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INTEGRATEDINFLUENCE
Soumya Dev Account Director and Head of Digital
(India)Waggener Edstrom Worldwide
INFLUENCE IN THE CONTEXT OF PUBLIC RELATIONS
in·flu·encenounthe action or process of producing eff ects on the actions, behaviour, opinions,etc., of another or others
YOUR STORY OF INFLUENCE
Execution Measurement
MessageChannelsObjectiveInsightAudienceImpact
Planning
Evidence
Story
Tactics
Credible Defensible
Compelling Differentiating
SustainableRelevant
THE PROBLEM WITH FACTS
10,553 people were ki l led in
24,655 road accidents due to drunken driving in 2011
PEOPLE DON’T NEED NEW FACTS
Everyone knows the media
exaggerates The numbers aren’t actually too
high!
How did you arrive at these numbers?
FACTS ARE MEANINGLESS WITHOUT
A CONTEXTUAL
‘STORY’
WE DECIDE ON
EMOTION AND
JUSTIFY WITH FACTS
LEADING CHANGE IS ABOUT TELLING A STORY
OF THE ‘FUTURE’
THEAUDIENCE
THE ART AND SCIENCE OF MICRO PERSUASIONS
WE INFUSE STORIES
You can use stories…
and visual thinking…
to influence people…
and effect change…
WITH THE RIGHT CONTENT
THROUGH THE RIGHT CHANNELS
WHO WE ARE
CAMPAIGN ASIA PACIFIC PR AWARDS
Mid size network 2010 & 2011
APAC Technology Agency of the Year
2012 & 2010
SABRE AWARDS PR NEWS AWARDS
Digital PR firm of the year 2011
AMEC AWARDSBest use of research,
measurement and evaluation
programme 2012
PRISM AWARDSBest Integrated
Marketing Campaign of the
Year 2012
WESTUDIO D™
IDENTIFY: PRE-CAMPAIGN
Influence RankingHelps prioritize media outlets & individuals most likely to drive impact for the brand. Discover which outlets with highest influence on audiences and brand perception.
Hearts Minds & MomentumExposes a brand’s strengths, weaknesses, and competitive positioning and movement. Evaluates brands from both an emotional (Hearts) and rational (Minds) perspective.
H,M&M
Influence Multiplier™ Identify the magic middle enthusiasts in more targeted media. These influentials can be engaged for specific campaigns and driving specific action
Influence Multiplier
“HEARTS” RATINGS ON RESPECT & PASSION
“MINDS” RATINGS ON QUALITY & RELEVANCE
LISTEN & ENGAGE: CAMPAIGN
Twendz & Twendz ProFull-featured Twitter monitoring and analytics Web application. Provides impact metrics & key performance indicators such as overall reach and influence along with audience emotion.
WEX PulseKeeps you up-to-date on latest coverage affecting your brand by mining news, blogs and social media content for you. Offers insights to shape strategy, better target audiences & refine communications goals.
NewsStreamHelps you effectively conceive, create, gather and publish content all from one digital newsroom. No more third-party outlets.
News Stream
WE Twendz Pro
WEX Pulse
B U S I N E S SU N I T S
I N T E R N A LC O M M S
E X T E R N A LS T A K E -
H O L D E R SH R
M A R C O M MC S R
N E W
M E D I A
H U B
T E A M
MEASUREMENT: POST-CAMPAIGN
Ripple EffectMeasures the afterlife and overall reach of your campaigns. It pinpoints tweets, links and posts, and exposes where that content traveled long after a campaign ends.
Narrative Networkpaints a word picture of your brand’s storytelling landscape. With mapping and analysis, you can see the gap between the intended impact of your communications and the actual results.
Ripple Effect
Narrative Network
BRINGING IT ALL TOGETHER: INTEGTRATED INFLUENCE
MEASUREResults
Data insights
Narrative LandscapeAudience Behavior
- Channels-
Influencers
Narrative storytelling
Shared . Earned . Bought . Owned
Content socialization
Through media relations, publishing channels and high-value influencers
Value proven
Real-time performance-based analytics to track metrics and deliver ROI
Understand Business Objectives
Deliver Business Impact
AWARENESS
CONSIDERATION
AFFINITY
ADVOCACY
SALES
EFFECTIVENESSSTORYTELLING
REACH . RESONANCE . SENTIMENT . ATTENTION . VALUE
INSIGHTS
Cross-media . Creative . Innovative
REAL-TIME CONTENT MARKETING
Craft Influence Strategy
CREATE Moments
DISCOVER Ecosystem
ESTABLISH Journey
STORYTREE- AN EXERCISE
PLOTCHARACTER
CONFLICT
THEME
SETTING
drama
STORYTREE- AN EXERCISE
PLOTCHARACTER
CONFLICT
THEME
SETTING
drama
goalaudience
persuasion strategycreative appeal
emotional appeal
deployment
PAINT YOUR STORY
1Current Realty
(parts that stand out)
2Wants
(hopes for future)
3People
(important to your life)
4YOU(persuade influence)
GoalMeasurable Behaviour Change
Audience
Persuasion
Strategy
Story
Emotional Appeal
Story
Creative Appeal
Deployment
What are you trying to accomplish?
Who do you want to influence?
How will you persuade your audience?
What emotions will you inspire?
What are your story elements?
How will you make your content be found?
LET YOUR STORY COME ALIVE
