Van Jones Influencer Marketing on Facebook

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Presentation transcript:

Van Jones Influencer Marketing on Facebook Created by: Elliott Davis

Who is Van Jones? Social & Environmental Justice Advocate Founded and led numerous social enterprises The Ella Baker Center for Human Rights – Criminal Justice Color of Change – Racial Fairness Rebuild the Dream – Economic Policy Think Tank The Dream Corps – Women in Tech, Prisons, Environment (Green For All) Green Jobs Advisor to President Obama

Van Jones - Influencer Wrote NY Times Best Selling Books The Green Collar Economy (2008) Rebuild the Dream (2012) Political Commentator CNN Political Contributor Host of “The Messy Truth with Van Jones” Recent Work Released “Beyond the Messy Truth” about partisanship “We Rise” National Tour about collaboration and dialogue

Van Jones’ Facebook Metrics Page Likes: 902,911 Page Followers: 913,615 Most Engagement on recent post: 5,000 likes, 966 loves

Van Jones’ Most Engaging Recent Posts September 10 – “Animal shelters emptied, BUT PRISONS STILL FULL?? #Hurricane #Irma #Harvey with video 8,600 reactions, 4,379 shares October 19 – Picture with Michelle Obama, reference her “when they go low, we go high” quote, sharing book 6,000 reactions, 72 shares October 25 – Picture when younger, stated first battled Democrats, and learn more from his new book 4,400 reactions, 109 shares October 14 – Picture of Jimmy Kimmel sharing Van Jones’ book tweet, connection to Jimmy Kimmel, sharing book 2,300 reactions, 55 shares

Van Jones’ Current Facebook Focus Promoting his new book “Beyond the Messy Truth: How We Came Apart, How We Come Together” Get followers to purchase his book Share his outlook on today’s politics and offer a path forward Expand his political commentary to demonstrate his influencer credibility

Van Jones’ Strategies on Facebook Effective Promoting endorsements of popular figures Showing emotional responses to causes he cares about Directing traffic to the website to purchase his book Building his credibility as a political expert Promoting AND leveraging his book & tour NOT Effective Lack of posts which are clearly made by Van Jones Lack of educating through text of posts on Facebook

Takeaways Strive to influence (build credibility, educate) and market (promote your product or service) simultaneously Allow your personality, or at least the persona you create for social media, to shine through Leverage the ease of driving traffic on Facebook Provide at least some insight into the outlook/perspective you’re education on through the platform you’re on

Discussion Question Is there a point at which an influencer promoting one’s own product (and thus expertise) appears too unnatural and begins to undermine credibility? How do influencer marketers of ideas compare and contrast with more traditional influencers teaching a particular skill or lifestyle?