Integrated Influence

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  • Informing peoplePersuading peopleIntegrating people with peopleThe means and methods have changed as society has changed.What Edward Bernays said in 1961 holds true even today. In fact, the depth of the statement resounds today more than ever.
  • CONTENTIS MESSAGE. MEDIAARE VEHICLES. AUDIENCEIS THE HEART OF YOUR COMMUNICATIONS. Together they weave your STORY of INFLUENCE.
  • A common complaint PR people will hear from clients is ‘we don’t tell our stories well enough’. This used to irk me, I’d think ‘yes we do, you just don’t remember them as much as the bad ones. But what I should have focused on, is that word – Stories. In PR we know we’re good with words and structure but that can only make for grammatically correct and well-formed boringness.
  • Despite the fact that Life is the most precious possession, what do these facts mean to the individuals who indulge in drunken driving. Nothing, except a few rebuttals. People don’t need new facts. They need a new story!
  • The best jokes are often actually great stories. A great story can stay with you forever. And a good storyteller can captivate an audience. A story is the only way to activate parts in the brain so that a listener turns the story into their own idea and experience.
  • Leaders are true storytellers. They tell a story that the listeners turn into their own idea and experiences, and re-tell the same story everyday, inching closer to the plot of the story in real-life, everytime the listeners re-tell that story. These stories drive CHANGE.So can we embrace storytelling in more of our communications? In fact, we don’t have any other choice.
  • As pervasive technologies create an information noise for the audience, our stories are competing for attention.
  • The audience psychographics itself has drastically changed. Today, we are alone in the crowd; and our interactions are about a poke and a smiley. What gets us to act on a call-to-action is compelling stories that can provoke emotions with which we can justify ourselves.
  • I remember a PR professional once telling a reporter, “When you’re working on a story, I’m working on that story too.” Obviously what he meant was he was working on making it a great story by identifying content for the reporter that would make the reporter’s story richer, have a bigger impact and matter more to readers. The fact that his work made it a great story for his client was the motivator, but his value as a PR person was based on his unusual skill to be useful to the reporter. Now that’s a win-win.Today, he would go further. He would offer the reporter an accompanying multimedia package: video, slideshows, infographics and other illustration inputs as appropriate for that particular story. This is already standard operating procedure: the more high quality media assets, the bigger your story’s potential. As smartphones and other pervasive technologies increasingly give us all affordable and accessible ways to communicate with video, audio and graphics as well as words, we as communicators have to compete with a lot of content. Tomorrow, he will be developing PR strategies in collaboration with a transmedia team, creating opportunities for retelling that story in formats additional to a reporter’s text-based, multimedia-supported central story. At Waggener Edstrom, we call it Integrated Influence. Of course, not every story merits the full transmedia treatment. And the shift in thinking about storytelling does require clients who will invest in this approach. Are client willing to invest in that approach? The clients that work with us, they do; and the ones that don’t, obviously don’t .
  • WE leverages a mix of our in-house communications specialists and visual artists to craft those compelling stories that can be retold…
  • …across platforms and formats, and re-told yet again by the listeners through the email and sms forwards, likes, shares, tweets…
  • The setting in a story means the scenario where the story is introduced. It can add meaning to any story and if interpreted it can add a deeper meaning to any plot. Conflict of a story is the struggle between the main characters that is eventually leading to a climax, a disharmony between the main forces in a story.Plot is the basic layout of a story.The theme refers to the idea or concept behind the story rather than the actions that occur.
  • Today, we will focus on transmedia story-telling, and leverage the power of story to drive Integrated Influence.
  • Pick-up any cause, or a brand, or may be just a personal dream. And tell us that story.
  • Make that story compelling, and one that can drive change!
  • Integrated Influence

    1. 1. INTEGRATEDINFLUENCE Soumya Dev Account Director and Head of Digital (India) Waggener Edstrom Worldwide
    2. 2. INFLUENCE IN THE CONTEXT OF PUBLIC RELATIONS in·flu·ence noun the action or process of producing effects on the actions, behaviour, opinions, etc., of another or others
    3. 3. YOUR STORY OF INFLUENCE Execution Measurement Message Channels Objective Insight Audience Impact Planning Evidence Story Tactics Credible Defensible Compelling Differenti ating SustainableRelevant
    4. 4. THE PROBLEM WITH FACTS
    5. 5. 10,553 people were killed in 24,655 road accidents due to drunken driving in 2011 PEOPLE DON‟T NEED NEW FACTS Everyone knows the media exaggerates The numbers aren‟t actually too high! How did you arrive at these numbers?
    6. 6. FACTS ARE MEANINGLESS WITHOUT A CONTEXTUAL „STORY‟
    7. 7. WE DECIDE ON EMOTION AND JUSTIFY WITH FACTS
    8. 8. LEADING CHANGE IS ABOUT TELLING A STORY OF THE „FUTURE‟
    9. 9. THEAUDIENCE
    10. 10. THE ART AND SCIENCE OF MICRO PERSUASIONS
    11. 11. WE INFUSE STORIES You can use stories… and visual thinking… to influence people… and effect change…
    12. 12. WITH THE RIGHT CONTENT
    13. 13. THROUGH THE RIGHT CHANNELS
    14. 14. WHO WE ARE
    15. 15. CAMPAIGN ASIA PACIFIC PR AWARDS Mid size network 2010 & 2011 APAC Technology Agency of the Year 2012 & 2010 SABRE AWARDS PR NEWS AWARDS Digital PR firm of the year 2011 AMEC AWARDS Best use of research, measurement and evaluation programme 2012 PRISM AWARDS Best Integrated Marketing Campaign of the Year 2012
    16. 16. WE STUDIO D™
    17. 17. IDENTIFY: PRE-CAMPAIGN Influence Ranking Helps prioritize media outlets & individuals most likely to drive impact for the brand. Discover which outlets with highest influence on audiences and brand perception. Hearts Minds & Momentum Exposes a brand‟s strengths, weaknesses, and competitive positioning and movement. Evaluates brands from both an emotional (Hearts) and rational (Minds) perspective.H,M&M Influence Multiplier™ Identify the magic middle enthusiasts in more targeted media. These influentials can be engaged for specific campaigns and driving specific action Influence Multiplier “HEARTS” RATINGS ON RESPECT & PASSION “MINDS” RATINGS ON QUALITY & RELEVANCE
    18. 18. LISTEN & ENGAGE: CAMPAIGN Twendz & Twendz Pro Full-featured Twitter monitoring and analytics Web application. Provides impact metrics & key performance indicators such as overall reach and influence along with audience emotion. WEX Pulse Keeps you up-to-date on latest coverage affecting your brand by mining news, blogs and social media content for you. Offers insights to shape strategy, better target audiences & refine communications goals. NewsStream Helps you effectively conceive, create, gather and publish content all from one digital newsroom. No more third-party outlets. News Stream WE Twendz Pro WEX Pulse B U S I N E S S U N I T S I N T E R N A L C O M M S E X T E R N A L S T A K E - H O L D E R S H R M A R C O M MC S R N E W M E D I A H U B T E A M
    19. 19. MEASUREMENT: POST-CAMPAIGN Ripple Effect Measures the afterlife and overall reach of your campaigns. It pinpoints tweets, links and posts, and exposes where that content traveled long after a campaign ends. Narrative Network paints a word picture of your brand‟s storytelling landscape. With mapping and analysis, you can see the gap between the intended impact of your communications and the actual results. Ripple Effect Narrative Network
    20. 20. BRINGING IT ALL TOGETHER: INTEGTRATED INFLUENCE MEASURE Results Data insights Narrative Landscape Audience Behavior - Channels - Influencers Narrative storytelling Shared . Earned . Bought . Owned Content socialization Through media relations, publishing channels and high- value influencers Value proven Real-time performance- based analytics to track metrics and deliver ROI Understand Business Objectives Deliver Business Impact AWARENESS CONSIDERATION AFFINITY ADVOCACY SALES EFFECTIVENESS STORYTELLING REACH . RESONANCE . SENTIMENT . ATTENTION . VALUE INSIGHTS Cross-media . Creative . Innovative REAL-TIME CONTENT MARKETING Craft Influence Strategy CREATE Moments DISCOVER Ecosystem ESTABLISH Journey
    21. 21. SOUMYA DEV @soumya_dev +91 9953987789 sdev@waggeneredstrom.com THANKYOU www.accelerateinfluence.com
    22. 22. STORYTREE - AN EXERCISE PLOT CHARACTER CONFLICT THEME SETTING drama
    23. 23. STORYTREE - AN EXERCISE PLOT CHARACTER CONFLICT THEME SETTING drama goal audience persuasion strategy creative appeal emotional appeal deployment
    24. 24. PAINT YOUR STORY 1 Current Realty (parts that stand out) 2 Wants (hopes for future) 3 People (important to your life) 4 YOU (persuade influence)
    25. 25. Goal Measurable Behaviour Change Audience Persuasion Strategy Story Emotional Appeal Story Creative Appeal Deployment What are you trying to accomplish? Who do you want to influence? How will you persuade your audience? What emotions will you inspire? What are your story elements? How will you make your content be found? LET YOUR STORY COME ALIVE

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