WORKED IN-HOUSE PR - AXA - UNILEVER - FIRSTGROUP HATED COMPANIES! - CROSS PLATFORM “STUFF” - AWARD WINNING (YAWN) - THOUGHT LEADERS (HONEST)
  3. 3. #PRTalksHit PR IS CHANGING - But not that much from our circus heritage (doh) - Cross platform campaigns - Positioned to influence and drive cross platform campaigns - Video – Seeding - Social – Raising awareness - Influencer – Shout about the wins
  4. 4. #PRTalksHit BIG TICKET MEDIA IS LOSING INFLUENCE - NOWADAYS “INFLUENCE” = UNIQUE USERS AND DIRECT SALES - 4 YEARS AGO, TECHCRUNCH = 25 WRITE UPS, COUPLE OF K OF UNIQUES - NOW: TECHCRUNCH = NO WIDER WRITE UPS, 150+ UNIQUES (WOW) - DAILY MAIL, MASHABLE, BUZZFEED, TNW, ALL WANING IN TERMS OF DIRECT TRAFFIC/IMPACT FROM ARTICLES - PRODUCT CAMPAIGNS THE LAST BASTIAN FOR MAINSTREAM MEDIA
  5. 5. #PRTalksHit MEDIA IS NO LONGER THE ONLY ANSWER - WHERE SHOULD WE BE LOOKING TO PLACE CAMPAIGNS? - INFLUENCERS (ON CONFERENCE MESSAGE!) - EXAMPLES: - SHELTER: BACON V DAILY MAIL - SHELTER: INDIA KNIGHT V INDY - WISH.CO.UK: SIMON PEGG - SUNSHINE.CO.UK: RYLAN - “INFLUENCERS” ON SOCIAL MEDIA GONE FROM BEING AFTERTHOUGHT TO FIRST THOUGHT
  6. 6. #PRTalksHit SHOULD WE JUST FOCUS ON TWITTER? - IMHO, FOR IMMEDIATE ROI – YES - FOR LONGER TERM SEO – NOT SO MUCH - SEARCHMETRICS SAYS G +1’S 1ST MOST INFLUENTIAL SEARCH FACTOR, 2ND FB, 3RD BACKLINKS (WOW) - SEO BENEFIT IS THE WIDER WIN OF INFLUENCE CAMPAIGNS
  7. 7. #PRTalksHit INFLUENCERS GIVE QUICK WINS - INFLUENCER TWEETS GIVE MORE THAN JUST TRAFFIC - INFLUENCER TWEETS DRIVE MEDIA AGENDA (FOR NOW) - INFLUENCER TWEETS ACT AS BRAND ENDORSEMENT - INFLUENCER TWEETS MAKES CAMPAIGN SUCCESS EASIER! - Q: WHY IS THIS ALL IN CAPS - A: HAD GONE TO FAR TO CHANGE IT
  8. 8. #PRTalksHit WE PRACTICE WHAT WE PREACH - RIGHT NOW! ONE WEEK IN - BANISHBAGS.CO.UK (VERSAPAK) - INFLUENCER FIRST CAMPAIGN - WEEK OLD - BOJO, RAMSEY, MUTLIPLE ENTREPRENEURS - GOADING TECH PPL - THEN WE DID PR LAUNCH - MORE TRAFFIC FROM TWEETS - PR FAR SLOWER BURN - (NICER LINKS FROM PR THOUGH)
  9. 9. #PRTalksHit CONFUSING SITUATIONS CONFUSED.COM - CROSS PLATFORM CAMPAIGN - STRAIGHT LAUNCH (TOP 10 MOST CONFUSING SITUATIONS) - PERSONALISED VIDEOS - REAL TIME REQUESTS - DRIVEN BY INFLUENCER FIRST TACTICS - SKYNEWS, CELEBS, MARKETING PRESS, E-FUCKING-VANGALISTS  - = LINKS, BUZZ, REL TRAFFIC - MOST IMPORTANTLY: QUOTES/SALES
  10. 10. #PRTalksHit PR SKILLSET STILL NEEDED - IS YOUR CAMPAIGN ACTUALLY INTERESTING? - PUB FACTOR, WOULD YOUR MATES BE ARSED? - PR CREATIVITY IS SECOND TO NONE - PR’S ARE RUTHLESS CHASERS - COVERAGE, LINKS, GOADING CELEBS/INFLUENCERS - PR’S HAVE READY MADE INFLUENCER NETWORK (JOURNALISTS) - DID I NEED THE ABOVE APOSTROPHES?
  11. 11. #PRTalksHit GOOD DAYS AND BAD DAYS - CAMPAIGN PRINCIPLES STILL THE SAME - BIG PLANNING = BIG RESULTS - FAG PACKET PLANNING SHOULD BE DEAD (INFOGRAPHICS – PAH) - PEOPLE LIKE THIS MANCAN STILL RUIN CAMPAIGNS WITH UNTIMELY LIFE-RELATED DECISIONS - IF IT BOMBS, MOVE ON AND GET ONTO NEXT IDEA - NEVER ASK YOUR AGENCY “HOW DO WE MAKE THIS GO VIRAL” - THEY WILL MOCK YOU
  12. 12. #PRTalksHit THANKS & QUESTIONS? CONTACTS ANDY@10YETIS.CO.UK 01452 348211 @10YETIS www.10YETIS.CO.UK
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