Edelman’s POVand Approach

September 2012 1

Identifying and EngagingInfluencers and Stakeholders

2

Our POV Influencer Mapping and Engagement• Informed and engaged influencers are

essential for organizations seeking to build trust and respect; engagement helps an organization gain insights, build credibility and address concerns before they escalate to issues that may damage the organization’s reputation.

• We employ a “people-centric” approach to stakeholder identification: examining not only the leading organizations engaged on an issue—but key individual influencers as well.

• Edelman’s proprietary five-step process provides the ability for organizations to: align, identify, prioritize, engage, track and evolve influencer engagement efforts to ensure maximum impact.

• Our customized, people-centric process places an emphasis on both online and offline engagement—resulting in comprehensive, integrated, engagement strategies.

• We work with organizations to embrace engagement as an important means to listen, learn and act to advance shared interests.

• It is important to recognize that engagement is a process, not a one-time experience or one-way conversation. The most successful engagement takes a long-term approach to building relationships and earning trust.

September 2012

3

Influencer Mapping & Engagement Overview

1 2 3 4 5

ALIGNaround engagement

issues, objectives and scope

IDENTIFYbroad group of

relevant influencers

PRIORITIZEinfluencer

opportunities

TRACK & EVOLVE engagement and strategy

based on experiences

ENGAGEinfluencers in planned

and purposeful manner

.

DemonstrateAccountability and

transparency

Gain insightsinto public issues

of relevanceto your

organization

Reduce riskby opening up channels for

communication

Inspirethird-part

advocacy; create networks &

partnerships

Build trustand enhance

reputation

September 2012

4

1. ALIGN: Issues, Objectives, Scope

• Environment• Health• Workplace• Social• Other

Issue Scope

Objectives

• Global• Regional• County• Local

September 2012

In this stage, we also LEVEL-SET around the history of engagement and resources available to activate engagement plans

Deliverables: Discussion guide/workshop; preliminary written scope (outputs and outcomes), timeline, project plan.

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2. IDENTIFY: Broad Group of Relevant Influencers

September 2012

Understanding the Landscape of Issue/ Objective:• From the perspective of

the enterprise

• From the perspective of the “world”

How The “World” Views Your Organization & Situation

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2. IDENTIFY: Broad Group of Relevant Influencers (Cont.)

September 2012

Deliverables: Landscape insights, influencer review, research tools/questionnaires

Understanding the Landscape

of Issue/Objective

Tactics• Deskside research• IDIs• Strategy One–media analysis• Internal relationship audit

Info Sources: • Media audits• Social media/online• conversation audits • Policy research• Web site review

• Literature review• White papers• Reports• Scientific studies• Annual reports

Consider:• Digital approaches• Purchased lists• Desktop research• Multiplier

Relationship/anecdotal

• Media analysis• IDIs –

Internal(client and Edelman Mes) and External

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3. PRIORITIZE: Focus on Most Relevant Influencer Opportunities

September 2012

Prioritization of Targeted ResearchFilter broad list from Stage 2 based on:• Alignment with organizational objectives• Relative influence/credibility• History of engagement• Openness to engagement• Resources to engage

Broad Group Filter Results = Prioritized Influencer List

Outcome: Prioritized Influencer List: • Current or potential ability to

influence targeted issues• History & temperament regarding

engagement

Deliverables: Suite of visuals: Map of targets, chart, update of budget and scope for engagement phase.

8September 2012

4. ENGAGE: Develop & Execute Roadmap for Internal Engagement

Amplify

1

Activate

4

Engage

2

Educate

3

Internal Engagement Opportunities• Email Updates from Leadership

• Offsite Retreats

• Organizational Newsletters

• Executive Engagement

• Town Hall Forums

• Sharing Issue Background Materials

• Employee Modules

• Informational Panel Discussions

• Identifying Advocacy Opportunities

• Charitable Partnerships

9September 2012

4. ENGAGE: Develop & Execute Roadmap for Internal Engagement (Cont.)

External Engagement Opportunities• Influencer Communications• One-on-One Meetings• Media Outreach• Op-Ed/LTE Campaigns• Panel Discussions• Online Community Building• Salon Dinners• Partnerships/Sponsorships • Video Creation (You Tube)• Advisory Councils• Grassroots Advocacy Campaigns• Executive Engagement• Facility Tours• Lobbying/Advocacy Efforts

Amplify

1

Activate

4

Engage

2

Educate

3

Deliverables: Key insights gained from mapping; overarching engagement strategy recommendations.

Problems/Objectives

10September 2012

Balancing Activating

Observing

Equipping

Alignment

Obje

ctiv

es

5. TRACK & EVOLVE: Ongoing Measurement of Engagement

11September 2012

Balancing Activating

Observing Equipping

Alignment

Obje

ctiv

es5. TRACK & EVOLVE: Ongoing Measurement of Engagement

Determining Factors to Assess Alignment of Potential Influencer Partnerships:• Beliefs (stated opinion,

known ideologies)• Temperament (history of

activism, persuasion)• Relationships (including

funding, memberships)

Deliverables: Ongoing influencer monitoring reports; development and maintenance of an engagement activity database/tracker; and regular realignment planning and updated alignment maps.

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ILLUSTRATIVE VISUALSAppendix:

September 2012

13September 2012

Sample questions for internal audit/survey• What topic(s) are you seeking to address in engagement?• What geographic scope are you interested in?• What is your history of engagement with influencers?

• What has gone well?• What was challenging?• What have you learned from past engagements?

• What risks do you face with engagement on the identified topic? • What are you hoping to accomplish with engagement?

ALIGHN: Internal Audit Questionnaire

14September 2012

IDENTIFY: Internal Audit Questionnaire

Sample questions for internal audit/survey• Who do you think is a trusted authority on the designated topic?• Who drives knowledge on the designated topic?• Who shapes opinions on the designated topic?• Who are you already engaging on the designated topic?• Who would you like to engage on the designated topic?• Are there any influencers that you believe are not worth engaging?

Remember, this exercise is not just about identifying those who have a positive opinion about your organization, but rather we want to identify influencers who have positive, negative and perhaps no opinion of your organization.

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ACCR CEHRD CSCR DPC ERA/FoEN

NIPRODEV PNI SDIC SERAC SERAP TMII

Environment

Flaring

Human Rights

Security

Transparency

Corporate Engagement

September 2012

Prioritize Issue Alignment MatrixAlignment By Issue AreaAlignment with Client – Issues Matrix:

Not Aligned With Client Position/Alignment Unclear General Alignment With Client

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Prioritize Connectivity ChartsConnectivity ChartsConsectetur adipiscing elit. Cras at sollicitudin lacus. Aliquam porttitor sagittis lorem, non sollicitudin dui aliquam sed.

September 2012

Engagement Plan

Organizations (groups further prioritized with each tier)

Engagement Strategies Activities and Materials Timing

• Earth Institute at Columbia University• World Food Programmed • Healthy Weight Commitment

Foundation • Safe Water Network• Water.org• LULAC• National Council of La Raza • Medical Research Council• Carbon Disclosure Project

Create and share renewable electronic engagement toolkit for relationship managers to help foster and grow existing relationship

• Outreach communication from relationship manager• Topic-specific messaging• Summary of past and planned relationship with

organization• Potential opportunities for meaningful engagement • Corporate Citizenship Report (to be used as a leave-

behind)

February 2011

Ensure local market relationship leads have resources to develop or continue in-market partnerships

Toolkit materials (listed above) to include summary of group’s specific activities in each target market

February 2011

Create touch points calendar and parameters for regular outreach to ensure engagement /operating rhythm is maintained

Calendar identifying points of engagement and PEP contact responsible for outreach

Q1 2011 - ongoing

Engage Leadership (RA) through participation in in-person dialogues (if determined appropriate by relationship owner)

Briefing materials for RA:• Brief summary of organization• Goal of discussion and target take-away• Suggested agenda

As needed (determined by relationship owner)

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ENGAGE: Engagement Plan

September 2012

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TRACK AND EVOLVE: Influencer Alignment Scale

Misaligned and Actively

EngagedCounter

Misstatementswith compelling

messages

1 2 3 4 5

Degree of alignment with Company’s position

Misaligned but not yet Actively

EngagedCorrect Misperceptions through evidence and

discussion

Neutral, Not Yet Engaged

Educate & Maintain Build relationship and

keep open lines of communication

Positive and Approachable

Activate Engage through

individual influencers and projects

Aligned and Actively Engaged

Partner In meaningful ways;

maintain close collaboration

September 2012

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Strategy: Example Criteria

8%13%

4%

34%

22%

8%11%

22,4

Share of voice around:• Topics, themes• Vertical industries• Social media reach• Ability to shape discussion• Ability to amplify content• Connections to niche communities of

interest• Frequency of relevant activity

September 2012

Case Examples

20

21

Questions & Answers Session

Any question

s?

September 2012

22

Thank you

September 2012