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Influencer Relations: The Strategy and The Science
The document discusses influencer relations, emphasizing the importance of understanding who tells a brand's story and measuring the right metrics to enhance effectiveness. It highlights VMware's successful campaign to increase social media mentions and lead generation through tailored strategies and integrated measurement tools like Traackr. Furthermore, it examines the complexity of influence and the necessity of a framework for measuring the ROI of marketing efforts in the evolving PR ecosystem.
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Similar to Influencer Relations: The Strategy and The Science
Influencer Relations: The Strategy and The Science
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- 3. Itâs still aboutthe people
- 4. Itâs still aboutthe people
- 5. Itâs still aboutthe people
- 6. Itâs still aboutthe people
- 7. Who is tellingyour story?
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- 11. The business ofthe business ⢠Customisable measurement application based on client KPIs ⢠Data in, visualised insights out ⢠LEWIS measurement methodology integrated with industry standards, including AMEC Valid Metrics ⢠Volume, depth, sentiment, engagement, conversation, conversion ⢠Google Analytics and sales metrics capable of being integrated ⢠Measures across all channels including social media ⢠Recommend annual brand audits to measure prompted and unprompted awareness We have our own integrated metrics tool, LSCORE, to drive efficiency in measurement. Metrics will be assigned to help increase brand awareness (measured through annual brand audit) and lead generation through data capture and web analytics
- 12. VMware tasked usto create buzz around their enterprise product launch starting with VMworld. VMware wanted to go head-to- head against Amazon and EC2 LEWIS Pulse grew VMwareâs vCloud social media mentions from 500 to 8,000 per month Twitter, LinkedIn and Facebook are now the top 3 online lead generators for enterprise sales Currently 25% of all leads each quarter are now driven by social media VMware vCloud
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- 14. Traackr Influencer Marketing From @traackr@nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
- 15. Traackr Influencer Marketing âYou havebeen influenced when you think something you wouldnât otherwise have thought or do something you wouldnât otherwise have done.â P. Sheldrake The business of influence What actually is influence ?
- 16. Traackr Influencer Marketing Let usthink about a couple of questions Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
- 17. Traackr Influencer Marketing Can youtell who influenced you ? Which movie did you last see at the cinema? Why are you attending this conference? Who did you vote for at the last election?
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- 19. Traackr Influencer Marketing Can youreally measure it ?
- 20. Traackr Influencer Marketing Before ithappens ? This is what marketers are asking for !
- 21. Traackr Influencer Marketing In fact,the best we can do is measure who is in the best position to exert potential influence on a specific audience.
- 22. Traackr Influencer Marketing (Potential) influencecan not be reflected by a vanity score
- 23. Traackr Influencer Marketing Authority Connectivity Two fundamental approachesto measure influence
- 24. Traackr Influencer Marketing Authority canbe approached through 3 key criteria Courtesy Altimeter Group
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- 26. Traackr Influencer Marketing Who isthe most important connection ?
- 27. Traackr Influencer Marketing Illustration ofnetwork analysis by Traackr
- 28. Traackr Influencer Marketing Now thereal question
- 29. Traackr Influencer Marketing Now thereal question How to measure the ROI of my influence efforts?
- 30. Traackr Influencer Marketing Well... inthe same way as your other media investments
- 31. Traackr Influencer Marketing A frameworkto measurement of your marketing efforts
- 32. Traackr Influencer Marketing From @traackr@nicochabs Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.
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