harnessing the - california downtown association...harnessing the power of social media influencers....
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Harnessing the power of social media influencers
They are anyone whose opinions are trusted by those who follow them. They have the power to connect with an organic and engaged audience.
Who are social media influencers?
Why do I care?
92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, consumer reviews and editorial content, above all other forms of advertising.
Sources: Nielsen Global Trust in Advertising Survey and Statista 2017 Report Global Social Media Usage
Social media usage continues to grow. In 2017, daily social media usage of global internet users amounted to 135 minutes per day, up from 126 daily minutes in the previous year.
101 109 126135
2014 2015 2016 2017
92%
Time spend on social media
Earned Media
You recognize these influencers, but they’re not an option for most of us.
Kylie Jenner@kyliejenner125M followers$1M per paid post
Source: Hopper HQ 2018 Instagram Rich list
Selena Gomez @selenagomez145M followers$800K per paid post
Cristiano Ronaldo@cristiano153M followers$750K per paid post
And that’s OK. There are plenty of others out there.
Here’s who you should be targeting: • Hyper local • Relatable • Authentic• Brand/Audience synergy • High level of engagement
(1.5% - 3.5% target)• Super user – employs latest features
But where do I start?
• Scour social media platforms using relevant hashtags, affinity groups, popular accounts in your area
• Reach out to partners in your district to see who they’ve worked with, gathering feedback on performance
• Contract with talent agencies specializing in the influencer space
• Search for articles on top influencers in your area
#SantaMonica
#SantaMonicaPier
#DTSantaMonica
#SantaMonicaRestaurant
#VeniceBeach
#LosAngeles
@SeeSantaMonica
@DineLA
@DTLAartsdistrict
You’ve got your list. … Now what?
• Create a clear objective
• Outline tactics & KPIs
• Set a budget
• Reach out & be ready to negotiate
• Create a standard contract
• Establish editorial calendar
Things to consider:
•Aesthetic and vibe
•Audience/Verticals
•Engagement rate
•Familiarity with the district
•Pricing
•Politics
•Platforms
Be willing to lose some
creative control
Downtown Santa Monica’s influencers
Caroline [email protected] followers Food, Fashion, ActivitiesEngagement Rate:1.68 avg.
Owin Pierson @owinpierson113K followers
Fashion, Food, LGBTQ AdvocateEngagement Rate: 4.89 avg.
Deliverables
• 1 social post per quarter
• 1 blog post per quarter w/ 4 to 5 original images
• 1 Instagram story per quarter
• Must include #DTSantaMonica & #SantaMonica
• Must tag @DTSantaMonica & participating businesses
DTSM holds rights to content, including photos/videos for future posts
Holiday roundup & ice rink promotion
Insights
460 36 13 5,816 1.17%
A guide to men’s fashion
Insights
4K 95 1 9,061 3.6%
FAM: A day of DIY in Downtown Santa MonicaHost local lifestyle media and DIY influencers on a maker extravaganza to highlight the ability tocultivate creativity in DTSM.
Activities• Guided tour of Farmers Market• Cooking class at Gourmandise School• Greeting card workshop with PaperSource• Light bites at DTSM restaurant
6 lifestyle & DIY influencers attendees• 522,895 total impressions • 30 pieces of content across
multiple channels • 1 blog post for DTSM • Cost: $0 - $200 per influencer
Leveraging partnerships: Ice at Santa Monica FAMCollaborated with owners of The Gallery on Ice to host food influencers for a visit to our outdoor ice skating rink
11 lifestyle & foodie influencer attendees• 62 pieces of content across multiple channels • 1.79M impressions• Cost: $0
Takeaways
• Social media influencers help you cut through the noise to reach your target audience; bypass algorithm changes, ad blockers
• You don’t have to spend a lot to see strong ROI
• Much of the hard work is finding the right influencer, so take your time
• Be specific about what you want with clear objectives and KPIs
• Be willing to give up some creative control
• Like most marketing schemes, there are no guarantees
Questions? Kevin HerreraSr. Marketing & Communication Manager Downtown Santa Monica, Inc. [email protected]
Follow our journey:
Blog: www.SantaMonicaCentric.com
Instagram: @DTSantaMonica
Twitter: @DTSantaMonica
Facebook: DowntownSantaMonica
How to Market Events Utilizing Social Media
How to Market Events Utilizing Social Media
1. Digital Marketing Plan: Digital Assets
2. Platforms
3. Other Free Tools and Resources
Software & Hardware
Digital Marketing Plan: Digital Assets
Photos VideosGraphics
1. Quality Graphics
2. Graphic Designer vs.
User Friendly Design
Apps
3. Create assets for every
platform & use
appropriate image sizes.
1. Quality Videos2. Aspect Ratio3. Upload directly to
platform4. Keep it short*5. Captions matter6. Analyze and adjust 7. High Definition
1. High Quality Images:
2. Photographer
3. Digital SLR vs. Cell
Phone
4. Archive Photos vs.
Stock Photos
Software & Hardware
Digital Marketing Plan: Digital Assets
Graphics Photos Videos
Digital Marketing Plan: Digital Assets
Don’t forget you are telling a story! • Informative• Engaging
Demographics & Bandwidth
Choose Your Platforms
•Facebook•Instagram•Twitter
•Linkedin•Snapchat
Take advantage of the tools to make the contentengaging and informative
Facebook Event Page• Get it up there as soon as possible (FOMO)• Push notifications (FREE)• Co-host (If applicable)• Multiple/Series Event - It carries over any leads
Choose Your Platforms
•Facebook Live Stream• Push notification (FREE)
•Facebook Ads – Get the most bang for your buck• Target based on connection types
• Example: People who responded to your event “going or interested”
Instagram•Eye Capturing Photos > Flyers
• Visual consumption• Hashtags
•Instagram Story• Tools
• Questions• Polls• Links• Countdown
• Highlights
Choose Your Platforms
Twitter• Algorithm - Reverse Chronological order (in real time)
•Hashtag
• Drives conversations
•Twitter Polls
• Increases engagement
•Twitter Moments
• (UGC) User generated content
Choose Your Platforms
Other Platforms, Tools & Resources
Consider...• Linkedin (If Applicable)
• Snapchat (If you have the bandwidth & it is applicable)
• AR Filters
• Geofilters
• QR codes
Expand your reach•EventBrite –
• Connects to Facebook Event Page • Increase your audience reach and leads• Free increase in exposure
(Similar to, You might also like, other events in your city)
•More like EventBrite: Evite, Brown Paper tickets, Evensi
•Explore your Digital Community • Facebook Groups• Instagram Community/City Pages
Other Platforms, Tools & Resources
Questions?Jennifer Arenas
Social Media & Digital Marketing ManagerDowntown Long Beach Alliance
dtlb.org
• Free design tools: Canva, Studio, • Social Media Image Sizes Cheat Sheet• Free stock photos www.pexels.com• Video Aspect Ratio Guide• Social Media Demographics• Create Video Captions(.srt) and upload natively to Facebook Video• 12 Ideas for Facebook Video Engagement • Facebook Event Targeting Ads - How to• How to create a Twitter Moment
Free Resources
Engage and Grow Your Audience with Digital Marketing
How Do People Use the Web Today…
• Mobile First Consumer Journey.
• 70% of internet traffic comes from mobile phones (CIODIVE 2017)
• Nearly a 1/3 of all mobile searches are related to location (Google 2017)
• They are looking for Events, Deals, Restaurants, etc. in your District.
Role of Your Website
• No one is looking for your website... AND THAT’S OK.
• The fountain of all your information
• Why is traffic to your site secondary? Doesn’t matter if they hit your site…we want them to find the content.
• Where people are really looking…content thru Aggregators
Importance of Content Aggregators
SEARCHIs More Than Keywords
SOCIALThey’re like digital billboards
DIRECTORIESCan they find your content?
Importance of Your Data
STRUCTURED DATAThe New SEO
ANALYTICSThe Road Map to Reaching Your Audience.
• It’s essential to have
• Need an expert to setup
• One and done
• It’s essential to have
• It’s easy to implement
• It’s FREE
The Takeaways
ANALYTICS AND METRICS
• Don’t Fly Blind -It's More than just a guess.
• Analytics is your feedback, learn from it.
HAVE A GOOD TEAM
• You don't need to do all of this on your own.
• It’s ok not to have all the answers.
STRUCTURED DATA
• All Events, Locations, Offers, Promotions, Businesses.
• Plenty of lead time so it populates the web.
Contact Information:
Kevin HerreraSr. Marketing & Communication Manager Downtown Santa Monica, Inc.
Jennifer Arenas Social Media & Digital Marketing ManagerDowntown Long Beach Alliance
Jason GilbertCEOSaltwater Software