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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.
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#PRTalksHit
#PRTalksHit
WHO AM I?
- WORKED IN-HOUSE PR
- AXA
- UNILEVER
- FIRSTGROUP
HATED COMPANIES!
- CROSS PLATFORM “STUFF”
- AWARD WINNING (YAWN)
- THOUGHT LEADERS (HONEST)
#PRTalksHit
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
#PRTalksHit
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
#PRTalksHit
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
#PRTalksHit
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
#PRTalksHit
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
#PRTalksHit
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)
#PRTalksHit
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
#PRTalksHit
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?
#PRTalksHit
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
#PRTalksHit
THANKS & QUESTIONS?
01452 348211@10YETIS
www.10YETIS.CO.UK