Harnessing the - California Downtown Association...Harnessing the power of social media influencers....

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 Juen@LoveandLoathingLA42.2K 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. Kevin@downtownsm.com310.393.8355

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

jennifera@dlba.org562.485.3133

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.

kevin@downtownsm.com310.393.8355downtownsm.com

Jennifer Arenas Social Media & Digital Marketing ManagerDowntown Long Beach Alliance

jennifera@dlba.org562.485.3133dtlb.org

Jason GilbertCEOSaltwater Software

jason.gilbert@saltwaterware.com310.917.2202saltwaterware.com