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

1. #MNDbreakfast
Influencer Relations 3.0
The New Rules of PR Engagement
Mutesa Sithole
Content Marketing Manager

2. Let’s talk about…
1.Why we should care about Influencer Relations
1.Our survey says...
2.Any questions?

3. Why should we care about
Influencer Relations?
DOWNLOAD
INFLUENCER RELATIONS 3.0
the news rules of PR engagement

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. courtesy of Bill Lamb
lessonbucket.com

6. People trusted opinions of their friends, family and
advocates back then.
What has changed 70 years on?

9. Profile of an opinion leader has evolved,
how we connect with them has changed
and their potential audience has grown.

10. Influencers help you to navigate discussions
Help you crowdsource ideas and grow support
Crowdfund your venture
Sell your products
Shape a debate

11. Influencer Relations 3.0
Our survey says...

13. We say...
Use the right tools!

15. Opinion: published Metro, 9 April 2015

16. “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

17. We say...
A large audience doesn’t necessarily mean
influence. A captive, niche audience can be
very valuable.

19. “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

20. 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

21. We say...
Influencers can be compensated for their
work, but influence cannot be bought.

24. 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.

25. Download the full report

26. 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

27. See you again soon!
Tweet us @Mynewsdesk
Mutesa Sithole
@mutesas
mutesa.sithole@mynewsdesk.com