The Next Generation of Social Media Marketing

The Next Generation of Social Media Marketing Eric Dahan CEO and Co-founder InstaBrand Marianna Hewitt TV Host and Founder of Lifewithme.com Henry Hornecker Student University of Oregon Bill Karz VP, Digital Marketing Los Angeles Tourism Dennis Yu CTO BlitzMetrics

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing Web and social ecosystems are the most valuable mediums in the decision making process. Travelers visit 30+ sites in the decision making process. Source: Google

The Next Gen of Social Media Marketing More than 80% of millennials expect brands to develop content for them. 50% OF ALL TRAVEL SPEND BY 2020 WILL BE DRIVEN BY MILLENNIALS 180B ESTIMATED 2014 TRAVEL REVENUE BY MILLENNIALS 6of10 MILLENNIALS SAY THEY WOULD RATHER SPEND ON EXPERIENCES Source: Edelman & Boston Consulting Group

The Next Gen of Social Media Marketing Moving away from driving traffic off platform Less opportunities for brands to drive consumers to their website. Brands are now required to create new custom and engaging content New channels like Snapchat and Periscope require even more content creation with zero opportunity for web visitation. Rather than being able to curate UGC, these new social platforms require brands to generate the content themselves.

The Next Gen of Social Media Marketing Instagram is the fastest growing social network among U.S. adults. 26% of the U.S. adult population is now on Instagram. More than half of young adults (18-29) are on Instagram. Data excludes U.S. teenagers and international users. It also excludes data on Snapchat.

The Next Gen of Social Media Marketing Snapchat has a young but engaged audience. 70% of Snapchat users are women. 400 million snaps are sent per day. 71% of users are under 25 years old. 18% of social media users are on Snapchat. 77% of college students use Snapchat daily.

How we young people are using social media Henry Hornecker University of Oregon

Who is this guy???

My social footprint 750 friends

How I use social media Daily use Use for 1 time / day Planning events and trips 10-20+ times / day Stay updated on sports & entertainment 5-10+ times / day See pictures and videos of friends 8 times / day Get a quick glance at what my friends did last night

Texting is social

How we use Twitter

How we use FB

How we use Instagram

How we use Instagram

How we use Instagram

How we use Snapchat

How we use Snapchat

How we interact with brands

Attractive vs. Non-Attractive posts Relevant Entertaining Just plain stupid

Thanks For Listening

The Rise of Influencer Marketing Faith in individuals is on the rise. Decision makers use a wide variety of influencers to inform judgment (just as they use 30+ websites to make a decision on travel). Influencers rise up and fall down in importance to decision-makers. A single influencer may play a number of roles throughout one decision process, or have a single impact. Influencers depend on being known by other influencers. Clusters enable a groundswell of opinion. Source: Influencer Marketing (Brown & Hayes)

The Rise of Influencer Marketing Types of Influencers: 1. Idea Planters thinkers in the industry who ask what if? 2. Predictors influencers that ask what next? 3. Trendsetters the early adopters [Social/Bloggers] 4. Proclaimers these people mandate what and how 5. Aggregators information gatherer/disseminator [@discoverla] 6. Scopers those that tell us what now (mapping out the limitations) 7. Recommenders suggesting what you should do (passive and advisory) [@discoverla/social/bloggers] 8. Persuaders those that tell you what you must do (closers) [TripAdvisor] 9. Negotiators deciding how and how much [OTAs] 10.Validators useful to prove the decision already made was low risk Source: Influencer Marketing (Brown & Hayes)

The Next Gen of Social Media Marketing Write down 10 influencers 1. 2. 3. 4. 5. 6. Think of the people you would ask to promote your business if you only had 10 letterheads left. 7. 8. 9. 10. Source: Influencer Marketing (Brown & Hayes)

The Next Gen of Social Media Marketing Marianna Hewitt 430,000 followers #travel_withme

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing WHO S HOTTER? 700k Followers 3.7 Million Followers

The Next Gen of Social Media Marketing THE VALUE OF INFLUENCE

The Next Gen of Social Media Marketing 3,700,000 followers 1,000 or $5.44 $20,128 120,000 engagement x $.25 = $30,000

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing

The Next Gen of Social Media Marketing