• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Unleashing the Power of Public Relations
 

Unleashing the Power of Public Relations

on

  • 845 views

In this presentation Pierre-Loic Assayag lays out seven rules to unleash the real value from influencer communication followed by case studies from Shonali Burke that experienced this value.

In this presentation Pierre-Loic Assayag lays out seven rules to unleash the real value from influencer communication followed by case studies from Shonali Burke that experienced this value.

To be successful, you must start with automated and end with qualitative human analysis.

Statistics

Views

Total Views
845
Views on SlideShare
845
Embed Views
0

Actions

Likes
0
Downloads
17
Comments
0

0 Embeds 0

No embeds

Accessibility

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Unleashing the Power of Public Relations Unleashing the Power of Public Relations Presentation Transcript

    • BEYOND THE HYPE OF INFLUENCE UNLEASHING THE POWER OF PUBLIC RELATIONS PRSA COUNSELORS ACADEMY 2012Monday, May 7, 2012
    • DEMYSTIFY the influencer hypeMonday, May 7, 2012
    • TO UNLEASH the value of influencer communicationMonday, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • now, if you ask TRAACKR...Monday, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • 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, May 7, 2012
    • INFLUENCE IS NOT INFLUENCE IS ONE UNIVERSAL SCORE CONTEXTUAL QUANT/QUAL MAGIC HARD WORK AFTER THOUGHT A COMMITMENT PERSUASION COLLABORATION PAID MEDIA EARNED MEDIAMonday, May 7, 2012
    • beyond THE HYPE OF INFLUENCEMonday, May 7, 2012
    • TRAACKR DATA ANALYSIS 2011 EXPERT SURVEY CASE STUDIESMonday, May 7, 2012
    • 7 GOLDEN RULES TO UNLEASH REAL VALUE FROM INFLUENCER COMMonday, May 7, 2012
    • 1 LAW OF THE VITAL FEWMonday, May 7, 2012
    • 3% 3% PEOPLE = 90% IMPACTMonday, May 7, 2012
    • 3% APPS HEALTH 3% HYBRID 3%Monday, May 7, 2012
    • 1. ADVERTISING’S ACHILLES’ HEEL 2. RELEVANCE > POPULARITY 3. FIND THOSE WHO MATTERMonday, May 7, 2012
    • 2 BOTH ART AND SCIENCEMonday, May 7, 2012
    • Search Score Rank TrackMonday, May 7, 2012
    • Monday, May 7, 2012
    • COGNITIVE BLINDNESSMonday, May 7, 2012
    • Search Score Rank TrackMonday, May 7, 2012
    • START WITH AUTOMATED & END WITH QUALITATIVE HUMAN ANALYSISMonday, May 7, 2012
    • 3 BE STRATEGICMonday, May 7, 2012
    • SET GOALS DISCOVER LISTEN ENGAGE MEASUREMonday, May 7, 2012
    • 4 BUILD A RELATIONSHIPMonday, May 7, 2012
    • 1. PROVIDE VALUE 2. BE RELEVANT 3. BE GENUINEMonday, May 7, 2012
    • “It’s a marriage not a date”Monday, May 7, 2012
    • 5 MEASURE WHAT MATTERS AND GAIN ACCESSMonday, May 7, 2012
    • Monday, May 7, 2012
    • 1 ENGAGEMENT METRICS 2 WEBSITE TRAFFIC 3 BRAND MENTIONS 4 SALES 5 SENTIMENTMonday, May 7, 2012
    • 6 NO SILVER BULLET NO BLACK MAGICMonday, May 7, 2012
    • “Success is for those who show up” Woody AllenMonday, May 7, 2012
    • 7 DRIVE WITH VALUE, NOT HYPEMonday, May 7, 2012
    • CASE STUDIESMonday, May 7, 2012
    • BLUE KEY CAMPAIGN SHONALI BURKE - MSL WASHINGTON DCMonday, May 7, 2012
    • The Case of the Blue Key Used with permission from USA for UNHCR www.thebluekey.org ©2011 43Monday, May 7, 2012
    • 2011 Goal: 6K Keys by Dec. 31 Used with permission from USA for UNHCR ©2011 44Monday, May 7, 2012
    • Bloggers aka Blue Key “Champions” Tracking links were key (no pun intended) Used with permission … from Facebook, Twitter, email newsletters, blog, etc… from USA for UNHCR ©2011 45Monday, May 7, 2012
    • Blue Key Champions Drove the Conversation Secret Facebook Group Blog posts Email outreach Twitter #bluekey “tweetathon” LinkedIn YouTube Used with permission from USA for UNHCR ©2011 46Monday, May 7, 2012
    • The first tweetathon (June) saw: Involve the Community • 258 people/1,524 tweets with #bluekey • 169% increase in web traffic • >50% of key purchases that week Used with permission from USA for UNHCR ©2011 47Monday, May 7, 2012
    • Analytics Tell Stories… … and Measurement Shapes Strategy Used with permission from USA for UNHCR ©2011 48Monday, May 7, 2012
    • THANK YOU! www.mslgroup.com www.traackr.com shonali.burke@mslgroup.com pierreloic@traackr.comMonday, May 7, 2012
    • Monday, May 7, 2012