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BEYOND THE HYPE OF INFLUENCE               UNLEASHING THE POWER OF              PUBLIC RELATIONS               PRSA COUNSE...
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  ...
KLOUT:                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA     PHO    SIEGLER...
PEERINDEX:                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA     PHO    SIE...
TWEET LEVEL:                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA     PHO    S...
TWEET GRADER:                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA     PHO    ...
WHO’S most influential?                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA  ...
now, if you ask TRAACKR...Monday, May 7, 2012
WHO’S MOST INFLUENTIAL?                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADHWA  ...
WHO’S MOST INFLUENTIAL?                         VIVEK    KEVIN        MG   NELLIE       EZRA                       WADHWA ...
IN AUTOMOTIVE / HYBRID / UK                         VIVEK   KEVIN        MG   NELLIE       EZRA                       WADH...
IN INVEST / TECH / B2C / EARLY                         VIVEK   KEVIN        MG   NELLIE       EZRA                       W...
INFLUENCE IS NOT      INFLUENCE IS       ONE UNIVERSAL SCORE   CONTEXTUAL QUANT/QUAL       MAGIC                 HARD WORK...
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 MATT...
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                   ...
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 ...
2011 Goal: 6K Keys by Dec. 31                          Used with permission from USA for UNHCR        ©2011               ...
Bloggers aka                               Blue Key “Champions”                                    Tracking links were key...
Blue Key Champions Drove the Conversation                                                                                 ...
The first tweetathon (June) saw:                      Involve the Community   • 258 people/1,524 tweets with #bluekey     ...
Analytics Tell Stories…                                                   … and Measurement Shapes Strategy         Used w...
THANK YOU!       www.mslgroup.com            www.traackr.com   shonali.burke@mslgroup.com   pierreloic@traackr.comMonday, ...
Monday, May 7, 2012
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"Beyond the Hype of Influence” with Pierre-Loic Assayag, CEO, Traackr

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

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

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Transcript of ""Beyond the Hype of Influence” with Pierre-Loic Assayag, CEO, Traackr"

  1. 1. BEYOND THE HYPE OF INFLUENCE UNLEASHING THE POWER OF PUBLIC RELATIONS PRSA COUNSELORS ACADEMY 2012Monday, May 7, 2012
  2. 2. DEMYSTIFY the influencer hypeMonday, May 7, 2012
  3. 3. TO UNLEASH the value of influencer communicationMonday, May 7, 2012
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. now, if you ask TRAACKR...Monday, May 7, 2012
  11. 11. 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
  12. 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, May 7, 2012
  13. 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, May 7, 2012
  14. 14. 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
  15. 15. 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
  16. 16. beyond THE HYPE OF INFLUENCEMonday, May 7, 2012
  17. 17. TRAACKR DATA ANALYSIS 2011 EXPERT SURVEY CASE STUDIESMonday, May 7, 2012
  18. 18. 7 GOLDEN RULES TO UNLEASH REAL VALUE FROM INFLUENCER COMMonday, May 7, 2012
  19. 19. 1 LAW OF THE VITAL FEWMonday, May 7, 2012
  20. 20. 3% 3% PEOPLE = 90% IMPACTMonday, May 7, 2012
  21. 21. 3% APPS HEALTH 3% HYBRID 3%Monday, May 7, 2012
  22. 22. 1. ADVERTISING’S ACHILLES’ HEEL 2. RELEVANCE > POPULARITY 3. FIND THOSE WHO MATTERMonday, May 7, 2012
  23. 23. 2 BOTH ART AND SCIENCEMonday, May 7, 2012
  24. 24. Search Score Rank TrackMonday, May 7, 2012
  25. 25. Monday, May 7, 2012
  26. 26. COGNITIVE BLINDNESSMonday, May 7, 2012
  27. 27. Search Score Rank TrackMonday, May 7, 2012
  28. 28. START WITH AUTOMATED & END WITH QUALITATIVE HUMAN ANALYSISMonday, May 7, 2012
  29. 29. 3 BE STRATEGICMonday, May 7, 2012
  30. 30. SET GOALS DISCOVER LISTEN ENGAGE MEASUREMonday, May 7, 2012
  31. 31. 4 BUILD A RELATIONSHIPMonday, May 7, 2012
  32. 32. 1. PROVIDE VALUE 2. BE RELEVANT 3. BE GENUINEMonday, May 7, 2012
  33. 33. “It’s a marriage not a date”Monday, May 7, 2012
  34. 34. 5 MEASURE WHAT MATTERS AND GAIN ACCESSMonday, May 7, 2012
  35. 35. Monday, May 7, 2012
  36. 36. 1 ENGAGEMENT METRICS 2 WEBSITE TRAFFIC 3 BRAND MENTIONS 4 SALES 5 SENTIMENTMonday, May 7, 2012
  37. 37. 6 NO SILVER BULLET NO BLACK MAGICMonday, May 7, 2012
  38. 38. “Success is for those who show up” Woody AllenMonday, May 7, 2012
  39. 39. 7 DRIVE WITH VALUE, NOT HYPEMonday, May 7, 2012
  40. 40. CASE STUDIESMonday, May 7, 2012
  41. 41. BLUE KEY CAMPAIGN SHONALI BURKE - MSL WASHINGTON DCMonday, May 7, 2012
  42. 42. The Case of the Blue Key Used with permission from USA for UNHCR www.thebluekey.org ©2011 43Monday, May 7, 2012
  43. 43. 2011 Goal: 6K Keys by Dec. 31 Used with permission from USA for UNHCR ©2011 44Monday, May 7, 2012
  44. 44. 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
  45. 45. 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
  46. 46. 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
  47. 47. Analytics Tell Stories… … and Measurement Shapes Strategy Used with permission from USA for UNHCR ©2011 48Monday, May 7, 2012
  48. 48. THANK YOU! www.mslgroup.com www.traackr.com shonali.burke@mslgroup.com pierreloic@traackr.comMonday, May 7, 2012
  49. 49. Monday, May 7, 2012
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