I'd Like to Order Some Social Influencers
The primary study referenced in the article is the Influencer Marketing Status 2014. One thing is for sure, there are pretty specific views on the definition of an influencer.
According to those surveyed, an influencer should have the following attributes:
- "79% pointed Echo, in other words, being able to mobilize opinion and creating reactions when they talk about a specific topic"
- "73% pointed Exposure, which refers to the potential audience and the size of the influencer's community on a specific area"
- "62% pointed Share of Voice, which refers to the Influencer's high degree of participation in a conversation on a given subject"
From the study, it becomes clear that not everyone is in agreement on how to communicate with this unique constituent segment and what too share with them.
- "66% think email is a suitable channel to contact an Influencer"
- "Twitter comes in second with 57%"
- "The Influencer's own Blog is being used by 52%"
- "Only 29% of those surveyed see Facebook, while being the most popular social network for companies and users, to be a valid channel for contacting Influencers"
- "The least used channels are forums (11%) and Google+ (6%)"
If you skimmed the list above, make sure you reread the fourth bullet. From the nonprofit perspective, many organizations and marketers immediately think of Facebook when we think of finding "social influencers" with our brands. Yet, a lot of marketers from around the globe really view Facebook differently when it comes to using that opportunity to communicate.
Overall, here's where I land on this topic: I'm still not sure. As a marketer, I have finally become comfortable saying, "I'm not sure" — but you better believe I can't stay in that place for long.
This is a topic that the nonprofit industry needs to continue to explore and really start to spend some time 1) developing our own social influencer definition (if we don't agree with the above) and 2) putting some leverage into using social influencers. After all, according to this study, "43% of the marketers claimed they have had profitable responses and 36% feel their campaigns with influencers should be rated as either being 'effective' or 'very effective.'"
Vice President, Strategy & Development
Eleventy Marketing Group
Angie is ridiculously passionate about EVERYTHING she’s involved in — including the future and success of our nonprofit industry.
Angie is a senior exec with 25 years of experience in direct and relationship marketing. She is a C-suite consultant with experience over the years at both nonprofits and agencies. She currently leads strategy and development for marketing intelligence agency Eleventy Marketing Group. Previously she has worked at the innovative startup DonorVoice and as general manager of Merkle’s Nonprofit Group, as well as serving as that firm’s CRM officer charged with driving change within the industry. She also spent more 14 years leading the marketing, fundraising and CRM areas for two nationwide charities, The Arthritis Foundation and the American Cancer Society. Angie is a thought leader in the industry and is frequent speaker at events, and author of articles and whitepapers on the nonprofit industry. She also has received recognition for innovation and influence over the years.