Cheryl Black - What Is a Social Influencer Really Worth
-
Upload
social-media-for-nonprofits -
Category
Documents
-
view
346 -
download
0
Transcript of Cheryl Black - What Is a Social Influencer Really Worth
![Page 1: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/1.jpg)
04/13/2023 1
WHAT IS A SOCIAL INFLUENCER REALLY WORTH? H A R N E S S I N G S O C I A L N E T W O R K S T O R E C R U I T S TA F F A N D V O L U N T E E R S
Cheryl Black
Sr. Marketing Specialist, Blackbaud Inc
@CLBlack425
Download the whitepaper at www.blackbaud.com/social-influencer
![Page 2: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/2.jpg)
04/13/2023 2
RE V IE W OF T HE S OCIAL NE T W ORKING BE NCHM ARK RE P ORT
![Page 3: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/3.jpg)
04/13/2023 3 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
![Page 4: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/4.jpg)
04/13/2023 4
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
![Page 5: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/5.jpg)
04/13/2023 5 2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud
![Page 6: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/6.jpg)
04/13/2023 6
2012 Nonprofit Social Networking Benchmark Report [INFOGRAPHIC], Blackbaud 2012
![Page 7: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/7.jpg)
04/13/2023 7
Sources:* 2011 donorCentrics™ Internet and Multichannel Giving Benchmarking Report, Blackbaud** 2012 Nonprofit Social Networking Benchmark Report , Blackbaud, NTEN, Common Knowledge*** 2012 donorCentrics Peer-to-Peer Fundraising Benchmarking Insights, Blackbaud
![Page 8: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/8.jpg)
04/13/2023 8
The Power of Social Fundraising and Friends Asking Friends[INFOGRAPHIC], Blackbaud 2011
![Page 9: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/9.jpg)
04/13/2023 9
UNDE RS TANDING Y OUR INF L UE NCE RS AND T HE IR VAL UE
![Page 10: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/10.jpg)
04/13/2023 10
• 90 percent trust recommendations by friends more than traditional advertising*
• 63 percent of users choose consumer ratings as their preferred source of information about products and services**
Sources* Nielsen Global Online Consumer Survey, 2009** Neilson and NM Incite, State of the Media: The Social Media Report, Q3 2011
![Page 11: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/11.jpg)
04/13/2023 11
FOUR INFLUENCER RATINGS
![Page 12: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/12.jpg)
04/13/2023 12
4 = KEY INFLUENCER
![Page 13: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/13.jpg)
04/13/2023 13
3 = ENGAGER
![Page 14: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/14.jpg)
04/13/2023 14
2 = MULTICHANNEL CONSUMER
![Page 15: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/15.jpg)
04/13/2023 15
1 = STANDARD CONSUMER
![Page 16: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/16.jpg)
04/13/2023 16
HOW MESSAGES TRAVEL
![Page 17: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/17.jpg)
04/13/2023 17
ARE OUR MAJOR GIFT PROSPECTS SOCIAL?
![Page 18: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/18.jpg)
04/13/2023 18
HOW ARE NP OS US ING S OCIAL DATA
![Page 19: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/19.jpg)
04/13/2023 19
“With social data there is much more power to target effectively....to then measure the results...and to then make improvements, measure again and so on. It allows you to continue advancing the results and efficacy of what you do in ways that before were either not possible or were very difficult and expensive to do.”
Guy Fischer
National Chief Development Officer
American Cancer Society
SO, WHAT DO THE CUSTOMERS SAY?
![Page 20: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/20.jpg)
04/13/2023 20
EVENTS: IMPROVE TARGETING & ACQUISITION
The Situation: For new DetermiNation event series, how to target the right audience The Goal: Increase success of targeted Direct Mail campaign
The Strategy: Find those individuals who are interested in this type of event and will be able to raise sufficient funds
The Tactics: Optimize Direct Mail by:(a) Targeting Engagers and Key Influencers, who(b) Have existing athletic behavior and participation
(marathoners, triathletes, cyclists, exercise buffs, etc.)
![Page 21: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/21.jpg)
04/13/2023 21
• Select a pilot campaign• Identify your key influencers• Provide tools• Execute, evaluate, repeat!
GET STARTED NOW
![Page 22: Cheryl Black - What Is a Social Influencer Really Worth](https://reader036.fdocuments.net/reader036/viewer/2022081421/557d6539d8b42ae1438b5520/html5/thumbnails/22.jpg)
04/13/2023 22
WANT M ORE ?
Download white paper: www.blackbaud.com/social-influencerDownload report: www.nonprofitsocialnetworksurvey.com Follow us: www.npengage.com