Takeaways: Reach is not the same as influence. There is great power in one-to-one social media communication. Give far more than you ask, and use your asks wisely. Leverage existing events and activities. Know how to share the spotlight. Influencers are busy people. Make their job easier. Think of content as separate from platform. Don’t measure social media impressions. Influencers don’t necessarily have large followings. Think like a Social CRM, even if you don’t have one.

1. FOUR (OF MANY) WAYS
TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS
TO ACHIEVE YOUR MISSION
Jay Geneske
@jgeneske

2. Jay Geneske, Director of Digital, The Rockefeller Foundation
@jgeneske

3. Big Influence Goal
Utilize social media to influence the influencers.
One (of Many) Tactics
Use social data tools to find, communicate with, and
track interests of bloggers, press and other influencers.
@jgeneske

4. @jgeneske
Reach is not the same as influence.
There is great power in one-to-one social media communication.
Give far more than you ask, and use your asks wisely.

5. Industry-Specific Influencers Bloggers and Media
@jgeneske

6. Big Influence Goal
Leverage event-honoree Elton John’s social media
influence to celebrate philanthropy’s achievements.
One (of Many) Tactics
Make it as easy as possible for Elton’s team to
broadcast social media content.
@jgeneske

7. @jgeneske
Leverage existing events and activities.
Know how to share the spotlight.
Influencers are busy people. Make their job easier.

8. Reached 190,000+ people, most not currently in our network.
Gained 500 organic Facebook page likes directly from Elton’s post.
@jgeneske

9. Big Influence Goal
Raise thought leadership profiles of staff.
One (of Many) Tactics
Build staffs’ digital footprint and strategically syndicate
their content to reach new audiences.
@jgeneske

10. @jgeneske
Give staff light-touch help on social media.
Think of content as separate from platform.
Do what you can until you can do more.

11. @jgeneske

12. Big Influence Goal
Engage and educate a global audience on themes of
urban resilience.
One (of Many) Tactics
Create and leverage #ResilientCities hashtag.
photo: Sandeep Menon Photography, Flickr @jgeneske

13. Don’t measure social media impressions.
Influencers don’t necessarily have large followings.
Think like a Social CRM, even if you don’t have one.
photo: Sandeep Menon Photography, Flickr @jgeneske

14. NYC
innovation
bike lanes
climate change
big data
communities
extreme weather
sustainability
urban
infrastructure
impacts
disaster
Sandy
adaption
building
weather events
development
#ResilientCities
Results (earned media) after 5 months:
3,000+ uses of hashtag on Twitter
Rockefeller Foundation share of voice 10-20%
7,000 measurable Twitter referrals
Correlations
photo: Sandeep Menon Photography, Flickr @jgeneske

15. photo: Sandeep Menon Photography, Flickr @jgeneske

16. EMAIL CONVERSION
Convert social referrals to email list to deepen audience data.
photo: Sandeep Menon Photography, Flickr @jgeneske

17. Users that open same email multiple times have likely been influenced to
forward to their networks.
Sort email addresses by @CompanyName to surface possible leads.
Use email data to retarget influencers on social media, like
Facebook Custom Audience:
photo: Sandeep Menon Photography, Flickr @jgeneske

18. Some tools to consider:
@jgeneske