influencer relations: the strategy and the science

Influencer Relations:

The strategy

& the science

Defining the landscape

FLOODED – Not worth doing

SPACE – Opportunity to explore

GROUNDED – Mainstream but can grow a presence

BLUE SKY – The next big thingScale of Opportunit

y

e.g. use of Vine or Instagram videos for online promotion campaigns to support existing photography.

e.g. Facebook could be used to promote Remarkable customer stories.

e.g. Starbucks ‘owns’ Foursquare so developing a specific campaign for this channel would need careful consideration.

e.g. Flipboard is growing in popularity and may be worth reviewing as a potential ‘Owned’ platform for ‘SPACE’ communications .

It’s still about the people

It’s still about the people

It’s still about the people

It’s still about the people

Who is telling your story?

HOW ARE YOU REALLY SPEAKING?

MEASURING THE RIGHT THINGS

The business of the 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

VMware tasked us to create buzz around

their enterprise product launch starting with

VMworld. VMware wanted to go head-to-

head against Amazon and EC2

LEWIS Pulse grew VMware’s 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

Influence & measurement

TraackrInfluencer Marketing

From @traackr @nicochabs

Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.

TraackrInfluencer Marketing

“You have been influenced when you think something you wouldn’t otherwise have thought or do something you wouldn’t otherwise have done.”

P. SheldrakeThe business of influence

What actually is influence ?

TraackrInfluencer Marketing

Let us think 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?

TraackrInfluencer Marketing

Can you tell 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?

TraackrInfluencer Marketing

Influence is complex

TraackrInfluencer Marketing

Can you really measure it ?

TraackrInfluencer Marketing

Before it happens ?

This is what marketers are asking for !

TraackrInfluencer Marketing

In fact, the best we can do is measure who is in the best position to exert potential influence on a specific audience.

TraackrInfluencer Marketing (Potential) influence

can not be reflected by a vanity score

TraackrInfluencer Marketing

AuthorityConnectivity

Two fundamental approaches to measure influence

TraackrInfluencer Marketing

Authority can be approached through 3 key criteria

Courtesy Altimeter Group

TraackrInfluencer Marketing

Illustration of an Authority list by Traackr

TraackrInfluencer Marketing Who is the most

important connection ?

TraackrInfluencer Marketing Illustration of network

analysis by Traackr

TraackrInfluencer Marketing

Now the real question

TraackrInfluencer Marketing

Now the real question How to measure the ROI of my influence efforts?

TraackrInfluencer Marketing

Well... in the same way as your other media investments

TraackrInfluencer Marketing A framework to

measurement of your marketing efforts

TraackrInfluencer Marketing

From @traackr @nicochabs

Traackr is the leading influencer marketing platform. We help brands and agencies identify influencers and manage their influencer strategies.

The new PR ecosystem

Integrated approach

A new mindset