Digital Influence : what's at stake for advertisers?

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Influencers and Digital Influence : 4 issues and challenges for Communication and Marketing Directors. You'll find tips for CMOs to improve communication relationship with influencers. Presentation done in Paris during "The Futur of Influence" conference with Publicis Net Intelligence and TraackR.com

Digital Influence : what's at stake for advertisers?

  1. 1. Influencers & Digital InfluenceWhat s at stakefor Marketers & Communication Managers?@PPCApril 18th, 2013 #TFOI
  2. 2. @PPCGood Evening @all
  3. 3. @PPC/ Head of Innovation / Blogger : bit.ly/chezPPC YouTube.com/videopeps / Creator of French Top30 of Influent Journalists/ @SlashGen / @TweetBosses / @PKlesparents
  4. 4. 1.025friends3.615followers1.889contacts7.238subscribers2.987followers
  5. 5. @PPCLet’s be clear
  6. 6. I’m influent
  7. 7. Proof?
  8. 8. I’ve got medals
  9. 9. FlickR / LenDog64
  10. 10. over7 millionviews on YouTube
  11. 11. I’ve got a big Klout
  12. 12. is @PPC an influent?
  13. 13. NO
  14. 14. all of this is a joke
  15. 15. Score measuresNOT influence!popularity
  16. 16. FlickR / Tantek
  17. 17. And what do real influencersthink about influence ?
  18. 18. Testimonieshttp://youtu.be/KdWmmzJObhY
  19. 19. Influencers & DigitalInfluenceWhat s at stakefor Marketers & CommunicationManagers?@PPC
  20. 20. 4 issues and challenges
  21. 21. http://goo.gl/AexR5a newdeal
  22. 22. TO BE HEARDBRANDSNEED TO YELLLOUDER ANDLOUDER...http://goo.gl/WtF6C
  23. 23. http://goo.gl/WtF6CPUSHREPETITIONGRP
  24. 24. results?
  25. 25. http://goo.gl/WtF6C
  26. 26. http://goo.gl/WtF6CMrs Smithdoesn tworkanymore!!!
  27. 27. proof?
  28. 28. source : Nielsen avril 2012
  29. 29. so?
  30. 30. FlickR / asleeponasunbeamSocial persuasion is important to consider
  31. 31. and?
  32. 32. http://goo.gl/AexR5therelationshipchallenge
  33. 33. http://goo.gl/WtF6CSource ReceiversMediaMessage
  34. 34. this simplistic scheme
  35. 35. is one century old
  36. 36. now
  37. 37. image : CaptainDashwho is the ownerof the relation?
  38. 38. VP Marketing?
  39. 39. Salesman?
  40. 40. Marketing Director?
  41. 41. Advertising agencies?
  42. 42. community managers?
  43. 43. CEOs using Twitter?
  44. 44. PR agencies?
  45. 45. Communication VP using Twitter?
  46. 46. bloggers?
  47. 47. influential twitteres?
  48. 48. ?
  49. 49. image : Détectives de Francethe owner of relationship is dead
  50. 50. Source ReceiversFlickR / asleeponasunbeam
  51. 51. SourceReceiversFlickR / asleeponasunbeam
  52. 52. Communication
  53. 53. is no longer
  54. 54. source to receivers
  55. 55. now this is
  56. 56. source with receivers
  57. 57. all together!
  58. 58. source is media
  59. 59. receiver is media
  60. 60. chacun d’entre-nouspeut devenirun influenceurparce quechacun d’entre-nouspeut devenirun media !Each of uscan becomean influencerbecause each of uscan becomea media
  61. 61. proof?
  62. 62. Image : Influencia.net
  63. 63. then?
  64. 64. so what?
  65. 65. what place
  66. 66. for the MarCom?
  67. 67. FlickR / asleeponasunbeam
  68. 68. http://goo.gl/AexR5thecontentchallenge
  69. 69. Why an influencer will talk aboutyour offer/product/service?
  70. 70. what’s at stake?
  71. 71. "share"
  72. 72. image : franceolympique.com
  73. 73. mobile x share = buzz
  74. 74. mobile x share x transmedia=communication@PPC
  75. 75. http://goo.gl/AexR5Tools
  76. 76. FlickR / the-g-ukdo notmingleauravs.relevance
  77. 77. http://goo.gl/AexR5
  78. 78. http://goo.gl/AexR5l’enjeude laposture
  79. 79. FlickR / risaikedaknowledge
  80. 80. FlickR / asleeponasunbeam
  81. 81. http://goo.gl/AexR5
  82. 82. http://goo.gl/AexR5
  83. 83. http://goo.gl/WtF6Cknow-how
  84. 84. FlickR / jacsonquerubin
  85. 85. FlickR / wmmmk
  86. 86. FlickR / Another Ashia...
  87. 87. http://goo.gl/AexR5
  88. 88. life skillsFlickR / notsogoodphotography
  89. 89. http://goo.gl/hqeD9
  90. 90. FlickR / Brandon Christopher Warren
  91. 91. FlickR / Gemma Bou
  92. 92. FlickR / notsogoodphotography
  93. 93. http://goo.gl/WtF6Cconclusion?
  94. 94. Marcom are doing a great job!it’s changing every other day!!@PPC
  95. 95. FlickR / Julie Daniellemovingfrom a DEALERto a LEADER
  96. 96. @PPCThank you
  97. 97. @PPCThank you so much

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