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

Advice for Corporate PR Interns: Five Tips to Stand Out

Summer internships: the season for college students to descend upon the working class in hopes to either gain a unique glimpse into what their future may look like or simply build up their resume. This experience, however, is more important than many students realize. According to an annual survey by the National Association of Colleges and Employers (NACE), an overwhelming 95 percent of employers reported that candidate experience is a factor in hiring decisions, and nearly half sought out experience directly from internships or co-op programs.

We live in an age where first impressions are long-lasting. Often, a job offer or even securing a job interview depends on your connections and who you know. The corporate public relations world is no different, and internships and jobs are both becoming more competitive every year. So in the spirit of summer break, Lou Hammond Group is sharing five hot tips and tricks to help you stand out during your internship.

 

 

Have a Good Attitude

One of the most valuable lessons you can learn as an intern and continue to practice for years to come is that no task is too small. Yes, hours upon hours of data entry or running errands or even making coffee for a client may not be the most thrilling of tasks, but we guarantee that your employer will notice if you do them well, timely and with a good attitude. Likewise, they will take note if you seem frustrated or bored. It’s important to remember that there is most likely a reason behind every task given to you, even if you’re unable to see at the time. You may be asked to focus on data entry so you can learn more about the client and later help with writing press releases or designing copy for newsletters. You may be asked to grab coffee or water for a client so your employer can see how you interact with others and decide whether you’re ready to sit in on client meetings. The bottom line- your attitude will be noticed, so always be self-aware.

 

 

Stay Busy

While it may seem obvious, it can be difficult to stay busy at the start of your internship, while you’re still learning your role and later once you are able to complete your assigned tasks quickly or have less supervision. So, it’s important to always look for ways to be creative and stay busy. What that specifically looks like will depend on your internship and employer, but see below for five suggestions from the LHG team:

1. Research your clients. Start with any recent news articles and note their marketing and branding strategies.
2. Research popular editorial trends. Make a list of potential pitches for your supervisor to review.
3. Grab coffee with other employees to learn more about their day-to-day job. Don’t be afraid to show initiative, start conversations or ask questions.
4. Practice. Try your hand at writing a press release for one of your clients or designing an advertisement. Then ask your supervisor to review and offer feedback when they have time.
5. Anticipate your next assignment. If you are working on a specific project, think about what comes next.

 

Show Interest

Internships provide insight into one of two potential realities- it either solidifies your career path or it encourages you to look elsewhere. For those of you whose internships confirm your desire to work in public relations, showing legitimate interest goes a step further than staying busy and is key to your future success. The best way to show interest is to pay attention and ask questions. Moreover, depending on your internship, seek out additional opportunities and ask to participate. Whether it be attending an offsite meeting, after work networking event, conference call or new business pitch, look for ways to constantly learn and show your employer that you are interested. Simply asking questions may lead to the greatest insight during your internship experience.

 

Become Invaluable

Once you’re comfortable with your tasks and your supervisor, it can become tempting to take it easy and coast to the finish line, especially towards the end of your internship. Instead, we recommend making yourself invaluable. How can a college student make themselves invaluable to a PR company? During the course of your internship, figure out what you enjoy most and dedicate your time to perfecting a specific skill. Work towards becoming the go-to person for a specific task. If you enjoy writing press releases, ask your supervisor if you can write the first draft. If you enjoy editing, volunteer to proof-read whenever you have the opportunity. Focus on perfecting your strengths and allow your employer to see your work.

 

 

Stay In Touch

Your internship doesn’t end on your last day, and this final tip could lead to the most beneficial outcome of your entire experience. It’s imperative that you try your best to stay in touch with your supervisor(s) or employer in two specific ways:

1. Exercise the lost art of a thank you note. While this may seem silly to some, writing a simple note to thank your employer for the experience will go a long way in standing out from others.
2. Stay in touch, especially if graduating in the next two years. Send your supervisor a quick email if you see a client mentioned in the news or send them a project you’re working on for school if you incorporated something you learned from your internship. You never know where it could lead or the connections you could make by simply staying in touch. Remember: often times securing a job is all about who you know, and your supervisor could be looking to make a hire when you graduate.

from Lou Hammond Group https://louhammond.com/2019/06/25/advice-for-corporate-pr-interns-five-tips-to-stand-out/
via https://louhammond.com

Goodbye Desktops and Laptops: 10 Tips for Managing Your Workday from Your Smartphone Alone

With faster internet speeds and more work being done on the cloud, smartphones allow remote workers and business travelers the flexibility of being efficient on the go. According to ComScore, mobile use has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for 62 percent of total time spent on digital media. Easy access, however, comes at a price. Smartphones can lead to distractions such as social media and games, which can affect productivity. Additionally, accessing work information from a smartphone can lead to security issues. But, when utilized effectively, smartphones can enable professionals in all industries to crank out top-notch work from anywhere. Lucky for you, we’ve put together a trusted list of our top ten tips for managing work from a smartphone:

 

 

1. Choose the Right Apps

Ensure your smartphone is equipped with apps that can be used across multiple platforms including desktop, laptop, tablet and smartphone. Several of the programs most frequently used on company desktops have smartphone apps, including Office 365 and Google’s G Suite. For those that aren’t familiar, G Suite includes Gmail, Hangouts, Calendar, Docs, Sheets, Slides, Google+ for communication, Drive for storage and Sites for collaboration.

 

2. Stick to a Simple Setup

Fewer apps means fewer distractions and more storage space. Many people fall into the trap of thinking that the more apps you have, the easier it is to solve a slew of problems. The reality is that having more apps typically means more room for confusion – be sure and know what you need and don’t download more than that. Less is more!

 

 

3. Take Advantage of Voice Technology

Siri and other voice assistants can prove extremely helpful in accomplishing small tasks such as typing short emails, pulling phone numbers, sending texts and setting up reminders. Many employees find that they actually prefer using voice assistants to draft emails, as opposed to typing on their smartphone keyboard.

 

4. Check Out Remote Desktop Apps

No matter the industry, there is bound to come a time when you simply need access to your desktop. Remote desktop apps like LogMeIn or TeamViewer allow you to access your desktop and all your files directly from your smartphone with a quick tap.

 

5. Organize Your Home Screen

With the ever-increasing number of smartphone apps available today, your home screen can quickly become a chaotic mess. Be sure and keep your most important apps on the front page of your home screen, with your four most important taking up space in your dock. Place your less important, non-work-related apps on the later pages of your screen. Folders can also prove beneficial for organizing a collection of apps with a common theme such as “G-Suite.”

 

6. Ensure your Smartphone is Secure

Keeping a smartphone secure is vital for many reasons. Not only do you want to prevent data from being lost if your phone is lost or stolen, but you also want to ensure that your personal information isn’t hacked from internet pages you may have visited. Some tips for ensuring your smartphone is secure include using a screen lock, using a SIM card lock, protecting Bluetooth use, switching off wireless connection when it’s not in use, being careful with accepting pop up messages while browsing the web,  turning off geotagging, installing anti-viruses and ensuring your home wireless router is protected by a passcode.

 

 

7. Consider a Portable Bluetooth Keyboard

If you frequently do heavy business work on your smartphone like typing long documents or emails, you know that tapping your fingers on a screen can sometimes get a bit frustrating. While there is no replacement for a real keyboard, there are thankfully high-quality Bluetooth keyboards available to help. If you’re having trouble deciding which Bluetooth Keyboard to purchase for your smartphone, take a look at this article which highlights many of the best options on the market today.

 

8. Consider Collaboration Apps

Team collaboration software is on the rise. From project management to communication, there are dozens of collaboration tools available for businesses that allow employees to effectively communicate while away from the office. Flowdock is a group and private chat platform with a team inbox feature, while GoToMeeting is an online video conferencing app that allows users to schedule meetings and share screens. Slack is an extremely popular platform that offers instant messaging, file transfers and message search, with dozens of features and integrations with other tools like Trello. See here for a list of other groundbreaking collaboration apps that are changing the way businesses work and collaborate while away from the office.

 

9. Establish Clear Communication Protocol with Your Office

Be sure and establish communication guidelines with your coworkers so they know how best to reach you on your smartphone when you are away from the office. Do you wish to be reached by email, text or phone for non-urgent messages, formal requests, quick responses or urgent issues? Many decide that email is best for non-urgent messages and formal requests, while texts work best for quick responses and calls for urgent issues. The decision is all yours!

 

 

10. Maintain a Healthy Work-Life Balance

While smartphones make it easier than ever to stay in contact, they can also make it extremely easy for employees to overwork and overload themselves, which can lead to burnout. Recognize when to turn off your work phone to take time for yourself. Take phone breaks during the day when working via your smartphone. Give yourself time to think about big picture ideas away from constant email interruptions, sometimes requiring you to put your smartphone aside for a bit or turn it off completely.

 

Managing your workday from your smartphone can seem complicated at first, but as technology becomes more efficient, so can we.

from Lou Hammond Group https://louhammond.com/2019/06/11/goodbye-desktops-and-laptops-10-tips-for-managing-your-workday-from-your-smartphone-alone/
via https://louhammond.com