• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Courting Credibility
 

Courting Credibility

on

  • 528 views

The concept of influence hasn't changed, but the context has. This is a program-based approach to harnessing the opportunity to build long-term relationships with those individuals who are impacting ...

The concept of influence hasn't changed, but the context has. This is a program-based approach to harnessing the opportunity to build long-term relationships with those individuals who are impacting your brand.

Statistics

Views

Total Views
528
Views on SlideShare
524
Embed Views
4

Actions

Likes
0
Downloads
0
Comments
0

2 Embeds 4

http://www.linkedin.com 2
https://www.linkedin.com 2

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Courting Credibility Courting Credibility Presentation Transcript

    • Courting CredibilityNavigating the evolving nature of influence
    • The Context of Influence“The concept of influence hasn’t changed, but the context has. Influence is no longer defined by names on a masthead, TV ratings or BPA audit numbers. Understanding who influences the discussion in this new context leads to focused, strategic and successful programs that drive business.”
    • Influencer Relationship-buildingModel•  Focused attention on media engagement will expand brand•  reach Greater reach will get the message deeper into the•  consideration set Stronger relationships with influencers will reveal opportunities to create tailored content
    • Program StructureContinuous Improvement: Establish both qualitative and quantitativemeasures. Build KPIs based on business drivers. Influencers Amplify: Engage with influencers to help spread the message, convey the point and clarify misinformation.Content Drives Engagement: Develop content based on analyticsthat’s searchable, shareable and that drives the message acrosschannels. Target influencers based on their preferred channel andrelated content. Share content with influencers and in social channels.Knowing Matters: Know who is driving the largest share ofconversation across several categories and within primary onlineplatforms. Use insight to focus targets, content and platforms.Efficiency Rules: Focus staff in areas that create greaterefficiencies and effectiveness. ID those who can 1)develop and deliver effective content that tells thecomplete brand story and 2) those who can tell that storyto influencers and media.
    • Efficiency Rules: Focus staff in areas Step 1: Discovery that create greater efficiencies and effectiveness. ID message owners and•  Segment current teams between creators and media owners. engagers (roughly a 3-2 split creation-•  engagement) Create a defined media team based on existing relationships with media,•  bloggers and others Align content and engagement against existing announcements,•  etc. Define media ownership across the engagement team
    • Knowing Matters: Know who is driving the largest share of conversation acrossStep 2: Analyze & Design several categories and within primary online platforms. Use insight to focus targets, content and platforms.
    • Content Drives Engagement: Develop content based on analytics that’s searchable, shareable and that drives the message across channels.Step 3: Develop Target influencers based on their preferred channel and related content. Share content with influencers and in social channels.1.  Capture insights2.  Assess message implications3.  Identify content opportunities4.  Initiate creative process to align objectives with opportunity5.  Develop creative concepts based on message opportunities6.  Produce content7.  Align content with channels and influencers8.  Share content through appropriate channels
    • Step 4: Deploy Influencers Amplify: Engage with influencers to help spread the message, convey the point and clarify misinformation.1.  Focus your list on a manageable number of contacts (10-15), growing the list over time as relationships are established2.  Initiate and sustain a discussion with influencers3.  Use the offer of access to expert sources, cross-promotion on brand channels and contribution to the corporate blog, where applicable, to bring influencers into the discussion4.  Meet face-to-face, when possible5.  Create compelling, shareable content that supports the brands key objectives and of interest to influencers6.  Put all content in a shareable format and encourage influencers to share with their broader community7.  Develop a manageable and sustainable program to stay present with each influencer8.  Establish core metrics for the program and specific metrics for the growth of the influencer relationship
    • Step 5: Continuous Improvement: EstablishMeasure & both qualitative and quantitative measures. Build KPIs based on businessImprove drivers.
    • Implementation Timeline