[PODCAST] Broaden Your Message With Influencer-Driven Campaigns | Ft. Jeanette Russell
“Sticking to the basics, getting those calls to action right and having clean data, those are the important things. If you don’t have those, you’re making a soup with a rotten tomato and that’s just never going to taste good.” – Jeanette Russell, Senior Solutions Marketer at Blackbaud.
Launching a successful campaign is a complicated task. We talked to Jeanette about her tips for what kind of impact a social media influencer and influencer-driven campaigns can make for your nonprofit.
Her first tip? Start tracking your organization’s data. Look at your email list and find out who has the largest social media presence. Use the tools you already have.
Another option is a tool called Klout. It’s a way to measure your online impact and you can easily find these influencers. This will give you a Klout score on your followers. It will look at how many followers someone has, how often do they post and what does their engagement look like with their followers. Based on that, they will give you a score between zero and 100. One hundred is the highest and you generally want someone with a Klout score over 40 and cultivate those people into what Jeanette calls, “social ambassadors.”
Social Factor has four reasons why your nonprofit needs a social media ambassador and it ties into Jeanette’s three categories for influencers.
You have VIP’s, media and everyday influencers.
- VIP’s are the people in your database with a Klout score of 70 or more. True celebrities. (There won’t be too many of these.)
- Media are the everyday bloggers, local groups and traditional media. (These are a big, important group! They will reach the most and post with their own information, too.)
- Everyday influencers are the average Joe– the nurse by day and activist by night. (They will share if you just ask. Probably the biggest segment you’ll have.)
So the trick is this: find a killer combination. You want a compelling campaign and call to action and for your supporters to be interested. This is where social listening can be a great pairing. It tells you how interested the people in your database are with your work.
The point is this: you want anyone and everyone talking about your campaign and the year-round work that your shop is doing. So use your data to get a list of social media influencers and then ask them to share your posts on their accounts.
It’s like everyone says, there’s no such thing as bad publicity, right?