Power of influencers!
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Are you putting your organization's social wealth to work sharing your amazing content? That's right, have you asked your existing social media influencers, who already love you and happen to have large social networks, to really get involved sharing your content? Devon Hopkins of EveryAction and Jeanette Russell of Attentive.ly share actionable ideas of how you can activate your social media influencers within your CRM to get your campaigns in front new people while engaging your base with meaningful contributions
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Power of influencers!
- 1. The Power of Influencers Do you have a larger image? @everyactionhq@attentive_ly
- 2. What you’ll get from this workshop o Why influencers are better messengers. o How influencers drive campaign visibility, list growth and retention. o How to get influencers talking about your campaigns o Strategic influencers to recruit and where to find them
- 3. About EveryAction We believe nonprofits should love their technology and your technology should put people at the center of everything you do. Hey, I’m Devon!
- 4. Jeanette Russell Marketing Director, Attentive.ly jnet@attentive.ly, @jnetrussell Organizer turned marketer who is passionate about scaling change through technology
- 5. About Us We have worked with over 135 brands across the non-profit, commercial and political space helping them understand their supporters and boost engagement. About Attentive.ly
- 7. Reviews, recommendations and content have a greater impact coming from someone like ourselves, who we know and trust. Why Influencers Are Better Messengers
- 8. Influencers are Game Changers Influencers work because they are using the most effective type of marketing — Word of Mouth
- 9. Influencers drive WOMM • Most trusted source • Skin in the game • Network reach
- 10. The Amazing Network Reach of Nonprofits Average network reach = 40M Average number of contacts per org with publicly available social profiles = 72K (half)
- 11. Top Influencers have Extraordinary Reach The top 5% reaches 85% of your entire network reach! The top 5% reaches 200x more people than in your CRM.
- 12. A 1% response rate, or 36 respondents, reaches 336K A 10% response rate, or 360, would reach 3.6M Influencers are basically unicorn cats
- 13. A large nonprofit identified 27 social media influencers and asked them to spread the word about their event through their own social media channels. By providing them with a registration incentive code, over five months, those influencers recruited 105 additional participants, who raised more than $200,000. Influencers Raise More Than $200K
- 14. Campaign Visibility, List Growth and Retention
- 15. How to get influencers talking about your campaigns
- 17. How to get influencers talking about your campaigns Incorporate influencers into creation of your campaign - Expert roundup blog post - Write a foreword - Share client example - Invite to an event
- 18. How to get influencers talking about your campaigns Clarify your ask - Provide sharable graphics - Provide pre-written outreach - Include hashtags
- 19. How to get influencers talking about your campaigns Understand value prop - Sense of community - Exclusive preview to content
- 23. Types of Strategic Influencers
- 24. 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)
- 25. 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)
- 26. 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/Author • Athletes • Movement leaders
- 27. Influencers aren’t elusive. They are everywhere, including your database. Our basic formula for Influencers is: + Reach (Klout + connections) + Relevancy + Prior Interaction = Influencer How to Identify Influencers
- 28. Influencer Identification Find VIPs, Professional and Citizen influencers who already care about your campaign. Would you miss singer Neko Case signing up for your list? She doesn’t take email actions, but has 109K Twitter followers... And Tweets about causes.