PR and Influencer Marketing: Playing Nice in the Sandbox

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Presented at 2016 PRSA International Conference, Indianapolis. Nowadays, it isn't just bloggers you need to reach - it's Twitter starts, Pinterest mavens and Instagrammers with thousands of followers. This new breed of "influencer" is changing the world of public relations. Learn why PR pros need to get past the paid content discussion and move to the driver's seat in influencer marketing.

Marketing

Who We Are
@ghidotti
@braseltonm
#PRSAICON

Natalie Ghidotti, APR
Ghidotti
Communications
@ghidotti
@ghidotti
@braseltonm
#PRSAICON

Myra Braselton
Acorn: the Influence
Company
@braseltonm
@ghidotti
@braseltonm
#PRSAICON

Word-of-mouth marketing
returns
11 TIMES GREATER
ROI than traditional
advertising efforts.
@ghidotti
@braseltonm
#PRSAICON

Inﬂuencers
in EVERY
Industry
@ghidotti
@braselton
#PRSAICON

@ghidotti
@braseltonm
#PRSAICON
Goals
&
Objectives

CASE STUDY:
Alliance Rubber
@ghidotti
@braseltonm
#PRSAICON

80
Inﬂuencers
@ghidotti
@braseltonm
#PRSAICON

Hundreds
of Social Posts
@ghidotti
@braseltonm
#PRSAICON

Usable Content
for Months
@ghidotti
@braseltonm
#PRSAICON

CASE STUDY:
Mamma Chia
@ghidotti
@braseltonm
#PRSAICON

26.6x
MediaValue
@ghidotti
@braseltonm
#PRSAICON

131
Pieces of Content
@ghidotti
@braseltonm
#PRSAICON

175,000+
Engagements
@ghidotti
@braseltonm
#PRSAICON

5M
Reached
@ghidotti
@braseltonm
#PRSAICON

Choosing the Right
Inﬂuencers
@ghidotti
@braseltonm
#PRSAICON

IDENTIFYING INFLUENCERS
Relationship
Investment
Science + Heart
@ghidotti
@braseltonm
#PRSAICON

CASE STUDY:
Try Impressa
@ghidotti
@braseltonm
#PRSAICON

10
Blog Ambassadors
@ghidotti
@braseltonm
#PRSAICON

20
Social Ampliﬁers
@ghidotti
@braseltonm
#PRSAICON

28.6MM
Twitter Impressions
@ghidotti
@braseltonm
#PRSAICON

450MM
Total Impressions
@ghidotti
@braseltonm
#PRSAICON

CASE STUDY:
McDonald’s
@ghidotti
@braseltonm
#PRSAICON

72
Blog Posts
@ghidotti
@braseltonm
#PRSAICON

645
Social Mentions
@ghidotti
@braseltonm
#PRSAICON

1.3M
Twitter Impressions
@ghidotti
@braseltonm
#PRSAICON

350K+
VideoViews
@ghidotti
@braseltonm
#PRSAICON

16% Increase in
VOICE Survey
@ghidotti
@braseltonm
#PRSAICON

@ghidotti
@braseltonm
#PRSAICON
Launching
Your Campaign

Guardrails
@ghidotti
@braseltonm
#PRSAICON

@ghidotti
@braseltonm
#PRSAICON
Inﬂuencer
Marketing in the
Broader PR Plan

Use your inﬂuencers in media relations
Use inﬂuencers’ content in owned portals
Use them to engage at events
@ghidotti
@braseltonm
#PRSAICON

AMPLIFY CONTENT
Social portals Websites
E-newsletters
Media relations
Video
Blogs
POP
Banner ads
@ghidotti
@braseltonm
#PRSAICON

Win-Win forYou,
Them and the
Client
@ghidotti
@braseltonm
#PRSAICON

Hire
the
Genius
@ghidotti
@braseltonm
#PRSAICON

And Still
Make Money!
@ghidotti
@braseltonm
#PRSAICON

Hire,Train, Fire
@ghidotti
@braseltonm
#PRSAICON

CASE STUDY:
Oz Trails
@ghidotti
@braseltonm
#PRSAICON

94.5K+
Engagements
@ghidotti
@braseltonm
#PRSAICON

207 Pieces of
Content
@ghidotti
@braseltonm
#PRSAICON

2.8MM+
Impressions
@ghidotti
@braseltonm
#PRSAICON

Questions?
@ghidotti
@braseltonm
#PRSAICON

Several signed LMS based adaptive filters, which are computationally superior having multiplier free weight update loops are proposed for noise cancellation in the ECG signal. The adaptive filters essentially minimizes the mean-squared error between a primary input, which is the noisy ECG, and a reference input, which is either noise that is correlated in some way with the noise in the primary input or a signal that is correlated only with ECG in the primary input. Different filter structures are presented to eliminate the diverse forms of noise: 60Hz power line interference, baseline wander, muscle noise and the motion artifact. Finally, we have applied these algorithms on real ECG signals obtained from the MIT-BIH data base and compared its performance with the conventional LMS algorithm. The results show that the performance of the signed regressor LMS algorithm is superior than conventional LMS algorithm, the performance of signed LMS and sign-sign LMS based realizations are comparable to that of the LMS based filtering techniques in terms of signal to noise ratio and computational complexity.

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Brittan Bright - Interactivity is Interpersonal - Real Work Requires #RealTalk

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Brittan Bright, iAcquire Interactivity is Interpersonal - Real Work Requires #RealTalk Presented at Seattle Interactive Conference 2013 How often do we discuss what it requires to get the incredible work presented at conferences to happen? Presentations don’t often include details of the sleepless nights, politics, dropped balls, creative differences, differing work styles and obstacles certain to pop up in even the most amicable of collaborations. Let’s get real about navigating the red tape, red lights and red faces and talk about what it really takes to overcome what is holding back our work.

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PR and Influencer Marketing: Playing Nice in the Sandbox

1. Playing Nice in the Sandbox: PR and Influencer Marketing Oct. 25, 2016 PRSA International Conference @ghidotti @braseltonm #PRSAICON

2. Who We Are @ghidotti @braseltonm #PRSAICON

3. Natalie Ghidotti, APR Ghidotti Communications @ghidotti @ghidotti @braseltonm #PRSAICON

4. Myra Braselton Acorn: the Influence Company @braseltonm @ghidotti @braseltonm #PRSAICON

5. What to Expect Today

6. What Is Inﬂuencer Marketing?

7. Word-of-mouth marketing returns 11 TIMES GREATER ROI than traditional advertising efforts. @ghidotti @braseltonm #PRSAICON

8. Inﬂuencers in EVERY Industry @ghidotti @braselton #PRSAICON

10. @ghidotti @braseltonm #PRSAICON Goals & Objectives

11. CASE STUDY: Alliance Rubber @ghidotti @braseltonm #PRSAICON

12. @ghidotti @braseltonm #PRSAICON

13. @ghidotti @braseltonm #PRSAICON

14. @ghidotti @braseltonm #PRSAICON

15. @ghidotti @braseltonm #PRSAICON

16. 80 Inﬂuencers @ghidotti @braseltonm #PRSAICON

17. Hundreds of Social Posts @ghidotti @braseltonm #PRSAICON

18. Usable Content for Months @ghidotti @braseltonm #PRSAICON

19. CASE STUDY: Mamma Chia @ghidotti @braseltonm #PRSAICON

20. @ghidotti @braseltonm #PRSAICON

21. @ghidotti @braseltonm #PRSAICON

22. @ghidotti @braseltonm #PRSAICON

23. 26.6x MediaValue @ghidotti @braseltonm #PRSAICON

24. 131 Pieces of Content @ghidotti @braseltonm #PRSAICON

25. 175,000+ Engagements @ghidotti @braseltonm #PRSAICON

26. 5M Reached @ghidotti @braseltonm #PRSAICON

27. Choosing the Right Inﬂuencers @ghidotti @braseltonm #PRSAICON

28. Millions

29. One

30. @ghidotti @braseltonm #PRSAICON

31. @ghidotti @braseltonm #PRSAICON

32.

33. IDENTIFYING INFLUENCERS Relationship Investment Science + Heart @ghidotti @braseltonm #PRSAICON

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35. @ghidotti @braseltonm #PRSAICON

36. @ghidotti @braseltonm #PRSAICON

37. 10 Blog Ambassadors @ghidotti @braseltonm #PRSAICON

38. 20 Social Ampliﬁers @ghidotti @braseltonm #PRSAICON

39. 28.6MM Twitter Impressions @ghidotti @braseltonm #PRSAICON

40. 450MM Total Impressions @ghidotti @braseltonm #PRSAICON

41. CASE STUDY: McDonald’s @ghidotti @braseltonm #PRSAICON

42. @ghidotti @braseltonm #PRSAICON

43. @ghidotti @braseltonm #PRSAICON

44. @ghidotti @braseltonm #PRSAICON

45. 72 Blog Posts @ghidotti @braseltonm #PRSAICON

46. 645 Social Mentions @ghidotti @braseltonm #PRSAICON

47. 1.3M Twitter Impressions @ghidotti @braseltonm #PRSAICON

48. 350K+ VideoViews @ghidotti @braseltonm #PRSAICON

49. 16% Increase in VOICE Survey @ghidotti @braseltonm #PRSAICON

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52. Freedom @ghidotti @braseltonm #PRSAICON

53. Links @ghidotti @braseltonm #PRSAICON

54. @ghidotti @braseltonm #PRSAICON Inﬂuencer Marketing in the Broader PR Plan

55. Use your inﬂuencers in media relations Use inﬂuencers’ content in owned portals Use them to engage at events @ghidotti @braseltonm #PRSAICON

56. AMPLIFY CONTENT Social portals Websites E-newsletters Media relations Video Blogs POP Banner ads @ghidotti @braseltonm #PRSAICON

57. Win-Win forYou, Them and the Client @ghidotti @braseltonm #PRSAICON

58. Hire the Genius @ghidotti @braseltonm #PRSAICON

59. And Still Make Money! @ghidotti @braseltonm #PRSAICON

60. Hire,Train, Fire @ghidotti @braseltonm #PRSAICON

61. @ghidotti @braseltonm #PRSAICON SELL SERVICES AROUND IT Typical mark-up Video production Media relations Creative concepting Content Marketing Long-term brand ambassadors

62. CASE STUDY: Oz Trails @ghidotti @braseltonm #PRSAICON

63. @ghidotti @braseltonm #PRSAICON

64. @ghidotti @braseltonm #PRSAICON

65. @ghidotti @braseltonm #PRSAICON

66. 94.5K+ Engagements @ghidotti @braseltonm #PRSAICON

67. 207 Pieces of Content @ghidotti @braseltonm #PRSAICON

68. 2.8MM+ Impressions @ghidotti @braseltonm #PRSAICON

69. Questions? @ghidotti @braseltonm #PRSAICON