Influencers and Digital Influence : 4 issues and challenges for Communication and Marketing Directors. You'll find tips for CMOs to improve communication relationship with influencers. Presentation done in Paris during "The Futur of Influence" conference with Publicis Net Intelligence and TraackR.com

1. Influencers & Digital Influence
What s at stake
for Marketers & Communication Managers?
@PPCApril 18th, 2013 #TFOI

2. @PPC
Good Evening @all

3. @PPC
/ Head of Innovation / Blogger : bit.ly/chezPPC
YouTube.com/videopeps / Creator of French Top30 of Influent Journalists
/ @SlashGen / @TweetBosses / @PKlesparents

4. 1.025
friends
3.615
followers
1.889
contacts
7.238
subscribers
2.987
followers

5. @PPC
Let’s be clear

6. I’m influent

7. Proof?

8. I’ve got medals

9. FlickR / LenDog64

12. over
7 million
views on YouTube

14. I’ve got a big Klout

15. is @PPC an influent?

16. NO

17. all of this is a joke

18. Score measures
NOT influence!
popularity

19. FlickR / Tantek

20. And what do real influencers
think about influence ?

21. Testimonies
http://youtu.be/KdWmmzJObhY

22. Influencers & Digital
Influence
What s at stake
for Marketers & Communication
Managers?
@PPC

23. 4 issues and challenges

24. http://goo.gl/AexR5
a new
deal

25. TO BE HEARD
BRANDS
NEED TO YELL
LOUDER AND
LOUDER...
http://goo.gl/WtF6C

26. http://goo.gl/WtF6C
PUSH
REPETITION
GRP

27. results?

28. http://goo.gl/WtF6C

29. http://goo.gl/WtF6C
Mrs Smith
doesn t
work
anymore!!!

30. proof?

31. source : Nielsen avril 2012

32. so?

33. FlickR / asleeponasunbeam
Social persuasion is important to consider

34. and?

36. http://goo.gl/AexR5
the
relationship
challenge

37. http://goo.gl/WtF6C
Source ReceiversMedia
Message

38. this simplistic scheme

39. is one century old

40. now

41. image : CaptainDash
who is the owner
of the relation?

42. VP Marketing?

43. Salesman?

44. Marketing Director?

45. Advertising agencies?

46. community managers?

47. CEOs using Twitter?

48. PR agencies?

49. Communication VP using Twitter?

50. bloggers?

51. influential twitteres?

52. ?

53. image : Détectives de France
the owner of relationship is dead

54. Source Receivers
FlickR / asleeponasunbeam

55. SourceReceivers
FlickR / asleeponasunbeam

56. Communication

57. is no longer

58. source to receivers

59. now this is

60. source with receivers

61. all together!

62. source is media

63. receiver is media

64. chacun d’entre-nous
peut devenir
un influenceur
parce que
chacun d’entre-nous
peut devenir
un media !
Each of us
can become
an influencer
because each of us
can become
a media

65. proof?

67. Image : Influencia.net

68. then?

70. so what?

71. what place

72. for the MarCom?

73. FlickR / asleeponasunbeam

74. http://goo.gl/AexR5
the
content
challenge

75. Why an influencer will talk about
your offer/product/service?

81. what’s at stake?

82. "share"

83. image : franceolympique.com

84. mobile x share = buzz

85. mobile x share x transmedia
=
communication
@PPC

86. http://goo.gl/AexR5
Tools

89. FlickR / the-g-uk
do not
mingle
aura
vs.
relevance

93. http://goo.gl/AexR5

95. http://goo.gl/AexR5
l’enjeu
de la
posture

96. FlickR / risaikeda
knowledge

97. FlickR / asleeponasunbeam

98. http://goo.gl/AexR5

99. http://goo.gl/AexR5

100. http://goo.gl/WtF6C
know-how

101. FlickR / jacsonquerubin

102. FlickR / wmmmk

103. FlickR / Another Ashia...

104. http://goo.gl/AexR5

105. life skills
FlickR / notsogoodphotography

106. http://goo.gl/hqeD9

107. FlickR / Brandon Christopher Warren

108. FlickR / Gemma Bou

109. FlickR / notsogoodphotography

110. http://goo.gl/WtF6C
conclusion?

111. Marcom are doing a great job!
it’s changing every other day!!
@PPC

112. FlickR / Julie Danielle
moving
from a DEALER
to a LEADER

113. @PPC
Thank you

114. @PPC
Thank you so much