Social Media Influencers: More Than Pretty Pictures

We’re living in a world of constant “influence”. Influencer marketing has exploded in recent years, as social media has become an integrated and essential part of our daily lives. Whether you’re on the subway, walking down the street or waiting at a restaurant, it’s not uncommon to find most people passing time by scrolling through Instagram, Facebook or Twitter. What some don’t realize is the power of the content they are seeing and how it truly influences their decisions and opinions.

It’s no doubt that consumers are turning to their favorite Instagram models, Twitter personalities and YouTube stars for advice on products or companies, and recommendations on where to go, what to do and how to do it. Because of its power, many brands are turning to influencer marketing to directly target a niche audience in an approach that’s more cost-effective than traditional advertising.

Although influencer marketing is a billion-dollar industry, the question still stands: what is the real benefit of partnering with an influencer in today’s digitally driven world beyond the pretty picture for followers to see?

 

 

 

Brand Awareness

Whether you’re representing a hotel, restaurant, beauty product or fashion brand, the name of the game is to raise brand awareness to help the brand stay successful in its competitive environment. As PR professionals, we know that there’s nothing more important than knowing your client’s target audience and how to grab the attention of those individuals.

By choosing the right influencer, you are promoting your brand to a group of people or followers who trust the influencer’s opinion. The followers made an active choice to follow this influencer and, as a result, a level of trust has been established. This trust allows for the influencer to feel more like a friend than a talking head in a commercial – increasing the chances someone will engage with or share the post, and ultimately increasing popularity and driving awareness for the brand.

 

Influencer Marketing by the Stats

Even with various real-life experiences and client case studies, many still doubt the impact of influencers. According to SocialMediaToday, businesses who understand influencer marketing gain impressive returns.

In addition, Influencer Marketing Hub recently surveyed nearly 800 marketing agencies, brands and other relevant professionals to determine their views and build insight on the industry. Below are some key statistics that are important to keep in mind when making educated recommendations to clients and partners:

• Instagram’s usage grew 10 x over 5 years
• Instagram engagement rates are much higher than those on Twitter
• There were 320 more platforms and influencer marketing focused agencies created last year
• 92 percent of people think influencer marketing is an effective form of marketing
• A large amount of businesses plan on dedicating a budget to influencer marketing this year
• Engagement or click-through is the most important criteria when evaluating influencers

 

 

Choosing the Right Influencer

From a PR perspective, it’s crucial to set your client up with the right influencer. Remember, it’s not all about the “pretty picture” or large number of followers someone may (appear) to have –  you should consider the three “Rs” when navigating through the influencer marketing landscape.

• Relevance: A relevant influencer caters to your target audience
• Reach: The number of individuals you can get attention from
• Resonance: The amount of engagement an influencer can create

Something else to keep in mind is that today’s influencers typically require some sort of payment – whether that means receiving a free product or an all-expense paid destination visit, there is likely some sort of barter or cost associated with the partnership.

While a fashion influencer may post a beautiful bikini shot on the beach that looks like pure #goals, there’s often much more than meets the eye: Just one photo can take hours to shoot on top of more time spent editing, and the influencer likely has an overarching strategy of their own that’s needed to keep their feed cohesive. There are also analytics to consider before posting – do images with more blue tend to do better? Do the followers tend to engage more early morning? Are the likes higher when the influencer’s boyfriend joins the shot?

 

 

 

Real Life Proof That Influencer Marketing Works

One of the most recent and most outrageous influencer marketing case studies out there is focused on Fyre Festival. Whether you watched the Hulu or Netflix documentary (or maybe both…#guilty), one thing is certain – the power of social media influencers is immense. Thousands of people viewed posts from various and well-respected social media stars about an infamous music festival, and because people have established a trust with these influencers, countless amounts of consumers bought tickets to this event without knowing anything more than the soundbites the influencer pushed out. The result? A mess that left thousands stranded in the Bahamas with little more than hurricane shelter-like tents and bad sandwiches.

On the flip-side,  social media outlets can be so successful that the influencer can leverage their popularity and admiration into a full fledged business. Social media influencer and entrepreneur Julia Engel, who currently has over 1.2 million followers, started her blog, Gal Meets Glam, in 2011. From the start, the blog featured style, beauty, travel and home content that appealed to a large audience. Julia’s love for “all things feminine” inspired a dress line in 2018, with products carried on her site and in  major luxury department stores, like Nordstrom and Dillards.

The real reason influencers continue to make such breakthroughs is yet another “R” word: Relatability. The relationship the public builds with social media influencers is unlike any relationship the media landscape has seen before. Social media influencers have the ability to create a conversation with their followers regardless of location and, as a result, consumers can ask questions in real-time and get authentic feedback. It’s not Jennifer Aniston selling them lotion, but someone they have grown to admire and trust.

Many lifestyle influencers are also posting about their personal lives in addition to a destination they just visited or a unique piece of clothing they received, to help their followers experience the type of person they are and establish other avenues of connection. Despite their large size, many influencers and their followers share the same demographic traits and interests, creating the feeling of having an established relationship with the person.

As technology continues to evolve into the future, social media influencers will adapt alongside it. In the meantime, give some of your favorite influencer’s photos a few double taps – after all, it’s much more than just a pretty picture.

from Lou Hammond Group https://louhammond.com/2019/07/31/social-media-influencers-more-than-pretty-pictures/
via https://louhammond.com

The Rise of Regional Publications

Today’s consumers are in a never-ending state of information overload. Magazines, newspapers and e-newsletters of all varieties are constantly filling up our mailboxes and inboxes, making it feel like we’re reading everything and nothing all at once. With so many options, many media outlets are beginning to shift their focus to a more niche form of marketing, making it easier for consumers to gather the specific information they seek. This same trend has crossed over to destination marketing, sparking a rise in regional publications, and consumers are taking note.

 

 

Today, regional publications are in demand after for a number of reasons. Whether you’re researching a specific destination for future travels, or simply finding the best wine bar in your area, this type of publication has proven to be valuable to locals and tourists alike. For instance, Garden and Gun is a Charleston based publication that focuses solely on Southern culture. This type of regional magazine can be particularly useful to those who are interested in the art, music, literature and food of the American South. Want to learn how to make Gulf Shrimp Po’boys just like you had at Frenchy’s Café in Clearwater Beach, Florida? Snag a copy of the Summer 2019 issue of Garden and Gun and you can do just that.

 

Regional publications can also serve as personalized guides, creating a sense of discovery in a specific area. MLive, a local publication for Michigan, reveals “This Hidden Trail is One of the Best Hikes in Michigan”. Written by Emily Bingham, the article tells a personalized story of her experience on this scenic hike and the hidden gems she discovered along the way – like secluded beaches. Because Michigan has over 25,000 miles of state-designed trails, a national publication may not have access to the insider knowledge or experiences that a local writer in the area would. In instances like this, regional publications can create a more personal, engaging reading experience for their audience.

 

 

Today, consumers are much more likely to book and plan their own vacations which has lead to an increase in destination research. While travel-specific outlets can provide readers with the basic information needed to plan a trip, regional publications offer more help with the specifics. Often, editors of these niche publications are considered experts of their area and can provide the authentic viewpoint consumers seek when planning. What better way to learn where to get the best ice cream in Houston than an article written by seasoned Houstonian and writer for the Houston Chronicle, Marcy de Luna?

 

Regional publications are not only useful to travelers and tourists, they can also be a great resource for locals to stay up-to-date with what’s happening in their own community. Sagacity Media Inc., the publisher of Portland Monthly, launched Seattle Met, a new Seattle based publication, after a large Seattle area audience contacted them in hopes of having a similar publication created for their city. Publications like these are successful because they share information that informs travelers on the current news, events and economic stability of a destination while, at the same time, resonating with locals in the area.

 

 

To readers, national and global publications can sometimes feel more aspirational than attainable. A global article can detail a sailing trip along Africa’s west coast – to most, more of a “once in a lifetime” bucket list item – where a regional publication can feature more realistic, everyday stories. Because “staycations” are another travel trend on the rise, those living within the state, city or community can now look to local publications as a planning resource. For instance, Georgia residents can read the July-August issue of the regional magazine Good Grit where Paula Wallace, President and founder of Savannah College of Art and Design, writes about “24 Reasons to Love Georgia this Summer”. As a lifelong resident of Savannah, Paula’s particular point of view is both interesting and authentic to readers.

 

The rising popularity of regional publications is also reflected across digital platforms. With 380,000 Instagram followers, Garden and Gun proves its large reach. Instagram allows fans of the publication to connect with others within that same community, and leads users to find more in-depth information behind the photos posted from the latest print-issue of the magazine. Similarly, the Los Angeles Times (the largest newspaper on the West Coast) has a commanding online following with a social media presence that’s broken down by category – LA Times News, Food, Entertainment and Fashion.

 

 

From a travel writer’s perspective, regional publications are important because they focus on more specific locations – towns, cities, regions – rather than large areas. For the purpose of relationships, publicists tend to have an easier time seeking out and building relationships with travel writers who are interested in and focused on their specific destinations.

 

With all of the information available to consumers daily, it is helpful to have outlets that focus on niche markets and make relevant information quicker and easier to find. The creation of regional and local publications which focus solely on neighborhoods, small towns, metropolitan areas and suburbs are becoming increasingly popular for locals and travelers alike – and for good reason.

from Lou Hammond Group https://louhammond.com/2019/07/25/the-rise-of-regional-publications/
via https://louhammond.com

International Leader, Lou Hammond Group Opens Denver Office

Lou Hammond Group, a global communication company, announced today, they are expanding into the Denver market with an office headed by industry veteran Ivie Parker.

 

 

Located downtown, LHG Denver offers expertise in communications, marketing, media relations, advertising, digital and creative services for an array of industries spanning hospitality and tourism, real estate, healthcare, financial services, energy, tech, nonprofit and destination marketing.

 

 

As president of the firm’s new Denver office, Parker brings a wealth of experience in public relations and marketing communications for hotels, resorts, real estate and lifestyle brands. Her goal is to combine her knowledge of western culture with the nationwide resources, reputation and expertise of Lou Hammond Group to implement national communications programs with a regional focus.

Parker comes to the firm from Timbers Resorts where she was based in the Aspen valley as Director of Hospitality Marketing responsible for developing and executing marketing strategy to generate revenue and awareness for hotels, resorts, villa rentals and golf.

Previously, she served as Director of Marketing within Denver-based Two Roads Hospitality (formerly Destination Hotels) implementing integrated communications programs, driving revenue and launching new properties in the western U.S. and nationwide.

 

 

A native of South Carolina, Ivie is a graduate of the College of Charleston. She began her communications career in Charleston where she worked in hospitality marketing and interior design. Heading west, Ivie traded the beaches for the mountains. She enjoys the vibrant Denver scene and loves everything outdoors from learning to ski in winter to trail-running in summer with her dog, Tina Turner.

“We are excited to expand our brand and join the Denver community. With our extensive western client base, it is an excellent fit.” said LHG Chairman and Founder Lou Hammond.

Founded in 1984, LHG also has offices in New York, Charleston, S.C., Houston, Los Angeles and Miami.

from Lou Hammond Group https://louhammond.com/2019/07/16/lou-hammond-group-opens-denver-office-international-leader/
via https://louhammond.com

International Leader, Lou Hammond Group Opens Denver Office

Lou Hammond Group, a global communication company, announced today, they are expanding into the Denver market with an office headed by industry veteran Ivie Parker.

 

 

Located downtown, LHG Denver offers expertise in communications, marketing, media relations, advertising, digital and creative services for an array of industries spanning hospitality and tourism, real estate, healthcare, financial services, energy, tech, nonprofit and destination marketing.

 

 

As president of the firm’s new Denver office, Parker brings a wealth of experience in public relations and marketing communications for hotels, resorts, real estate and lifestyle brands. Her goal is to combine her knowledge of western culture with the nationwide resources, reputation and expertise of Lou Hammond Group to implement national communications programs with a regional focus.

Parker comes to the firm from Timbers Resorts where she was based in the Aspen valley as Director of Hospitality Marketing responsible for developing and executing marketing strategy to generate revenue and awareness for hotels, resorts, villa rentals and golf.

Previously, she served as Director of Marketing within Denver-based Two Roads Hospitality (formerly Destination Hotels) implementing integrated communications program, driving revenue and launching new properties in the western U.S. and nationwide.

 

 

A native of South Carolina, Ivie is a graduate of the College of Charleston. She began her communications career in Charleston where she worked in hospitality marketing and interior design. Heading west, Ivie traded the beaches for the mountains. She enjoys the vibrant Denver scene and loves everything outdoors from learning to ski in winter to trail-running in summer with her dog, Tina Turner.

“We are excited to expand our brand and join the Denver community. With our extensive western client base, it is an excellent fit.” said LHG Chairman and Founder Lou Hammond.

Founded in 1984, LHG also has offices in New York, Charleston, S.C., Houston, Los Angeles and Miami.

from Lou Hammond Group https://louhammond.com/2019/07/16/international-leader-lou-hammond-group-opens-denver-office/
via https://louhammond.com

International Leader, Lou Hammond Group Opens Denver Office

Lou Hammond Group, a global communication company, announced today, they are expanding into the Denver market with an office headed by industry veteran Ivie Parker.

 

 

Located downtown, LHG Denver offers expertise in communications, marketing, media relations, advertising, digital and creative services for an array of industries spanning hospitality and tourism, real estate, healthcare, financial services, energy, tech, nonprofit and destination marketing.

 

 

As president of the firm’s new Denver office, Parker brings a wealth of experience in public relations and marketing communications for hotels, resorts, real estate and lifestyle brands. Her goal is to combine her knowledge of western culture with the nationwide resources, reputation and expertise of Lou Hammond Group to implement national communications programs with a regional focus.

Parker comes to the firm from Timbers Resorts where she was based in the Aspen valley as Director of Hospitality Marketing responsible for developing and executing marketing strategy to generate revenue and awareness for hotels, resorts, villa rentals and golf.

Previously, she served as Director of Marketing within Denver-based Two Roads Hospitality (formerly Destination Hotels) implementing integrated communications program, driving revenue and launching new properties in the western U.S. and nationwide.

 

 

A native of South Carolina, Ivie is a graduate of the College of Charleston. She began her communications career in Charleston where she worked in hospitality marketing and interior design. Heading west, Ivie traded the beaches for the mountains. She enjoys the vibrant Denver scene and loves everything outdoors from learning to ski in winter to trail-running in summer with her dog, Tina Turner.

“We are excited to expand our brand and join the Denver community. With our extensive western client based, it is an excellent fit.” said LHG Chairman and Founder Lou Hammond.

Founded in 1984, LHG also has offices in New York, Charleston, S.C., Houston, Los Angeles, and Miami.

from Lou Hammond Group https://louhammond.com/2019/07/15/international-leader-lou-hammond-group-opens-denver-office/
via https://louhammond.com