Leverage Your Influencers to Drive Social Media Engagement
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While content creation is a top priority for most nonprofits, a huge challenge is distribution. When thinking about how to get your amazing content beyond your existing network, consider this: the top 5% of supporters in your CRM, on average, have a reach 200 times greater than your entire email file. These social media influencers not only help extend the reach of your amazing content, but expose more people to your good work. Cheryl Contee, CEO of Fission and Co-Founder of Attentive.ly, explored how to identify your influencers, the best sharable content and how to get them talking about your campaigns at #SM4NP Silicon Valley.
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Leverage Your Influencers to Drive Social Media Engagement
- 1. #SM4NP Listen. Inform. Engage. Leverage Your Influencers to Drive Social Media Engagement
- 2. #SM4NP Cheryl Contee CEO of Fission and Co- Founder ofAttentive.ly. Co-Founder of #YesWeCode. @ch3ryl, @attentive_ly
- 3. #SM4NP 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
- 4. #SM4NP What you’ll get from this session: o Why influencers make better messengers o The 3 types of influencers and how to identify them o What motivates and inspires influencers o How to approach influencers and the best calls to actions
- 5. #SM4NP Reviews, recommendations and content have a greater impact coming from someone like ourselves, whom we know and trust. Why Influencers Are Better Messengers
- 6. #SM4NP Influencers are Game Changers Influencers work because they are using the most effective type of marketing — Word of Mouth
- 7. #SM4NP Influencers Drive Word of Mouth • Most Trusted Source • Skin in the Game • Network Reach
- 8. #SM4NP The Amazing Network Reach of Nonprofits Average network reach = 40M Average number of contacts per org with publicly available social profiles = 72K (half)
- 9. #SM4NP 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.
- 10. #SM4NP A 1% response rate, or 36 respondents, reaches 336K A 10% response rate, or 360, would reach 3.6M Influencers are Unicorn Cats
- 11. #SM4NP 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
- 12. #SM4NP1 2 Influencers Raise Campaign Visibility • Important Issue or Election • Events • Content Collaboration
- 13. #SM4NP1 3 Influencers Help Grow Your List • Petition • Video, Report • Fundraising *
- 14. #SM4NP Instagram Influencers Promote Tree Planting Boxed Water worked with 3 influencers to raise awareness for National Forest Foundation
- 16. #SM4NP 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)
- 17. #SM4NP 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)
- 18. #SM4NP 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
- 19. #SM4NP 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.
- 20. #SM4NP Engaging Influencers Every kind of influencer and every campaign will need a different approach.
- 22. #SM4NP Recruit or Share Content Don’t ask them to buy, donate or take action Reward their participation when appropriate Ask to recruit their friends or share content Calls to Action Mobilize to Do What?
- 23. #SM4NP 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
- 24. #SM4NP 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.