Back to the future: from PR to Influencer Marketing

www.augure.com | Blog. blog.augure.com | : @augureFR
Berlin Social Media
How to integrate your influential
stakeholders to create proper
content

www.augure.com #AugureMove
@GinaGulberti
@Ivo_Campos
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When registering, put the code: AugureMove

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

Monitor their activity
Their Social
Networks

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

  Present your product
Date of publication
Date of publication

  Detect trends and take advantage of them

Influencers are
almost brand
ambassadors

  http://www.chateauversailles.fr/versaillesintime

  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!

www.augure-corp.fr
blog.augure-corp.fr
@augureFR
AUGURE FRANCE
5 bd Montmartre 75002 Paris - www.augure.com

Back to the future: from PR to Influencer Marketing

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