pr and influencer marketing: playing nice in the sandbox

Playing Nice in the Sandbox:

PR and Influencer Marketing

Oct. 25, 2016 PRSA International

Conference

@ghidotti@braseltonm#PRSAICON

Who We Are


Natalie Ghidotti, APR

Ghidotti Communications

@ghidotti


Myra Braselton

Acorn: the Influence Company

@braseltonm


What to Expect Today

What Is Influencer Marketing?

Word-of-mouth marketing returns

11 TIMES GREATER ROI than traditional advertising efforts.


Influencers in EVERY Industry

@ghidotti@braselton

#PRSAICON


Goals &

Objectives

CASE STUDY: Alliance Rubber


80 Influencers


Hundredsof Social Posts


Usable Content for Months


CASE STUDY: Mamma Chia


26.6xMedia Value


131 Pieces of Content


175,000+Engagements


5MReached


Choosing the Right Influencers


Millions

IDENTIFYING INFLUENCERS

Relationship Investment

Science + Heart@ghidotti

@braseltonm#PRSAICON

CASE STUDY: Try Impressa


10Blog Ambassadors


20Social Amplifiers


28.6MMTwitter Impressions


450MMTotal Impressions


CASE STUDY: McDonald’s


72Blog Posts


645Social Mentions


1.3MTwitter Impressions


350K+Video Views


16% Increase in VOICE Survey



Launching Your Campaign

Guardrails


Freedom


Links@ghidotti



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


AMPLIFY CONTENT

Social portals Websites

E-newsletters

Media relations

Video

Blogs

POP

Banner ads


Win-Win for You, Them and the

Client@ghidotti


Hire the

Genius


And Still Make Money!


Hire, Train, Fire



SELL SERVICES AROUND IT

Typical mark-up Video production

Media relations

Creative concepting

Content Marketing

Long-term brand ambassadors

CASE STUDY: Oz Trails


94.5K+Engagements


207 Pieces of Content


2.8MM+ Impressions


Questions?@ghidotti
