Cheryl Black - What Is a Social Influencer Really Worth


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  • DefinitionExist on all three major networksGenerate significant discussions & thoughts and guide decisionsKey AttributesHigh call-to-action ratioLonger influence propagationValueRapid Campaign accelerationCrisis ManagementP2P FundraisingWhat to do with themIdentify and cultivate through social media channelsGive them the voice to spread your message
  • DefinitionExists on all three major networksGenerates unique posts, shares, & comments  Attributes5% or less of overall usersDrive 80% of all the content and conversations.ValueSignificant influence on the donations and actions of othersCollaborate, share information and contribute significantly to the viral spread of messages and ideas
  • DefinitionThese users have known active presences on at least two major networks.AttributesUsually ~45-50% of social audienceinformed through social media and may participate on occasion. Social media is an important intakeDo not as often influence others sociallyValueHigh potential to engage in specific campaigns that resonate with themVery significant source of offline donationsCritical for advocacy and other calls to action.
  • DefinitionThese users consume information from one known network. AttributesSimply consume information (read updates, click links to read content)Do not actively post new content or comments.  Use social media to staying connected to what’s going on with friends/family and current eventsValueStrong target audience for both online and offline calls to action and campaigns.Very influenced by friends, family & peers and will likely take action if asked
  • Cheryl Black - What Is a Social Influencer Really Worth

    1. 1. Download the whitepaper at WHAT IS A SOCIAL INFLUENCER REALLY WORTH? H A R N E S S I N G S O C I A L N E T W O R K S T O R E C R U I T S TA F F AND VOLUNTEERS Cheryl Black Sr. Marketing Specialist, Blackbaud Inc @CLBlack42510/22/2012 1
    3. 3. 10/22/2012 3 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
    4. 4. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud10/22/2012 4
    5. 5. 10/22/2012 5 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
    6. 6. 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 201210/22/2012 6
    7. 7. Sources:* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud 10/22/2012 7
    8. 8. The Power of Social Fundraising and Friends Asking Friends [INFOGRAPHIC], Blackbaud 201110/22/2012 8
    9. 9. U N D E R S TA N D I N G Y O U R I N F L U E N C E R S A N D T H E I R VA L U E10/22/2012 9
    10. 10. • 90 percent trust recommendations by friends more than traditional advertising* • 63 percent of users choose consumer ratings as their preferred source of information about products and services** Sources * Nielsen Global Online Consumer Survey, 2009 ** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 201110/22/2012 10
    11. 11. FOUR INFLUENCER RATINGS10/22/2012 11
    12. 12. 4 = KEY INFLUENCER10/22/2012 12
    13. 13. 3 = ENGAGER10/22/2012 13
    14. 14. 2 = MULTICHANNEL CONSUMER10/22/2012 14
    15. 15. 1 = STANDARD CONSUMER10/22/2012 15
    16. 16. HOW MESSAGES TRAVEL10/22/2012 16
    17. 17. ARE OUR MAJOR GIFT PROSPECTS SOCIAL?10/22/2012 17
    18. 18. H O W A R E N P O S U S I N G S O C I A L D ATA10/22/2012 18
    19. 19. SO, WHAT DO THE CUSTOMERS SAY? “With social data there is much more power to target then measure the results...and to then make improvements, measure again and so on. It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.” Guy Fischer National Chief Development Officer American Cancer Society10/22/2012 19
    20. 20. EVENTS: IMPROVE TARGETING & ACQUISITIONThe Situation: For new DetermiNation event series, how to target the rightaudienceThe Goal: Increase success of targeted Direct Mail campaignThe Strategy: Find those individuals who are interested in this type of event andwill be able to raise sufficient fundsThe Tactics: Optimize Direct Mail by: (a) Targeting Engagers and Key Influencers, who (b) Have existing athletic behavior and participation (marathoners, triathletes, cyclists, exercise buffs, etc.) 10/22/2012 20
    21. 21. GET STARTED NOW • Select a pilot campaign • Identify your key influencers • Provide tools • Execute, evaluate, repeat!10/22/2012 21
    22. 22. WA N T M O R E ? Download white paper: influencer Download report: Follow us: www.npengage.com10/22/2012 22