Public Relations & Social Marketing Insight

At Onalytica we have been looking closely at the transformation of PR as we know it. Our vision is to evolve media relations into influencer relations professionals by managing relationships with hundreds of key influencers rather than just journalists.

Think about the numerous analysts, politicians, bloggers, thought leaders, industry professionals, stakeholders and influential consumers that all have big audiences that you want to reach. Influencer relations is a truly essential part of modern PR (we also offer a B2B influencer relations platform for PR practitioners)

One of the most time consuming parts of influencer relations (or influencer marketing) is identifying the right thought leaders. What if you just wrote a new blog and you have no idea what influencers would be interested in your content?

We’re here to help! We built a new tool to do this. Before it took up to an hour to find 10-20 relevant influencers, now you can do it in less than a minute…

Regular Twitter users know self-proclaimed social media experts gurus and ninjas are a dime a dozen. How can you sort through all the fluff?

You could scan through millions of tweets and vet the Twitterverse, or you could let Vocus do the work for you.

By leveraging Vocus product technology, our algorithim determined the top social media professionals to follow on Twitter through contextual analysis, engagement levels, reach and relevancy. Unlike other methodologies, Vocus’ technology populates its pool of candidates based on more than keyword searches alone.

Here’s our top 50, listed alphabetically....

Traditional media is on the decline and we can now identify "influencers" with relevant content pipelines to help us. Now what do we do about it? All the old “pipelines” for our content are drying up.

So one viable alternative is to borrow somebody else’s pipeline.

Today, bloggers, podcasters, and home video producers are gaining consumer mindshare through their passionate and entertaining content. No wonder this is the new media gold rush — influencer outreach. I have a 360-degree experience with this trend as I strategize with clients, advise agencies, and become a target for outreach programs myself. And what I see is not pretty. Sure we have tons of content. We have lots of wonderful new alternatives to identify influencers.

Now, what do we do about it? I think the core competency that needs to develop is a mindset transformation from a “purchaser of ad space” to a “developer of relationships.” Here is a model to get you thinking about this in a new way....