© Blue State Digital | Proprietary and Confidential © Blue State Digital | Proprietary and Confidential Starting Influencer Engagement Everything you need to know. May 12, 2015
© Blue State Digital | Proprietary and Confidential© Blue State Digital | Proprietary and Confidential
Starting Influencer EngagementEverything you need to know.May 12, 2015
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Webinar logistics1. We’ll be recording this webinar
2. We’ll send the slides and recording after the webinar is over.
3. We’ll answer any questions you have at the end of the webinar.
4. If you have questions after the webinar is over, you can email myself or Cheryl directly.
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Starting Influencer Engagement
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BSD Tools & Attentive.ly
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Fundraising
Communications Advocacy Analysis
The BSD Tools are a suite of integrated features that work together to help you mobilize a community and drive real action
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The BSD Tools
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The BSD Tools
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Attentive.ly
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1. Latest Research
2. Type of Influencers
3. How to Approach Influencers
4. Starting an Influencer Program
5. Importance of Influencers for fundraising
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Agenda and Introductions
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Cheryl Contee
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Meet the Presenters
CEO of Fission and Co-Founder of Attentive.ly.
Co-Founder of #YesWeCode.
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Taylor Corrado
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Meet the Presenters
Marketing Manager at Blue State Digital.
Author of Transform Your Nonprofit with Inbound Marketing.
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1Latest Research
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The amazing network reach of nonprofits•The Average Network Reach
= 40M
•Average number of contacts per organization with publicly available social profiles = 72K (half)
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Latest Research
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Top influencers have extraordinary reach•Top 5% reaches 85% of your
entire network reach.
•Top 5% reaches 200x more people than in your CRM.
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Lastest Research
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Influencers are game changers.
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Latest Research
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Here’s why…1. If you engage 1% of the influencers, you’d reach
hundreds of thousands.
2. A 1% response rate, or 36 respondents, reaches 338K.
3. If you engage 10% of influencers, you’d reach millions!
4. 10% response rate, or 360 people, reaches 3.3M
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Latest Research
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Influencers work because they are using the most effective type of marketing -
Word of Mouth.
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Latest Research
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2Types of Influencers
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There are three types of influencers
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Types of Influencers
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Citizen Influencer
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Types of Influencers
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)
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Professional Influencer
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Types of Influencers
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)
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VIP Influencer
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Types of Influencers
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
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3How to Approach Influencers
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Influencers aren’t elusive.
They are everywhere, including your database.
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How to Approach Influencers
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How to identify influencersThe best place to start identifying influencers is in your own database!
•Klout Score
• # of Connections
•Topics
•Prior Interactions
•Bio
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How to Approach Influencers
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4Importance of influencers for fundraising
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Individuals give to organizations when they’re emotionally connected to the cause, or the person advocating for the cause.
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The Template
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Thus, influencers make highly effective, peer-to-peer fundraisers.
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The Template
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Here’s why:• Individuals give to their friends, family an co-workers
• Individuals feel like part of a bigger community
• Influencers create amazing stories to share
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The Template
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These stories are key for content marketing programs• Show the proof of your network’s participation in any
campaign
• Encourages influencer’s followers to join the movement and fundraise
• Provides social content to share after the campaign has ended
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The Template
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5Starting an Influencer Program
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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.
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The Template
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Engaging Influencers
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Types of Influencers
Every kind of influencer and every campaign will need a different approach.
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Engaging VIPs
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Types of Influencers
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Calls-to-action for Influencers Recruit or Share Content
•Don’t ask them to buy, donate or take action•Reward their participation when appropriate•Ask to share content or recruit
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The Template
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Case Study: Freedom to Marry
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The Template
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Ask us anything.
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