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.