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Justin Ware - Identifying and Working with Influencers and Ambassadors

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Justin Ware - Identifying and Working with Influencers and Ambassadors

  1. 1. Building an Army of Online Ambassadors August 28, 2012 Presented by: Justin J. WareBentz Whaley Flessner 0
  2. 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.Bentz Whaley Flessner 1
  3. 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.Bentz Whaley Flessner 2
  4. 4. Klout – it really is useful!Bentz Whaley Flessner 3
  5. 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.Bentz Whaley Flessner 4
  6. 6. Why it worked… A strong social media push…Bentz Whaley Flessner 5
  7. 7. Why it worked… …emails with suggested social media updates.Bentz Whaley Flessner 6
  8. 8. Why it worked… Email and ―word of mouth‖ …but what does word of mouth mean in today’s world?Bentz Whaley Flessner 7
  9. 9. ―Word of mouth‖ …is not what it used to be…Bentz Whaley Flessner 8
  10. 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 2011Bentz Whaley Flessner 9
  11. 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.Bentz Whaley Flessner 10
  12. 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.Bentz Whaley Flessner 11
  13. 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.Bentz Whaley Flessner 12
  14. 14. Open a Window  Skype forums.  Recorded messages from your organization’s leaders.  Consistently updated blogs and/or Twitter accounts.Bentz Whaley Flessner 13
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  16. 16. Finding your org’s ambassadors…Bentz Whaley Flessner 15
  17. 17. Linking upBentz Whaley Flessner 16
  18. 18. Manual Twitter search Takes time, but yields results…Bentz Whaley Flessner 17
  19. 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.Bentz Whaley Flessner 18
  20. 20. You find ambassadors… …by being social on social media!Bentz Whaley Flessner 19
  21. 21. Bentz Whaley Flessner 20
  22. 22. Bentz Whaley Flessner 21
  23. 23. Good ol’ fashioned online talkin’…Bentz Whaley Flessner 22
  24. 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.Bentz Whaley Flessner 23
  25. 25. Mission: Determine what your ambassadors find ―valuable‖Bentz Whaley Flessner 24
  26. 26. Make it EASY to shareBentz Whaley Flessner 25
  27. 27. Post content they’ll want to share!Bentz Whaley Flessner 26
  28. 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.Bentz Whaley Flessner 27
  29. 29. Produce content featuring their workBentz Whaley Flessner 28
  30. 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.Bentz Whaley Flessner 29
  31. 31. Facebook.com/BentzWhaleyFlessner jware@bwf.com 108378:JJW:jub.Bentz Whaley Flessner 30

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