SOCIAL MEDIA INFLUENCERS

How your agency can benefit from working with them

Introductions

Rocky Merz

Kelly Piller

The Digital Space Changes Rapidly

• in Ohio 55% have cut ties with cable television.

59% of Americans have cut the cord, and 29% thinking about cutting it.

2:22Average of

49%Depend on influencer marketing

90.4% 77.5% 48.2%Millennials Gen X Baby Boomers

The Social Media SpaceU S E R S

T I M E

I N F L U E N C E

82% 80% 79%White

AmericansBlack

AmericansHispanic

Americans

S M A R T P H O N E O W N E R S H I P

7/10 teens trust influencer advice over celebrity advice

why is social media useful?

Go where the audience is

Parks & Recreation2 hrs

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Raise awareness about initiatives or causes

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Get people to use the parks

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Recruit volunteers

Revenue generation

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Advertise programs/events

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Share park closure/safety information

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Engage staff/public to encourage sense of ownership

how to be effective

Create fun engaging contentParks & Recreation4 hrs

Share relevant credible information

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To use social media effectively it’s important to have a large engaged audience.

https://www.facebook.com/CincyParks/videos/456302994957785/

https://www.cincinnatiparks.com/diy-maple-sugaring-tool-and-tree-logistics/

how to be effective

Get others with followings to help you…Influencers

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Engage your followers by sharing, commenting and liking their content

What is a Social Media Influencer?

Social media “influencers” are those with accounts that drive traffic and sales to a product or service based on their recommendations. Their ability to influence stems from an apparent personal relationship with their followers and a sense of authority in their respective marketing spaces.

https://www.boostability.com/what-are-social-media-influencers-and-how-do-i-find-them/From:

Attributes of a Social Media Influencer• Someone with a

substantial following

• Someone with credibility among their audience

• Someone able to persuade others to act

• May or may not be getting paid/Audience may or may not know

types of social media influencers

Celebrity/Local Celebrity

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Media Personalities

Micro influencer: Topic based(mountain biking, lifestyle, family, crafts)

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Cincinnati Bartender Molly Wellman named Cincinnati’s best bartender.

types of social media influencers

BloggersParks & Recreation2 hrs

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Entrepreneurs

Pets

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https://www.facebook.com/CincyParks/videos/2181510831970804/

where do you find them?

Television/radio stationsParks & Recreation3 hrs

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Local publications/websites

Your followers

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Local Radio station series called, “Jay’s Journey”

https://www.youtube.com/watch?v=lRFJJsYVuBo

where do you find them?

Use social media, follow local hashtags, follow local influencers

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Create one/find one in your organization

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where do you find them?

Become one

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clefoodies 35,000

food, restaurants

ddotts | 8,157lifestyle, family

baublestobubbles | 31,000fashion, lifestyle

beginninginthemiddle 85,400lifestyle, design, home

managing partnership

Mutually beneficial partnershipParks & Recreation1 hrs

Collaborate!Parks & Recreation6 hrs

TradesParks & Recreation12 hrs

Partnering with parks gets beneficial content to the influencer. Partnering with influencers gets a beneficial audience looking at Parks.

Highly affordableParks & Recreation7 hrs

how much to pay?

Think about program target goals: Clicks, registrants, permits sold and calculate what that would cost you from other digital advertising such as web banners, boosting, pre-roll ads, geofencing campaigns.

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Some general costsParks & Recreation7 hrs

100,000 2,000 per post

Macro Influencer 100,000+

100,000 1,000 per post

Micro Influencer 1,000+1,000 25 per post

100,000 2,500 per post

1,000 20 per post1,000 10 per post

is it worth the cost?

As with any campaign tracking is key

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Establish metrics on the front end (hashtags, links, clicks)

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Final Thoughts

As with any advertising product influencers have their place. How do they fit in your agencies strategies?

Social media/digital is not the only effective tactic, but it is one you need to have a presence in this day and age.

Sources• https://digitalmarketinginstitute.com/en-us/blog/9-of-the-biggest-

social-media-influencers-on-instagram• https://www.boostability.com/what-are-social-media-influencers-

and-how-do-i-find-them/• https://www.pewresearch.org/internet/fact-sheet/mobile/• https://www.westmonroepartners.com/Insights/Newsletters/Cord-

Cutting-Statistics• https://www.lyfemarketing.com/blog/social-media-marketing-

statistics/• https://www.oberlo.com/blog/social-media-marketing-statistics• https://www.webfx.com/influencer-marketing-pricing.html

Any questionsor comments?

Thank you ;)