Emily Sievert

1. He’sJust NotThat IntoYou
Inspiring an oversaturated audience on social
media

2. Hello!
 Emily Sievert: @eskivert, @visitdenver
 Social Media Manager atVISIT DENVER
 Worked in the health & medical field, travel industry,
sports & recreation and agency style account
management
 Avid skier/hiker/lover of all things Colorado (except
sports- Go Boston!)
 Easily cries during movies

3. What to
expect out of
this session
 How you can invent the future
 Experiential Marketing
 Partner Campaigns
 Influencer Marketing
 UGC
 Examples from companies that
know what they are doing
Inspiring your audience…
…inspiring you.

4. I read a book!
“The greatest achievement of the human brain is
its ability to imagine objects and episodes that do
not exist in the realm of real, and it is this ability
that allows us to think about the future. –The
human brain is an ‘anticipation machine’ and
‘making future’ is the most important thing it
does.”

5. The
importance of
inventing the
future
“You can’t sell anything if you can’t tell anything.” –Beth Comstock

6. Inspiring your customer is easier said
than done
 Organic Facebook engagement is
highest on posts with videos (13.9%)
https://blog.hubspot.com/marketing/visual-content-marketing
So how do we do this?
 There are 40 million active small
business pages on Facebook and
4 million of those businesses pay for
social media advertising on Facebook
 96% of the people that discuss brands
online do not follow those brands’
owned profiles.

7. Experiential Marketing –Why?
 65% of the consumers surveyed said live
events helped them have a better
understanding of a product or service
 70% of users become regular customers
after an experiential marketing event
Bud Light – Whatever, USA
Citibank - Citibike
http://blog.pop2life.com/blog/17-experiential-marketing-stats-for-2017
The event industry is growing and making
more room for marketing. Brands can be
innovative and memorable when working
within this space
“A brand is no longer what we tell the consumer
it is – it is what consumers tell each other it is.”
Scott Cook

8. VISIT DENVER
inChicago
http://www.zappos.com/about/porta-party
Experiential Marketing
 Idea spawned from customer
complaints – answered
customer need
 33% increase of Zappos brand
content shared around this
experience
 98% of users feel more inclined
to purchase after attending an
activation.
Zappos: Porta-Party
http://blog.pop2life.com/blog/17-experiential-marketing-stats-for-2017

10. Experiential Marketing
VISIT DENVER: Denver Live
on the Rocks in Chicago
 In major feeder market
 Saw 76,000 visitors in 3-days
 Scale replica to make it feel real

12. Partner Marketing –Why?
 Puts the customer needs/wants first
 Increase exposure, awareness and
audience for both parties
 Increase consumer trust and brand
relevancy
 71% of consumers are more likely to make
a purchase based on a social media
reference
BMW & LuisVuitton
Snapcash & Square

13. VisitSt. Pete
Teams w/Uber
 VR Experience
 Free rides in Chicago
 Enter to win trip
 32° in Chicago
 75° & sunny in St. Petersburg
http://www.tampabay.com/news/business/tourism/chicago-uber-customers-to-get-free-rides-
and-an-invitation-to-florida-from/2263382
Partner Campaign - Co-marketing
Warm Up Wednesdays:Visit St.
Petersburg & Uber

14. Partner Campaigns - Giveaways
Airbnb & Everyone: Night-At…
Shark Aquarium - Paris Fenway Park - Boston
Ski Jump - Utah
Guinness Storehouse -
Ireland
https://www.airbnb.com/night-at
 Offering a rare overnight
experience
 Enter to win
 Inspirational to all types of people
and target markets
 Increase in account sign-up/lead
generation due directly to giveaway
 Companies running social
giveaways see a 25-40% increase in
engagement throughout campaign

15. Influencer Marketing –Why?
 Word-of-mouth is the new 5-star rating
 70% of teenageYouTube subscribers trust
influencer opinions over traditional
celebrities
 86% of women turn to social networks
before making a purchase
 52% of brands using influencer marketing
are in beauty & cosmetics

16. Influencer Marketing
Axe w/ Online
Influencers
 Rudy Mancuso
@rudymancuso
 5 million followers on
Instagram
 2.2 million views
 Daniel Nguyen
@nampaikid
 1.5 million
followers on
Instagram
 700K views
 Used 30 ‘well-coiffed’ male
YouTube and Instagram
Influencers to market hair
product
 Increased viewership and
engagement throughout
campaign
https://medium.com/juliusworks/marketing-in-2017-axe-looks-to-instagram-
influencers-to-target-young-men-8d17ac82046

17. User Generated Content (UGC) -Why?
 (Again) Word-of-mouth is the new 5-star
rating
 90% Increase in time spent on site
 70% of consumers place peer
recommendations and reviews above
professionally written content
 25% of search results for the world's 20
largest brands are links to user-generated
content
http://www.dmnews.com/content-marketing/10-stats-that-show-why-user-
generated-content-works/article/444872/

18. UGC
 Interactive trip-planner
 All images from users
and visitors
 UGC can be used for
ecommerce, hotel
bookings, booking
appointments etc.
 Interactive tools built via
digital
tools/platforms/CMS
British Columbia: UGC
Explorer

19. In Summary..
 Think like your audience
 It’s all about ‘making-future’
 Evoke emotion and become
believable
 Be a show-off; showcase your
audience, show “behind the scenes”,
be vulnerable
Being ‘sold to’ is as bad as being
‘told to’.

20. WhatToTakeWithYou
In today’s world, inspiring your audience
takes creativity, innovation and being
different while remaining on trend
1. Be a “Thumb-Stopper” – stand out
2. Don’t be afraid to try (it all)
3. Measure ROI in brand retention, trust and
awareness
4. Focus your objectives on not just the tangible-
inspiration, relatability, recollection
5. Research trends and build on organic methods
6. Use short-form video, stories and influencers to
increase trust in your brand
7. Don’t just work inside the office- bring your brand
in front of your audience again

21. And if all else fails?
Just don’t be Pepsi….
Questions?