Recording-2025-03-06T15:35:06.386Z

Introduction

  • Anna Cordova introduces the presentation from Destination Madison.

  • Recording notice and Q&A information.

  • Announcement of collaboration with Hummingbirds since 2023 to promote local experiences, namely "Madison On Tap" and "Madison by Bike."

  • Upcoming partnership projects aimed at engaging local communities, details to be revealed soon.

Upcoming Events

  • Partner Pop-Up: March 31 at Wisconsin Youth Symphony Orchestras. Limited spots available for registration.

  • Summer Summit and DMA Event: Save the date for June 26, nominations open early next week.

Presenter Introduction: Emily Steele

  • Emily Steele: CEO & co-founder of Hummingbirds, a platform connecting brands with localized content creators.

  • Emily's passion for community through collaborative marketing.

The Concept of Influence

  • Introduction to influencer marketing.

  • Personal anecdote of stumbling upon oat milk latte influence that started Emily's journey into understanding local marketing effectiveness.

  • Emphasis on trusted recommendations influencing consumer decisions over traditional advertising.

Shift in Influencer Marketing Landscape

  • The transition from wondering if you should do influencer marketing to defining your budget for it.

  • Rapid growth of the creator economy projected as a $500 billion industry within the next year.

Consumer Behavior Analysis

  • Researching how consumers make decisions revealed substantial millennial influence on purchasing, particularly among women.

  • Significance of social media as a decision-making tool; average usage around 2 hours daily.

  • Impact of social media as a platform for spontaneous discovery rather than deliberate search.

  • Strong influence of personal recommendations, with 92% trusting friends and family over advertisements.

Local Advertising Insights

  • Comparison of traditional marketing channels (billboards, radio) versus digital and local influencer channels.

  • The decline of traditional media effectiveness for reaching younger demographics, with an increase in digital advertising costs.

  • Need for marketers to pivot towards leveraging local influencers as authentic distribution channels.

  • Emphasizing community relations through constant engagement rather than one-off advertising.

Understanding Influencer Tiers

  • Breakdown of influencer tiers:

    • Mega Influencers: High cost, global reach, often not local.

    • Macro Influencers: Still larger audience, but a mix of national and localized presence.

    • Micro and Nano Influencers: Lower cost, focused on niche topics with genuine connections to their communities.

    • Many local 'influencers' have smaller following, often less than 10,000.

Strategy and Metrics for Success

  • Brands should clarify their goals: brand awareness vs. performance metrics (such as sales and lead generation).

  • Importance of defining success metrics specific to campaigns and understanding realistic engagement levels with influencers.

Engaging Local Influencers

  • Methods to identify and approach local influencers:

    • Reverse engineer through local businesses, media brands, and community connections.

    • Use local events to tap into active online community members who engage with their neighborhoods.

  • Stress on the importance of establishing realistic expectations regarding campaign outcomes and influencer reach.

Campaign Execution

  • Initiating conversation through direct messages or emails to outline expectations and compensation models.

  • Clear guidelines on campaign deliverables and timelines with influencers to ensure smooth collaboration.

  • Highlighting the unique perspectives that local influencers bring to brand storytelling.

Examples of Successful Campaigns

  • Cincinnati Parks and Rec: Promoting local events and attractions.

  • Downtown Davenport: Encouraging local attendance at events with user-generated content.

  • Dewormer Performing Arts: Engaging the community with advanced ticket promotions for upcoming shows.

  • InvestDSM: Showcasing local districts and small businesses for community engagement.

Conclusion

  • The importance of relationships over transactional interactions with influencers.

  • Building trust, providing genuine engagement opportunities, and fostering connections with local creators as a long-term strategy for success.

  • Q&A opportunity at the end of the presentation to clarify doubts and further educate attendees.