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Playing Nice in the Sandbox:
PR and Influencer Marketing
Oct. 25, 2016 PRSA International
Conference
@ghidotti@braseltonm#PRSAICON
Who We Are
@ghidotti@braseltonm#PRSAICON
Natalie Ghidotti, APR
Ghidotti Communications
@ghidotti
@ghidotti@braseltonm#PRSAICON
Myra Braselton
Acorn: the Influence Company
@braseltonm
@ghidotti@braseltonm#PRSAICON
What to Expect Today
What Is Influencer Marketing?
Word-of-mouth marketing returns
11 TIMES GREATER ROI than traditional advertising efforts.
@ghidotti@braseltonm#PRSAICON
Influencers in EVERY Industry
@ghidotti@braselton
#PRSAICON
@ghidotti@braseltonm#PRSAICON
Goals &
Objectives
CASE STUDY: Alliance Rubber
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@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
80 Influencers
@ghidotti@braseltonm#PRSAICON
Hundredsof Social Posts
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Usable Content for Months
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CASE STUDY: Mamma Chia
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@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
26.6xMedia Value
@ghidotti@braseltonm#PRSAICON
131 Pieces of Content
@ghidotti@braseltonm#PRSAICON
175,000+Engagements
@ghidotti@braseltonm#PRSAICON
5MReached
@ghidotti@braseltonm#PRSAICON
Choosing the Right Influencers
@ghidotti@braseltonm#PRSAICON
Millions
One
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
IDENTIFYING INFLUENCERS
Relationship Investment
Science + Heart@ghidotti
@braseltonm#PRSAICON
CASE STUDY: Try Impressa
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
10Blog Ambassadors
@ghidotti@braseltonm#PRSAICON
20Social Amplifiers
@ghidotti@braseltonm#PRSAICON
28.6MMTwitter Impressions
@ghidotti@braseltonm#PRSAICON
450MMTotal Impressions
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CASE STUDY: McDonald’s
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
72Blog Posts
@ghidotti@braseltonm#PRSAICON
645Social Mentions
@ghidotti@braseltonm#PRSAICON
1.3MTwitter Impressions
@ghidotti@braseltonm#PRSAICON
350K+Video Views
@ghidotti@braseltonm#PRSAICON
16% Increase in VOICE Survey
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
Launching Your Campaign
Guardrails
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Freedom
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Links@ghidotti
@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
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
@ghidotti@braseltonm#PRSAICON
AMPLIFY CONTENT
Social portals Websites
E-newsletters
Media relations
Video
Blogs
POP
Banner ads
@ghidotti@braseltonm#PRSAICON
Win-Win for You, Them and the
Client@ghidotti
@braseltonm#PRSAICON
Hire the
Genius
@ghidotti@braseltonm#PRSAICON
And Still Make Money!
@ghidotti@braseltonm#PRSAICON
Hire, Train, Fire
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
SELL SERVICES AROUND IT
Typical mark-up Video production
Media relations
Creative concepting
Content Marketing
Long-term brand ambassadors
CASE STUDY: Oz Trails
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
@ghidotti@braseltonm#PRSAICON
94.5K+Engagements
@ghidotti@braseltonm#PRSAICON
207 Pieces of Content
@ghidotti@braseltonm#PRSAICON
2.8MM+ Impressions
@ghidotti@braseltonm#PRSAICON
Questions?@ghidotti
@braseltonm#PRSAICON