"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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"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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