back to the future: from pr to influencer marketing

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Berlin Social Media

How to integrate your influential stakeholders to create proper content

www.augure.com #AugureMove

@GinaGulberti

@Ivo_Campos

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PRESS CLIPPING PRESS RELEASES EMAILINGS

JOURNALISTS DATABASES


PR objective in the past

They were the type of target for PR professionals…


But today…


What we do now…

•  Journalists database management

•  Press releases emailings •  Press clipping

•  Influencers identification •  360º interactions (emailing,

social networks, events, product loans…)

•  Automatic reports

+

TRADITIONAL PR INFLUENCER ENGAGEMENT


Influencer Engagement

is the New PR…


Something is going to

happen…


CONTENT STRATEGY


Same happens with communication people

Who’s doing

Content

Marketing in

this room?


Same happens with communication people

Who’s getting

the expected

results?


And distribution is the key to achieve our goals

SEO

Social Networks

Emailing

Partner websites

Influencer Engagement

High quality content is just the first step


Don’t get surprised.. It’s normal


Influencer Engagement and Content Strategy are the best couple

But, where do we start?


Let’s go to the past to set the basis


IDENTIFY YOUR INFLUENCERS


Who are your key Influencers


EMPLOYEES

Influencer Marketing

Advocacy Marketing


  The Key influencers– 3 criteria

PARTICIPATION ECHO EXPOSITION


  The Key influencers– how to identify them?


  The Key influencers– how to identify them


ENGAGE WITH THEM… WITH CONTENT


Let’s send some Press releases!

L


  Influencer Journey– Step by Step guide


The Brand starts

becoming visible to the

influencer


  Environment– Main trends and events on your sector

Augure > Influencers > Tag cloud


  Influencer Journey– Awareness

Monitor their activity

Their topics


  Influencer Journey– Awareness

Monitor their activity

Their Social Networks


  Influencer Journey– Awareness Leave comments in their platforms


Influencers start

collaborating with the brand


  Influencer Journey– Credibility Create content based on your influencer’s content


  Influencer Journey– Connection Invite them to write in your blog


Influencers start being proactive in their relation

with the brand


  Influencer Journey– Loyalty   #DaretoNeon Contest


  Influencer Journey– Connection   Present your product

Date of publication

Date of publication


  Influencer Journey– Connection   Detect trends and take advantage of them


Influencers are almost brand ambassadors


  Influencer Journey– Loyalty   http://www.chateauversailles.fr/versaillesintime


  Influencer Journey– Loyalty   http://www.chateauversailles.fr/versaillesintime

More than 250 active blogs

60 events

Product Testing


Our future is not written, it’s us who create it


#AugureMove

Let’s create a content plan (with

Influencers)!


#AugureMove

Our product TrackFit is a German start-up

founded in 2014. The company is dedicated to intelligent bracelets development that allow users to monitor in real time their level of

daily physical activity.


PRODUCT DESCRIPTION

Trackfit's mission, as defined by its CEO Caroline Roberts, is to help its

users to lead a healthier life, under the idea that adding small changes (in diet, physical activity or sleep) you can get great results to improve your welfare

and, why not, life expectancy.


COMPETITORS

The segment of “activity monitors” where is TrackFit, is a market that has grown exponentially. It is expected to reach 2,000 million euros in 2015. Unfortunately for Caroline Roberts, Trackfit is not the first similar product in the German market and invaded by American startups like FitBit, Jawbone

or Garmin…


PRODUCT DESCRIPTION

To get introduced in this ultra competitive market, TrackFit can however have a totally cutting edge product. In addition to counting steps, distance,

calories burned and sleep quality (which are basic features that all competitors have), Trackfit integrates a patented technology that

allows you to calculate the calories consumed by the user, using a completely advanced food scanner.

The bracelet can be synchronized with an app available in Android and

iOS (Apple) for querying the day's activity but also obtain powerful recommendations based on the profile and habits of the person.

It also integrates the possibility of creating communities of users, among

which you can share achievements and exchange tips about healthy living.


CONTEXT

Caroline Roberts has just hired your services to orchestrate the Influencer Marketing strategy launch of TrackFit in January 2016. These are your goals: • Increase the spontaneous awareness of the product • Record in the consumer's mind the criteria of differentiation • Support sales of TrackFit in Germany (BtoC and BtoB) These are your resources: • A team of three young stars of digital marketing and PR • A stock of products TrackFit and a beta version of the app • A lot of creativity!


This is your challenge!


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