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Influencer Relations 3.0: The New Rules of PR Engagement

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Slides from a discussion at a Mynewsdesk breakfast seminar on the evolution of influencer relations. This was based around a survey of 400+ communicators from around Northern Europe on how they manage and measure their work with influencers.

Download: Influencer Relations 3.0: The new rules of PR engagement report to read more about the changing influencer landscape and insights from the survey

http://pr.mynewsdesk.com/influencer-3-0/?utm_source=social&utm_medium=slideshaer&utm_campaign=uk-influencer-report15

Published in: Marketing
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Influencer Relations 3.0: The New Rules of PR Engagement

  1. 1. #MNDbreakfast Influencer Relations 3.0 The New Rules of PR Engagement Mutesa Sithole Content Marketing Manager
  2. 2. Let’s talk about… 1.Why we should care about Influencer Relations 1.Our survey says... 2.Any questions?
  3. 3. Why should we care about Influencer Relations? DOWNLOAD INFLUENCER RELATIONS 3.0 the news rules of PR engagement
  4. 4. Influencer noun An individual who has the power to affect decisions of others because of their (real or perceived) authority, knowledge, position or relationship.
  5. 5. courtesy of Bill Lamb lessonbucket.com
  6. 6. People trusted opinions of their friends, family and advocates back then. What has changed 70 years on?
  7. 7. Profile of an opinion leader has evolved, how we connect with them has changed and their potential audience has grown.
  8. 8. Influencers help you to navigate discussions Help you crowdsource ideas and grow support Crowdfund your venture Sell your products Shape a debate
  9. 9. Influencer Relations 3.0 Our survey says...
  10. 10. We say... Use the right tools!
  11. 11. Opinion: published Metro, 9 April 2015
  12. 12. “This analysis doesn’t just show the people with the most Twitter followers: it looks at who’s talking about political issues and has the platforms to make themselves heard.” Chris Moon, head of insights & analytics, Telegraph Hill Opinion
  13. 13. We say... A large audience doesn’t necessarily mean influence. A captive, niche audience can be very valuable.
  14. 14. “Paying for influence is like paying for sex. Those that need to pay for influence are probably not engaging enough to get it for free.” Alex Myers, Manifest London Opinion
  15. 15. Opinion “Expecting to use someone’s time and influence to your advantage for free is big mistake...it can be exponentially more beneficial to focus on choosing influencers wisely, compensating them fairly and building long-term relationships...” Daniel Newman, The New Rules of Customer Engagement
  16. 16. We say... Influencers can be compensated for their work, but influence cannot be bought.
  17. 17. We say... Focus. Identify influencers most relevant to the group you’re aiming to…well…influence! Try to keep efforts around a specific topic or objective.
  18. 18. Download the full report
  19. 19. Useful reads Based on some of the discussions at the seminar: 1. Psychology of sharing content: Why people share stories online? 2. Content Shock, term originally coined by Michael Schaefer, useful post on Heidie Cohen’s blog 3. Google’s ZMOT (zero moment of truth) 4. PR is dead? 5. Are you sitting comfortably? Jon Morter, oh and check out condescending corporate brands if you fancy a self-deprecating giggle
  20. 20. See you again soon! Tweet us @Mynewsdesk Mutesa Sithole @mutesas mutesa.sithole@mynewsdesk.com

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