four (of many) ways to identify and cultivate influencers on social media
DESCRIPTION
Takeaways: Reach is not the same as influence. There is great power in one-to-one social media communication. Give far more than you ask, and use your asks wisely. Leverage existing events and activities. Know how to share the spotlight. Influencers are busy people. Make their job easier. Think of content as separate from platform. Don’t measure social media impressions. Influencers don’t necessarily have large followings. Think like a Social CRM, even if you don’t have one.TRANSCRIPT
FOUR (OF MANY) WAYS TO IDENTIFY, CULTIVATE AND ENGAGE WITH INFLUENCERS
TO ACHIEVE YOUR MISSION
Jay Geneske @jgeneske
Jay Geneske, Director of Digital, The Rockefeller Foundation
@jgeneske
Big Influence Goal Utilize social media to influence the influencers.
One (of Many) Tactics Use social data tools to find, communicate with, and track interests of bloggers, press and other influencers.
@jgeneske
@jgeneske
Reach is not the same as influence.
There is great power in one-to-one social media communication.
Give far more than you ask, and use your asks wisely.
Industry-Specific Influencers Bloggers and Media
@jgeneske
Big Influence Goal Leverage event-honoree Elton John’s social media influence to celebrate philanthropy’s achievements.
One (of Many) Tactics Make it as easy as possible for Elton’s team to
broadcast social media content.
@jgeneske
@jgeneske
Leverage existing events and activities.
Know how to share the spotlight.
Influencers are busy people. Make their job easier.
Reached 190,000+ people, most not currently in our network.
Gained 500 organic Facebook page likes directly from Elton’s post.
@jgeneske
Big Influence Goal Raise thought leadership profiles of staff.
One (of Many) Tactics Build staffs’ digital footprint and strategically syndicate
their content to reach new audiences.
@jgeneske
@jgeneske
Give staff light-touch help on social media.
Think of content as separate from platform.
Do what you can until you can do more.
@jgeneske
Big Influence Goal Engage and educate a global audience on themes of
urban resilience.
One (of Many) Tactics Create and leverage #ResilientCities hashtag.
photo: Sandeep Menon Photography, Flickr @jgeneske
Don’t measure social media impressions.
Influencers don’t necessarily have large followings.
Think like a Social CRM, even if you don’t have one.
photo: Sandeep Menon Photography, Flickr @jgeneske
NYC innovation bike lanes climate change big data communities
extreme weather sustainability urban infrastructure impacts disaster
Sandy adaption building weather events development
#ResilientCities Results (earned media) after 5 months:
3,000+ uses of hashtag on Twitter
Rockefeller Foundation share of voice 10-20% 7,000 measurable Twitter referrals
Correlations
photo: Sandeep Menon Photography, Flickr @jgeneske
photo: Sandeep Menon Photography, Flickr @jgeneske
EMAIL CONVERSION
Convert social referrals to email list to deepen audience data.
photo: Sandeep Menon Photography, Flickr @jgeneske
Users that open same email multiple times have likely been influenced to forward to their networks.
Sort email addresses by @CompanyName to surface possible leads.
Use email data to retarget influencers on social media, like Facebook Custom Audience:
photo: Sandeep Menon Photography, Flickr @jgeneske
Some tools to consider:
@jgeneske