7 things I learned at ESTO about social media

  • Attendees love micro-brews in Portland. Why have a travel conference in Little Rock, Arkansas?  Just kidding.
  • Social media has advanced to where influencers matter– and you can’t treat them like ad networks. You must cultivate content in their voice to appeal to their audience authentically.
  • Henry Hornecker is a 21 year old up and coming social media star that will work for one of the NBA teams by this time next year.
  • DMO (destination marketing organizations) know they need to be on social and to connect with influencers, but they don’t know what to do, how to do it, and how to measure it. There is fuzziness around how much to pay influencers or whether to just give out free travel, hotel stays, and the like. We released a guide at blitzmetrics.com/esto.
  • CPM is a good starting point to measure earned media value, since we’re looking at traffic to the properties. However, we need a qualitative measure for relevance and perhaps to sales where quantifiable.
  • Influencers, who are content marketers with distribution, too, need to create their own material to resonate with their fan base.  The management and organization of these influencers is loose, so agencies like Instabrand and others are creating networks to enable the buying and selling of influence.
  • There is fear of “selling out”, since influencers legally must disclose they are getting paid. But with strong branding, meaning influencers being picky about who they choose, fans won’t be disappointed.IMG_0194

Thank you, Bill Karz, VP of Digital at the LA Tourism and Convention Board, for the invite to the panel!

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About Dennis Yu

Dennis Yu is the Chief Technology Officer of BlitzMetrics. He is an internationally recognized lecturer in Facebook marketing, having been featured in The Wall Street Journal, New York Times, LA Times, National Public Radio, TechCrunch, Fox News, and CBS Evening News. He is also a regular contributor for Adweek's SocialTimes column. Dennis has held leadership positions at Yahoo! and American Airlines. He studied Finance and Economics from Southern Methodist University and London School of Economics. Besides being a Facebook data and ad geek, you can find him eating chicken wings or playing Ultimate Frisbee in a city near you. You can contact him at dennis@blitzmetrics.com, his blog, or on Facebook.