Starting Influencer Engagement

© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential

Starting Influencer EngagementEverything you need to know.May 12, 2015

© Blue State Digital | Proprietary and Confidential

Webinar logistics1. We’ll be recording this webinar

2. We’ll send the slides and recording after the webinar is over.

3. We’ll answer any questions you have at the end of the webinar.

4. If you have questions after the webinar is over, you can email myself or Cheryl directly.

© Blue State Digital | Proprietary and Confidential 2

Starting Influencer Engagement

© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 3

BSD Tools & Attentive.ly


Fundraising

Communications Advocacy Analysis

The BSD Tools are a suite of integrated features that work together to help you mobilize a community and drive real action

4© Blue State Digital | Proprietary and Confidential

The BSD Tools


The BSD Tools



Attentive.ly



1. Latest Research

2. Type of Influencers

3. How to Approach Influencers

4. Starting an Influencer Program

5. Importance of Influencers for fundraising


Agenda and Introductions


Cheryl Contee


Meet the Presenters

CEO of Fission and Co-Founder of Attentive.ly.

Co-Founder of #YesWeCode.


Taylor Corrado


Meet the Presenters

Marketing Manager at Blue State Digital.

Author of Transform Your Nonprofit with Inbound Marketing.


1Latest Research



The amazing network reach of nonprofits•The Average Network Reach

= 40M

•Average number of contacts per organization with publicly available social profiles = 72K (half)


Latest Research


Top influencers have extraordinary reach•Top 5% reaches 85% of your

entire network reach.

•Top 5% reaches 200x more people than in your CRM.


Lastest Research


Influencers are game changers.


Latest Research


Here’s why…1. If you engage 1% of the influencers, you’d reach

hundreds of thousands.

2. A 1% response rate, or 36 respondents, reaches 338K.

3. If you engage 10% of influencers, you’d reach millions!

4. 10% response rate, or 360 people, reaches 3.3M


Latest Research


Influencers work because they are using the most effective type of marketing -

Word of Mouth.


Latest Research


2Types of Influencers



There are three types of influencers


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


3How to Approach Influencers



Influencers aren’t elusive.

They are everywhere, including your database.


How to Approach Influencers


How to identify influencersThe best place to start identifying influencers is in your own database!

•Klout Score

• # of Connections

•Topics

•Prior Interactions

•Bio


How to Approach Influencers


4Importance of influencers for fundraising



Individuals give to organizations when they’re emotionally connected to the cause, or the person advocating for the cause.


The Template


Thus, influencers make highly effective, peer-to-peer fundraisers.


The Template


Here’s why:• Individuals give to their friends, family an co-workers

• Individuals feel like part of a bigger community

• Influencers create amazing stories to share


The Template

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These stories are key for content marketing programs• Show the proof of your network’s participation in any

campaign

• Encourages influencer’s followers to join the movement and fundraise

• Provides social content to share after the campaign has ended

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The Template


5Starting 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.


The Template


Engaging Influencers



Every kind of influencer and every campaign will need a different approach.


Engaging VIPs




Calls-to-action for Influencers Recruit or Share Content

•Don’t ask them to buy, donate or take action•Reward their participation when appropriate•Ask to share content or recruit


The Template


Case Study: Freedom to Marry


The Template


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Ask us anything.
