pr and influencer marketing: playing nice in the sandbox
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Playing Nice in the Sandbox:
PR and Influencer Marketing
Oct. 25, 2016 PRSA International
Conference
@ghidotti@braseltonm#PRSAICON
Who We Are
@ghidotti@braseltonm#PRSAICON
Natalie Ghidotti, APR
Ghidotti Communications
@ghidotti
@ghidotti@braseltonm#PRSAICON
Myra Braselton
Acorn: the Influence Company
@braseltonm
@ghidotti@braseltonm#PRSAICON
What to Expect Today
What Is Influencer Marketing?
Word-of-mouth marketing returns
11 TIMES GREATER ROI than traditional advertising efforts.
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Influencers in EVERY Industry
@ghidotti@braselton
#PRSAICON
@ghidotti@braseltonm#PRSAICON
Goals &
Objectives
CASE STUDY: Alliance Rubber
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@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
80 Influencers
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Hundredsof Social Posts
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Usable Content for Months
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CASE STUDY: Mamma Chia
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@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
26.6xMedia Value
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131 Pieces of Content
@ghidotti@braseltonm#PRSAICON
175,000+Engagements
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5MReached
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Choosing the Right Influencers
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Millions
One
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@ghidotti@braseltonm#PRSAICON
IDENTIFYING INFLUENCERS
Relationship Investment
Science + Heart@ghidotti
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CASE STUDY: Try Impressa
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10Blog Ambassadors
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20Social Amplifiers
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28.6MMTwitter Impressions
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450MMTotal Impressions
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CASE STUDY: McDonald’s
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@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
72Blog Posts
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645Social Mentions
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1.3MTwitter Impressions
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350K+Video Views
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16% Increase in VOICE Survey
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@ghidotti@braseltonm#PRSAICON
Launching Your Campaign
Guardrails
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Freedom
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Links@ghidotti
@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
Influencer Marketing in the Broader PR Plan
Use your influencers in media relations
Use influencers’ content in owned portals
Use them to engage at events
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AMPLIFY CONTENT
Social portals Websites
E-newsletters
Media relations
Video
Blogs
POP
Banner ads
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Win-Win for You, Them and the
Client@ghidotti
@braseltonm#PRSAICON
Hire the
Genius
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And Still Make Money!
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Hire, Train, Fire
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@ghidotti@braseltonm#PRSAICON
SELL SERVICES AROUND IT
Typical mark-up Video production
Media relations
Creative concepting
Content Marketing
Long-term brand ambassadors
CASE STUDY: Oz Trails
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
94.5K+Engagements
@ghidotti@braseltonm#PRSAICON
207 Pieces of Content
@ghidotti@braseltonm#PRSAICON
2.8MM+ Impressions
@ghidotti@braseltonm#PRSAICON
Questions?@ghidotti
@braseltonm#PRSAICON
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