Influencer
Relations:
The strategy
& the science
It’s still about the people
It’s still about the people
It’s still about the people
It’s still about the people
Who is telling your story?
HOW ARE YOU
REALLY
SPEAKING?
MEASURING
THE RIGHT
THINGS
The business of the business
• Customisable measurement application
based on client KPIs
• Data in, visualised insights ou...
VMware tasked us to create buzz around
their enterprise product launch starting with
VMworld. VMware wanted to go head-to-...
Influence &
measurement
Traackr
Influencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands...
Traackr
Influencer Marketing
“You have been influenced when you think
something you wouldn’t otherwise have thought or
do ...
Traackr
Influencer Marketing
Let us think about a
couple of questions
Which movie did you last see at the cinema?
Why are ...
Traackr
Influencer Marketing
Can you tell who
influenced you ?
Which movie did you last see at the cinema?
Why are you att...
Traackr
Influencer Marketing
Influence is complex
Traackr
Influencer Marketing
Can you really measure
it ?
Traackr
Influencer Marketing
Before it happens ?
This is what marketers are asking for !
Traackr
Influencer Marketing
In fact, the best we can
do is measure who is in
the best position to
exert potential
influen...
Traackr
Influencer Marketing
(Potential) influence can
not be reflected by a
vanity score
Traackr
Influencer Marketing
Authority
Connectivity
Two fundamental
approaches to
measure influence
Traackr
Influencer Marketing
Authority can be
approached through 3
key criteria
Courtesy Altimeter Group
Traackr
Influencer Marketing
Illustration
of an
Authority
list by
Traackr
Traackr
Influencer Marketing
Who is the most
important connection ?
Traackr
Influencer Marketing
Illustration of network
analysis by Traackr
Traackr
Influencer Marketing
Now the real
question
Traackr
Influencer Marketing
Now the real
question
How to measure the ROI of my influence
efforts?
Traackr
Influencer Marketing
Well... in the
same way as
your other
media
investments
Traackr
Influencer Marketing
A framework to
measurement of your
marketing efforts
Traackr
Influencer Marketing
From @traackr @nicochabs
Traackr is the leading influencer marketing
platform. We help brands...
The new PR
ecosystem
Integrated approach
A new mindset
Influencer Relations: The Strategy and The Science
Influencer Relations: The Strategy and The Science
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Influencer Relations: The Strategy and The Science

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What is influencer relations? This presentation aims to define what influencer relations is and how to identity and engage key influencers, measure influencer authority and track influencer relations activity and ROI.

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  • Michael
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  • SECOND SCREEN:AQ TESTCreating the testApp detailHeat map of regionsDetective inviteWhere we’ve done this before…
  • Influencer Relations: The Strategy and The Science

    1. 1. Influencer Relations: The strategy & the science
    2. 2. It’s still about the people
    3. 3. It’s still about the people
    4. 4. It’s still about the people
    5. 5. It’s still about the people
    6. 6. Who is telling your story?
    7. 7. HOW ARE YOU REALLY SPEAKING?
    8. 8. MEASURING THE RIGHT THINGS
    9. 9. The business of the business • Customisable measurement application based on client KPIs • Data in, visualised insights out • LEWIS measurement methodology integrated with industry standards, including AMEC Valid Metrics • Volume, depth, sentiment, engagement, conversation, conversion • Google Analytics and sales metrics capable of being integrated • Measures across all channels including social media • Recommend annual brand audits to measure prompted and unprompted awareness We have our own integrated metrics tool, LSCORE, to drive efficiency in measurement. Metrics will be assigned to help increase brand awareness (measured through annual brand audit) and lead generation through data capture and web analytics
    10. 10. VMware tasked us to create buzz around their enterprise product launch starting with VMworld. VMware wanted to go head-to- head against Amazon and EC2 LEWIS Pulse grew VMware’s vCloud social media mentions from 500 to 8,000 per month Twitter, LinkedIn and Facebook are now the top 3 online lead generators for enterprise sales Currently 25% of all leads each quarter are now driven by social media VMware vCloud
    11. 11. Influence & measurement
    12. 12. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
    13. 13. Traackr Influencer Marketing “You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.” P. Sheldrake The business of influence What actually is influence ?
    14. 14. Traackr Influencer Marketing Let us think about a couple of questions Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
    15. 15. Traackr Influencer Marketing Can you tell who influenced you ? Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
    16. 16. Traackr Influencer Marketing Influence is complex
    17. 17. Traackr Influencer Marketing Can you really measure it ?
    18. 18. Traackr Influencer Marketing Before it happens ? This is what marketers are asking for !
    19. 19. Traackr Influencer Marketing In fact, the best we can do is measure who is in the best position to exert potential influence on a specific audience.
    20. 20. Traackr Influencer Marketing (Potential) influence can not be reflected by a vanity score
    21. 21. Traackr Influencer Marketing Authority Connectivity Two fundamental approaches to measure influence
    22. 22. Traackr Influencer Marketing Authority can be approached through 3 key criteria Courtesy Altimeter Group
    23. 23. Traackr Influencer Marketing Illustration of an Authority list by Traackr
    24. 24. Traackr Influencer Marketing Who is the most important connection ?
    25. 25. Traackr Influencer Marketing Illustration of network analysis by Traackr
    26. 26. Traackr Influencer Marketing Now the real question
    27. 27. Traackr Influencer Marketing Now the real question How to measure the ROI of my influence efforts?
    28. 28. Traackr Influencer Marketing Well... in the same way as your other media investments
    29. 29. Traackr Influencer Marketing A framework to measurement of your marketing efforts
    30. 30. Traackr Influencer Marketing From @traackr @nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
    31. 31. The new PR ecosystem
    32. 32. Integrated approach
    33. 33. A new mindset
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