Exploring the Future Potential of AI-Enabled Smartphone Processors
Justin Ware - Identifying and Working with Influencers and Ambassadors
1. Building an Army of
Online Ambassadors
August 28, 2012
Presented by:
Justin J. Ware
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2. An online strategy should be
focused on providing a valuable
experience to your constituents
so that they feel compelled to
share that same experience with
their online connections.
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3. ―Online Ambassadors‖
Def: Influential Internet users – specifically social
media – with an affinity for your organization’s
mission, who have a high likelihood of enlisting the
support of others through their online activity.
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4. Klout – it really is useful!
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5. The online campaign—Florida State
University’s ―Great Give‖
36-hour online-only
giving campaign.
Raised $186,000 (goal
was $161,000).
1,100 donors—
380 had never given
to FSU before.
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6. Why it worked…
A strong social media push…
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7. Why it worked…
…emails with suggested social media updates.
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8. Why it worked…
Email and ―word of mouth‖ …but what does word
of mouth mean in today’s world?
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9. ―Word of mouth‖
…is not what it used to be…
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10. The Power of Connecting
Millennials motivated to act by…
1. Compelling mission/cause.
2. Personal connection with leadership.
3. Friend or peer endorsement.
Millennial Donors
Report 2011
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11. Peer Influence Power
A friend or family endorsement is the first place a
Millennial turns when trying to determine if they
can trust an organization.
Ads are not effective for this younger age group.
Traditional marketing is viewed as superficial
by Millennials.
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12. The Online Affluent
According to a recent
Fidelity Investment
survey…
85 percent of all
millionaires use
some form of
social media.
Nearly three-quarters
of that 85 percent are
on Facebook.
Median age of those
surveyed—56.
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13. The Power of Connecting
When it comes to brand support, the affluent…
Support brands they feel a connection with.
Want to let others know which brands they support.
Want to be kept informed about a brand’s
inner-workings.
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14. Open a Window
Skype forums.
Recorded messages
from your organization’s
leaders.
Consistently updated
blogs and/or Twitter
accounts.
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19. Donor database cross reference
Are your biggest donors
online?
Are your biggest online
supporters in your
database?
Combine Twitter search
results with info in your
database.
New tools will come on the
market to make this easier.
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24. We found them! Now what?
Determine what it is your
online ambassadors like to
share and discuss online,
then build your social
media strategy around that
type of content.
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28. Make them feel like they matter!
Assign them awareness-
building tasks through
social media.
Give them exclusive
access to leadership
through Hangouts,
webinars, private forums.
Produce content around
their activity supporting
your organization.
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30. To-do list
1. Identify a core group of online ambassadors.
2. Develop a content strategy around what it is
they’re looking for online, from organizations
like yours.
3. Deploy your army of online ambassadors
in an effort to spread awareness about your
organization.
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That’s it. That’s all you need to know. So, feel free to check out. UNLESS you want to see some examples of HOW to do this for your organization. Then by all means, stick around (but please do tweet about this presentation liberally)
You might be aware of some of them, some are still waiting to be discovered, but they are a crucially important group of people to the success of your online activity – whether it’s building awareness about your mission, fundraising, volunteer engagement, etc.
Have you ever wondered what the value of Klout is? …beyond Internet bragging rights? Klout helps you determine who you should focus your content strategy around…
How do I know Online ambassadors drive activity and engagement with your org? Let me give you two examples – one fundraising related, the other related to building overall awareness for your organization.Other organizations confirm – one of the most striking things about online campaigns are the number of new donors it brings to an organization.
During the 36 hours, FSU had a constant presence online, talking with supporters, asking for gifts, explaining how the gifts would be used to strengthen the university…
This is why you build “online ambassadors” – and a great example of using email to effectively fund raise
Chad’s clip to be inserted later
If you look at recent studies, this online ambassador approach really shouldn’t surprise anyone…
It’s not just the kids – social/online is important for older, more affluent groups, too
Why does it matter? The affluent people want to let others know what they’re into – in other words, they want to tell their friends about your organization! And they have LOTS of friends. Affluent are active online and off – PTA, religious groups, Rotary…
So here’s how you get the affluent talking about your nonprofit organization.
Show of hands – how many use Google+ for their orgs? Hangouts are a GREAT free way of getting your org’s personalities out in front of an audience. And Google+ continues to grow. But it could grow even more quickly, even you used your ambassadors to engage other users…
…which leads me to my next point, how do we find online ambassadors?
This is for a university …also works for the “interests” and “causes” sections on LinkedIn
…you can also look at feeds of orgs with similar fan/follower bases and reach out to the more influential users.
We’ve had a lot of success doing this with one client. First, look for influential Twitter users who mentioned the client. Then, cross reference the database to determine if they were donors and at what level…
It’s not a quick fix answer that a lot of people might like to hear, but it’s probably the most effective way of connecting with ambassadors – by sticking with a strategy focused on being valuable and informative to your community.
Great example of basic social media tenets coming through in a big way…“This is Nicholas Kristof, he’s a writer for the NYT who focuses on human rights and social issues…”
“This is Opportunity Fund, a California-based microfinance nonprofit that’s focused on fixing a lot of the problems Nicholas Kristof is focused on fixing…”
They exchanged a number of tweets – with no intention of getting any specific media converage – but when Kristof was covering a topic related to what they do, he turned to his friends at OF and included them in a story. So, ongoing relationship building with a big-time ambassador resulted in a lot of attention for the nonprofit.Your best online ambassadors will drive positive energy and enthusiasm around your nonprofit both online and off.
Value does not necessarily mean free or discounted stuff. Think about why we’re online …for info on how to do something – to learn more about an organization – to laugh – to feel nostalgia – to donate. Everything from heart-warming videos to a smooth online giving process are valuable to our constituents. Find out what matters the most by listening to your followings and build a content engagement strategy around that
…and encourage your ambassadors to do so. I love email for this, because it’s a personal request by you, the org, of them. They want to feel important and this facilitates that.
How? Same rules apply – post interesting, relevant content, that anyone with a special appreciation for the type of work your org does will appreciate.
Ambassadors are generally people who want to be recognized as active supporters of your org.You might get lucky with a Nicholas Kristof, but most of us are going to have the most success connecting with a lot of lesser-known ambassadors. Again, that’s the viral nature of social media and it does work.
Nothing motivates sharing online more than when a person is part of the content…Tagging volunteers in Facebook photos, being sure to mention Twitter handles of those in the content when posting on Twitter, including them in video that can be emailed…
Here’s a few more details on that first slide…Build strategies that incorporate the work on online ambassadors.