Learn how to use smart segmentation and engagement techniques to find 3 different types of influencers online. Tips, tricks and the latest data to help your campaigns become more successful. Presented at Netroots Nation, July 2015
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Turbocharging Your Digital Campaigns with Online Influencers
1. Mobilize large-scale social action
and WIN on today’s most important issues."
Turbo-charging Your Campaigns
via Online Influencers!
2. 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 !
3. 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
7. Why Social is Key to Outreach !
Source: Georgetown 2013 Center for Social Impact Communication “Digital Persuasion” Study!
8. The Amazing Network Reach of Nonprofits!
Average network reach !
= 40M
Average number of contacts
per org"with publicly available
social profiles = 72K (half)!
9. 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. !
10. A 1% response rate, or 36
respondents, reaches 336K.!
A 10% response rate, or 360, would
reach 3.6M!
Influencers are !
Game Changers!
11. Influencers are !
Game Changers!
Influencers work because they are using !
the most effective type of marketing — !
Word of Mouth!
14. 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)!
15. 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)!
16. 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!
18. 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!
19. 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. !
22. 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?
27. 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
32. 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? cheryl@fissionstrategy.com @ch3ryl