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Futuro e Innovazione: PR tradizionali e Influencer Marketing

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Quando l'Influencer Marketing incontra le PR. Ritrovate qui il riassunto del workshop Augure allo IAB Forum. Per saperne di più: http://bit.ly/pr-influencer-marketing

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Futuro e Innovazione: PR tradizionali e Influencer Marketing

  1. 1. IAB Forum 14’ Futuro e Innovazione: PR tradizionali e Influencer Marketing #AugureInfluencer www.augure.com/it | Blog. augure.com/it/blog | : @augureItalia Irene Cau Country Manager Italia
  2. 2. Tutto Cambia, tutto si Evolve… Anche la Comunicazione & le PR 2 PR tradizionali e Influencer www.augure.com/it Marketing
  3. 3. In passato, la Comunicazione avveniva solo attraverso il giornalista… 3 PR tradizionali e Influencer www.augure.com/it Marketing GIORNALISTA
  4. 4. Oggi, esistono numerosissimi creatori di contenuto e molteplici canali di comunicazione… 4 PR tradizionali e Influencer www.augure.com/it Marketing
  5. 5. 5 PR tradizionali e Influencer www.augure.com/it Marketing 3 motivi per cui gli influencer hanno il potere di cambiare la tua comunicazione
  6. 6. 6 PR tradizionali e Influencer www.augure.com/it Marketing … et de vous ouvrir les portes d’une communauté ciblée et engagée Perché danno un valore aggiunto ai tuoi contenuti e di conseguenza al tuo brand … e ti mettono in contatto con le grandi comunità che si sono creati da quando sono opinion leader
  7. 7. Perchè i consumatori si fidano più delle loro opinioni che di quelle della marca stessa Gli articoli degli opinion leader* sono il 58% più efficaci di quelli scritti dalla marca stessa, al fine di creare affinità e orientare la decisione d’acquisto finale1. *giornalisti, blogger, analisti 1 Source: Nielsen 7 PR tradizionali e Influencer www.augure.com/it Marketing
  8. 8. 8 PR tradizionali e Influencer www.augure.com/it Marketing Status dell’ nfluencer Marketing nel 2014 (studio) … e allo stesso tempo rafforzano il loro status di influencer Tavola Rotonda #NewPR, il futuro delle PR (Parigi) Intervista a Brian Solis nel blog di Augure Perchè danno molto più visibilità ai tuoi contenuti… Influence One, primo evento europeo sull’influencer marketing (organizzato da Augure,Madrid)
  9. 9. 9 PR tradizionali e Influencer www.augure.com/it Marketing Ma…cosa significa Influencer?
  10. 10. 10 PR tradizionali e Influencer www.augure.com/it Marketing Esposizione Audience potenziale online dell’ Influencer Audience post, nº di follower, fan…
  11. 11. Backlink, articoli, retweet, like, commenti…. 11 PR tradizionali e Influencer www.augure.com/it Marketing Eco Capacità dell’influencer di generare opinioni e/o reazioni su un tema
  12. 12. 12 PR tradizionali e Influencer www.augure.com/it Marketing Partecipazione Livello di partecipazione dell’ Influencer alla conversazione sulla tematica in questione Nº di impatti del termine ricercato/ Totale conversazione
  13. 13. 13 PR tradizionali e Influencer www.augure.com/it Marketing
  14. 14. Ok, noi di Augure L’Abbiamo capito… 14 PR tradizionali e Influencer www.augure.com/it Marketing
  15. 15. Le 3 Sfide dei professionisti delle PR & Marketing 15 PR tradizionali e Influencer www.augure.com/it Marketing (studio sull’Influencer Marketing realizzato nel 2014*) 61% IDENTIFICARE i propri influencer 56% COSTRUIRE RELAZIONI con i propri influencer 44% MISURARE gli impatti delle proprie campagne di comunicazione * Sondaggio realizzato con 650 professionisti del Marketing e delle PR a gennaio 2014
  16. 16. Il tuo software di PR tradizionale 16 PR tradizionali e Influencer www.augure.com/it Marketing Il motore di ricerca degli Influencer
  17. 17. Audience (media e social influencer, contatti istituzionali…) 17 PR tradizionali e Influencer www.augure.com/it Marketing ¿Cos’è Augure? (1/2) IDENTIFICARE INTERAGIRE MISURARE Analytics Events One-to-One Notizie Offline e online, menzioni social media Distribuzione Multicanale (email / social media) Lists
  18. 18. IDENTIFICARE INTERAGIRE MISURARE ANALIZZARE I RISULTATI 18 PR tradizionali e Influencer www.augure.com/it Marketing ¿Cos’è Augure? (2/2) TEAM MEMBERS Gestiscono le azioni di comunicazione ogni giorno MANAGEMENT Più di 300.000 media e social influencers nel mondo (70.000 in Italia) Database proprio News Online, menzioni Social media Provider Clipping Offline
  19. 19. 19 PR tradizionali e Influencer www.augure.com/it Marketing
  20. 20. Perchè non ascoltare direttamente la loro opinione? Belén Lacalle – Communication Manager Jaguar & Land-Rover Pascale Azria – CEO Kingcom 20 PR tradizionali e Influencer www.augure.com/it Marketing Testimonianze “Augure ci permette di coordinare tutte le nostre interazioni con giornalisti ed influencer, a livello nazionale ed internazionale. È come se stessimo lavorando tutti nello stesso ufficio.” “A livello di agenzia PR, Augure è la nostra arma segreta per aumentare la produttività interna, la fidelizzazione e soddisfazione dei nostri clienti.” Xavier des Horts - Communication Manager e Relazioni Esterne in Nokia Francia “Augure ci permette di gestire efficacemente tutta la nostra comunicazione, partendo dall’identificazione dei nostri target fino alla misurazione dei nostri impatti.” Susana Martín – Responsabile PR Play Station “Augure ci aiuta notevolmente a interagire costantemente con i nostri opinion leader. “ Alcuni dei nostri casi di successo
  21. 21. 21 PR tradizionali e Influencer www.augure.com/it Marketing FIND YOUR WAY TO THE #NEWP R
  22. 22. Grazie! Irene Cau Country Manager Italia www.augure.com | Blog. blog.augure.com | : @augureFR www.augure.com/it Irene.cau@augure.com T. 02 2111 7307/06 @AugureItalia Facebook.com/AugureItalia
  23. 23. AUGURE SPAIN C/ Orense 25 28020 Madrid- www.augure.com www.augure.com blog.augure.com @augurespain

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