The document discusses leveraging influencer marketing and public relations. It notes that influence is contextual and depends on factors like industry, geography, and audience. The presentation provides seven golden rules for unleashing real value from influencer communication, including focusing on the vital few influencers that drive most impact, using both automated and qualitative analysis, being strategic with goals and measurement, building relationships, and driving value over hype. It also shares a case study of a successful influencer campaign for USA for UNHCR that increased key purchases and website traffic.

1. BEYOND THE HYPE OF INFLUENCE
UNLEASHING THE POWER OF
PUBLIC RELATIONS
PRSA COUNSELORS ACADEMY 2012
Monday, May 7, 2012

2. DEMYSTIFY
the influencer hype
Monday, May 7, 2012

3. TO UNLEASH the value
of influencer communication
Monday, May 7, 2012

4. WHO’S MOST INFLUENTIAL?
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

5. KLOUT:
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

6. PEERINDEX:
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

7. TWEET LEVEL:
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

8. TWEET GRADER:
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

9. WHO’S most influential?
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN
wrong question
SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

10. now, if you ask TRAACKR...
Monday, May 7, 2012

11. WHO’S MOST INFLUENTIAL?
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

12. WHO’S MOST INFLUENTIAL?
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN
it depends...
SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

13. IN AUTOMOTIVE / HYBRID / UK
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

14. IN INVEST / TECH / B2C / EARLY
VIVEK KEVIN MG NELLIE EZRA
WADHWA PHO SIEGLER HUANG KLEIN
ERIN SETH MARTIN ROBERT RENAI
BURY GODIN TANTOW SCOBLE LEMAY
SARAH BRAD JESSICA LIRAN ROBERT
EVANS FELD SPIEGEL ZELKHA LLEWELLYN
Monday, May 7, 2012

15. INFLUENCE IS NOT INFLUENCE IS
ONE UNIVERSAL SCORE CONTEXTUAL QUANT/QUAL
MAGIC HARD WORK
AFTER THOUGHT A COMMITMENT
PERSUASION COLLABORATION
PAID MEDIA EARNED MEDIA
Monday, May 7, 2012

16. beyond THE HYPE
OF INFLUENCE
Monday, May 7, 2012

17. TRAACKR DATA ANALYSIS
2011 EXPERT SURVEY
CASE STUDIES
Monday, May 7, 2012

18. 7
GOLDEN RULES
TO UNLEASH REAL VALUE
FROM INFLUENCER COM
Monday, May 7, 2012

19. 1 LAW OF THE VITAL FEW
Monday, May 7, 2012

20. 3%
3% PEOPLE =
90% IMPACT
Monday, May 7, 2012

21. 3% APPS
HEALTH 3%
HYBRID 3%
Monday, May 7, 2012

22. 1. ADVERTISING’S ACHILLES’ HEEL
2. RELEVANCE > POPULARITY
3. FIND THOSE WHO MATTER
Monday, May 7, 2012

23. 2 BOTH ART AND SCIENCE
Monday, May 7, 2012

24. Search Score Rank Track
Monday, May 7, 2012

25. Monday, May 7, 2012

26. COGNITIVE BLINDNESS
Monday, May 7, 2012

27. Search Score Rank Track
Monday, May 7, 2012

28. START WITH AUTOMATED
& END WITH QUALITATIVE
HUMAN ANALYSIS
Monday, May 7, 2012

29. 3 BE STRATEGIC
Monday, May 7, 2012

30. SET GOALS DISCOVER LISTEN ENGAGE MEASURE
Monday, May 7, 2012

31. 4 BUILD A
RELATIONSHIP
Monday, May 7, 2012

32. 1. PROVIDE VALUE
2. BE RELEVANT
3. BE GENUINE
Monday, May 7, 2012

33. “It’s a marriage
not a date”
Monday, May 7, 2012

34. 5 MEASURE WHAT MATTERS
AND GAIN ACCESS
Monday, May 7, 2012

35. Monday, May 7, 2012

36. 1 ENGAGEMENT METRICS
2 WEBSITE TRAFFIC
3 BRAND MENTIONS
4 SALES
5 SENTIMENT
Monday, May 7, 2012

37. 6
NO SILVER BULLET
NO BLACK MAGIC
Monday, May 7, 2012

38. “Success is for those
who show up”
Woody Allen
Monday, May 7, 2012

39. 7
DRIVE WITH VALUE,
NOT HYPE
Monday, May 7, 2012

40. CASE STUDIES
Monday, May 7, 2012

41. BLUE KEY CAMPAIGN
SHONALI BURKE - MSL WASHINGTON DC
Monday, May 7, 2012

42. The Case of the Blue Key
Used with permission from USA for UNHCR www.thebluekey.org
©2011 43
Monday, May 7, 2012

43. 2011 Goal: 6K Keys by Dec. 31
Used with permission from USA for UNHCR
©2011 44
Monday, May 7, 2012

44. Bloggers aka
Blue Key “Champions”
Tracking links were key (no pun intended)
Used with permission
… from Facebook, Twitter, email newsletters, blog, etc… from USA for UNHCR
©2011 45
Monday, May 7, 2012

45. Blue Key Champions Drove the Conversation
Secret Facebook
Group
Blog posts
Email outreach
Twitter
#bluekey “tweetathon”
LinkedIn YouTube
Used with permission from USA for UNHCR
©2011 46
Monday, May 7, 2012

46. The first tweetathon (June) saw:
Involve the Community • 258 people/1,524 tweets with #bluekey
• 169% increase in web traffic
• >50% of key purchases that week
Used with permission from USA for UNHCR
©2011 47
Monday, May 7, 2012

47. Analytics Tell Stories…
… and Measurement Shapes Strategy
Used with permission from USA for UNHCR
©2011 48
Monday, May 7, 2012

48. THANK YOU!
www.mslgroup.com www.traackr.com
shonali.burke@mslgroup.com pierreloic@traackr.com
Monday, May 7, 2012

49. Monday, May 7, 2012