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.

1. #PRTalksHit

2. #PRTalksHit
WHO AM I?
- WORKED IN-HOUSE PR
- AXA
- UNILEVER
- FIRSTGROUP
HATED COMPANIES!
- CROSS PLATFORM “STUFF”
- AWARD WINNING (YAWN)
- THOUGHT LEADERS
(HONEST)

3. #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

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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 QUICK
WINS
- 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 WE
PREACH
- 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 SITUATIONS
CONFUSED.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

10. #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?

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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?
CONTACTS
ANDY@10YETIS.CO.UK
01452 348211
@10YETIS
www.10YETIS.CO.UK