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Are your influencers also your best friends

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  • Hand out sheets
  • There’s an importance distinction between influencer and influence.
  • Last few years have seen emergence of tools to measure online influence
  • Everyone now has a social presence of sorts. We’ve all seen the stats and graphs about online penetration blah blah blahWe get it now. Everyone’s on Facebook and Twitter
  • But so what? As a brand and as an individual when you first open yourself to the online world it can see a bit circle jerkyLike going to a night club without any friends
  • But so what? As a brand and as an individual when you first open yourself to the online world it can see a bit circle jerkyLike going to a night club without any friends
  • But where do we start?Conversation is easy when it’s 6 or less participantsAfter that, it’s becomes less of a conversation and just reverse broadcastSo how do you know who to spend time talking to.
  • Linc up live

    1. 1. Are your influencers also your best friends?Eb Adeyeri (@eba)Digital PR directorLEWIS PR (@lewispruk)<br />September 09, 2011<br />
    2. 2. About me<br />
    3. 3.
    4. 4. WHAT IS INFLUENCE EXACTLY?<br />
    5. 5. PR in the old days<br />influence<br />
    6. 6. PR 2.0<br />influencer<br />influencer<br />reputation<br />influencer<br />
    7. 7. ‘You have been influenced when you think in a way you wouldn’t otherwise have thought, or do something you wouldn’t have done’ <br />The Business of Influence, Philip Sheldrake<br />
    8. 8. You will follow Eb on twitter!!<br />And recommend him on LinkedIn…<br />
    9. 9.
    10. 10.
    11. 11.
    12. 12. jerk<br />
    13. 13.
    14. 14. THIS ISN’T A CONVERSATION<br />
    15. 15. Finding the people that matter…<br />LISTEN<br />PLAN<br />ENGAGE<br />TRANSACT<br />Social Media<br />ROI<br />Conversation maps<br />Influencer audits<br />Events,<br />Exclusive content<br />Product development<br />
    16. 16. Listening<br />
    17. 17. Planning your influencers<br />
    18. 18. Who makes the grade?<br />
    19. 19.
    20. 20. The different types of influencer<br />
    21. 21. Types of influencers<br />
    22. 22. Engage – putting the social into SM<br />
    23. 23. The element of surprise<br />
    24. 24. Creating a unique experience<br />25thbirthday<br />Approach:<br />replicate offline brand values online<br />tap into existing fan base to build community<br />create unique experiences for biggest advocates<br />Boosted web community by 100%<br />Campaign generated £140k in 2 hours on actually birthday<br />Results:<br />42%<br />Increased online sales by<br />
    25. 25.
    26. 26. 5 do’s of influencer engagement<br />Be genuine and authentic<br />Focus on what’s in it for them<br />Offer something exclusive (and mean it)<br />Surprise them (in a good way)<br />Get off the computer and into the real world<br />
    27. 27. PLEASE DON’T. EVER.<br />Outsource everything to an external party<br />Think it’s a 10 minute job<br />Be the online equivalent of a window salesman<br />Write cheques that you can’t cash<br />Don’t be a dick. Seriously.<br />
    28. 28. Any questions?<br />@EbA<br />Eb Adeyeri<br />Eb ‘Wole’ Adeyeri<br />

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