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Edelman’s POV and Approach

Identifying and Engaging Influencers and Stakeholders. Edelman’s POV and Approach. Our POV Influencer Mapping and Engagement.

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Edelman’s POV and Approach

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  1. Identifying and Engaging Influencers and Stakeholders Edelman’s POV and Approach September 2012

  2. Our POV Influencer Mapping and Engagement • Informed and engaged influencers are essential for organizations seeking to build trust and respect; engagement helps an organization gain insights, build credibility and address concerns before they escalate to issues that may damage the organization’s reputation. • We employ a “people-centric” approach to stakeholder identification: examining not only the leading organizations engaged on an issue—but key individual influencers as well. • Edelman’s proprietary five-step process provides the ability for organizations to: align, identify, prioritize, engage, track and evolve influencer engagement efforts to ensure maximum impact. • Our customized, people-centric process places an emphasis on both online and offline engagement—resulting in comprehensive, integrated, engagement strategies. • We work with organizations to embrace engagement as an important means to listen, learn and act to advance shared interests. • It is important to recognize that engagement is a process, not a one-time experience or one-way conversation. The most successful engagement takes a long-term approach to building relationships and earning trust. September 2012

  3. Influencer Mapping & Engagement Overview ALIGN around engagement issues, objectives and scope PRIORITIZE influencer opportunities TRACK & EVOLVE engagement and strategy based on experiences 1 2 3 4 5 IDENTIFY broad group of relevant influencers ENGAGE influencers in planned and purposeful manner . Inspire third-part advocacy; create networks & partnerships Gain insights into public issuesof relevance to your organization Reduce risk by opening up channels for communication Demonstrate Accountability and transparency Build trust and enhance reputation September 2012

  4. 1. ALIGN: Issues, Objectives, Scope • Environment • Health • Workplace • Social • Other • Global • Regional • County • Local Issue Scope Objectives In this stage, we also LEVEL-SET around the history of engagement and resources available to activate engagement plans Deliverables: Discussion guide/workshop; preliminary written scope (outputs and outcomes), timeline, project plan. September 2012

  5. 2. IDENTIFY: Broad Group of Relevant Influencers How The “World” Views Your Organization & Situation Understanding the Landscape of Issue/ Objective: From the perspective of the enterprise From the perspective of the “world” September 2012

  6. 2. IDENTIFY: Broad Group of Relevant Influencers (Cont.) • Tactics • Deskside research • IDIs • Strategy One–media analysis • Internal relationship audit Understanding the Landscape of Issue/Objective Info Sources: • Media audits • Social media/online • conversation audits • Policy research • Web site review • Consider: • Digital approaches • Purchased lists • Desktop research • Multiplier Relationship/anecdotal • Literature review • White papers • Reports • Scientific studies • Annual reports • Media analysis • IDIs – Internal(client and Edelman Mes) and External Deliverables:Landscape insights, influencer review, research tools/questionnaires September 2012

  7. 3. PRIORITIZE: Focus on Most Relevant Influencer Opportunities Broad Group Filter Results = Prioritized Influencer List • Prioritization of Targeted Research • Filter broad list from Stage 2 based on: • Alignment with organizational objectives • Relative influence/credibility • History of engagement • Openness to engagement • Resources to engage • Outcome: • Prioritized Influencer List: • Current or potential ability to influence targeted issues • History & temperament regarding engagement Deliverables: Suite of visuals: Map of targets, chart, update of budget and scope for engagement phase. September 2012

  8. 4. ENGAGE: Develop & Execute Roadmap for Internal Engagement Amplify • Internal Engagement Opportunities • Email Updates from Leadership • Offsite Retreats • Organizational Newsletters • Executive Engagement • Town Hall Forums • Sharing Issue Background Materials • Employee Modules • Informational Panel Discussions • Identifying Advocacy Opportunities • Charitable Partnerships 1 2 Engage 3 Educate Activate 4 September 2012

  9. 4. ENGAGE: Develop & Execute Roadmap for Internal Engagement (Cont.) • External Engagement Opportunities • Influencer Communications • One-on-One Meetings • Media Outreach • Op-Ed/LTE Campaigns • Panel Discussions • Online Community Building • Salon Dinners • Partnerships/Sponsorships • Video Creation (You Tube) • Advisory Councils • Grassroots Advocacy Campaigns • Executive Engagement • Facility Tours • Lobbying/Advocacy Efforts Amplify 1 2 Engage Problems/Objectives 3 Educate Activate 4 Deliverables: Key insights gained from mapping; overarching engagement strategy recommendations. September 2012 Deliverables: Key insights gained from mapping; overarching engagement strategy recommendations. Deliverables: Key insights gained from mapping; overarching engagement strategy recommendations.

  10. 5. TRACK & EVOLVE: Ongoing Measurement of Engagement Balancing Activating Objectives Observing Equipping Alignment September 2012

  11. 5. TRACK & EVOLVE: Ongoing Measurement of Engagement • Determining Factors to Assess Alignment of Potential Influencer Partnerships: • Beliefs (stated opinion, known ideologies) • Temperament (history of activism, persuasion) • Relationships (including funding, memberships) Balancing Activating Objectives Observing Equipping Alignment Deliverables: Ongoing influencer monitoring reports; development and maintenance of an engagement activity database/tracker; and regular realignment planning and updated alignment maps. September 2012

  12. Appendix: ILLUSTRATIVEVISUALS September 2012

  13. ALIGHN: Internal Audit Questionnaire • Sample questions for internal audit/survey • What topic(s) are you seeking to address in engagement? • What geographic scope are you interested in? • What is your history of engagement with influencers? • What has gone well? • What was challenging? • What have you learned from past engagements? • What risks do you face with engagement on the identified topic? • What are you hoping to accomplish with engagement? September 2012

  14. IDENTIFY: Internal Audit Questionnaire • Sample questions for internal audit/survey • Who do you think is a trusted authority on the designated topic? • Who drives knowledge on the designated topic? • Who shapes opinions on the designated topic? • Who are you already engaging on the designated topic? • Who would you like to engage on the designated topic? • Are there any influencers that you believe are not worth engaging? • Remember, this exercise is not just about identifying those who have a positive opinion about your organization, but rather we want to identify influencers who have positive, negative and perhaps no opinion of your organization. September 2012

  15. Prioritize Issue Alignment Matrix Alignment By Issue Area Alignment with Client – Issues Matrix: Not Aligned With ClientPosition/Alignment Unclear General Alignment With Client September 2012

  16. Prioritize Connectivity Charts Connectivity Charts Consectetur adipiscing elit. Cras at sollicitudin lacus. Aliquam porttitor sagittis lorem, non sollicitudin dui aliquam sed. September 2012

  17. ENGAGE:Engagement Plan Engagement Plan September 2012

  18. Track and Evolve: Influencer Alignment Scale • Misaligned and Actively Engaged • Counter Misstatements • with compelling messages • Misaligned but not yet Actively Engaged • Correct Misperceptions through evidence and discussion • Neutral, Not Yet Engaged • Educate & Maintain • Build relationship and keep open lines of communication • Positive and Approachable • Activate • Engage through individual influencers and projects • Aligned and Actively Engaged • Partner • In meaningful ways; maintain close collaboration 1 2 3 4 5 Degree of alignment with Company’s position September 2012

  19. Strategy: Example Criteria 22,4 • Share of voice around: • Topics, themes • Vertical industries • Social media reach • Ability to shape discussion • Ability to amplify content • Connections to niche communities of interest • Frequency of relevant activity September 2012

  20. Case Examples

  21. Questions & AnswersSession Any questions? September 2012

  22. Thank you September 2012

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