Presentation given by Christophe Ginisty on January 23rd in London at the "Future Communicators Accelerator Seminar"

1. How to define the metrics to
choose the tools that will work for
digital campaigns and strategies?
Christophe Ginisty
Digital & Reputation Strategist
@cginisty

2. About me… - Digital & Reputation Strategist – Agorep
- Founder & Organizer of the ReputationTime cycle of conferences
- Head of Digital for the Benelux – Ketchum
- Head of Digital Advocacy – FTI Consulting
- President 2013 of the International Public Relations Association (IPRA)
- European Digital Evangelist – Edelman EMEA
- Founder and President – Internet sans Frontières
- Author: “Allons enfants de l’Internet”
- Founder and MD Paris based Rumeur Publique
@cginisty

3. What I do… - Social media intelligence
- Conversations audit
- Influencer mapping
- Reputation measurement
- Competitive share of voice analyses
- Social media & Digital strategy definition and execution
- Reputation management
- Issue & crisis management
- CEOs reputation management and coaching
- Trainings and conferences
@cginisty

4. From the communication era
to the reputation era
@cginisty

5. From what you
want to say…
…to what people
have understood.

6. EMOTIONS
BEHAVIORS
EXPERIENCE
BELIEFS
COMPETITION SUSPICIONTRUST
COMMUNICATION
VALUE PROPOSITION
PRESS
FRIENDSINTUITION PROMISE
@cginisty
…

7. EMOTIONS
BEHAVIORS
EXPERIENCE
BELIEFS
COMPETITION SUSPICIONTRUST
COMMUNICATION
PRESS
FRIENDSINTUITION PROMISE
@cginisty
…
The
challenge
VALUE PROPOSITION

8. The eventuality that some don’t like you
is not necessary a reputation issue
@cginisty

9. The gap between who you are truly, how you have expressed it
and what people are thinking and sharing is the reputation challenge.
@cginisty

10. Reputation becomes
an assumed truth by
the majority
@cginisty

11. So what are the metrics?
@cginisty

12. Typology of
influence
Audience
profiling
Adoption and
resonance
Movement
@cginisty

13. Typology of influence
1
IDEA
STARTERS
2
AMPLIFIERS
3
CURATORS
4
COMMENTATORS
5
VIEWERS
1. ‘Idea starters’ start the conversation,
2. ‘Amplifiers’ help reaching a greater audience
3. ‘Curators’ organize and confront ideas
4. ‘Commentators’ refine conversations
5. ‘Viewers’ are the targeted audience
@cginisty

14. Typology of influence
@cginisty

15. Idea starters are not the only ones to care about
@cginisty

16. Audience profiling
Discover everything about your
audience based on what they are
doing on social networks

17. Audience profiling
70pieces of content
According to a study conducted by University of
Cambridge and Stanford University, if you liked on
Facebook…
150pieces of content
300pieces of content
Facebook knows you better than your own friends in ‘real life’
Facebook knows you better than members of your own family
Facebook knows you better than your wife/husband
@cginisty

19. Adoption and resonance
@cginisty

20. @cginisty

21. Movement
Key challenge is not anymore to
spread the news and let people
know but to generate a movement
throughout the audience:
connected crowds have become a
mainstream media@cginisty

22. Like Share
Comment Report
Participate…
@cginisty

24. So what should be the tools?
@cginisty

25. Benchmark key
words from
audience’s
comments with the
ones used on the
various comms
materials
Typology of
influence
Audience
profiling
Adoption and
resonance
Movement
@cginisty
Map influencers,
detect information
flows by identifying
main actors in the
typology of
influence
Analyse socio-
demographic,
behavioural and
psychographic
criteria
Focus on what
people do after
receiving
messages and
analyse the kinetic
energy of the
audience

26. One more thing…
@cginisty

27. Don’t make excessive use
of charts and graphs

28. Thank you very much
Let’s keep in touch
christophe@ginisty.com