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PRSA COUNSELORS ACADEMY 2012
BEYOND THE HYPE OF INFLUENCE
UNLEASHING THE POWER OFPUBLIC RELATIONS
Monday, May 7, 2012
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DEMYSTIFY the influencer hype
Monday, May 7, 2012
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TO UNLEASH the value of influencer communication
Monday, May 7, 2012
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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
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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:
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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:
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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:
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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:
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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
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now, if you ask TRAACKR...
Monday, May 7, 2012
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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
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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...
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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
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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
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ONE UNIVERSAL SCORE
PERSUASION
MAGICAFTER THOUGHT
CONTEXTUAL QUANT/QUAL
COLLABORATION
HARD WORKA COMMITMENT
INFLUENCE IS NOT INFLUENCE IS
PAID MEDIA EARNED MEDIA
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beyond THE HYPEOF INFLUENCE
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TRAACKR DATA ANALYSIS2011 EXPERT SURVEYCASE STUDIES
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GOLDEN RULES TO UNLEASH REAL VALUE FROM INFLUENCER COM
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LAW OF THE VITAL FEW1
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3%
3% PEOPLE = 90% IMPACT
Monday, May 7, 2012
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APPS
HYBRID
3%HEALTH
3%
3%
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1. ADVERTISING’S ACHILLES’ HEEL2. RELEVANCE > POPULARITY3. FIND THOSE WHO MATTER
1.
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BOTH ART AND SCIENCE2
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Search Score Rank Track
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Monday, May 7, 2012
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COGNITIVE BLINDNESS
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Search Score Rank Track
Monday, May 7, 2012
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START WITH AUTOMATED& END WITH QUALITATIVE HUMAN ANALYSIS
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3BE STRATEGIC
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DISCOVER ENGAGE MEASURESET GOALS LISTEN
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BUILD A RELATIONSHIP
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1. PROVIDE VALUE 2. BE RELEVANT3. BE GENUINE
1. PROVIDE VALUE
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“It’s a marriagenot a date”
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MEASURE WHAT MATTERSAND GAIN ACCESS
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Monday, May 7, 2012
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ENGAGEMENT METRICS 12345
WEBSITE TRAFFICBRAND MENTIONS SALES SENTIMENT
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NO SILVER BULLETNO BLACK MAGIC
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“Success is for those who show up”
Woody AllenMonday, May 7, 2012
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DRIVE WITH VALUE,NOT HYPE
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CASE STUDIES
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BLUE KEY CAMPAIGNSHONALI BURKE - MSL WASHINGTON DC
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©2011 43
The Case of the Blue Key
www.thebluekey.org Used with permission from USA for UNHCR
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©2011 44
Used with permission from USA for UNHCR
2011 Goal: 6K Keys by Dec. 31
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©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
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©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
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©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
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©2011 48
Analytics Tell Stories…
Used with permission from USA for UNHCR
… and Measurement Shapes Strategy
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Monday, May 7, 2012