Identifying Influencers and Examples of Influencer Engagement Campaigns
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description
A presentation that Andy Barr gave at #linkdexthinktank about identifying influencers, the best influencer platforms and ROI from influencer engagement campaigns. We talk through example campaigns we have executed for the likes of Confused.com and a current campaign we are currently deploying for Versapak and its BanishBags.com product range. Also goes through cross platform campaigns we have executed that include social, video and public relations work.
Transcript of Identifying Influencers and Examples of Influencer Engagement Campaigns
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WHO AM I?
- WORKED IN-HOUSE PR
- AXA
- UNILEVER
- FIRSTGROUP
HATED COMPANIES!
- CROSS PLATFORM “STUFF”
- AWARD WINNING (YAWN)
- THOUGHT LEADERS (HONEST)
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PR IS CHANGING
- But not that much from our circus heritage (doh)
- Cross platform campaigns
- Positioned to influence and drive cross platform campaigns
- Video – Seeding- Social – Raising awareness- Influencer – Shout about the wins
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BIG TICKET MEDIA IS LOSING INFLUENCE
- NOWADAYS “INFLUENCE” = UNIQUE USERS AND DIRECT SALES
- 4 YEARS AGO, TECHCRUNCH = 25 WRITE UPS, COUPLE OF K OF UNIQUES
- NOW: TECHCRUNCH = NO WIDER WRITE UPS, 150+ UNIQUES (WOW)
- DAILY MAIL, MASHABLE, BUZZFEED, TNW, ALL WANING IN TERMS OF DIRECT TRAFFIC/IMPACT FROM ARTICLES
- PRODUCT CAMPAIGNS THE LAST BASTIAN FOR MAINSTREAM MEDIA
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MEDIA IS NO LONGER THE ONLY ANSWER
- WHERE SHOULD WE BE LOOKING TO PLACE CAMPAIGNS?
- INFLUENCERS (ON CONFERENCE MESSAGE!)
- EXAMPLES:
- SHELTER: BACON V DAILY MAIL
- SHELTER: INDIA KNIGHT V INDY
- WISH.CO.UK: SIMON PEGG
- SUNSHINE.CO.UK: RYLAN
- “INFLUENCERS” ON SOCIAL MEDIA GONE FROM BEING AFTERTHOUGHT TO FIRST THOUGHT
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SHOULD WE JUST FOCUS ON TWITTER?
- IMHO, FOR IMMEDIATE ROI – YES
- FOR LONGER TERM SEO – NOT SO MUCH
- SEARCHMETRICS SAYS G +1’S 1ST MOST INFLUENTIAL SEARCH FACTOR, 2ND FB, 3RD BACKLINKS (WOW)
- SEO BENEFIT IS THE WIDER WIN OF INFLUENCE CAMPAIGNS
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INFLUENCERS GIVE QUICKWINS
- INFLUENCER TWEETS GIVE MORE THAN JUST TRAFFIC
- INFLUENCER TWEETS DRIVE MEDIA AGENDA (FOR NOW)
- INFLUENCER TWEETS ACT AS BRAND ENDORSEMENT
- INFLUENCER TWEETS MAKES CAMPAIGN SUCCESS EASIER!
- Q: WHY IS THIS ALL IN CAPS - A: HAD GONE TO FAR TO CHANGE IT
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WE PRACTICE WHAT WEPREACH
- RIGHT NOW! ONE WEEK IN
- BANISHBAGS.CO.UK (VERSAPAK)- INFLUENCER FIRST CAMPAIGN- WEEK OLD- BOJO, RAMSEY, MUTLIPLE
ENTREPRENEURS- GOADING TECH PPL
- THEN WE DID PR LAUNCH- MORE TRAFFIC FROM TWEETS- PR FAR SLOWER BURN- (NICER LINKS FROM PR THOUGH)
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CONFUSING SITUATIONSCONFUSED.COM
- CROSS PLATFORM CAMPAIGN
- STRAIGHT LAUNCH (TOP 10 MOST CONFUSING SITUATIONS)
- PERSONALISED VIDEOS
- REAL TIME REQUESTS
- DRIVEN BY INFLUENCER FIRST TACTICS
- SKYNEWS, CELEBS, MARKETING PRESS, E-FUCKING-VANGALISTS
- = LINKS, BUZZ, REL TRAFFIC
- MOST IMPORTANTLY: QUOTES/SALES
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PR SKILLSET STILL NEEDED
- IS YOUR CAMPAIGN ACTUALLY INTERESTING?
- PUB FACTOR, WOULD YOUR MATES BE ARSED?
- PR CREATIVITY IS SECOND TO NONE
- PR’S ARE RUTHLESS CHASERS- COVERAGE, LINKS, GOADING
CELEBS/INFLUENCERS
- PR’S HAVE READY MADE INFLUENCER NETWORK (JOURNALISTS)
- DID I NEED THE ABOVE APOSTROPHES?
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GOOD DAYS AND BAD DAYS
- CAMPAIGN PRINCIPLES STILL THE SAME
- BIG PLANNING = BIG RESULTS
- FAG PACKET PLANNING SHOULD BE DEAD (INFOGRAPHICS – PAH)
- PEOPLE LIKE THIS MANCAN STILL RUIN CAMPAIGNS WITH UNTIMELY LIFE-RELATED DECISIONS
- IF IT BOMBS, MOVE ON AND GET ONTO NEXT IDEA
- NEVER ASK YOUR AGENCY “HOW DO WE MAKE THIS GO VIRAL”
- THEY WILL MOCK YOU
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THANKS & QUESTIONS?
01452 348211@10YETIS
www.10YETIS.CO.UK
