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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