back to the future: from pr to influencer marketing
Post on 13-Apr-2017
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www.augure.com | Blog. blog.augure.com | : @augureFR
Berlin Social Media
How to integrate your influential stakeholders to create proper content
www.augure.com #AugureMove
@GinaGulberti
@Ivo_Campos
Free access to the premium version of Wiselytics
Enter to Wiselytics.com Access to the Free version
When registering, put the code: AugureMove
www.augure.com #AugureMove
PR objective in the past
They were the type of target for PR professionals…
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What we do now…
• Journalists database management
• Press releases emailings • Press clipping
• Influencers identification • 360º interactions (emailing,
social networks, events, product loans…)
• Automatic reports
+
TRADITIONAL PR INFLUENCER ENGAGEMENT
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Same happens with communication people
Who’s doing
Content
Marketing in
this room?
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Same happens with communication people
Who’s getting
the expected
results?
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And distribution is the key to achieve our goals
SEO
Social Networks
Emailing
Partner websites
Influencer Engagement
High quality content is just the first step
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Influencer Engagement and Content Strategy are the best couple
But, where do we start?
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Environment– Main trends and events on your sector
Augure > Influencers > Tag cloud
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Influencer Journey– Awareness
Monitor their activity
Their Social Networks
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Influencer Journey– Credibility Create content based on your influencer’s content
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Influencer Journey– Connection Present your product
Date of publication
Date of publication
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Influencer Journey– Loyalty http://www.chateauversailles.fr/versaillesintime
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Influencer Journey– Loyalty http://www.chateauversailles.fr/versaillesintime
More than 250 active blogs
60 events
Product Testing
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#AugureMove
Our product TrackFit is a German start-up
founded in 2014. The company is dedicated to intelligent bracelets development that allow users to monitor in real time their level of
daily physical activity.
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PRODUCT DESCRIPTION
Trackfit's mission, as defined by its CEO Caroline Roberts, is to help its
users to lead a healthier life, under the idea that adding small changes (in diet, physical activity or sleep) you can get great results to improve your welfare
and, why not, life expectancy.
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COMPETITORS
The segment of “activity monitors” where is TrackFit, is a market that has grown exponentially. It is expected to reach 2,000 million euros in 2015. Unfortunately for Caroline Roberts, Trackfit is not the first similar product in the German market and invaded by American startups like FitBit, Jawbone
or Garmin…
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PRODUCT DESCRIPTION
To get introduced in this ultra competitive market, TrackFit can however have a totally cutting edge product. In addition to counting steps, distance,
calories burned and sleep quality (which are basic features that all competitors have), Trackfit integrates a patented technology that
allows you to calculate the calories consumed by the user, using a completely advanced food scanner.
The bracelet can be synchronized with an app available in Android and
iOS (Apple) for querying the day's activity but also obtain powerful recommendations based on the profile and habits of the person.
It also integrates the possibility of creating communities of users, among
which you can share achievements and exchange tips about healthy living.
www.augure.com #AugureMove
CONTEXT
Caroline Roberts has just hired your services to orchestrate the Influencer Marketing strategy launch of TrackFit in January 2016. These are your goals: • Increase the spontaneous awareness of the product • Record in the consumer's mind the criteria of differentiation • Support sales of TrackFit in Germany (BtoC and BtoB) These are your resources: • A team of three young stars of digital marketing and PR • A stock of products TrackFit and a beta version of the app • A lot of creativity!
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