TRAACKR - BEYOND THE HYPE OF INFLUENCE INFLUENCE THE INFLUENCERS PRSA DIGITAL IMPACT Monday, April 2, 2012
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1 TRAACKR - BEYOND THE HYPE OF INFLUENCE INFLUENCE THE INFLUENCERS PRSA DIGITAL IMPACT 2012
2 TRAACKR - INFLUENCE THE INFLUENCERS #BYNDHYPE
3 DEMYSTIFY the influencer hype
4 TO UNLEASH the power of influencer communication
5 WHO S MOST INFLUENTIAL? VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
6 KLOUT: VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
7 PEERINDEX: VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
8 TWEET LEVEL: VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
9 TWEET GRADER: VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
10 WHO S most influential? VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG wrong question EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
11 now, if you ask TRAACKR...
12 WHO S MOST INFLUENTIAL? VIVEK WADHWA ERIN BURY SARAH EVANS KEVIN PHO MG SIEGLER NELLIE HUANG it depends... EZRA KLEIN SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
13 IN AUTOMOTIVE / HYBRID / UK VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
14 IN AUTOMOTIVE / HYBRID / UK VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
15 IN INVEST / TECH / B2C / EARLY VIVEK WADHWA KEVIN PHO MG SIEGLER NELLIE HUANG EZRA KLEIN ERIN BURY SETH GODIN MARTIN TANTOW ROBERT SCOBLE RENAI LEMAY SARAH EVANS BRAD FELD JESSICA SPIEGEL LIRAN ZELKHA ROBERT LLEWELLYN
16 INFLUENCE IS NOT ONE UNIVERSAL SCORE MAGIC AFTER THOUGHT PERSUASION INFLUENCE IS CONTEXTUAL QUANT/QUAL HARD WORK A COMMITMENT COLLABORATION
17 FRAMEWORK for Influencer Com Program
18 TRAACKR DATA ANALYSIS 2011 EXPERT SURVEY CASE STUDIES
19 SET GOALS DISCOVER LISTEN ENGAGE MEASURE
20 DISCOVER
21 START WITH AUTOMATED & END WITH QUALITATIVE HUMAN FILTERING
22
23 COGNITIVE BLINDNESS
24 Search Score Rank Track
25 PICK THE RIGHT TOOLS
26 GOOGLE TRAACKR TWITTER BLOGS KLOUT
27 Search Score Rank Track
28 DON T SETTLE ON THE USUAL SUSPECTS
29 ROBERT LLEWELLYN
30 BASE YOUR RANKING ON THE RIGHT CRITERIA
31 RELEVANCE RESONANCE REACH GEOLOCATION RELATIONSHIP
32 BUILD A DYNAMIC INFLUENCER LIST
33 BEFORE
34 NOW
35
36 LISTEN
37 READ RELEVANT INFLUENCER POSTS
38
39 IDENTIFY HOT TRENDING TOPICS
40
41 STUDY YOUR INFLUENCERS
42
43 CLASSIFY INFLUENCERS & TIE TO INITIATIVES
44
45 START PARTICIPATING...
46 ENGAGE
47 BE RELEVANT
48 PROVIDE VALUE
49 BE GENUINE
50 It s a marriage not a date
51 BE TIMELY
52 BE CREATIVE
53
54 SET GOALS & MEASURE
55 SET GOALS & MEASUREMENT STRATEGY / TOOLS EARLY
56 MEASURE WHAT MATTERS
57
58 DRIVE WITH BUSINESS NOT HYPE
59 For every CEO, revenue trumps cool every day Peter Shankman
60 CASE STUDIES
61 EASTWICK / NETBASE CHALLENGE NEGATIVE COVERAGE PRIOR TO NEW RELEASE CAMPAIGN HIGHLY TARGETED INFLUENCER CAMPAIGN RESULTS TRAFFIC TO WEBSITE INCREASED BY 1300% HIGHLY QUALIFIED LEADS CLOSED 4 MULTI-MILLION DOLLAR DEALS KEY TO SUCCESS STUDIED EACH TOP INFLUENCER AND ENGAGED THEM INSIDE THEIR CONVERSATION
62 HONDA UK CHALLENGE LAUNCHING THE INSIGHT W/O TV BUDGET IN WEAK CAR MARKET CAMPAIGN TARGET 200 TOP INFLUENCERS ON HYBRID CAR SEGMENT IN THE UK RESULTS #1 HYBRID IN THE UK FOR 6 MONTHS AFTER LAUNCH ONLINE COVERAGE MUCH BEYOND UK BORDERS KEY TO SUCCESS EXPERIMENTED, LEARNED AND ADAPTED ENGAGEMENT
63 TRAACKR CHALLENGE MARKETING BUDGET = $0, NOISE IN THE SPACE CAMPAIGN TOP 25 INFLUENCERS ON MONITORING AND INFLUENCE RESULTS POSITIVE COVERAGE BY MOST TOP INFLUENCERS 100% LEADS FROM INFLUENCERS UNEXPECTED: SEVERAL INFLUENCERS BECAME CUSTOMERS KEY TO SUCCESS BE GENUINE, BE PATIENT
64 THANK YOU!
65
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