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This presentation was given by Monica Karam, Partner and Social Business Strategist at social4ce Beirut during the DGTL#U Conference on September 20th 2012.
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PR 2.0 The rise of the online influencers
The changing role of PR in the social media environnent
Social Media is far more important than you think
The media landscape has shifted
Media consumption by channel. Source: Universal McCann: Social Media Tracker 2012
There are more than 1.8 billion social networks users worldwide
The social universe continues to expand More people on more social websites than ever before
Nearly a quarter of the total time spent online is on social networks
Why is this so important?
56% of consumers are just waiting for you to reach out to them, so they can promote your brand for you.
How to make it work?
Influence
Let’s take a step back to the history of influence
Influence comes
from those
we know
Those recommandations from peers are driving sales
Who are these online influencers?
There are various types of influencers
They are seen as being an expert or specialist in a defined category, area or sphere of interests
They have a big network of followers who are interested in that area, and so they can reach a lot of your target customer.
They interact with their followers regularly, and are able to influence purchase decisions frequently.
And they are trusted and respected for their opinions, advice and recommendation not only due to their expertise, but also by being seen as being objective and independent from commercial pressure.
They’re not only superstar bloggers. They can be anyone
How to identify these online influencers?
You have to find your online influencers
You need to listen to what they are saying
Listen with monitoring tools
They are talking about your brand your products and services their experience in your stores your competitors
But most of all, they are talking about what they need and what they expect from your brand
How to measure their influence: Are they really influent?
Don’t be fooled by the 3 F (Friends, Fans, Followers)
Conversational exchange The number of replies or comments per post
Reach The size of the direct audience
Content amplification The number of shares per post
Keep in mind that you have to find influencers you can actually engage
How to engage with online influencers?
Take the time to know the influencer before contacting
They are not journalists, so don’t pitch!! Start a two-ways conversation with them
Be transparent and honest
Provide the influencers with information that actually fit their interests or fields of expertise
Offer an experience and make them feel privileged
Do not: - Ask they "send this to everyone in their inbox“ - Send a press releases or use anything from the marketing collateral - E-mail until you get a response
And above all, once the relationship is created, maintain it!
What is the role and importance that influencers can play in this new social media environment?
They are the ones shaping your e-reputation
From listening to managing online reputation
Online reputation management is the practice of monitoring the Internet reputation of a person, brand or business, with the goal of emphasising positive coverage rather than negative reviews or feedback.
Conversations evolve within a global ecoystem
It is important to track them
Before having to deal with a bad buzz or a bigger crisis that may cause collateral damage to your brand
And when it does…
Be transparent, be committed Your online reputation will weight a lot during a crisis. Better be it in your favor
Regularly publish informative and pedagogic content such as Q&A, particularly on topics which might be perceived as sensitive, in order to redirect potential trouble makers toward it
Empower your team People want to talk to real people, they don’t want to hear your CEO’ speech
Define an escalation procedure Who does what, who is authorized to respond, who writes the messages to be published, which are the channels and tools to be used
Acknowledge the issue and be honest Let people know that you are working on the problem Publish (if feasible) positive content around the issue. Never adopt a negative tone of voice. Don’t censor concerns, address them publicly
And don’t forget… These opinions are having an
impact on your
business
It’s not only about PR
Being ready to target online influencers means having an organization with a customer-centric approach at all levels
But this is a whole other chapter…
