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