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FOUR (OF MANY) WAYS TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS TO ACHIEVE YOUR MISSION Jay Geneske @jgeneske

How to Identify, Cultivate and Engage with Influencers to further your Mission

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Jay Geneske, Director of Digital, The Rockefeller Foundation Twitter Handle: @JGeneske Join Jay for this very interactive session on how can nonprofits leverage social media to gain influence with stakeholders, partners, donors, media, and policymakers. He will share tools to identify and reach the right influencers and track engagement with them.

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Page 1: How to Identify, Cultivate and Engage with Influencers to further your Mission

FOUR (OF MANY) WAYS TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS

TO ACHIEVE YOUR MISSION

Jay Geneske @jgeneske

Page 2: How to Identify, Cultivate and Engage with Influencers to further your Mission

Jay Geneske, Director of Digital, The Rockefeller Foundation

@jgeneske

Page 3: How to Identify, Cultivate and Engage with Influencers to further your Mission

Big Influence Goal Utilize social media to influence the influencers.

One (of Many) Tactics Use social data tools to find, communicate with, and track interests of bloggers, press and other influencers.

@jgeneske

Page 4: How to Identify, Cultivate and Engage with Influencers to further your Mission

@jgeneske

Reach is not the same as influence.

There is great power in one-to-one social media communication.

Give far more than you ask, and use your asks wisely.

Page 5: How to Identify, Cultivate and Engage with Influencers to further your Mission

Industry-Specific Influencers Bloggers and Media

@jgeneske

Page 6: How to Identify, Cultivate and Engage with Influencers to further your Mission

Big Influence Goal Leverage event-honoree Elton John’s social media influence to celebrate philanthropy’s achievements.

One (of Many) Tactics Make it as easy as possible for Elton’s team to

broadcast social media content.

@jgeneske

Page 7: How to Identify, Cultivate and Engage with Influencers to further your Mission

@jgeneske

Leverage existing events and activities.

Know how to share the spotlight.

Influencers are busy people. Make their job easier.

Page 8: How to Identify, Cultivate and Engage with Influencers to further your Mission

Reached 190,000+ people, most not currently in our network.

Gained 500 organic Facebook page likes directly from Elton’s post.

@jgeneske

Page 9: How to Identify, Cultivate and Engage with Influencers to further your Mission

Big Influence Goal Raise thought leadership profiles of staff.

One (of Many) Tactics Build staffs’ digital footprint and strategically syndicate

their content to reach new audiences.

@jgeneske

Page 10: How to Identify, Cultivate and Engage with Influencers to further your Mission

@jgeneske

Give staff light-touch help on social media.

Think of content as separate from platform.

Do what you can until you can do more.

Page 11: How to Identify, Cultivate and Engage with Influencers to further your Mission

@jgeneske

Page 12: How to Identify, Cultivate and Engage with Influencers to further your Mission

Big Influence Goal Engage and educate a global audience on themes of

urban resilience.

One (of Many) Tactics Create and leverage #ResilientCities hashtag.

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 13: How to Identify, Cultivate and Engage with Influencers to further your Mission

Don’t measure social media impressions.

Influencers don’t necessarily have large followings.

Think like a Social CRM, even if you don’t have one.

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 14: How to Identify, Cultivate and Engage with Influencers to further your Mission

NYC innovation bike lanes climate change big data communities

extreme weather sustainability urban infrastructure impacts disaster

Sandy adaption building weather events development

#ResilientCities Results (earned media) after 5 months:

3,000+ uses of hashtag on Twitter

Rockefeller Foundation share of voice 10-20% 7,000 measurable Twitter referrals

Correlations

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 15: How to Identify, Cultivate and Engage with Influencers to further your Mission

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 16: How to Identify, Cultivate and Engage with Influencers to further your Mission

EMAIL CONVERSION

Convert social referrals to email list to deepen audience data.

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 17: How to Identify, Cultivate and Engage with Influencers to further your Mission

Users that open same email multiple times have likely been influenced to forward to their networks.

Sort email addresses by @CompanyName to surface possible leads.

Use email data to retarget influencers on social media, like Facebook Custom Audience:

photo: Sandeep Menon Photography, Flickr @jgeneske

Page 18: How to Identify, Cultivate and Engage with Influencers to further your Mission

Some tools to consider:

@jgeneske