3. Agenda
• The Power of Influence
• Identifying Your Audience
• Influencers & Subject Matter Experts
• Connecting Through Content
• Case Studies
• Tools
12. Non-Profit B2C B2B
Volunteers
Super fans Employees
Staff Customers C-Suite
Board Members Bloggers Customers
Local Media /
Journalists
Instagram /
YouTube Celebs
Industry Leaders
Celebrity Endorsement Celebrity Endorsement Trade Journalists
13. Finding Your Influencers
1. Find your base, Understand your audience
oYour email list: Who is on it? Are there
segments of value?
oWeb data: Where do visitors come from? What
pages are most visited?
oSocial: Who is sharing? Which posts drive
engagement?
oAnalytics tools: Look for broad content trends,
study competitors
14. Finding Your Influencers
2. Create content that resonates
o The Basics:
Know Your Mission
Have Campaign Goals
Build Your Plans
Creation
Distribution
18. Finding Your Influencers
3. Leverage Wins + Build Up
• Invest In Your Content
• Paid support, PR
• Think Big, Start Small
• Partner Content with Community
• Measure and Optimize
29. Platforms + Content Tips
• Twitter:
o“Quote Tweet” feature to comment on or
engage with news/industry leader content
oClick To Tweet for employee / advocate
emails
oPromote posts to industry hashtags or
publication followers
30. Platforms + Content Tips
• LinkedIn:
oDevelop best practices sheet for employees
oShare or re-share thought leadership in
profile updates and Pulse
oUtilize SlideShare integration
31. Platforms + Content Tips
• Video:
oFastest growing area, encourages by new live
streaming apps
oGood starting place for companies reluctant
to turn content over to influencers
oCan be, but doesn’t need to be, cost
prohibitive
Utilize slideshow format (Facebook paid)
Purchased by P&G and launched in the US in 2003
In 2014, needed to relaunch to reach a younger audience
Written up as “9 BRANDS DOING COOL THINGS ON TUMBLR IN 2014”
Carrie Harwood WishWishWish.net.
Covered in Reuters, The Trucker, Fleet News Daily and Heavy Duty Trucking
1.5 million impressions, with a CPM of less than one cent.
The videos were viewed more than 30,000 times during the period that the series was live
95 viewers and 45 comments from potential and current drivers
the company saw an increase of 30.5 percent in their female driving force.
Small to mid-size businesses make up the largest faction of merchants in the American Express network. American Express Global Merchant Services wanted to engage with small businesses on their own terms and in their preferred environments in a way that would feel more customized and immediate. Kwittken developed a social media strategy to engage these professionals through a LinkedIn group, Business Knowledge Share (BKS). This community platform offers small business owners access to social media and marketing experts to learn about new ways to improve their business.
Partnering with Twitter, FourSquare and Facebook, BKS created a video series Social Media Show + Tell that educates small business owners about using each platform. Additionally, executives at each of these companies served as experts for the group and BKS members had the opportunity to ask personalized questions to each of these professional. KBS+ and Kwittken continue to manage the community and offer expert advice to group members.
Following its launch, Business Knowledge Share was the fastest growing business group on LinkedIn with 5,154 members in the first 90 days. The group had the highest engagement numbers of any small business group on LinkedIn.