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Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
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Beyond the Influence Hype
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Beyond the Influence Hype
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Beyond the Influence Hype
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Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
Beyond the Influence Hype
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Beyond the Influence Hype

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Influence has reached a fever pitch. Everyone's trying to figure out how to identify and engage with influential people in the online world and then measure their efforts. Traackr gathered responses …

Influence has reached a fever pitch. Everyone's trying to figure out how to identify and engage with influential people in the online world and then measure their efforts. Traackr gathered responses from 100 communications professionals asking how they are doing this and came up with interesting and insightful conclusions.

This was first presented at the 2011 PRSA International Conference.

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  • 1. TRAACKRBEYOND THE HYPE OFINFLUENCE#BYNDHYPE
  • 2. THE HYPE
  • 3. THE HYPE?
  • 4. “INFLUENCER”SEARCH RESULTS
  • 5. 6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000
  • 6. 6,000,0005,000,0004,000,0003,000,0002,000,0001,000,000 2003 2004 2005 2006 2007 2008 2009 2010 2011
  • 7. RIDING the wave
  • 8. HYPE TOOLS
  • 9. VIVEK KEVIN MG NELLIE EZRAWADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 10. WHO’S MOST INFLUENTIAL? VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 11. KLOUT: VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 12. PEERINDEX: VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 13. TWEET LEVEL: VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 14. TWEET GRADER: VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 15. WHO’S most influential?
  • 16. WRONG QUESTION
  • 17. HYPE vs. INFLUENCE
  • 18. HYPE vs. INFLUENCE
  • 19. HYPE INFLUENCEUNIVERSAL
  • 20. HYPE INFLUENCEUNIVERSAL CONTEXTUAL
  • 21. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED
  • 22. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED NOT EASY
  • 23. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED NOT EASY‘COOL’
  • 24. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED NOT EASY‘COOL’ RESULTS DRIVEN
  • 25. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED NOT EASY‘COOL’ RESULTS DRIVENUNACTIONABLE
  • 26. HYPE INFLUENCEUNIVERSAL CONTEXTUALOVER SIMPLIFIED NOT EASY‘COOL’ RESULTS DRIVENUNACTIONABLE ACTIONABLE
  • 27. now, if you ask TRAACKR...
  • 28. WHO’S most influential?
  • 29. WHO’S most influential? VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 30. WHO’S most influential? VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 31. WHO’S most influential? VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN it depends... SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 32. WHO’S most influential... VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 33. IN AUTOMOTIVE / HYBRID / UK VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 34. IN AUTOMOTIVE / HYBRID / UK VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 35. IN VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 36. IN INVEST / TECH / B2C / EARLY VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 37. IN INVEST / TECH / B2C / EARLY VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYN
  • 38. THE HYPE IS HIDINGthe real value of influence
  • 39. beyond THE HYPE OF INFLUENCE
  • 40. 100 forward lookingCOMMUNICATION EXECS
  • 41. HOW DID THEY DO IT?
  • 42. 10COMMANDEMENTSTO INFLUENCERCOMMUNICATION
  • 43. 1SPEND THE TIME TO FINDTHE RIGHT INFLUENCERS
  • 44. 3% 3% PEOPLE = 90% IMPACT
  • 45. 3%
  • 46. 3% APPSHEALTH 3% HYBRID 3%
  • 47. 2RELEVANCE OVERPOPULARITY
  • 48. RELATIONSHIP
  • 49. RELATIONSHIP RESONANCERELEVANCE GEOLOCATION REACH
  • 50. 1 RELEVANCE2 RESONANCE3 REACH4 GEOLOCATION5 RELATIONSHIP
  • 51. 3USE THE RIGHT TOOLSFOR THE JOB
  • 52. 12345
  • 53. 1 GOOGLE2 TRAACKR3 TWITTER4 BLOGS5 KLOUT
  • 54. 4WELCOMESURPRISES
  • 55. ROBERT LLEWELLYN
  • 56. 5BE STRATEGIC
  • 57. DISCOVER ENGAGE MEASURE
  • 58. STRATEGYGOAL RESULT
  • 59. 6BE TIMELY
  • 60. WhoRetweetedMe.com
  • 61. WhoRetweetedMe.com
  • 62. 7BUILD ARELATIONSHIP
  • 63. 1. PROVIDE VALUE2. BE RELEVANT3. BE GENUINE
  • 64. “It’s a marriagenot a date”
  • 65. 8BE CREATIVE,EXPERIMENT
  • 66. 9NO SILVER BULLETNO BLACK MAGIC
  • 67. “Success is for thosewho show up” Woody Allen
  • 68. 10MEASUREWHAT MATTERS
  • 69. 12345
  • 70. 1 ENGAGEMENT METRICS2 WEBSITE TRAFFIC3 BRAND MENTIONS4 SALES5 SENTIMENT
  • 71. 0DRIVE WITH BUSINESSGOAL NOT HYPE
  • 72. why?
  • 73. how will you measure?
  • 74. demystify THE HYPE
  • 75. 3CASE STUDIES
  • 76. EASTWICK / NETBASE
  • 77. EASTWICK / NETBASE
  • 78. EASTWICK / NETBASECHALLENGENEGATIVE COVERAGE PRIOR TO NEW RELEASE
  • 79. EASTWICK / NETBASECHALLENGENEGATIVE COVERAGE PRIOR TO NEW RELEASECAMPAIGNHIGHLY TARGETED INFLUENCER CAMPAIGN
  • 80. EASTWICK / NETBASECHALLENGENEGATIVE COVERAGE PRIOR TO NEW RELEASECAMPAIGNHIGHLY TARGETED INFLUENCER CAMPAIGNRESULTSTRAFFIC TO WEBSITE INCREASED BY 1300%HIGHLY QUALIFIED LEADSCLOSED 4 MULTI-MILLION DOLLAR DEALS
  • 81. EASTWICK / NETBASECHALLENGENEGATIVE COVERAGE PRIOR TO NEW RELEASECAMPAIGNHIGHLY TARGETED INFLUENCER CAMPAIGNRESULTSTRAFFIC TO WEBSITE INCREASED BY 1300%HIGHLY QUALIFIED LEADSCLOSED 4 MULTI-MILLION DOLLAR DEALSKEY TO SUCCESSSTUDIED EACH TOP INFLUENCER AND ENGAGED THEM INSIDETHEIR CONVERSATION
  • 82. HONDA UK
  • 83. HONDA UK
  • 84. HONDA UKCHALLENGELAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKET
  • 85. HONDA UKCHALLENGELAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKETCAMPAIGNTARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENTIN THE UK
  • 86. HONDA UKCHALLENGELAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKETCAMPAIGNTARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENTIN THE UKRESULTS#1 HYBRID IN THE UK FOR 6 MONTHS AFTER LAUNCHONLINE COVERAGE MUCH BEYOND UK BORDERS
  • 87. HONDA UKCHALLENGELAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKETCAMPAIGNTARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENTIN THE UKRESULTS#1 HYBRID IN THE UK FOR 6 MONTHS AFTER LAUNCHONLINE COVERAGE MUCH BEYOND UK BORDERSKEY TO SUCCESSEXPERIMENTED, LEARNED AND ADAPTED ENGAGEMENT
  • 88. TRAACKR
  • 89. TRAACKR
  • 90. TRAACKRCHALLENGEMARKETING BUDGET = $0, NOISE IN THE SPACE
  • 91. TRAACKRCHALLENGEMARKETING BUDGET = $0, NOISE IN THE SPACECAMPAIGNTOP 25 INFLUENCERS ON MONITORING AND INFLUENCE
  • 92. TRAACKRCHALLENGEMARKETING BUDGET = $0, NOISE IN THE SPACECAMPAIGNTOP 25 INFLUENCERS ON MONITORING AND INFLUENCERESULTSPOSITIVE COVERAGE BY MOST TOP INFLUENCERS100% LEADS FROM INFLUENCERSUNEXPECTED: SEVERAL INFLUENCERS BECAME CUSTOMERS
  • 93. TRAACKRCHALLENGEMARKETING BUDGET = $0, NOISE IN THE SPACECAMPAIGNTOP 25 INFLUENCERS ON MONITORING AND INFLUENCERESULTSPOSITIVE COVERAGE BY MOST TOP INFLUENCERS100% LEADS FROM INFLUENCERSUNEXPECTED: SEVERAL INFLUENCERS BECAME CUSTOMERSKEY TO SUCCESSBE GENUINE, BE PATIENT
  • 94. “For every CEO,revenue trumps cool every day” Peter Shankman
  • 95. THANK YOU!
  • 96. THANK YOU! www.traackr.compierreloic@traackr.com

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