Must-Use Strategy: Instagram Influencer Marketing

By Chris Jensen – Jr. Communications Coordinator

My colleague Erica Schlesinger shared in a recent blog post that we remember 80% of what we see, compared to 20% of what we read and 10% of what we hear. So, it makes sense that we gravitate toward photos and videos over text.

As a general rule, social media posts perform better when they’re accompanied by a visual. Visuals, like photos and videos, score more likes, follows and comments. For these reasons, more companies are steering toward Instagram as a key marketing platform.

Instagram only recently allowed advertisements in the feed, so influencer marketing has been the primary way for brands to market to consumers on the app. Instagram differs from Facebook as ads are reserved for large companies who are willing to shell out around $350,000–$1 million a month. For smaller brands that wish to reach a niche group, influencer marketing is the way to go.

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300 Million Users = Bigger than Twitter

Instagram: Best Social Network for Engagement

The true power of Instagram is the high rate of engagement and active user base of the mobile app. Studies have found that Instagram engagement rates are up to 58 times higher than that of Facebook and 120 times higher than Twitter.

Forrester analyst Nate Elliott once stated, “On six of the seven social networks, the brands we studied achieved an engagement rate of less than 0.1%. For every 1 million Facebook fans those brands had collected, each of their posts received only about 700 likes, comments, and shares. On Twitter, the ratio was about 300 interactions per 1 million followers.” Instagram is the outlier with 4.21% engagement. Although that may sound low, it’s significantly better than Facebook’s .07%.

Why Influencers Matter

Influencer marketing is all about relationships. Brands can benefit from developing relationships with popular influencers who have extensive reach and are willing to vouch for their product or service. When a tastemaker you trust recommends a product, it’s likely that you’ll listen.

In fact, when a consumer is contemplating a purchase, they look to more sources than the brand itself. A Nielsen study found that 84% of the public trusts recommendations from people they know and 68% trust consumer opinions posted online. In today’s digital age, many people treat social media the same way they would a face-to-face interaction, therefore putting trust in the individuals they follow.

Finding the Right Influencer

Most people wouldn’t trust an athlete to review a new software program, yet they will probably listen to his or her opinion on sportswear and nutrition products. Vice versa, a tech guru might not be your best bet to market a new fashion line but would be the ideal candidate to test and share a new app. It’s key to not only find an influencer with plenty of reach, but the type of reach you’re looking for.

A brand doesn’t need celebrities and athletes to promote their products; a “normal” person with a broad reach will do just fine. There are thousands of people with a variety of interests and large followings on Instagram. Targeting the right ones is the important part.

Forbes contributor Kyle Wong uses the following equation to determine how to choose an influencer:

Influence = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers

You can find influencers through hashtag research, skimming related profiles or navigating the ‘popular’ bar. Keep in mind their followers should be similar to your target demographic. If possible, reach out via email to your choice influencer. If email is not an option, a direct message on Instagram should work just fine.

Once you find the right influencer and settle on a deal, they will typically share images of the sponsored product or service with their Instagram followers. The approach is almost always organic and natural, rather than a blatant promotion. Sometimes, the product is not even mentioned.

While many companies have found this method successful, the nutritional supplement company SHREDZ stands out as a leader. SHREDZ only made $90,000 in 2012, but after partnering with a little-known fitness model, Paige Hathaway, the brand jumped to $5 million in gross revenue by the end of 2013. SHREDZ achieved these numbers with just a small team and digital promotion. At the beginning of the partnership, Hathaway had 8,000 followers; she has grown to over 1.8 million in a span of three years.

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Poler Outdoor Stuff’s Instagram is another prime example of non-invasive influencer marketing. By incorporating their backpacks and products into posts sporting the scenic and outdoorsy persona they strive for, the company successfully reaches thousands of like-minded consumers. They have teamed up with dozens of influencers, such as photographers and action sports athletes, to subtly showcase their products. With the help of these “insta-celebs,” consumers from around the globe see their products being used in the outdoors, encouraging a purchase that’s inspired by a lifestyle.

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Instagram boasts an engaging community with a wide variety of easily accessible influencers. If you’re looking to improve your social visibility and drive consumer product sales, Instagram influencer marketing can be a powerful tool.

Let us know if you would like some guidance with your own “Insta-Marketing.” (W)right On is glad to start or assist in an Instagram campaign.

 

Why PR is Becoming a Visual Game (and How to Win)

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Remember when you were a little kid and your parents asked you to pick out a book to read? Did you gravitate toward the one that was a sea of black-and-white letters, or the cool one with lots of colorful, eye-catching photos?

In high school geometry, which was the better textbook? The one that wrote out how to determine the surface area of a trapezoid, or the one that showed you?

Even now, are you more engaged and likely to retain information with presentations that are strictly verbal, or ones that have graphics and charts?

It’s a fact: human beings are visual creatures. As a general rule, we remember 80% of what we see, compared to 20% of what we read and a small 10% of what we hear, a New York University psychological study found.

Applying this to PR, an industry in which the main objective is to communicate positive messages about a brand or person, Wharton School of Business researchers determined that presentations based on visuals were found more compelling and convincing than those that were only verbal.

Furthermore, 67% of the audience in the study said that merging visuals with verbal aids were all the more effective. So how can we, as PR professionals, leverage these findings to the advantage of our brands?

Get Social

With the popularity of visually-driven social media networks like Pinterest and Instagram, there’s no time like the present to socialize your PR strategy.

pinterestPinterest is especially great since a pin can link directly back to a website. If you pin a PDF of your fresh press release and put some compelling preview text in the description, your audience will not only want to read that particular release, they’ll be taken to your news room, blog, etc. and likely read many more. And check out your team. And explore your website.

In an industry like hospitality, make sure to load your website and e-menu up with lots of great photos showcasing your space, food and amenities. With one click, users will be on your site and one step away from making reservations.

instaInstagram isn’t to be forgotten, though. Although it lacks the referral power Pinterest has (at least for now), it’s a great vehicle for furthering community relations efforts or raising awareness of your brand offerings.

For example, nonprofits can benefit immensely from showcasing their volunteer efforts and positive impact in real time, while a fashion line can post sneak peeks of their new collection and the behind-the-scenes design process to get fans excited to buy.

With a few well-placed hashtags, even non-fans will be in on the action. Networks like Facebook and Twitter, as well as outlets like blogs, can also add to your visual storytelling power in their own unique way.

Create a Better Press Release

Notice I say “create” rather than “write.” That’s because although words still rule in PR, the changing face of the industry requires a little something extra for maximum connectivity and traction from both consumers and media.

As mentioned last year in our piece on putting together a great press release, adding just one photo to a release will increase views by 14%. Applying elements like more photos and video continues the upward trajectory, culminating in 77% higher consumption when visual education tools like infographics comepolaroids into play.

This all depends on the industry, too. B2C brands will do well with high-quality photos of their products or properties, while B2B people may be more receptive to charts and graphs.

As with any PR effort, think about your target audience when adding visual elements to collateral like press releases.

Get Ready for Your Close-Up

If you’re not sprinkling video into your PR plan at least occasionally, you should be.husky

ComScore found that in the US alone, people watch more than a billion online videos every day. Why?

They’re dynamic, typically easy to consume and people equate them with entertainment. Video makes it simple and fun to showcase brand philosophy, spread the word on updates and give a glimpse at the human side of a company, which consumers love.

If you’re trying to rebrand a respected, but traditionally conservative corporation, try a regular feature showcasing employees doing volunteer work or shadowing them for a day on the job. If you’re a tech-savvy company, dabble in mixing up your written press releases with video ones.

Video is also a great tool for media relations. At (W)right On, we’ve had great success creating client b-roll and sending on to news stations for high-quality, late-breaking event coverage – plus, it allows you to pick and choose the footage you want to show off. And, video is a fast way to introduce people to who you are as a company, piquing the interest of potential customers, media influencers and even investors.

What other ways have you found visuals instrumental in a successful PR program? Tell us in the comments or find us on Twitter.

In Communications, the Only Constant is Change – Part 2

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communcationsby Grant Wright @grant_wright

If you read my last post, you know that I like to partake in my version of crystal ball reading. In part one of this two-part post, I floated predictions of Facebook and Youtube’s dampening, social media specialists displacing all-knowing gurus and a positive trend of increasing two-way brand communications but through paid channels. In this second part, I branch past social media to communication change applications in society with three more predictions for the near future:

Social Media in the Election Process

obamaWith the increasingly obscene amount of money flowing into the election process, candidates in the 2016 race will use social media unlike any campaign we’ve seen. In 2008, President Obama began a new era of integrating social media into the political process. Some argue that his comprehensive and strategic social media campaign won him the election. He gained the support of American youth by reaching them where they are most active, and this engagement continued in the 2012 election cycle.

With recent news of the Koch brothers alone committing to spend nearly $900 million during the 2016 campaign cycle, I think the Republican Party will be readying to deploy social media to an entirely new level. Although a record setting $5.6 billion was spent by the parties combined in the 2012 election, we ain’t seen nothing yet.

As expenditures are expected to top a staggering $8 billion in the next election, it boggles the mind what this will do for the social media landscape. Oh, to go back to the simpler days of the 80s and 90s when a mere $20 million waged a Presidential campaign.

Wearable Tech

While the social media run-up will start this year to a crescendo in the next, something that will truly become mainstream this year is wearable technology. Whether it’s the Apple Watch or Fitbit, we’ll all be wearing some sort of tech device soon, even if it’s just a self-adjusting belt.

apple-watch-6_1The Apple Watch’s release date is scheduled in April and I foresee 2015 being the first year we see technology incorporated rightinto clothing fabric like Vivir apparel. There are smart socks, replacement soles and an array of “e-textiles” to come. Textiles expert Rebeccah Pailes-Friedman says, “what makes smart fabrics revolutionary is that they have the ability to do many things that traditional fabrics cannot, including communicate, transform, conduct energy and even grow.” Future high technology will literally be worn on our backs.

 Interactive Video

As Internet bandwidth continues to increase, data storage costs decrease. Smartphones and simple editing software put a movie studio in everyone’s hand. Platforms now enable free and easy video hosting. All of this will lead to the continued shift from 2D content (like this post you’re reading) to visual content, particularly video and multimedia (like the new Vlog series we’re developing at (W)right On – stay tuned!)

In the next stage, video will move from the passive state it’s in today to an interactive state through embedded code technology. amazon_droneSay you’re watching a music video and see a shirt worn by your favorite artist. Hit pause, touch the screen to order, wave your smartphone by your Apple Pay enabled TV receiver, and voilà! An Amazon drone will arrive soon thereafter bearing said shirt. With this technology in combination with others like 3-D printing, the age of access will only accelerate.

While these are just seven visions swirling in the ball, in some form or another they may already on their way to reality. Separately and combined I think they’re all positive, for where there’s change there’s opportunity, and opportunity is a constant that feeds our soul.

What do you think? Enablers of the Age of Abundance? Harbingers of humanity’s doom? Comments are always welcome!

In Communications, the Constant is Change

Extreme_Crystal_Ball

by Grant Wright @grant_wright

At (W)right On, among our Values is to ‘embrace and lead change’. We keep current with and help define new best practices in communications. For example, in 2012 I wrote of smartphones surpassing PC sales for the first time and the rise of the Virtual Web. With consumption occurring from smaller and smaller screens, this has important bearing on how we might design a Client Partners’ website, for example. Jump to the present, and as I just tweeted about Apple selling 34,000 iPhones an hour, 24 hours/day for every day of the most recent quarter, we’re well on the way to a smaller-device world.

A year ago, Molly Borchers predicted six trends headed our way: pay-for-play social media, branded journalism, wearable technology and the Internet of Things, collaborative economy, anticipatory computing and super fan marketers. I’d argue she’s six for six.

So with 2015 well underway, in this first of a two-part post here are my crystal ball thoughts on how things might unfold in 2015.

Facebook ‘Dampening’

FB thumbI almost said ‘decline’ and maybe I should. As I talked about last March, with Facebook’s algorithm now rendering organic views to about 5% of the potential audience, it’s become harder for businesses to find their way onto people’s newsfeeds. For businesses that have, say, 8,000 followers yet only 300 of them interact, it’s much less worthwhile than before to invest the needed resources for good content absent a comprehensive communication strategy. A Facebook spokesperson said, “We’re getting to a place where because more people are sharing more things, the best way to get your stuff seen if you’re a business is to pay for it.” However, I think businesses will pay-for-play of Facebook posts less and less.

This leaves non-business Facebook use, and while Facebook is a behemoth, the next generation seems less enthused about it. In his social media analysis paper, a University of Texas student sums it this way, “Facebook is something we all got into in middle school because it was cool. But now it’s seen as an awkward family dinner party we can’t really leave.”

While it may currently be the most used platform, people aren’t interacting on Facebook at the rate of other social networks. While my evidence borders on spidey sense, I think Facebook may well become a MySpace to an alternative, any alternative.

YouTube ‘Dampening’

With the proliferation of video across other platforms like Facebook that no longer require content to be hosted on Youtube, I believe the site could take a serious hit this year.

As Business Insider notes, “In November, Facebook’s share of video posts uploaded directly to Facebook Facebook-Video-Hand-Pressing-Playovertook YouTube’s videos on Facebook for the first time.” The upside of this is that Facebook video views drive more engagement than Youtube, but then more of something that could be on its way to a nothing (as we know it today) for a new generation still gives me pause.

“Social Media Expert” Goes Dodo

My third premonition is that the title, “social media expert” will disappear as the proliferation of platforms makes it increasingly difficult to be an across the board expert. Instead, we’ll begin to see specialist experts as platform use continues to fragment and businesses become even choosier as to which platforms they expend energy. Relating to this, we may also see a resurgence of businesses strengthening their owned online presence including websites and blogs as this remains the only way to truly own one’s audience.

Increased Conversations

As 2015 progresses, brands will continue to move from thinking of social media as one-way flow toward a two-conversationway flow and relationship building opportunity. And for reasons touched on earlier, the framework for this interaction will increasingly necessarily be through paid visibility. I hope when this happens that we see a more organic conversation between brands and their audience. This is beneficial for both parties, although it takes more commitment on the side of the brand to maintain a conversation.

Facebook and YouTube dampening, specialist experts and increased conversations via paid infrastructure are among the things I see in the year to unfold. Stay tuned next week for Part Two of this post in which I see three more potential trends swirling in my ball.

Revenue, Respect and Results: Savvy Reputation Management for Hotels

From Yelp to TripAdvisor and everywhere in between, today’s traveler loves their review sites. 80% read online reviews before making a booking decision, 79% say they trust online peer commentary as much as word-of-mouth recommendations, and 93% say they consider it influential in where they stay and play. Combine those stats with the fact that 62% say that seeing a hotel respond to reviews, whether good or bad, makes them more likely to book there versus a non-responsive location; and it’s clear that reputation management is not something modern hotels can afford to ignore. However, given the myriad of sites out there, it can be overwhelming to break into the game. Take a look at the below guidelines to ease the process and streamline a communications plan to stay on top of your digital presence… and increase revenue.

Where to begin?

As mentioned, there are tons and tons of travel review sites floating around the web. At least as you’re getting started, stick to Yelp and TripAdvisor, which are some of the most heavily trafficked. These “Big Two” are the first places travelers are likely to look when researching a trip (especially TripAdvisor), and are your best use of time in terms of establishing a solid rapport with past and potential guests.

When should I post?

I recommend checking your reviews at least once or twice a week – Monday and Thursday is a good schedule to stick to. This gives you the opportunity to catch post-weekend rushes, as well as tackle one-offs or those who are catching up mid-week. It’s also helpful to create a Word doc or something similar to track each review and your response. If you ever need to refer back to a specific review or can’t complete a full run of replies in one fell swoop, it’s a great resource to simplify the process and hold yourself accountable. Another fantastic tool is Revinate, which (among other things) can track TripAdvisor sentiment and send you daily or weekly alerts. Daily is ideal – it can signal a need for immediate response on a “day off.”

But there are so many reviews… do I have to respond to all of them?

Actually, no. The main purpose of reputation management is first and foremost to ensure that any negative reviews are acknowledged and handled as appropriate. The second is to take an active role in the direction of your business – which doesn’t mean responding to every single comment posted. Even reviewers don’t expect that.

An easy rule of thumb is responding to all negative reviews and about 30-40 percent of positive reviews. If someone takes the time to write a lengthy note of praise or say specific team members were particularly helpful, return the favor with a thank you (and be sure to pass the good news along to deserving staffers).

What if I get a nasty comment?

It’s not if, it’s when. Even five-star hotels with exquisite service will get bad reviews from time to time – you can’t make everyone happy. Some things to keep in mind:

  • Always acknowledge – Travelers will pay more attention to negative reviews and how they’re handled than positive ones
  • Know your common pain points – Many properties have issues that are a regular gripe for guests. Some things, like wifi speed in a remote location, you can’t do a whole lot about. However, if you can do something, take heed and make the steps to work on it. The repeat reviews will decrease, and guests will note that you take comments seriously.
  • Assess the situation – Some negative reviews are straightforward and not all that serious, surrounding complaints like, “I didn’t like the wine selection” or “the wifi was too slow.” In this case, a simple, “we’re so sorry to hear that you felt X was X, and we appreciate your feedback” will suffice. However, with something heavier, like “my room was filthy” or “I got food poisoning from the restaurant,” you’ll need to invest a little more time. Draft a simple response that shows you’re taking action, but take things offline from there – you don’t want a reputation management conversation going any further than that in front of other patrons. Privately message the guest with the appropriate contact information, and be sure staff promptly responds to their concerns – and makes things right. Often, you’ll see a review update praising a satisfactory response to an issue.
  • Stand up for yourself – It’s an unfortunate fact, but sometimes, people lie about or greatly over-exaggerate situations. If something doesn’t seem quite right, check with members of the hotel team who may be better in the loop for any further insight. If you know a comment isn’t true, it is absolutely acceptable to (politely) correct the guest.
  • Choose your words – You stand behind your hotel, so show it in your verbiage. Most of the time, I recommend saying things like, “we’re sorry you felt X didn’t happen.” This acknowledges the guest’s feelings, but doesn’t necessarily fold to their opinion. However, some things are undeniably frustrating and unacceptable, like being ignored while checking in or waiting an hour for food at dinner. In this case, switch things up to convey apologies and understanding.
  • Lose the canned responses – I am a fan of putting together a document of common issues and sample replies to look back on. However, I do not support using the exact same responses each time – it’s not authentic and an obvious corner-cutter. You’re already taking the time and effort to manage your responses. Do it well.

What about social media?

Social media channels like Facebook and Twitter can act as another mode of reputation management, and most brands already have a solid presence there. Be sure to monitor avenues like messages, comments, direct tweets, hashtags and @ mentions (although this should be built into any social strategy already) for feedback or questions from guests, and develop a procedural plan with your team to outline who responds to what, what timeframes should be followed and any other expectations. Platforms like HootSuite, Simply Measured and many more offer a range of options to simplify your social listening efforts. Departing slightly from the response algorithm for review sites, always respond to messages (like on Facebook) and engage with commentary as much as possible – it is social media, after all! But the same goes for any contentious or lengthy conversations – after the initial connection, take them offline.

It also doesn’t hurt to leverage guests’ travel plans for greater brand reach. Flip.to is a great way to encourage travelers to discuss their upcoming stay with their networks without icky, back alley trades or an in-your-face sales pitch. The platform, which reports 15% of users will transition to become brand advocates, employs sleek landing pages and simple content to connect with guests without ever leaving a hotel’s website.

Reputation management is a crucial tool for staying on top of public perception and presenting a caring, engaged demeanor to guests in all stages of the sales funnel. With a bit of organization and a strategy behind your approach, you’ll be ruling the digital travel world in no time.

 

Getting Real About Media Results

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PR = media results. It’s a fact even those unfamiliar with public relations know to be true. As industry professionals, it is our responsibility to navigate the complex world of media relations on our clients’ behalf, build a rapport with journalists across a variety of publications and verticals and, naturally, land solid media hits that lead to a positive action – booking a hotel room, purchasing a product, forming new awareness or an elevated opinion… the list goes on. But often, companies can get hung up on the quantity of results without first considering the quality. Here at WOC, one of our guiding philosophies is our belief that media hits are not a communications strategy. Take a deeper look into why, and how a fresh perspective on results can benefit your brand’s bottom line.

Recently, a client partner was looking to spread the word on a comprehensive, weekend-long event that would appeal to a specific type of traveler. Rather than sending a pitch to every outlet that maybe, possibly, if the time was just right could have covered it; I got real – I examined the timeframe we had, the audience we were trying to hit and the feasibility of particular outlets saying “yes” given their proximity (or lack thereof) to the location. The end product? A slimmer, but highly tailored, pitch list. And it worked – we got several hits that made perfect sense for the task at hand. One single-handedly resulted in close to 70% of the attendance goal reached within just a few days of being published.

This approach is beneficial in several ways – it conserves time (and therefore budget), leaving more wiggle room to focus on a variety of client efforts; it allows the PR pro to build more meaningful relationships with journalists they can reach out to time and again; and it ensures that media hits make real sense. The time used to create a well-crafted, impactful pitch and secure a few solid media hits is much better spent than on spinning wheels and taking shots in the dark, or getting a large number of hits that may not connect in the right way. Some may say, “at least you’re getting the word out,” and yes, sometimes you do need to take a chance on a pitch. But if you ask me, talking is a lot more productive when there’s someone ready to listen.

Readership numbers are important as well – they give indication to an outlet’s clout and how many eyeballs will be on your content. But sometimes, smaller outlets can be just the ticket. For example, say an online publication has 10,000 monthly readers. Not mind-blowingly impressive. However, you have to investigate who those readers are. Do they engage with the content? Do they comment on and interact with social media channels? Do their demographics fit the mold of the person you’d want to learn about your client partner’s news? You also need to do your due diligence on researching the outlet itself. Is the writing high-quality? Does the author hit on a number of focal points? Do they include great photos with their pieces? If so, they shouldn’t be overlooked based on numbers alone. Key takeaway – just don’t forget about the little guys along the way. Plus, any big pub has to start somewhere. If they happen to explode, you’ll already have your foot in the door and a relationship in place.

On the topic of big publications – another PR factor that often isn’t fully understood. For many brands, these are the Holy Grail of media hits, and rightfully so. We want them, too! However, even if you have a BFF-level rapport with the editor-in-chief, it takes a great deal of time, effort and typically multiple attempts to break through. Take a magazine with millions of readers each month. It will have more writers and editors assigned to cover content, to be sure, but also an inordinately higher number of pitches and invitations and press releases flowing in and out each day. I’ve had editors at national outlets tell me they get over 200 emails an hour, most from PR people. For an average workday, that’s 1,600 emails to comb through. A bit overwhelming, wouldn’t you say? Once they’re done sifting the good from the bad, they’re still faced with whether something fits with their (usually more stringent) editorial calendars, they have a writer to work on the assignment and whether they even have the space for it.

In a realistic world, it could take even a veteran PR pro with an awesome, perfectly crafted angle a year or more and numerous pitches to make it into a national magazine. Seriously. Don’t get me wrong – I’m not saying to write off your chances of ever getting into Sunset or Forbes. We’ve done both, many times, and there are more outlets where those came from. Just don’t put undue stress on yourself (or your friendly neighborhood communications expert) if you don’t make the cut right away.

So remember – when assessing the best approach to a media strategy; spend time on the smart stuff, don’t forget to play nice with the lesser-known and stay persistent when shooting for the big leagues. Before you know it, you’ll have a roster of results that highlight your brand and establish a savvy, respected public face.