Performance PR: How To Think Differently About Influencers To Help Drive Your Brand Story
October 28, 2020 12:30 PM – 1:20 p.m.
Session Type: Marketing Communication
In this digital news, entertainment and information era, there are seemingly endless channels and sources of content, and new ones arriving frequently. For communicators and marketers, it represents a labyrinth of opportunities to reach and engage our targets, and it’s also an opportunity to make a quantum leap in how we fundamentally think about our work.
Specifically, how do we manage a system of content development and distribution that includes a myriad third parties who can publish with and for us, and how can public relations agents expand their thinking about key performance indicators (KPIs) to speak directly to the needs of the chief marketing officers (CMOs) who are funding the content marketing we do?
At MARC USA we have developed an approach we call Performance PRTM, which enables us to intensify and amplify a brand’s story through precisely placed content combined with paid media to strategically extend its reach and impact. We’ve taken to looking at influencers writ large — they aren’t just people with a large following in social media. We’re talking full spectrum including brand spokespeople and subject matter experts, journalists, publishers, academia and other industry and cultural experts. We look at them all, and their channels, as one big, beautiful system to be strategically worked and nudged and encouraged (and paid) to publish our clients’ brand stories, driving brand trust through third-party engagement and influence.
This session will talk about developing an amplification plan to ensure the right audiences are seeing your content, for example, using paid social ads to amplify an earned media placement or an influencer’s social media post about your brand. The session will conclude with insights on how to demonstrate ROI of your PR efforts (hence the Performance PR branding). This is critical — especially when you’re competing for marketing dollars against other elements of the media mix. It will show how we’re establishing KPIs that enable you to measure content’s performance and optimize for effectiveness in terms that get CMOs to perk up. You’ll find that authentic, non-advertising content, often results in lower cost per thousands while also extending the reach of that third-party advocacy.
In summary, you’ll learn how to drive results by connecting the dots between digital advertising and earned and owned content to ensure that your most critical messages reach and motivate action with the right audiences in the right channels, at the right time.
By the end of this session, participants will be able to:
• Categorize different thinking about PR, social and content marketing.
• Discern how to think more openly about who to consider when identifying influencers in the age of “everyone’s a publisher.”
• Amplify authentic non-advertising content to drive strong results..
• Interpret critical measuring methods to demonstrate ROI to executive leadership.
Specifically, how do we manage a system of content development and distribution that includes a myriad third parties who can publish with and for us, and how can public relations agents expand their thinking about key performance indicators (KPIs) to speak directly to the needs of the chief marketing officers (CMOs) who are funding the content marketing we do?
At MARC USA we have developed an approach we call Performance PRTM, which enables us to intensify and amplify a brand’s story through precisely placed content combined with paid media to strategically extend its reach and impact. We’ve taken to looking at influencers writ large — they aren’t just people with a large following in social media. We’re talking full spectrum including brand spokespeople and subject matter experts, journalists, publishers, academia and other industry and cultural experts. We look at them all, and their channels, as one big, beautiful system to be strategically worked and nudged and encouraged (and paid) to publish our clients’ brand stories, driving brand trust through third-party engagement and influence.
This session will talk about developing an amplification plan to ensure the right audiences are seeing your content, for example, using paid social ads to amplify an earned media placement or an influencer’s social media post about your brand. The session will conclude with insights on how to demonstrate ROI of your PR efforts (hence the Performance PR branding). This is critical — especially when you’re competing for marketing dollars against other elements of the media mix. It will show how we’re establishing KPIs that enable you to measure content’s performance and optimize for effectiveness in terms that get CMOs to perk up. You’ll find that authentic, non-advertising content, often results in lower cost per thousands while also extending the reach of that third-party advocacy.
In summary, you’ll learn how to drive results by connecting the dots between digital advertising and earned and owned content to ensure that your most critical messages reach and motivate action with the right audiences in the right channels, at the right time.
By the end of this session, participants will be able to:
• Categorize different thinking about PR, social and content marketing.
• Discern how to think more openly about who to consider when identifying influencers in the age of “everyone’s a publisher.”
• Amplify authentic non-advertising content to drive strong results..
• Interpret critical measuring methods to demonstrate ROI to executive leadership.
