Power of influencers!
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Transcript of Power of influencers!
The Power of Influencers
Do you have a larger image?
@everyactionhq
@attentive_ly
What you’ll get from this workshopo Why influencers are better messengers.
o How influencers drive campaign visibility, list growth and retention.
o How to get influencers talking about your campaigns
o Strategic influencers to recruit and where to find them
About EveryAction
We believe nonprofits should love their technology and your technology should put people at the center of everything you do.
We believe nonprofits should love their technology and your technology should put people at the center of everything you do.
Hey, I’m Devon!Hey, I’m Devon!
Jeanette RussellMarketing Director, [email protected], @jnetrussell
Organizer turned marketer who is passionate about scaling change through technology
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.
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
Reviews, recommendations and content have a greater impact coming from someone like ourselves, who we know and trust.
Why Influencers Are Better Messengers
Influencers are Game ChangersInfluencers work because they are using the most effective type of marketing —
Word of Mouth
Influencers drive WOMM
• Most trusted source• Skin in the game• Network reach
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 200x more people than in your CRM.
A 1% response rate, or 36 respondents, reaches 336K
A 10% response rate, or 360, would reach 3.6M
Influencers are basically unicorn cats
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
Campaign Visibility, List Growth and Retention
How to get influencers
talking about your campaigns
Relationship building
How to get influencers talking about your
campaigns
Incorporate influencers into creation of your campaign
- Expert roundup blog post
- Write a foreword- Share client example- Invite to an event
How to get influencers talking about your
campaigns
Clarify your ask- Provide sharable
graphics- Provide pre-written
outreach- Include hashtags
How to get influencers talking about your
campaigns
Understand value prop- Sense of community- Exclusive preview to
content
Types of Strategic Influencers
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 InfluencerWhether 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/Author• Athletes• Movement leaders
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
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.
Free Influencer Reportwww.attentive.ly/everyaction
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