The Tipping Point: Engaging Social Media Influencers. Listen. Inform. Engage.

Transcription

1 The Tipping Point: Engaging Social Media Influencers Listen. Inform. Engage.

2 How this works! We re going to run for about an hour! Type in your questions when you think of them! The recorded webinar and pdf of the deck will be sent!

3 Cheryl Contee CEO of Fission Co-Founder of Attentive.ly Co-Founder of

4 About Attentive.ly About Us We have worked with over 200 brands across the non-profit and political space helping them understand their supporters and boost engagement.

5 What you ll get from this session: o Reaching 85% of your audience through e-influencers o What an influencer engagement strategy is, and why it matters! o How to identify, engage, and empower influential folks on social media to get them to talk about your work! o What success looks like!

6 What is Influencer Engagement? It s about building relationships with your people who have reach and relevance.

7 Top Influencers have Extraordinary Reach!

8 ! People Believe People Not Ads 79% 83% of Consumers of respondents Say in 60 Brands countries Should trust friends Be Less - Nielsen! Intrusive 83% of respondents in 60 countries trust friends - Nielsen!! 41% rise in ad blocking worldwide Adobe! 70% trust recommendations from friends - Forrester! 63% of Millennials use ad blockers Fractl and Moz!

9 Influencers are Game Changers Influencers work because they are using the most effective type of marketing Word of Mouth

10 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.

11 The Amazing Network Reach of Nonprofits Average network reach = 40M Average number of contacts per org with publicly available social profiles = 72K (half)

12 Why Influencer Engagement Now? The Rise of Social

13 The Idea of Celebrities is Changing #TeamInternet is #Winning Who would ve thought that filming a video in your bedroom could lead to movie deals, TV shows, book deals, recording contracts, clothing lines We are in the age of the Internet. And if you ask me, it s a way better place to be.

14 What s the ROI of Influencer Engagement?! Brands love it customer loyalty, usergenerated content and extend content reach.! People love it authentic advice from someone they trust and/or admire.! Nonprofits love it same reason as brands + less competition, compelling partnership angle and probably free.

15 Influencers Raise More Than $200K A large nonprofit identified 27 social media influencers about their event through their own social media channels. Over five months, those influencers recruited 105 additional participants, who raised more than $200,000.

16 Instagram Influencers Promote Tree Planting Boxed Water worked with 3 influencers to raise awareness for National Forest Foundation

17 Questions?

18 Influencers = Right People + Right Time + Right Message Not Your People. Your People.

19 How Is Influence Measured and Benchmarked?

20 How Is Influence Measured and Benchmarked?

21 How to Identify Influencers Influencers aren t elusive. They are everywhere, including your database. Our basic formula for Influencers is: + Reach (Klout + connections) + Relevancy + Prior Interaction = Influencer

22 Types of Influencers

23 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)

24 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)

25 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

26 Being Good at Influencer Marketing Find Right People Regular Engagement Personalized Outreach Increase Content Reach Get to know your influencers better so you can! personalize your communications and drive engagement.!

27 Not Being Good at Influencer Marketing Vanilla outreach Haven t identified influencers Not letting tech work for you Don t follow top influencers Not sure what they talk about

28 Get on Their Radar Follow Them Strategic Commenting and Sharing Monitor Key Terms You have a better chance securing a partnership if they know you and understand social comments in relation to your work.

29 Engaging VIPs

30 Engaging Everyday Influencers Everyday (or citizen) influencers generally have a more than 500 social media connections and a Klout score of Can you send 3 tweets on 10/31 to help us overturn Citizens United?

31 MomsRising Engages Everyday Influencers We had 100% conversion. Everybody we reached out to was super excited to be part of the campaign. Influencers sent 3 tweets day during campaign

32 Calls to Action Mobilize to Do What? Recruit or Share Content Don t ask them to donate or take action Reward their participation when appropriate Ask to recruit their fans/friends or share content

33 After the YES Now that you have productive relationship with you influencers, maintain what you ve earned with these tips. Agree on Plan & Content Engage on Social Send Progress Updates Track Activity Exclusive Access

34 Key Takeaways The goal of influencer engagement is to tap into other people s social networks to share your message. The first step is to identify your existing influencers based on reach and topic relevance. Segment your influencers into VIPs, Professionals & Everyday Influencers. Your ask and approach will be different.

35 Free Influencer Analysis Report

36 Questions?