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Influence the Influencers

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To uleash the power of influencer communication, you much first demystify all the hype surrounding it. This presentation, first shared at the PRSA Digital Impact Conference by Pierre-Loic Assayag, …

To uleash the power of influencer communication, you much first demystify all the hype surrounding it. This presentation, first shared at the PRSA Digital Impact Conference by Pierre-Loic Assayag, takes you beyond the hype and into the real value of influence. Learn how to leverage your relationships and efforts to positively affect your bottom line.


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  • 1. TRAACKR - BEYOND THE HYPE OF INFLUENCE INFLUENCE THE INFLUENCERS PRSA DIGITAL IMPACT 2012Monday, April 2, 2012
  • 2. TRAACKR - WWW.TRAACKR.COM INFLUENCE THE INFLUENCERS #BYNDHYPEMonday, April 2, 2012
  • 3. DEMYSTIFY the influencer hypeMonday, April 2, 2012
  • 4. TO UNLEASH the power of influencer communicationMonday, April 2, 2012
  • 5. 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 LLEWELLYNMonday, April 2, 2012
  • 6. 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 LLEWELLYNMonday, April 2, 2012
  • 7. 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 LLEWELLYNMonday, April 2, 2012
  • 8. 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 LLEWELLYNMonday, April 2, 2012
  • 9. 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 LLEWELLYNMonday, April 2, 2012
  • 10. WHO’S most influential? VIVEK KEVIN MG NELLIE EZRA WADHWA PHO SIEGLER HUANG KLEIN ERIN wrong question SETH MARTIN ROBERT RENAI BURY GODIN TANTOW SCOBLE LEMAY SARAH BRAD JESSICA LIRAN ROBERT EVANS FELD SPIEGEL ZELKHA LLEWELLYNMonday, April 2, 2012
  • 11. now, if you ask TRAACKR...Monday, April 2, 2012
  • 12. 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 LLEWELLYNMonday, April 2, 2012
  • 13. 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 LLEWELLYNMonday, April 2, 2012
  • 14. 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 LLEWELLYNMonday, April 2, 2012
  • 15. 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 LLEWELLYNMonday, April 2, 2012
  • 16. INFLUENCE IS NOT INFLUENCE IS ONE UNIVERSAL SCORE CONTEXTUAL QUANT/QUAL MAGIC HARD WORK AFTER THOUGHT A COMMITMENT PERSUASION COLLABORATIONMonday, April 2, 2012
  • 17. FRAMEWORK for Influencer Com ProgramMonday, April 2, 2012
  • 18. TRAACKR DATA ANALYSIS 2011 EXPERT SURVEY CASE STUDIESMonday, April 2, 2012
  • 19. SET GOALS DISCOVER LISTEN ENGAGE MEASUREMonday, April 2, 2012
  • 20. DISCOVERMonday, April 2, 2012
  • 21. START WITH AUTOMATED & END WITH QUALITATIVE HUMAN FILTERINGMonday, April 2, 2012
  • 22. Monday, April 2, 2012
  • 23. COGNITIVE BLINDNESSMonday, April 2, 2012
  • 24. Search Score Rank TrackMonday, April 2, 2012
  • 25. PICK THE RIGHT TOOLSMonday, April 2, 2012
  • 26. 1 GOOGLE 2 TRAACKR 3 TWITTER 4 BLOGS 5 KLOUTMonday, April 2, 2012
  • 27. Search Score Rank TrackMonday, April 2, 2012
  • 28. DON’T SETTLE ON THE USUAL SUSPECTSMonday, April 2, 2012
  • 29. ROBERT LLEWELLYNMonday, April 2, 2012
  • 30. BASE YOUR RANKING ON THE RIGHT CRITERIAMonday, April 2, 2012
  • 31. 1 RELEVANCE 2 RESONANCE 3 REACH 4 GEOLOCATION 5 RELATIONSHIPMonday, April 2, 2012
  • 32. BUILD A DYNAMIC INFLUENCER LISTMonday, April 2, 2012
  • 33. BEFOREMonday, April 2, 2012
  • 34. NOWMonday, April 2, 2012
  • 35. Monday, April 2, 2012
  • 36. LISTENMonday, April 2, 2012
  • 37. READ RELEVANT INFLUENCER POSTSMonday, April 2, 2012
  • 38. Monday, April 2, 2012
  • 39. IDENTIFY HOT TRENDING TOPICSMonday, April 2, 2012
  • 40. Monday, April 2, 2012
  • 41. STUDY YOUR INFLUENCERSMonday, April 2, 2012
  • 42. Monday, April 2, 2012
  • 43. CLASSIFY INFLUENCERS & TIE TO INITIATIVESMonday, April 2, 2012
  • 44. Monday, April 2, 2012
  • 45. START PARTICIPATING...Monday, April 2, 2012
  • 46. ENGAGEMonday, April 2, 2012
  • 47. BE RELEVANTMonday, April 2, 2012
  • 48. PROVIDE VALUEMonday, April 2, 2012
  • 49. BE GENUINEMonday, April 2, 2012
  • 50. “It’s a marriage not a date”Monday, April 2, 2012
  • 51. BE TIMELYMonday, April 2, 2012
  • 52. BE CREATIVEMonday, April 2, 2012
  • 53. Monday, April 2, 2012
  • 54. SET GOALS & MEASUREMonday, April 2, 2012
  • 55. SET GOALS & MEASUREMENT STRATEGY / TOOLS EARLYMonday, April 2, 2012
  • 56. MEASURE WHAT MATTERSMonday, April 2, 2012
  • 57. Monday, April 2, 2012
  • 58. DRIVE WITH BUSINESS NOT HYPEMonday, April 2, 2012
  • 59. “For every CEO, revenue trumps cool every day” Peter ShankmanMonday, April 2, 2012
  • 60. CASE STUDIESMonday, April 2, 2012
  • 61. EASTWICK / NETBASE CHALLENGE NEGATIVE COVERAGE PRIOR TO NEW RELEASE CAMPAIGN HIGHLY TARGETED INFLUENCER CAMPAIGN RESULTS TRAFFIC TO WEBSITE INCREASED BY 1300% HIGHLY QUALIFIED LEADS CLOSED 4 MULTI-MILLION DOLLAR DEALS KEY TO SUCCESS STUDIED EACH TOP INFLUENCER AND ENGAGED THEM INSIDE THEIR CONVERSATIONMonday, April 2, 2012
  • 62. HONDA UK CHALLENGE LAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKET CAMPAIGN TARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENT IN THE UK RESULTS #1 HYBRID IN THE UK FOR 6 MONTHS AFTER LAUNCH ONLINE COVERAGE MUCH BEYOND UK BORDERS KEY TO SUCCESS EXPERIMENTED, LEARNED AND ADAPTED ENGAGEMENTMonday, April 2, 2012
  • 63. TRAACKR CHALLENGE MARKETING BUDGET = $0, NOISE IN THE SPACE CAMPAIGN TOP 25 INFLUENCERS ON MONITORING AND INFLUENCE RESULTS POSITIVE COVERAGE BY MOST TOP INFLUENCERS 100% LEADS FROM INFLUENCERS UNEXPECTED: SEVERAL INFLUENCERS BECAME CUSTOMERS KEY TO SUCCESS BE GENUINE, BE PATIENTMonday, April 2, 2012
  • 64. THANK YOU! www.traackr.com pierreloic@traackr.comMonday, April 2, 2012
  • 65. Monday, April 2, 2012