Influencer marketing is one of the most valuable types of marketing AND is the best type of social media. Why? Because it comes from the most trusted source - Word of mouth.
Messages and calls to action that come from your organization's influencers can drive powerful action. These are some of the best people to drive the reach of your content and raise funds for your organization.
Webinar Takeaways:
• Latest research and why influencers are game changers
• The 3 types of influencers
• Approaching influencers
• Why influencers are important for fundraising
• The best calls to actions for VIPs, Professionals and Citizen Influencers
See the deck to explore this new way of thinking about extending the reach of your email file by tapping into the social networks of your influential supporters!
This document discusses the digital transformation of newspapers. It recommends a dual transformation strategy with two separate but connected efforts: 1) Dramatically lowering costs and differentiating content in the core newspaper business and 2) Creating a separate digital-only business with its own budget and management that hires people with strong digital skills. The digital-only business should not see itself as digital-first but entirely digital and focus on areas the newspaper cannot be best at. Content ideas like focusing on faith-based audiences and reducing costs through syndication and user-generated content are discussed. Maintaining separation between the organizations while allowing some sharing of skills and practices is also advised.
One of the beautiful things about working in the digital space in that just about everything can be measured. Whether you’re sending an email, live-tweeting an event, or launching a brand new website, you can (and should) monitor your performance so you know what’s working and what isn’t for your audiences.
With so much data available, and so many tools you can use to assess it, measuring and monitoring can be intimidating. But worry not, because our Deputy Director of Communications Marc Abanto and Senior Digital Analyst Maureen McNally bust a few myths about data, and talk about setting goals and measuring success, in their recent presentation at the Public Affairs Council:
This document discusses rethinking rewards programs in the new engagement economy. It notes that while over 7 loyalty programs, only 16% of consumers redeem rewards. It also discusses how consumers have changed with new generations and more digital devices. Reward programs need to leverage big data from social media and behaviors to provide personalized experiences. Both traditional tangible rewards and virtual rewards have upside and downsides. Virtual rewards have low costs but also low intrinsic value unless linked to intrinsic behaviors. The document provides examples of best uses for virtual rewards and an example of a program that saw participation and engagement double using these strategies.
IABC & RockDove Solutions - Crisis Preparedness in the Digital EraRockDove Solutions
We recently hosted the follow-up to our successful webinar with the International Association of Business Communicators, “The Changing Face of Crisis in the Digital Age.” Part two of this webinar series discussed topics such as:
Lessons learned from avoidable crisis situations
Implications for crisis management today
Best practices for modern crisis management
How to approach CRM systems to ensure they work for your whole charity | Digi...CharityComms
Richard Cooper, director of programmes, Technology Trust
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Corporate Community Investment: How Technology is Improving Social ImpactNetSquared Vancouver
Corporate Community Investment: How Technology is Improving Social Impact
With Meriko Kubota.
Corporations have a vital role to play in society as contributors to the economy and to the social well-being of their team members and communities they serve. Non-profit organizations with constrained organizational capacity lag in adoption of new technologies and may miss opportunities in utilizing technology as part of community-based programs and projects. Increasing societal expectations of corporations have supported an evolution from Corporate Social Responsibility to triple bottom lines and corporate community investment. Now, with greater movement towards the practice of shared value, there are social innovation examples globally and across Canada. This presentation will further explore opportunities to develop new models for corporate community investment to directly utilize technology for greater social impact.
Speaker Bio
Meriko Kubota (@MerikoK) works with Telus (@telus) in the Community Affairs department.
Experienced professional in managing projects, establishing strategic partnerships and business opportunities, and conducting community engagement in Vancouver and internationally. Skilled at facilitation and building relationships of value and respect with leaders and stakeholders. Innovative thinker who excels at providing solutions and delivering on metrics and targets to demonstrate ROI. Collaborative leader who encourages diversity of thought and thrives on building supportive team members.
This document discusses the digital transformation of newspapers. It recommends a dual transformation strategy with two separate but connected efforts: 1) Dramatically lowering costs and differentiating content in the core newspaper business and 2) Creating a separate digital-only business with its own budget and management that hires people with strong digital skills. The digital-only business should not see itself as digital-first but entirely digital and focus on areas the newspaper cannot be best at. Content ideas like focusing on faith-based audiences and reducing costs through syndication and user-generated content are discussed. Maintaining separation between the organizations while allowing some sharing of skills and practices is also advised.
One of the beautiful things about working in the digital space in that just about everything can be measured. Whether you’re sending an email, live-tweeting an event, or launching a brand new website, you can (and should) monitor your performance so you know what’s working and what isn’t for your audiences.
With so much data available, and so many tools you can use to assess it, measuring and monitoring can be intimidating. But worry not, because our Deputy Director of Communications Marc Abanto and Senior Digital Analyst Maureen McNally bust a few myths about data, and talk about setting goals and measuring success, in their recent presentation at the Public Affairs Council:
This document discusses rethinking rewards programs in the new engagement economy. It notes that while over 7 loyalty programs, only 16% of consumers redeem rewards. It also discusses how consumers have changed with new generations and more digital devices. Reward programs need to leverage big data from social media and behaviors to provide personalized experiences. Both traditional tangible rewards and virtual rewards have upside and downsides. Virtual rewards have low costs but also low intrinsic value unless linked to intrinsic behaviors. The document provides examples of best uses for virtual rewards and an example of a program that saw participation and engagement double using these strategies.
IABC & RockDove Solutions - Crisis Preparedness in the Digital EraRockDove Solutions
We recently hosted the follow-up to our successful webinar with the International Association of Business Communicators, “The Changing Face of Crisis in the Digital Age.” Part two of this webinar series discussed topics such as:
Lessons learned from avoidable crisis situations
Implications for crisis management today
Best practices for modern crisis management
How to approach CRM systems to ensure they work for your whole charity | Digi...CharityComms
Richard Cooper, director of programmes, Technology Trust
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Corporate Community Investment: How Technology is Improving Social ImpactNetSquared Vancouver
Corporate Community Investment: How Technology is Improving Social Impact
With Meriko Kubota.
Corporations have a vital role to play in society as contributors to the economy and to the social well-being of their team members and communities they serve. Non-profit organizations with constrained organizational capacity lag in adoption of new technologies and may miss opportunities in utilizing technology as part of community-based programs and projects. Increasing societal expectations of corporations have supported an evolution from Corporate Social Responsibility to triple bottom lines and corporate community investment. Now, with greater movement towards the practice of shared value, there are social innovation examples globally and across Canada. This presentation will further explore opportunities to develop new models for corporate community investment to directly utilize technology for greater social impact.
Speaker Bio
Meriko Kubota (@MerikoK) works with Telus (@telus) in the Community Affairs department.
Experienced professional in managing projects, establishing strategic partnerships and business opportunities, and conducting community engagement in Vancouver and internationally. Skilled at facilitation and building relationships of value and respect with leaders and stakeholders. Innovative thinker who excels at providing solutions and delivering on metrics and targets to demonstrate ROI. Collaborative leader who encourages diversity of thought and thrives on building supportive team members.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can often have a big impact.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
Oz Fest is a 4-month cultural and business initiative hosted by the Australian government in several major Indian cities. The presentation outlines a digital marketing strategy to promote Oz Fest events and programs through pre-event buzz generation, maximizing in-event participation, and post-event follow up. Key tactics include utilizing social media platforms like Facebook and Twitter, developing a microsite and YouTube channel, mobile apps, and generating viral content to turn the events into an engaging experience for audiences.
An introduction to Social Media for CharitiesGemma Went
This is a 10 minute presentation I gave at the Henley Third Sector Network event on The Impact of Technology in the Third Sector on 17th October 2009. It's a bit of a whistle stop tour (it's hard to cram an intro to social media into 10 minutes) so please let me know if you have any questions.
Science of Social Media Building Organizational Capacity KeynoteDevon Smith
Join presenter Devon Smith to learn how arts administrators can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?
Engage Donors Year Round with Social DataAttentive.ly
After investing so heavily in converting someone into a donor in the first place, it’s important to retain their support--yet retention of online donors can be surprisingly low, especially for first-time donors. And with nonprofits (and businesses) sending more email and social messages than ever before, your communications have to spark the interests of your fans and donors and need to be sent when your issues are top of mind.
Mixing Art and Science for Content Marketing SuccessJeff Freund
As presented at Content Marketing World 2013.
The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
#RoadToRyerson: How to Run An Impactful Social Media Campaign Bailey Parnell
Versions of this have been presented at Social Media Camp, ACPA, PSEWEB, and more.
Summer of 2015 marks the second successful #RoadToRyerson campaign at Ryerson University in Toronto, Canada. What started as 5 incoming students sharing their diverse stories of coming to post-secondary school has now turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition. As someone who's done this for large educational and media brands, this presentation will use #RoadToRyerson as a case study in how to produce a successful social media campaign. It will highlight how we incorporated Schlossberg's transition theory and give a concrete guide to doing this at your campus or for your brand.
The document discusses how ideas spread through social media using memetics and epidemiological models. It explains that for an idea to spread, it needs exposure, awareness, and motivation. Factors that influence spread include seed size, influencers, personalization, avoiding link fatigue, helping audiences look cool, novelty, scarcity, and addressing information voids. The document also discusses performance, reputation, social exchange, imitation, social proof, and combined relevance as factors that influence whether people share content. It provides tips on optimizing campaigns based on these factors.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
CharityComms Guide to Social Media for Charities: Part TwoCharityComms
This document provides guidance for charities on using social media for campaigns, fundraising, and lobbying. It discusses using social media to raise awareness of causes through creative campaigns that entertain and educate the public. Examples given include Greenpeace's campaign against deforestation in toy packaging and a charity allowing people to "adopt" words. The document also discusses how charities can use social media to lobby politicians and encourage supporters to demand policy changes through emailing representatives. Finally, it stresses the importance of making campaigns accessible to supporters at different levels of engagement through multiple entry points like petitions, social sharing, or more active involvement.
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup
Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers.
We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.
Presentation given in Vancouver on April 18th, 2012 on Social Media with Elijah van der Giessen, Koodonation and Microvolunteering with Jennifer Robertson, and Fundchange and Crowdfunding with Paul Dombowsky.
The document summarizes the key findings of a 2015 study on influencer engagement. Some of the main findings include: 84% of marketing professionals planned to use influencer engagement in 2015. While 49% found it somewhat effective, only 5% found it not effective. Identifying the right influencers, engagement tactics, and measuring performance were the top challenges. Popular channels were blogs, Twitter, Facebook and Instagram. Motivations for influencers included growing their audience and creating quality content. Most companies planned to keep their influencer budget stable in 2015 compared to 2014.
More and more people are using social media sites like Twitter and Facebook to talk about companies and products with their friends and colleagues. Learn what drives people to share information and opinions online and learn scientifically proven best practices for spreading your content virally through social media. Join us for this free webinar with Dan Zarrella, social media and viral marketing scientist and author of The Social Media Marketing Book.
This presentation covers:
- The history of word of mouth marketing, from pre-web to online
- Lessons from social psychology, memetics, and statistics to understand what motivates people to share information
- Scientifically proven best practices for getting people to talk about your business online
How to Build an Influencer Program (That Gets Results)Onalytica
Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an Influencer Program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your Influencer Program, and boost your Influencer Marketing strategy.
How to engineer contagious ideas.
This presentation is the result of over 3 years of research into online social media including blogging, Twitter, Facebook, and Foursquare as well as historic and offline social media like urban legends, proverbs, and homeric poems.
A warm welcome - crafting your perfect email welcome experienceFairSay
The document outlines an agenda for a workshop on welcome journeys and email best practices. It includes introductions, a discussion of the importance of email and setting expectations for subscribers, examples of good, okay, and bad welcome journeys from other organizations, and a guided activity to map out a welcome journey. The goal is to help participants get inspired about crafting email journeys that pull people in and showcase their organization's personality.
This document discusses strategies for building and mobilizing funding armies for nonprofit organizations. It covers five key themes that help fundraising programs succeed: using friendship, having community status, taking advantage of meaningful moments, telling a compelling story, and treating supporters differently based on their level of engagement. The document also outlines principles for online engagement programs, including having goals-driven planning, action-oriented design, measurement and refinement, authentic shared experiences, meaningful moments, and variation within continuity. Quick wins that can be implemented right away include activating silent supporters, sharing staff stories, streamlining the online giving process, making it easy for people to opt in, and directly asking for what the organization wants.
Many marketers are banging their heads against the wall
wondering why influencers won’t return their emails or
promote their programs. The reason? Small mistakes can often have a big impact.
To help make your influencer marketing a winner, we have tapped 15 top marketing influencers for reasons they've not responded to a request and included 25 ways to help you win.
Oz Fest is a 4-month cultural and business initiative hosted by the Australian government in several major Indian cities. The presentation outlines a digital marketing strategy to promote Oz Fest events and programs through pre-event buzz generation, maximizing in-event participation, and post-event follow up. Key tactics include utilizing social media platforms like Facebook and Twitter, developing a microsite and YouTube channel, mobile apps, and generating viral content to turn the events into an engaging experience for audiences.
An introduction to Social Media for CharitiesGemma Went
This is a 10 minute presentation I gave at the Henley Third Sector Network event on The Impact of Technology in the Third Sector on 17th October 2009. It's a bit of a whistle stop tour (it's hard to cram an intro to social media into 10 minutes) so please let me know if you have any questions.
Science of Social Media Building Organizational Capacity KeynoteDevon Smith
Join presenter Devon Smith to learn how arts administrators can take concrete steps to build more meaningful relationships with their audience, donors, colleagues and other important constituents. What does it mean to frame a robust media strategy? Once you've started experimenting, how do you know when you've hit upon something that works? If you’ve only got 10 minutes a day, how do you prioritize? How can you measure success?
Engage Donors Year Round with Social DataAttentive.ly
After investing so heavily in converting someone into a donor in the first place, it’s important to retain their support--yet retention of online donors can be surprisingly low, especially for first-time donors. And with nonprofits (and businesses) sending more email and social messages than ever before, your communications have to spark the interests of your fans and donors and need to be sent when your issues are top of mind.
Mixing Art and Science for Content Marketing SuccessJeff Freund
As presented at Content Marketing World 2013.
The art of good content marketing creates stories that help establish an emotional connection with your audience so that you can build trust, credibility, loyalty, and long-term customers. The science of good content marketing is digging into the numbers and making sure you are getting the right content, to the right people, at the right time to influence their behavior and drive business results. So, get out your paint brushes and slide-rules and join this Lunch & Learn session that will highlight best practices and companies who have gotten this mix or art and science right – how they did it, the results, and what you can takeaway to use in your own content marketing plans today.
#RoadToRyerson: How to Run An Impactful Social Media Campaign Bailey Parnell
Versions of this have been presented at Social Media Camp, ACPA, PSEWEB, and more.
Summer of 2015 marks the second successful #RoadToRyerson campaign at Ryerson University in Toronto, Canada. What started as 5 incoming students sharing their diverse stories of coming to post-secondary school has now turned into a cross-campus initiative to connect everyone to a central, inclusive story of transition. As someone who's done this for large educational and media brands, this presentation will use #RoadToRyerson as a case study in how to produce a successful social media campaign. It will highlight how we incorporated Schlossberg's transition theory and give a concrete guide to doing this at your campus or for your brand.
The document discusses how ideas spread through social media using memetics and epidemiological models. It explains that for an idea to spread, it needs exposure, awareness, and motivation. Factors that influence spread include seed size, influencers, personalization, avoiding link fatigue, helping audiences look cool, novelty, scarcity, and addressing information voids. The document also discusses performance, reputation, social exchange, imitation, social proof, and combined relevance as factors that influence whether people share content. It provides tips on optimizing campaigns based on these factors.
5 Vital Classes of Content: A Framework for B2B Content SuccessJeff Freund
In the B2B world where long buying cycles mean that the role of content is stretched over a wide length of time, it’s absolutely essential for marketers to employ the full spectrum of content, each with its own specific purpose, or desired effect on your buyer.
Originally published in blog format with the Content Marketing Institute: http://contentmarketinginstitute.com/2014/09/framework-creating-content-vital-levels/
CharityComms Guide to Social Media for Charities: Part TwoCharityComms
This document provides guidance for charities on using social media for campaigns, fundraising, and lobbying. It discusses using social media to raise awareness of causes through creative campaigns that entertain and educate the public. Examples given include Greenpeace's campaign against deforestation in toy packaging and a charity allowing people to "adopt" words. The document also discusses how charities can use social media to lobby politicians and encourage supporters to demand policy changes through emailing representatives. Finally, it stresses the importance of making campaigns accessible to supporters at different levels of engagement through multiple entry points like petitions, social sharing, or more active involvement.
Social Soup - Understanding Influence in Alcohol MarketingSocial Soup
Social Soup conducted targeted category research across alcohol brands and advertising to understand how to cut through clutter and drive purchase with consumers.
We spoke to 1,500 relevant audience in our community to reveal the do’s (and don’ts) when it comes to alcohol influencer marketing.
Presentation given in Vancouver on April 18th, 2012 on Social Media with Elijah van der Giessen, Koodonation and Microvolunteering with Jennifer Robertson, and Fundchange and Crowdfunding with Paul Dombowsky.
The document summarizes the key findings of a 2015 study on influencer engagement. Some of the main findings include: 84% of marketing professionals planned to use influencer engagement in 2015. While 49% found it somewhat effective, only 5% found it not effective. Identifying the right influencers, engagement tactics, and measuring performance were the top challenges. Popular channels were blogs, Twitter, Facebook and Instagram. Motivations for influencers included growing their audience and creating quality content. Most companies planned to keep their influencer budget stable in 2015 compared to 2014.
More and more people are using social media sites like Twitter and Facebook to talk about companies and products with their friends and colleagues. Learn what drives people to share information and opinions online and learn scientifically proven best practices for spreading your content virally through social media. Join us for this free webinar with Dan Zarrella, social media and viral marketing scientist and author of The Social Media Marketing Book.
This presentation covers:
- The history of word of mouth marketing, from pre-web to online
- Lessons from social psychology, memetics, and statistics to understand what motivates people to share information
- Scientifically proven best practices for getting people to talk about your business online
How to Build an Influencer Program (That Gets Results)Onalytica
Whether its PR, Corp Comms, Content Marketing or otherwise, chances are you're already running an Influencer Program. However, while influencing activity is becoming increasingly critical to businesses, traditional programs are difficult to scale, and it's hard to demonstrate their value - here are some tips to get some real results out of your Influencer Program, and boost your Influencer Marketing strategy.
How to engineer contagious ideas.
This presentation is the result of over 3 years of research into online social media including blogging, Twitter, Facebook, and Foursquare as well as historic and offline social media like urban legends, proverbs, and homeric poems.
A warm welcome - crafting your perfect email welcome experienceFairSay
The document outlines an agenda for a workshop on welcome journeys and email best practices. It includes introductions, a discussion of the importance of email and setting expectations for subscribers, examples of good, okay, and bad welcome journeys from other organizations, and a guided activity to map out a welcome journey. The goal is to help participants get inspired about crafting email journeys that pull people in and showcase their organization's personality.
This document discusses strategies for building and mobilizing funding armies for nonprofit organizations. It covers five key themes that help fundraising programs succeed: using friendship, having community status, taking advantage of meaningful moments, telling a compelling story, and treating supporters differently based on their level of engagement. The document also outlines principles for online engagement programs, including having goals-driven planning, action-oriented design, measurement and refinement, authentic shared experiences, meaningful moments, and variation within continuity. Quick wins that can be implemented right away include activating silent supporters, sharing staff stories, streamlining the online giving process, making it easy for people to opt in, and directly asking for what the organization wants.
Sarah Newhall, EVP of Strategy & Insights at Blue State Digital, spoke at ASAE's Marketing, Membership, and Communications Conference on June 13, 2016.
Half a century ago, Pennsylvania Avenue looked to Madison Avenue for inspiration on how to engage and persuade voters. In the last decade, the tables have turned. Political campaigns have mastered the art and science of integrated marketing and have many lessons to impart to today’s practitioners.
Pulling examples from outside the industry, explore how associations can adopt the road-tested tactics of successful political campaigns, including smart data segmentation, rapid response, emotional storytelling, and influencer engagement.
See how associations can move beyond the transactional, to create more authentic and meaningful relationships, which can lead to increased membership, sales, volunteering, and advocacy. By moving people up the ladder of engagement and asking them to take meaningful actions on behalf of the things they care about, associations can create a community of supporters prepared to act on their behalf anytime, anywhere.
This presentation explains Girlguiding's Digital strategy for 2014/15. It covers everything from the research behind the digital strategy to a roadmap for implementation.
“Marketers have invested millions of dollars in gaining social media followers, yet few have had much luck following them to the sales that result. The speed and breadth with which social media platforms have grown has just made it too challenging to correlate a “like” with a specific transaction.
But recent research from LoyaltyOne and leading universities does capture what a social media message translates to in improved sales, and it’s in the double digits.
From this webinar, you will:
• Learn the results of an extensive, two-year study that monitored the participation of thousands of AIR MILES Reward Program members
• An Understanding of the immediate and long-term opportunities that exist
• Learn of the important role loyalty programs play in achieving results
• Discover the true value of a ‘Like’
Blue State Digital is a creative agency and tech company that provides digital tools to help nonprofits and advocacy groups manage impactful digital programs. Their BSD Tools have raised over $1.9 billion, sent over 33 billion emails, and enabled over 275 million actions. The suite of integrated features includes fundraising, communications, and analytics capabilities to mobilize communities and drive real action.
Volunteering & Employment: Benefits for Individuals, Nonprofits and Companies...VolunteerMatch
It turns out that working for free can actually help you get a job.
Recent research shows an empirical link between volunteering and employment – and this benefit doesn't just apply to individual jobseekers. Volunteering also provides value for companies looking to hire engaged employees, and for nonprofits that need the help of people with specific skills looking to build experience.
Join VolunteerMatch's President, Greg Baldwin, for a special, free joint webinar with LinkedIn, the Corporation for National and Community Service and Deloitte as we dive into several research studies supporting the connection between volunteering and employment.
Whether you’re an individual jobseeker, a nonprofit looking for skilled volunteers, or a company looking for employees, this conversation will provide a wealth of practical ideas for how volunteering and volunteers can help you reach your goals.
Speakers:
Alison Dorsey
Social Impact Manager
LinkedIn
Jill Silliphant
Corporate Citizenship Lead
Deloitte
Mary Hyde
Acting Director of Research and Evaluation
Corporation for National and Community Service
Follow the conversation on Twitter @VM_Solutions, #VMbpn
This document discusses building an online community. It introduces three speakers and their organizations. It then outlines a three step process for building a community: 1) Set an achievable goal, 2) Define a unique value, and 3) Develop entry points and actions. It provides an example of applying these steps to promote a water bond proposal. The work resulted in over 496,000 engagements, 50 featured member stories, and 12,000 advocates taking high-barrier actions like outlining voting plans and contacting officials. The presentation concludes by inviting questions.
Search & Social Tactics to Grow Your Advertiser Base Search Influence
The document is a presentation by Will Scott, CEO of Search Influence, about how local media companies can grow their advertiser base through search and social tactics. It discusses optimizing local business directories and listings to expand revenue opportunities by making the directories more relevant in search results and attracting more advertisers. It also provides tips on on-site search engine optimization techniques local media companies can use like keyword research, proper keyword placement in content, and creating locally relevant content.
This document summarizes a presentation about social intelligence and influencer identification and engagement. It discusses how social intelligence can help companies improve decision making by providing insights into customer sentiment, competitors, trends and more. It outlines the key elements of social intelligence like reach, topic authority, resonance and sentiment analysis. Case studies show how companies have used social intelligence to guide branding, monitor performance, manage crises and identify influencers. The presentation emphasizes gaining a web-wide perspective beyond social media and targeting second and third-level influencers to disseminate content.
Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Emplo...Glassdoor
Join Glassdoor and Cigna for “Recruitment Marketing 101: How to Leverage Social Tools to Promote Your Employer Brand”. We explore how global healthcare insurance company Cigna upgraded its employer brand and social media strategies to help job seekers develop a strong interest in its organization.
This document summarizes a webinar about reimagining customer feedback to drive action. It discusses how customer feedback has evolved from personal relationships to online reviews and social media. It emphasizes the need to both lead structured conversations with customers and follow online buzz to understand issues and trends. Different types of feedback provide different insights - surveys identify why customers feel a certain way while social media shows what they are saying. The webinar provides examples of how retailers can use different feedback sources to drive action at multiple levels of the organization and improve the customer experience.
Retail TouchPoints and Empathica webinar presentation| Retail
To view full webinar, visit http://cem.empathica.com/RTPEmp3rdPartyWebinar
The presentation explores the challenges retail operators are facing today and discuss how looking at the customer experience through a social lens may be the key to seeing the complete picture of customer feedback.
In the session you’ll learn:
How customer interaction with brands is changing – and why you need to combine solicited and unsolicited feedback
How taking a wide view of customer feedback can uncover systemic issues and trends in your business
How surveys and social media feedback can be used together to drive great customer experiences
To learn more about Customer Experience Management:
Product and services page http://www.empathica.com/products-services/
Resource center http://www.empathica.com/resources/
Blog http://www.empathica.com/blog/
Consumer insights reports http://www.empathica.com/consumer-insights/
Industry-specific expertise http://www.empathica.com/industries/
Connect with us:
Twitter http://twitter.com/EmpathicaCEM
Facebook http://www.facebook.com/EmpathicaCEM
LinkedIn http://www.linkedin.com/company/empathica
The document outlines an event on minority wealth gap hosted by Blue Ocean Global Technology and Girl Power Talk. It includes the agenda, speaker biographies, and a presentation on online reputation management. The presentation covers the importance of proactive ORM, building and repairing one's digital presence, and monitoring online reputation over time. Tips are provided on content creation, social media engagement, and allocating resources to ORM.
This document discusses Localogy's efforts to improve their customer onboarding process through a more customer-centered approach. It describes how they conducted customer observations and interviews to better understand small business owners' needs and challenges. They identified key moments in a small business owner's journey and mapped this out to prioritize opportunities to provide support. Localogy piloted a new onboarding process with a few agents that included personalized outreach calls. This resulted in improved customer satisfaction, efficiency and sales. The document concludes by discussing plans to refine, scale and introduce the new onboarding approach more broadly while maintaining its positive impact.
This document discusses secrets of successful digital transformation. It begins by noting that companies must be responsive to change or risk being disrupted. It then discusses how technology innovation is accelerating and the average corporate lifespan is decreasing. For digital transformation to succeed, companies must have clear strategies, engage employees, foster innovation, and be led by visionary leadership. The document outlines a four step process for digital transformation: envision the goals, prototype quick solutions, launch transformations, and continuously maintain transformations.
No good marketing program is complete until you've included the social media element. Learn from one of the nation’s leading social media experts about what’s working, who’s creating influence and how you can incorporate social int your marketing mix. Presented by Angela Connor at MarketingEDGE 2013 in Houston, TX.
"Success with Tealium AudienceStream" - American Eagle + ALM Media + LFG, Dig...Tealium
Learn how three major brands from three different industry categories are leveraging the Tealium AudienceStream solution to transform their business models and achieve their omnichannel goals.
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
Everything You Need to Know About Starting Influencer EngagementAttentive.ly
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
Webinar bridging the social & email gapAttentive.ly
In this interactive webcast, Cheryl Contee of Fission, Michael Cervino of Frakture and Roz Lemieux of Attentive.ly share their insights on digital trends every marketer needs to plan for in 2015 including:
- Why email (yes email) should be the foundation of your social strategy.
- The new role content will play in building your social community.
- Key analytics you should be tracking to increase engagement.
- New trends in data integration between social and other channels.
You’ll walk away knowing how to shift your existing social, content and email programs. We’ll also show you some handy tools and resources to get ahead of the curve.
Learn how to target your non profit audienceAttentive.ly
Learn how to Target Your Non-Profit Audience through Social Data!
Description
Many nonprofits have been challenged to grow engagement and gifts from email in recent years. One of the main reasons is a lack of personalization. Email marketing, as it’s currently done, isn’t working. What works is sending highly targeted, multi-channel communications based on the interests and behavior of your supporters.
Join Attentive.ly’s Artie Patel and Kerry Lenahan of Beaconfire, on this webinar to learn:
- Common barriers to segmentation
- How to segment based on interests, activity level and donor behavior
- How to use social data to target your supporters based on content they're already responding to on the social web.
Regardless of your experience, you'll walk away knowing what you need, where to start and how to do it. Using social data to send highly targeted, multi-channel communications will help you get to know supporters and donors better, so that you can adopt a personalized approach with your digital marketing going forward.
Create the Perfect Facebook Ads from Real Time Social Listening.Attentive.ly
Looking for a way to find more organic views for your posts on Facebook? Or how about reaching a highly targeted Facebook audience with your upcoming holiday ad campaign? Watch our webinar to see this how the latest innovation in social data allows you to create custom Facebook audiences in minutes!
What you'll learn:
▸ How to choose your best segments and messaging to test and target with Facebook advertising.
▸ How Facebook targeting provides audience insight to improve the performance of your campaigns.
▸ How Attentive.ly's social listening platform can help you get more out of your Facebook ads by combining social listening with your CRM data.
Learn how to enrich your Eloqua platform with actionable social behavior data for radically improved response rates across email and social.
Unlike other “social listening” plugins that listen for key words, Attentively listens to key people: your customers. This finally allows you to turn unstructured customer updates, tweets and conversations into structured data fields that can be synched directly with your Eloqua database.
Webinar: Reach 68x More Supporters on Social Media When You Turn Influencers ...Attentive.ly
The document discusses how to build an "army of supporters" by taking a network-centric approach to understanding audiences. It recommends identifying and targeting influencers within social networks to promote content and drive engagement across marketing channels. Attendees will learn how to profile audiences, identify target segments based on consumer and network attributes, develop compelling promotions using the AIDA model, and measure campaign results. Getting started involves audiencing the supporter base, building target segments, crafting promotions, and tying campaigns together across media using measurement.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
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Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
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We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
In this dynamic session titled "Future-Proof Like Beyoncé: Syncing Email and Social Media for Iconic Brand Longevity," Carlos Gil, U.S. Brand Evangelist for GetResponse, unveils how to safeguard and elevate your digital marketing strategy. Explore how integrating email marketing with social media can not only increase your brand's reach but also secure its future in the ever-changing digital landscape. Carlos will share invaluable insights on developing a robust email list, leveraging data integration for targeted campaigns, and implementing AI tools to enhance cross-platform engagement. Attendees will learn how to maintain a consistent brand voice across all channels and adapt to platform changes proactively. This session is essential for marketers aiming to diversify their online presence and minimize dependence on any single platform. Join Carlos to discover how to turn social media followers into loyal email subscribers and ultimately, drive sustainable growth and revenue for your brand. By harnessing the best practices and innovative strategies discussed, you will be equipped to navigate the challenges of the digital age, ensuring your brand remains relevant and resonant with your audience, no matter the platform. Don’t miss this opportunity to transform your approach and achieve iconic brand longevity akin to Beyoncé's enduring influence in the entertainment industry.
Key Takeaways:
Integration of Email and Social Media: Understanding how to seamlessly integrate email marketing with social media efforts to expand reach and reinforce brand presence. Building a Robust Email List: Strategies for developing a strong email list that provides a direct line of communication to your audience, independent of social media algorithms. Data Integration for Targeted Campaigns: Leveraging combined data from email and social media to create personalized, targeted marketing campaigns that resonate with the audience. Utilization of AI Tools: Implementing AI and automation tools to enhance efficiency and effectiveness across marketing channels. Consistent Brand Voice Across Platforms: Maintaining a unified brand voice and message across all digital platforms to strengthen brand identity and user trust. Proactive Adaptation to Platform Changes: Staying ahead of social media platform changes and algorithm updates to keep engagement high and interactions meaningful. Conversion of Social Followers to Email Subscribers: Techniques to encourage social media followers to subscribe to email, ensuring a direct and consistent connection. Sustainable Growth and Minimized Platform Dependence: Strategies to diversify digital presence and reduce reliance on any single social media platform, thereby mitigating risks associated with platform volatility.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Build marketing products across the customer journey to grow your business and build a relationship with your customer. For example you can build graders, calculators, quizzes, recommendations, chatbots or AR apps. Things like Hubspot's free marketing grader, Moz's site analyzer, VenturePact's mobile app cost calculator, new york times's dialect quiz, Ikea's AR app, L'Oreal's AR app and Nike's fitness apps. All of these examples are free tools that help drive engagement with your brand, build an audience and generate leads for your core business by adding value to a customer during a micro-moment.
Key Takeaways:
Learn how to use specific GPTs to help you Learn how to build your own marketing tools
Generate marketing ideas for your business How to think through and use AI in marketing
How AI changes the marketing game
Let’s get started by introducing you to our speakers from Blue State Digital and Attentive.ly
Cheryl Contee: Cheryl is the CEO of Fission and Co-Founder of Attentive.ly. She also co-founded #YesWeCode with Van Jones, was included in Campaigns and Elections magazine’s top 50 Influencers. Huffington Post & Fast Company, included her as Top Female Founders to Follow on Twitter. Affiliate of Harvard's Berkman Center.
Cheryl, what’s different about influencers today than a few years ago? Why is there more emphasis?
the scope and scale of social usage is growing - so is the impact on culture & commerce. Tumblr grew by 120% in 6 months last year and Instagram by over 50%. In the past, influencers were seen as high profile individuals that you might see on TV or a newspaper blog. Now someone can become influential in days on Vine or Snapchat with a micro-audience that is itself composed of other influencers.
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?
Influencer engagement is fundamentally organized around building relationships with people who (1) have large social networks - here we’re talking about online social networks, but broadly defined this can also mean their offline personal or professional networks, (2) are motivated to promote your cause or organization to that network.
Social media can feel so BIG to organizations -- and that leads to a discussion about ROI. When there are infinity things we could be doing online, how do we make sure that we’re spending our limited resources in an impactful way. We believe starting with those influencers with whom you have an existing relationship is one of the best ways to maximize ROI, and spend your time in a high-impact way.
Tell us more about Attentive.ly and we help organizations with influencer engagement.
Attentive.ly helps organizations turn quiet supporters into vocal advocates. We power influencer engagement, fundraising, advocacy campaigns. We have worked with over 135 brands across the non-profit, commercial and political space helping them understand their supporters and boost engagement.
We also have an integration with BSD that allows organizations to push and pull data from respective systems.
Taylor is a marketing manager at Blue State Digital, specifically for their online fundraising and email platform, the BSD Tools. She has been a content creator and marketer in the nonprofit tech space for 6 years, coming from FirstGiving and HubSpot where she authored the first inbound marketing book for nonprofits - Transform Your Nonprofit with Inbound Marketing
QUESTIONS for Taylor:
Tell us a bit more about Blue State Digital and how you work with organizations to drive influencers to take actions.
What makes influencers especially important for fundraising and nonprofits?
What is the importances of content when driving an influencer campaign?
We’ve known for years that organizations have influencers on their lists and that those folks have a large reach. So recently we took a deeper look at our own clients -- 90 nonprofit clients representing nearly 20M supporters. And the result was clear: Nonprofits can massively extend their reach through the social networks of their supporters.
We found that nonprofits can reach an average of 40 million people when accounting for the reach their supporters have on social media. This prolific reach is from organizations with an average of 72,000 emails that have publicly available social profiles. Across the board, we find around 50% of emails have publicly available profiles. The average email list size for this evaluation was 150K.
Influencers have a disproportionate ability to reach supporters.
34M of that 40M is by the top 5% -- so there are heavy hitters & a long tail
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.
The thing I think is important for organizations to take away from this: you don’t have to move huge #s of people to have a huge impact. By segmenting out those influencers and making the right ask, a handful of responses can have a big impact.
In 2014, A large nonprofit needed to increase fundraising with their popular fun-run. 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 more than $200K in their 3 day walk.
The graphic below is for talking points.
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 are likely to be the person you know for example with a large Twitter following, lots of Facebook friends, and a blog. Or the person you know who’s always taking photos for Instagram and Snapchat. And they are likely highly active on several other social platforms.
The goal here is to expand your network reach by tapping into the networks of those power players.
This means taking into consideration that:
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 (Word of Mouth Marketing Association), an Influencee is a person or group of people who change their opinion or behaviour as a result of exposure to new information from someone they trust or admire. While we agree with their definition, to make things simple, we will stick to three main categories which you can build from.
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 40-60 Klout score. We love this group because they are often overlooked, yet are actually 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. Her day job, so to speak, is a digital marketer and industrial engineer by degree. She’s also champion for STEM in schools and often uses 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 like STEM is 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, media). 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 Big Data/Open Government community, hot right now. The reason they have reach is because it’s part of their job.
This social media celebrity and friend of mine could massively expand your network reach if his affinity and past interactions match-up with your issues or cause. You may have seen Baratunde on Bill Maher, @Midnight or The Nightly Show. Or on Instagram where he’s popular! An Instagram account with say, 2 million followers is merely the modern version of the age-old idea of “celebrity.” Statements on Twitter can have as much impact as a press release or more, 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.
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. (There are obviously other ways to do this, but we’ve made it really easy.)
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.
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Working with influencers means thinking about your 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 all these people as VIPs and take a different approach for each category of influencer. 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 and you can read about our in our new guide, which we’ll send to you after the webinar. 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 Perez Hilton who discussed the celebrities involvement. Our most popular post got over 1,300 likes when Woody Harrelson shared this post about mountaintop removal.
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. And as mentioned, social media has changed the game in terms of who may actually be a VIP for your audience which makes having VIP support much more accessible than before.
Instead of asking Influencers on your list 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.