Unleashing the Power of Public Relations
49
PRSA COUNSELORS ACADEMY 2012 BEYOND THE HYPE OF INFLUENCE UNLEASHING THE POWER OF PUBLIC RELATIONS Monday, May 7, 2012
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In this presentation Pierre-Loic Assayag lays out seven rules to unleash the real value from influencer communication followed by case studies from Shonali Burke that experienced this value. To be successful, you must start with automated and end with qualitative human analysis.
Transcript of Unleashing the Power of Public Relations
PRSA COUNSELORS ACADEMY 2012
BEYOND THE HYPE OF INFLUENCE
UNLEASHING THE POWER OFPUBLIC RELATIONS
Monday, May 7, 2012
DEMYSTIFY the influencer hype
Monday, May 7, 2012
TO UNLEASH the value of influencer communication
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
WHO’S MOST INFLUENTIAL?
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
KLOUT:
Monday, May 7, 2012
MG SIEGLER
VIVEK WADHWA
KEVIN PHO
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
ROBERT SCOBLE
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
PEERINDEX:
Monday, May 7, 2012
EZRA KLEIN
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
ERIN BURY
SETH GODIN
MARTIN TANTOW
ROBERT SCOBLE
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
TWEET LEVEL:
Monday, May 7, 2012
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
ROBERT SCOBLE
RENAI LEMAY
SARAH EVANS
BRAD FELD
VIVEK WADHWA
MARTIN TANTOW
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
TWEET GRADER:
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
WHO’S most influential?
wrong question
Monday, May 7, 2012
now, if you ask TRAACKR...
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
WHO’S MOST INFLUENTIAL?
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
WHO’S MOST INFLUENTIAL?
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
it depends...
Monday, May 7, 2012
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
BRAD FELD
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
AUTOMOTIVE / HYBRID / UKIN
Monday, May 7, 2012
BRAD FELD
ROBERT SCOBLE
VIVEK WADHWA
KEVIN PHO
MG SIEGLER
NELLIE HUANG
EZRA KLEIN
ERIN BURY
SETH GODIN
MARTIN TANTOW
RENAI LEMAY
SARAH EVANS
JESSICA SPIEGEL
LIRAN ZELKHA
ROBERT LLEWELLYN
INVEST / TECH / B2C / EARLY IN
Monday, May 7, 2012
ONE UNIVERSAL SCORE
PERSUASION
MAGICAFTER THOUGHT
CONTEXTUAL QUANT/QUAL
COLLABORATION
HARD WORKA COMMITMENT
INFLUENCE IS NOT INFLUENCE IS
PAID MEDIA EARNED MEDIA
Monday, May 7, 2012
beyond THE HYPEOF INFLUENCE
Monday, May 7, 2012
TRAACKR DATA ANALYSIS2011 EXPERT SURVEYCASE STUDIES
Monday, May 7, 2012
GOLDEN RULES TO UNLEASH REAL VALUE FROM INFLUENCER COM
7Monday, May 7, 2012
LAW OF THE VITAL FEW1
Monday, May 7, 2012
3%
3% PEOPLE = 90% IMPACT
Monday, May 7, 2012
APPS
HYBRID
3%HEALTH
3%
3%
Monday, May 7, 2012
1. ADVERTISING’S ACHILLES’ HEEL2. RELEVANCE > POPULARITY3. FIND THOSE WHO MATTER
1.
Monday, May 7, 2012
BOTH ART AND SCIENCE2
Monday, May 7, 2012
Search Score Rank Track
Monday, May 7, 2012
Monday, May 7, 2012
COGNITIVE BLINDNESS
Monday, May 7, 2012
Search Score Rank Track
Monday, May 7, 2012
START WITH AUTOMATED& END WITH QUALITATIVE HUMAN ANALYSIS
Monday, May 7, 2012
3BE STRATEGIC
Monday, May 7, 2012
DISCOVER ENGAGE MEASURESET GOALS LISTEN
Monday, May 7, 2012
BUILD A RELATIONSHIP
4Monday, May 7, 2012
1. PROVIDE VALUE 2. BE RELEVANT3. BE GENUINE
1. PROVIDE VALUE
Monday, May 7, 2012
“It’s a marriagenot a date”
Monday, May 7, 2012
MEASURE WHAT MATTERSAND GAIN ACCESS
5Monday, May 7, 2012
Monday, May 7, 2012
ENGAGEMENT METRICS 12345
WEBSITE TRAFFICBRAND MENTIONS SALES SENTIMENT
Monday, May 7, 2012
NO SILVER BULLETNO BLACK MAGIC
6Monday, May 7, 2012
“Success is for those who show up”
Woody AllenMonday, May 7, 2012
DRIVE WITH VALUE,NOT HYPE
7Monday, May 7, 2012
CASE STUDIES
Monday, May 7, 2012
BLUE KEY CAMPAIGNSHONALI BURKE - MSL WASHINGTON DC
Monday, May 7, 2012
©2011 43
The Case of the Blue Key
www.thebluekey.org Used with permission from USA for UNHCR
Monday, May 7, 2012
©2011 44
Used with permission from USA for UNHCR
2011 Goal: 6K Keys by Dec. 31
Monday, May 7, 2012
©2011 45
Tracking links were key (no pun intended)
Bloggers aka Blue Key “Champions”
… from Facebook, Twitter, email newsletters, blog, etc… Used with permission from USA for UNHCR
Monday, May 7, 2012
©2011 46
Blue Key Champions Drove the Conversation
Blog posts
Secret Facebook Group
LinkedIn YouTube#bluekey “tweetathon”
Email outreach
Used with permission from USA for UNHCR
Monday, May 7, 2012
©2011 47
The first tweetathon (June) saw: • 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
Involve the Community
Monday, May 7, 2012
©2011 48
Analytics Tell Stories…
Used with permission from USA for UNHCR
… and Measurement Shapes Strategy
Monday, May 7, 2012
Monday, May 7, 2012
