Starting Influencer Engagement
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Influencer marketing is one of the most valuable types of marketing AND is the best type of social media. Why? Because it comes from the most trusted source - Word of mouth. Messages and calls to action that come from your organization's influencers can drive powerful action. These are some of the best people to drive the reach of your content and raise funds for your organization. Webinar Takeaways: • Latest research and why influencers are game changers • The 3 types of influencers • Approaching influencers • Why influencers are important for fundraising • The best calls to actions for VIPs, Professionals and Citizen Influencers See the deck to explore this new way of thinking about extending the reach of your email file by tapping into the social networks of your influential supporters!
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Starting Influencer Engagement
- 1. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential Starting Influencer Engagement Everything you need to know. May 12, 2015
- 2. © Blue State Digital | Proprietary and Confidential Webinar logistics 1. 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
- 3. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 3 BSD Tools & Attentive.ly
- 4. © Blue State Digital | Proprietary and Confidential Fundraising Communications Advocacy Analysis TheBSDToolsareasuiteofintegratedfeatures thatworktogethertohelpyoumobilizea communityanddriverealaction 4© Blue State Digital | Proprietary and Confidential The BSD Tools
- 5. © Blue State Digital | Proprietary and Confidential 5 The BSD Tools © Blue State Digital | Proprietary and Confidential
- 6. © Blue State Digital | Proprietary and Confidential 6 Attentive.ly © Blue State Digital | Proprietary and Confidential
- 7. © Blue State Digital | Proprietary and Confidential 1. Latest Research 2. Type of Influencers 3. How to Approach Influencers 4. Starting an Influencer Program 5. Importance of Influencers for fundraising © Blue State Digital | Proprietary and Confidential 7 Agenda and Introductions
- 8. © Blue State Digital | Proprietary and Confidential Cheryl Contee © Blue State Digital | Proprietary and Confidential 8 Meet the Presenters CEO of Fission and Co-Founder of Attentive.ly. Co-Founder of #YesWeCode.
- 9. © Blue State Digital | Proprietary and Confidential Taylor Corrado © Blue State Digital | Proprietary and Confidential 9 Meet the Presenters Marketing Manager at Blue State Digital. Author of Transform Your Nonprofit with Inbound Marketing.
- 10. © Blue State Digital | Proprietary and Confidential Latest Research © Blue State Digital | Proprietary and Confidential 10
- 11. © Blue State Digital | Proprietary and Confidential The amazing network reach of nonprofits •The Average Network Reach = 40M •Average number of contacts per organization with publicly available social profiles = 72K (half) © Blue State Digital | Proprietary and Confidential 11 Latest Research
- 12. © Blue State Digital | Proprietary and Confidential Top influencers have extraordinary reach •Top 5% reaches 85% of your entire network reach. •Top 5% reaches 200x more people than in your CRM. © Blue State Digital | Proprietary and Confidential 12 Lastest Research
- 13. © Blue State Digital | Proprietary and Confidential Influencers are game changers. © Blue State Digital | Proprietary and Confidential 13 Latest Research
- 14. © Blue State Digital | Proprietary and Confidential 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 © Blue State Digital | Proprietary and Confidential 14 Latest Research
- 15. © Blue State Digital | Proprietary and Confidential Influencers work because they are using the most effective type of marketing - Word of Mouth. © Blue State Digital | Proprietary and Confidential 15 Latest Research
- 16. © Blue State Digital | Proprietary and Confidential Types of Influencers © Blue State Digital | Proprietary and Confidential 16
- 17. © Blue State Digital | Proprietary and Confidential There are three types of influencers © Blue State Digital | Proprietary and Confidential 17 Types of Influencers
- 18. © Blue State Digital | Proprietary and Confidential Citizen Influencer © Blue State Digital | Proprietary and Confidential 18 Types of Influencers 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)
- 19. © Blue State Digital | Proprietary and Confidential Professional Influencer © Blue State Digital | Proprietary and Confidential 19 Types of Influencers 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)
- 20. © Blue State Digital | Proprietary and Confidential VIP Influencer © Blue State Digital | Proprietary and Confidential 20 Types of Influencers 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
- 21. © Blue State Digital | Proprietary and Confidential How to Approach Influencers © Blue State Digital | Proprietary and Confidential 21
- 22. © Blue State Digital | Proprietary and Confidential Influencers aren’t elusive. They are everywhere, including your database. © Blue State Digital | Proprietary and Confidential 22 How to Approach Influencers
- 23. © Blue State Digital | Proprietary and Confidential How to identify influencers The best place to start identifying influencers is in your own database! •Klout Score •# of Connections •Topics •Prior Interactions •Bio © Blue State Digital | Proprietary and Confidential 23 How to Approach Influencers
- 24. © Blue State Digital | Proprietary and Confidential Importance of influencers for fundraising © Blue State Digital | Proprietary and Confidential 24
- 25. © Blue State Digital | Proprietary and Confidential Individuals give to organizations when they’re emotionally connected to the cause, or the person advocating for the cause. © Blue State Digital | Proprietary and Confidential 25 The Template
- 26. © Blue State Digital | Proprietary and Confidential Thus, influencers make highly effective, peer-to- peer fundraisers. © Blue State Digital | Proprietary and Confidential 26 The Template
- 27. © Blue State Digital | Proprietary and Confidential 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 © Blue State Digital | Proprietary and Confidential 27 The Template
- 28. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 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 28 The Template
- 29. © Blue State Digital | Proprietary and Confidential Starting an Influencer Program © Blue State Digital | Proprietary and Confidential 29
- 30. © Blue State Digital | Proprietary and Confidential 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. © Blue State Digital | Proprietary and Confidential 30 The Template
- 31. © Blue State Digital | Proprietary and Confidential Engaging Influencers © Blue State Digital | Proprietary and Confidential 31 Types of Influencers Every kind of influencer and every campaign will need a different approach.
- 32. © Blue State Digital | Proprietary and Confidential Engaging VIPs © Blue State Digital | Proprietary and Confidential 32 Types of Influencers
- 33. © Blue State Digital | Proprietary and Confidential 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 © Blue State Digital | Proprietary and Confidential 33 The Template
- 34. © Blue State Digital | Proprietary and Confidential Case Study: Freedom to Marry © Blue State Digital | Proprietary and Confidential 34 The Template
- 35. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 35 tumblr screen
- 36. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 36
- 37. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 37
- 38. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 38
- 39. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 39
- 40. © Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential 40
- 41. © Blue State Digital | Proprietary and Confidential Ask us anything. © Blue State Digital | Proprietary and Confidential 41
Editor's Notes
- A bit about the tools
- who uses the tools
- a bit about attentive.ly and our integration
- Agenda
- Let’s get started by introducing you to our speakers from Blue State Digital and Attentive.ly Cheryl Contee: Cheryl is the CEO of Fission and Co-Founder of Attentive.ly. She also co-founded #YesWeCode with Van Jones, was included in Campaigns and Elections magazine’s top 50 Influencers. Huffington Post & Fast Company, included her as Top Female Founders to Follow on Twitter. Affiliate of Harvard's Berkman Center. Cheryl, what’s different about influencers today than a few years ago? Why is there more emphasis? the scope and scale of social usage is growing - so is the impact on culture & commerce. Tumblr grew by 120% in 6 months last year and Instagram by over 50%. In the past, influencers were seen as high profile individuals that you might see on TV or a newspaper blog. Now someone can become influential in days on Vine or Snapchat with a micro-audience that is itself composed of other influencers. Let’s talk about one word in the title of our webinar, How to Identify & Engage Your Influencers. Can you tell the audience why “Your” is so key when talking about influencers? Influencer engagement is fundamentally organized around building relationships with people who (1) have large social networks - here we’re talking about online social networks, but broadly defined this can also mean their offline personal or professional networks, (2) are motivated to promote your cause or organization to that network. Social media can feel so BIG to organizations -- and that leads to a discussion about ROI. When there are infinity things we could be doing online, how do we make sure that we’re spending our limited resources in an impactful way. We believe starting with those influencers with whom you have an existing relationship is one of the best ways to maximize ROI, and spend your time in a high-impact way. Tell us more about Attentive.ly and we help organizations with influencer engagement. Attentive.ly helps organizations turn quiet supporters into vocal advocates. We power influencer engagement, fundraising, advocacy campaigns. We have worked with over 135 brands across the non-profit, commercial and political space helping them understand their supporters and boost engagement. We also have an integration with BSD that allows organizations to push and pull data from respective systems.
- Taylor is a marketing manager at Blue State Digital, specifically for their online fundraising and email platform, the BSD Tools. She has been a content creator and marketer in the nonprofit tech space for 6 years, coming from FirstGiving and HubSpot where she authored the first inbound marketing book for nonprofits - Transform Your Nonprofit with Inbound Marketing QUESTIONS for Taylor: Tell us a bit more about Blue State Digital and how you work with organizations to drive influencers to take actions. What makes influencers especially important for fundraising and nonprofits? What is the importances of content when driving an influencer campaign?
- We’ve known for years that organizations have influencers on their lists and that those folks have a large reach. So recently we took a deeper look at our own clients -- 90 nonprofit clients representing nearly 20M supporters. And the result was clear: Nonprofits can massively extend their reach through the social networks of their supporters. We found that nonprofits can reach an average of 40 million people when accounting for the reach their supporters have on social media. This prolific reach is from organizations with an average of 72,000 emails that have publicly available social profiles. Across the board, we find around 50% of emails have publicly available profiles. The average email list size for this evaluation was 150K.
- Influencers have a disproportionate ability to reach supporters. 34M of that 40M is by the top 5% -- so there are heavy hitters & a long tail
- With some extra effort, and most likely an influencer program, a 10% response rate of your top influencers means you’d reach 3.3M with only 360 people taking action. The thing I think is important for organizations to take away from this: you don’t have to move huge #s of people to have a huge impact. By segmenting out those influencers and making the right ask, a handful of responses can have a big impact. In 2014, A large nonprofit needed to increase fundraising with their popular fun-run. Instead of making the same ask to the same people, they used social data to find the people best positioned to succeed - their own influencers! Through Attentive.ly they identified influencers hiding out in their crm. With a small, but powerful list of influencers in hand, they sent an email thanking them for their participation and asked them to recruit their friends to join them in the walk. The Result: Their influencers recruited an additional 100 walkers who raised more than $200K in their 3 day walk.
- The graphic below is for talking points. Influencers are game changers because of their reach and the trust their audience has for what they say and who / what they endorse or promote. They are likely to be the person you know for example with a large Twitter following, lots of Facebook friends, and a blog. Or the person you know who’s always taking photos for Instagram and Snapchat. And they are likely highly active on several other social platforms. The goal here is to expand your network reach by tapping into the networks of those power players. This means taking into consideration that: While everyone has influence, the difference here is understanding which of your existing supporters you should spend your limited time cultivating in order to extend your network reach. A large audience isn’t enough if the audience isn't relevant to your group’s values According to the WOMMA (Word of Mouth Marketing Association), an Influencee is a person or group of people who change their opinion or behaviour as a result of exposure to new information from someone they trust or admire. While we agree with their definition, to make things simple, we will stick to three main categories which you can build from.
- Influencers are game changers because of their reach and the trust their audience has for what they say and who / what they endorse or promote. They almost always have a large Twitter following, lots of Facebook friends, and a blog. The goal here is to expand your network reach by tapping into other people’s networks. This means taking the following into consideration: -- While everyone has influence, the difference here is understanding which of your existing supporters you should spend your limited time cultivating in order to extend your network reach. -- A large audience isn’t enough if the audience isn't relevant to your group’s values According to the WOMMA, an Influencee is a person or group of people who change their opinion or behavior as a result of exposure to new information. While we agree with their definition, to make things simple, we will stick to three main categories which you can build from.
- From a broad marketing perspective, anyone who isn’t a celebrity or professional, is a Citizen Influencer, though with fewer connections. This generally means: current supporters (those in your email lists) who have 500+ social media connections with 40-60 Klout score. We love this group because they are often overlooked, yet are actually a powerful force as a group. Cynthia Mackey @cmackey. Digital strategist by day, STEM advocate by night. Cynthia is a strategist with about 1200 followers on Twitter. Her day job, so to speak, is a digital marketer and industrial engineer by degree. She’s also champion for STEM in schools and often uses her social accounts to help spread the word. There are many people like Cynthia who are advocates for issues outside of of their immediate professions. Someone like Cynthia who is passionate about an issue like STEM is likely to help and just needs to be asked (and thanked).
- Even if you aren’t the CEO of T-Mobile, those with a certain professional standing will usually carry a level of influence comparable to their position. The litmus test for members of this category is either credibility (doctor approved!) or access to a target community (C-suite, educators, tech, media). With a Klout score of 68 and over 12,000 connections, Clay is a great example of someone you’d want to enlist as an influencer if you’re looking to deepen reach in the Big Data/Open Government community, hot right now. The reason they have reach is because it’s part of their job.
- This social media celebrity and friend of mine could massively expand your network reach if his affinity and past interactions match-up with your issues or cause. You may have seen Baratunde on Bill Maher, @Midnight or The Nightly Show. Or on Instagram where he’s popular! An Instagram account with say, 2 million followers is merely the modern version of the age-old idea of “celebrity.” Statements on Twitter can have as much impact as a press release or more, especially when someone has the power to influence an industry or sector.
- They aren’t difficult to spot. There’s a good chance you have dozens or even hundreds in your email lists already, which is where we recommend beginning. Influencers might be tweeting about your efforts already, and you haven’t noticed. Here’s how to spot them and take notice, so that the next time they tweet it doesn’t go unnoticed.
- They aren’t difficult to spot. There’s a good chance you have dozens or even hundreds in your email lists already, which is where we recommend beginning. Influencers might be tweeting about your efforts already, and you haven’t noticed. Here’s how to spot them and take notice, so that the next time they tweet it doesn’t go unnoticed. Klout Score: Klout is now about more than just scoring your digital influence out of a 100 score. It has recently made a pivot towards helping its millions of users post relevant content in order to keep your audience engaged and influenced. On a side note, the average Klout score for all nonprofits analyzed - 26 Average Klout score of top 5% - 50 Average Klout score for top 1% - 59 # of Connections: The number of connections is a good indicator that they are an influencer, especially for those who have opted out of Klout scores. For localized efforts, fewer connections work fine if it’s in proportion to the population. VIP’s, by virtue of a 70+ Klout score, also have the 5,000+ connections that come with a high score. Topics: What topics are they talking about? More importantly, from a marketing perspective, do they intersect with your campaigns? Are they writing about things that matter to your audience? Using Attentive.ly, you can easily see what your people are saying about your campaigns. (There are obviously other ways to do this, but we’ve made it really easy.) Prior Interactions: Though not required, it’s far more likely influencers will engage with a personalized ask if they have already been involved and taken action. When starting an influencer program, go for the low-hanging fruit and look for influencers in your existing CRM, sorted by group (i.e. donors, petition signers, etc). Bio: When searching for professional influencers, look for keywords such as blogger, doctor, VP, musician, author, etc. These descriptions are self-identified so can be trickier to find (A note on Bloggers: Using Attentively, one client found 2,500 self identified bloggers within their CRM. Some would be great for a long-tail drip feed campaign. Others were A-list bloggers with thousands of followers.
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- Working with influencers means thinking about your strategy in the same way you think about other elements of the marketing mix. Once you’ve identified influencers, whether this means VIP’s, high-value professionals or citizen influencers, you need a program to engage them. Treat all these people as VIPs and take a different approach for each category of influencer. Before designing a campaign, the most important step to take is to define your key evaluation metrics which can be as simple as: What do you want to accomplish? What can be measured? A lot goes into creating a program and you can read about our in our new guide, which we’ll send to you after the webinar. This is also something that Fission can help your organization with.
- This is all about building relationships, and it depends on your organization and the previous interactions the person you are contacting has already had. This sample email can be used as a template for your copy, creative and unique calls to action once you’ve identified your influencers
- Earthjustice and Fission worked together on the Mountain Heroes campaign to raise awareness about mountaintop removal coal mining in Appalachia. Part of their strategy to reach new audiences involved reaching out to VIPs like Edward Norton, Woody Harrelson, Daryl Hannah, and celebrity blogs Ecorazzi and Perez Hilton who discussed the celebrities involvement. Our most popular post got over 1,300 likes when Woody Harrelson shared this post about mountaintop removal. VIPs are a high-touch, long-tail program which can take months to bear fruit. Chances are, you aren’t the only organization or agency fighting for the attention of a celebrity or VIP. And as mentioned, social media has changed the game in terms of who may actually be a VIP for your audience which makes having VIP support much more accessible than before.
- Instead of asking Influencers on your list to buy or donate, you can ask them to promote your brand or organization to their network (providing they are talking about the keywords / affinities you are tracking) in return for a similar kind of reward you are giving to citizen influencers.
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