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 …

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
  • Umang
  • Umang
  • Umang
  • Umang
  • SECOND SCREEN:AQ TESTCreating the testApp detailHeat map of regionsDetective inviteWhere we’ve done this before…

Transcript

  • 1. Influencer Relations: The strategy & the science
  • 2. It’s still about the people
  • 3. It’s still about the people
  • 4. It’s still about the people
  • 5. It’s still about the people
  • 6. Who is telling your story?
  • 7. HOW ARE YOU REALLY SPEAKING?
  • 8. MEASURING THE RIGHT THINGS
  • 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. 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. Influence & measurement
  • 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. 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. 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. 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. Traackr Influencer Marketing Influence is complex
  • 17. Traackr Influencer Marketing Can you really measure it ?
  • 18. Traackr Influencer Marketing Before it happens ? This is what marketers are asking for !
  • 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. Traackr Influencer Marketing (Potential) influence can not be reflected by a vanity score
  • 21. Traackr Influencer Marketing Authority Connectivity Two fundamental approaches to measure influence
  • 22. Traackr Influencer Marketing Authority can be approached through 3 key criteria Courtesy Altimeter Group
  • 23. Traackr Influencer Marketing Illustration of an Authority list by Traackr
  • 24. Traackr Influencer Marketing Who is the most important connection ?
  • 25. Traackr Influencer Marketing Illustration of network analysis by Traackr
  • 26. Traackr Influencer Marketing Now the real question
  • 27. Traackr Influencer Marketing Now the real question How to measure the ROI of my influence efforts?
  • 28. Traackr Influencer Marketing Well... in the same way as your other media investments
  • 29. Traackr Influencer Marketing A framework to measurement of your marketing efforts
  • 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. The new PR ecosystem
  • 32. Integrated approach
  • 33. A new mindset