Mobilize large-scale social action and WIN on today’s most important issues."
Turbo-charging Your Campaigns via Online Influencers!
What you’ll get from this workshop!o Why influencers are game changers!
o How to identify your existing influencers!
o The 3 types of influencers!
o What motivates and inspires influencers!
o How to approach influencers and the best calls to actions !
CHERYL // CONTEE ! Affiliate of Harvard's Berkman Center for Internet & Society
! Campaigns & Elections Influencers 50
! The Root 100 list of established and emerging Black leaders
! Huffington Post Top 27 Female Founders in Tech to Follow on Twitter in 2011.
! Fast Company 2010 Most Influential Women in Tech
FISSION // OUR CLIENTS
7/27/15!Online Outreach!
Why Social is Key to Outreach!
Why Social is Key to Outreach !
Source: Georgetown 2013 Center for Social Impact Communication “Digital Persuasion” Study!
The Amazing Network Reach of Nonprofits!
Average network reach != 40M
Average number of contacts per org"with publicly available social profiles = 72K (half)!
Top Influencers have Extraordinary Reach!
The top 5% reaches 85% of your entire network reach!!
The top 5% reaches 200x more people than in your CRM. !
A 1% response rate, or 36 respondents, reaches 336K.!
A 10% response rate, or 360, would reach 3.6M!
Influencers are !Game Changers!
Influencers are !Game Changers!Influencers work because they are using !the most effective type of marketing — !
Word of Mouth!
Types of Influencers"
Citizen Influencer!Motivated by passion, this is by far the largest group and the most accessible.!
Examples of Citizen Influencers:"
• Volunteers/Donors/Activists!• Customers/Subscribers/Fans!• Casual Blogger (vs paid)!
Professional Influencer!The follower base of professionals is built around their expertise, so they have real skin in the game.!
Examples of Professional Influencers:"
• Media/Bloggers!• Partners/Affiliates!• Sector leaders (Founders, C-level, Exec
Directors, Doctors)!
VIP Influencer!Whether we’re talking about social icons like Hillary Clinton, Van Jones or the latest reality show winner, VIPs/celebrities have influence. !
This tends to be about 1% of your base. !
Examples of VIP Influencers:"
• Musicians/Actors/Authors!• Athletes!• Movement leaders!
How to Identify !Influencers!
Reach!!
Influencers aren’t elusive. !They are everywhere, including your database.!
Our basic formula for Influencers is:"
+ Reach (Klout + connections)!+ Relevancy !+ Prior Interaction != Influencer "
How to Identify Influencers!
Starting an Influencer Program!Influencers can amplify. !Influencers can endorse. !
But they can’t add value to your marketing campaigns without a clear direction and some way of measuring their impact. !
Engaging Influencers!
Every kind of influencer and every campaign will need a
different approach. !
Engaging VIPs!
Recruit or Share Content"
Don’t ask them to buy, donate or take action
Reward their participation when appropriate
Ask to recruit their friends or share content
Calls to Action Mobilize to do what?
© Blue State Digital | Proprietary and Confidential! 23!
© Blue State Digital | Proprietary and Confidential! 24!
© Blue State Digital | Proprietary and Confidential! 25!
© Blue State Digital | Proprietary and Confidential! 26!
A large nonprofit identified 27 social media influencers and asked them to spread the word about their event through their own social media channels.
By providing them with a registration incentive code, over five months, those influencers recruited 105 additional participants, who raised more than $200,000.
Influencers Raise More Than $200K
Rapid Influencer !Response!
Results – Record high Google Hangout turnout
and 74 donations!
100% Conversion!
We asked our members to commit to 3 Tweets per day or 1 Facebook post per day
during the campaign.!
The One Campaign increased their social connects by 10,000 members and had almost 1,000 tweets
for Valentine’s Day AID campaign.
Free Influencer Report www.attentive.ly/reach
Free Influencer Report www.attentive.ly/reach
• What percentage of your email list is on Facebook, Twitter, LinkedIn, etc.
• Your network reach and key demographics • Number of connections per person on average • Average Klout score of top influencers • Network reach of top influencers • Top 10 influencers
Questions? [email protected] @ch3ryl
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