FOUR (OF MANY) WAYS
TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS
TO ACHIEVE YOUR MISSION
Jay Geneske
@jgeneske
Jay Geneske, Director of Digital, The Rockefeller Foundation
@jgeneske
Big Influence Goal
Utilize social media to influence the influencers.
One (of Many) Tactics
Use social data tools to find,...
@jgeneske
Reach is not the same as influence.
There is great power in one-to-one social media communication.
Give far more...
Industry-Specific Influencers Bloggers and Media
@jgeneske
Big Influence Goal
Leverage event-honoree Elton John’s social media
influence to celebrate philanthropy’s achievements.
On...
@jgeneske
Leverage existing events and activities.
Know how to share the spotlight.
Influencers are busy people. Make thei...
Reached 190,000+ people, most not currently in our network.
Gained 500 organic Facebook page likes directly from Elton’s p...
Big Influence Goal
Raise thought leadership profiles of staff.
One (of Many) Tactics
Build staffs’ digital footprint and s...
@jgeneske
Give staff light-touch help on social media.
Think of content as separate from platform.
Do what you can until y...
@jgeneske
Big Influence Goal
Engage and educate a global audience on themes of
urban resilience.
One (of Many) Tactics
Create and le...
Don’t measure social media impressions.
Influencers don’t necessarily have large followings.
Think like a Social CRM, even...
NYC
innovation
bike lanes
climate change
big data
communities
extreme weather
sustainability
urban
infrastructure
impacts
...
photo: Sandeep Menon Photography, Flickr @jgeneske
EMAIL CONVERSION
Convert social referrals to email list to deepen audience data.
photo: Sandeep Menon Photography, Flickr ...
Users that open same email multiple times have likely been influenced to
forward to their networks.
Sort email addresses b...
Some tools to consider:
@jgeneske
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Four (of Many) Ways to Identify and Cultivate Influencers on Social Media

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Takeaways:
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.
Leverage existing events and activities.
Know how to share the spotlight.
Influencers are busy people. Make their job easier.
Think of content as separate from platform.
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.

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Four (of Many) Ways to Identify and Cultivate Influencers on Social Media

  1. 1. FOUR (OF MANY) WAYS TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS TO ACHIEVE YOUR MISSION Jay Geneske @jgeneske
  2. 2. Jay Geneske, Director of Digital, The Rockefeller Foundation @jgeneske
  3. 3. 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
  4. 4. @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.
  5. 5. Industry-Specific Influencers Bloggers and Media @jgeneske
  6. 6. 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
  7. 7. @jgeneske Leverage existing events and activities. Know how to share the spotlight. Influencers are busy people. Make their job easier.
  8. 8. Reached 190,000+ people, most not currently in our network. Gained 500 organic Facebook page likes directly from Elton’s post. @jgeneske
  9. 9. 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
  10. 10. @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.
  11. 11. @jgeneske
  12. 12. 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
  13. 13. 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
  14. 14. 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
  15. 15. photo: Sandeep Menon Photography, Flickr @jgeneske
  16. 16. EMAIL CONVERSION Convert social referrals to email list to deepen audience data. photo: Sandeep Menon Photography, Flickr @jgeneske
  17. 17. 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
  18. 18. Some tools to consider: @jgeneske
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