Everything You Need to Know About Starting Influencer Engagement
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Did you know the most effective type of marketing is word of mouth because it's the most trusted source? Communications that come from your own passionate influencers can drive powerful action. These are the people who can help share your content and massively extend your network reach. Listen to our webinar to learn why leveraging the social power of your network is a game changer and exactly how you can do this. Webinar Takeaways: - How to identify your existing influencers - The 3 types of influencers you need to engage - How to approach influencers - The best influencer calls to actions
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Everything You Need to Know About Starting Influencer Engagement
- 1. Listen. Inform. Engage. Mobilize large-scale social action and WIN on today’s most important issues. Everything You Need to Know About Starting Influencer Engagement
- 2. What you’ll get from this session? o Latest research & why influencers are game changers o The 3 types of influencers o How to approach influencers o The best calls to actions o Quick Guide: How to Identify & Engage Your Influencers
- 3. ABOUT US // FISSION STRATEGY
- 4. 2014 FINALISTS 2014 Top 10 Platform 2013 RealTime Marketing Challenge WINNER
- 5. The Amazing Network Reach of Nonprofits Average network reach = 40M Average number of contacts per org with publicly available social profiles = 72K (half)
- 6. Top Influencers have Extraordinary Reach The top 5% reaches 85% of your entire network reach! The top 5% reaches 240x more people than in your CRM.
- 7. If you engage 1% of the influencers, you’d reach hundreds of thousands. A 1% response rate, or 36 respondents, reaches 338K. Influencers are Game Changers
- 8. If you engage 10% of influencers, you’d reach millions! 10% response rate, or 360 people, reaches 3.3M Influencers are Game Changers
- 9. Influencers are Game Changers Influencers work because they are using the most effective type of marketing — Word of Mouth.
- 11. Citizen Influencer 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)
- 12. Professional Influencer 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)
- 13. VIP Influencer 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
- 14. Influencers aren’t elusive. They are everywhere, including your database. Our basic formula for Influencers is: + Klout + Connections + Relevancy + Prior Interaction = Influencer How to Identify Influencers
- 15. How to Identify Influencers The best place to start identifying influencers is in your own database! o Klout Score o # of Connections o Topics o Prior Interactions o Bio
- 16. Starting an Influencer Program 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.
- 17. Engaging Influencers Every kind of influencer and every campaign will need a different approach.
- 18. Engaging VIPs
- 19. Call to Action for Influencers: Recruit or Share Content o Don’t ask them to buy, donate or take action o Reward their participation when appropriate o Ask to share content or recruit Sample Calls to Action
- 21. Cheryl Contee Co-Founder Attentive.ly CEO Fission Strategy Roz Lemieux CEO Attentive.ly Co-Founder Fission Strategy Thank You!
- 22. Listen. Inform. Engage. Mobilize large-scale social action and WIN on today’s most important issues.
Editor's Notes
- Good afternoon, my name is Jeanette Russell, Marketing Director at Attentive.ly and I’m moderating today’s webinar on how to X. We’re going to talk about X so you can X. We created this webinar because we’re excited to share with you our latest findings around network reach AND our latest guide about influencers.
- We have 2 amazing speakers from Fission and Attentive.ly who are going to tell us a bit more about their companies in a few minutes. First, I’d like to introduce Roz and Cheryl -- Cheryl: CEO and Co-Founder at Fission Strategy. Also co-founded #YesWeCode with Van Jones, was included in campaigns and elections magazine’s top 50 Influencers. Huffington Post included her as Top Female Founders to Follow on Twitter. -- Roz: Roz is CEO & Co-Founder of Attentively. Prior to co-founding Fission, Roz served as the Executive Director of the New Organizing Institute, a core member of the MoveOn.org team.. She’s was also named one of the top 40 women in DC Tech. Roz has been on the forefront of digital strategy and now leads groundbreaking work at Atttentive.ly QUESTIONS FOR CHERYL -- Cheryl, Our title is How to Identify & Engage Your Influencers, set the stage explaining what’s different about influencers today than a few years ago? Why is there more emphasis? -- Tell us more about Fission and how you help organizations with this. Show slide 3 while explaining what Fission does especially in regards to influencer engagement
- Fission Clients QUESTION FOR ROZ -- 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? -- Tell us more about Atten and we help organizations with influencer engagement. Show slide 4 while explaining what Atten. does.
- Nonprofits can massively extend their reach through the social networks of their supporters. Here’s what Attentive.ly found when we evaluated 90 of our nonprofit clients representing nearly 20M supporters.
- Influencers have a disproportionate ability to reach supporters.
- While you can’t reach all your influencers, if you only reach 1%, you still win big and reach far more than you could otherwise. In 2014, a large nonprofit needed to increase fundraising with their popular 3 day fundraising walk. 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 $$$ (use this as a back up… the average walker raised $3000 so could have been $300K.
- 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. Talk about a national day of action!
- The general public doesn’t trust marketing messages nearly as much as they trust friends, colleagues and family. When it comes to advocating your message, there is no one, not on your team or in any agency, who can deliver and promote your message as effectively as your supporters. Word-of-mouth marketing is the original social media platform. As such, we all understand and why it works. According to Nielsen, 92% of consumers believe recommendations from friends and family over all forms of advertising. BzzAgent found that influencers are 70% more likely to be seen as a trusted source and 75% more likely to share great experiences about organizations online, creating twice as much content as non-influencers. If you could leverage the most valuable marketing strategy, one that people trust above all others, would you try it or hope your conversations take off organically? Influencers should always be a factor within the marketing mix. Why? Because they are message catalysts! These are the people who can help share your content and massively extend your network reach. While everyone has some influence, we can help you understand which of your existing supporters you should spend your limited time cultivating so you can persuade & inspire more powerfully.
- 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 Klout score. We love this group because they are often overlooked, yet constitute 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 as of this writing. Her day job, so to speak, is a digital marketer and industrial engineer by degree. She’s also champion for STEM and is ready to use 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 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). 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 procurement community. The reason they have reach is because it’s part of their job.
- This social media celebrity could massively expand your network reach if his affinity and past interactions match-up. An Instagram account with 2 million followers is merely a modern extension to the age-old idea of “celebrity.” Statements on Twitter can have as much impact as a press release, 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.
- 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.. 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.
- Working with influencers means thinking about this 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 these people as VIPs and take a different approach for each category of influencer, as outlined in the rest of this Quick Guide. 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 which you can read about in our new guide. 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 FitPerez who discussed the celebrities involvement. This post got over 1,300 likes when Woody Harrelson shared this post about mountaintop removal. -- Talk about how you approached these celebrities. Perhaps note that 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.
- Instead of asking them 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.