everything you need to know about starting influencer engagement
TRANSCRIPT
Listen. Inform. Engage.Mobilize large-scale social action
and WIN on today’s most important issues.
Everything You Need to Know
About Starting Influencer Engagement
What you’ll get from this session?
o Latest research & why influencers are game changers
o The 3 types of influencers
o How to approach influencers
o The best calls to actions
o Quick Guide: How to Identify & Engage Your Influencers
The Amazing Network Reach of Nonprofits
Average network reach
= 40M
Average number of contacts
per org with publicly available
social profiles = 72K (half)
Top Influencers have Extraordinary Reach
The top 5% reaches 85% of
your entire network reach!
The top 5% reaches 240x
more people than in your
CRM.
If you engage 1% of the
influencers, you’d reach hundreds
of thousands.
A 1% response rate, or 36
respondents, reaches 338K.
Influencers are
Game Changers
If you engage 10% of influencers,
you’d reach millions!
10% response rate, or 360 people,
reaches 3.3M
Influencers are
Game Changers
Influencers are
Game Changers
Influencers work because they are using
the most effective type of marketing —
Word of Mouth.
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)
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)
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
Influencers aren’t elusive.
They are everywhere, including your database.
Our basic formula for Influencers is:
+ Klout
+ Connections
+ Relevancy
+ Prior Interaction
= Influencer
How to Identify Influencers
How to Identify Influencers
The best place to start identifying influencers
is in your own database!
o Klout Score
o # of Connections
o Topics
o Prior Interactions
o Bio
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.
Call to Action for Influencers:
Recruit or Share Content
o Don’t ask them to buy, donate
or take action
o Reward their participation
when appropriate
o Ask to share content or recruit
Sample Calls to Action
Cheryl Contee
Co-Founder Attentive.ly
CEO Fission Strategy
Roz Lemieux
CEO Attentive.ly
Co-Founder Fission Strategy
Thank You!