Listen. Inform. Engage.Mobilize large-scale social action

and WIN on today’s most important issues.

Everything You Need to Know

About Starting Influencer Engagement

What you’ll get from this session?

o Latest research & why influencers are game changers

o The 3 types of influencers

o How to approach influencers

o The best calls to actions

o Quick Guide: How to Identify & Engage Your Influencers

ABOUT US // FISSION STRATEGY

2014 FINALISTS

2014 Top 10 Platform

2013 RealTime

Marketing Challenge

WINNER

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 240x

more people than in your

CRM.

If you engage 1% of the

influencers, you’d reach hundreds

of thousands.

A 1% response rate, or 36

respondents, reaches 338K.

Influencers are

Game Changers

If you engage 10% of influencers,

you’d reach millions!

10% response rate, or 360 people,

reaches 3.3M

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 long-term social icons like Hillary Clinton,

Van Jones or the latest American Idol winner,

VIP’s/celebrities have influence. This tends to be

about 1% of your base.

Examples of VIP Influencers:

• Musicians/Actors/Authors

• Athletes

• Movement leaders

Influencers aren’t elusive.

They are everywhere, including your database.

Our basic formula for Influencers is:

+ Klout

+ Connections

+ Relevancy

+ Prior Interaction

= Influencer

How to Identify Influencers

How to Identify Influencers

The best place to start identifying influencers

is in your own database!

o Klout Score

o # of Connections

o Topics

o Prior Interactions

o Bio

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

Call to Action for Influencers:

Recruit or Share Content

o Don’t ask them to buy, donate

or take action

o Reward their participation

when appropriate

o Ask to share content or recruit

Sample Calls to Action

Cheryl Contee

Co-Founder Attentive.ly

CEO Fission Strategy

Roz Lemieux

CEO Attentive.ly

Co-Founder Fission Strategy

Thank You!

Listen. Inform. Engage.

Mobilize large-scale social action

and WIN on today’s most important issues.