Global Tourism Social Media

A GLOBAL TOURISM DESTINATION TELLS SUSTAINABILITY STORY-GLOBALLY WITH PR & SOCIAL MEDIA

THE CHALLENGE

One of the world’s best-known visitor destinations seeks to unify its global social media story-telling by providing agencies representing the destination in Europe, Asia, North America and Pacific regions with best practices, guidelines, processes, and procedures which reflect the global nature of its social media communications.

The organization also needs insights on tracking successful social media campaigns, both organic and paid with KPIs which can be easily reported to stakeholders.

Global social media crisis communication systems and processes are also needed.

At the same time, maximizing resources and merging brand paid social media budget.

THE SOLUTION

Support development of social media KPIs, establish best practices, including user-generated content UGC policies and guidance regarding GDPR. We maintain communication with agencies in Hong Kong, China, New Zealand, Australia, UK, and Germany to ensure consistent on-brand storytelling in social media.

We also manage a global social ad campaign, with a sophisticated funnel, that reaches into 12 countries and is translated into 10 different languages or dialects.

GLOBAL REPUTATION MANAGEMENT


From copy to images and video our international social media oversight ensures the brand story is consistent across languages and platforms including WeChat, Facebook, Instagram, Twitter.

ESTABLISH GLOBAL SOCIAL MEDIA KPIs


We identify, evaluate and maintain organic and paid social media KPIs across 12 different global markets. We watch for shifts and changes and make recommendations to partner agencies and brand based on trends or shifts.

ESTABLISH & MANAGE GLOBAL SOCIAL MEDIA AD CAMPAIGNS


In addition to developing successful advertising campaigns, we developed a system and a process to manage multiple languages and cultural touch points across campaigns.

SUPPORT CRISIS COMMUNICATIONS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH INTERDEPARTMENTAL COMMUNICATION CHANNELS


We help build systems and processes to implement crisis planning to agencies around the globe for social media distribution. Additionally, we create and establish guidelines for agencies for confident brand communication during periods of crisis for their location.

ESTABLISH SOCIAL MEDIA GUIDELINES


From crisis management to content and branding, our team develops guidelines and training for agencies around the globe. We also support the organization with recommendations on important changes including GDPR, FTC Influencer Guidelines, and User Generated Content (UGC)

THE PR SUCCESS RESULTS

494%


Increase in social brand reach

494%


Increase in social brand reach

91%


Increase in social media brand engagement

25% 


Action rate on paid social website click campaigns.

133.6% 


Action rate on paid social video view campaigns

100.4% 


Overall action rate on paid social ad campaigns.

PR for Purpose Driven Brands

SOCIAL MEDIA WITH PURPOSE


Social media with purpose allows you to drive loyalty and attract new customers because your in touch with your customers. We are a digitally forward agency that combines emotional intelligence with strategy and data to build social media campaigns and programs. From startup to IPO, we build brand value. We’re a team of big thinkers with an eye for detail.

SOCIAL MEDIA

CONTENT STRATEGY

REPUTATION MANAGEMENT

CONTENT DEVELOPMENT

PAID STRATEGY + EXECUTION

CRISIS & REPUTATION RISK

CONTENT AMPLIFICATION

COMMUNITY MANAGEMENT

EXECUTIVE POSITIONING

SOCIAL MEDIA VIDEO & PHOTOGRAPHY

Social Impact PR

Building The Future Hand in Hand with Parents with Social Impact PR

THE CHALLENGE

Our client is a grant-receiving organization whose mission is to prepare pre-K children to become successful students. Of the audience served, many parents are economically disadvantaged and rely more heavily on their native language than English. There is another audience: the state legislature who is considering early education programs in its budget. Our legislative content must strike a delicate balance of advocating without alienating decision-makers.

THE SOLUTION

Our campaign strategy is to utilize social media as the primary communication method with parents and caregivers. We choose this method since many economically disadvantaged families access the internet only through their mobile phones and rely on social media to communicate with one another and geo-diverse family members. Our content needed to speak directly to parents, and be creatively sourced since the organization had no in-house photos or videos with social media permissions. We also felt content needed a peer-to-peer tone versus a “paternalistic” or “educator” tone. We purposely kept the content accessible through simple language and basic design; we felt overly polished content would feel inauthentic and too promotional to the primary audience of parents and caregivers.

CONTENT STRATEGY


Our content included fun activities for families to do together, alongside educational messages sourced from Vroom, an early education app which provides age-based activities for parents & caregivers with the science-based insights on how these activities impact early education. We ensured visuals included diverse examples of families relatable to the target audience and ensured posts could be translated on social platforms by incorporating it into the post. We also developed a series of social-specific videos for use in advertising and organic posts.

COMMUNITY MANAGEMENT


We monitored social platforms for questions and comments while also encouraging parents and caregivers to share with one another.

COLLABORATION


We engaged other area-based non-profits who shared our target audience to provide more complete resources to our community while also engaging their audiences as well.

CONTENT DEVELOPMENT


We sourced information and developed all social content including copywriting, video, and, social graphics, for parents and caregivers with an eye towards engaging the audience with easy-to-understand, supportive messaging.

SOCIAL ADS


Since our community was new and there was an urgency behind the message, we utilized social media advertising on Facebook and Instagram to ensure the messages reached the correct target audiences consistently.

STRATEGIC ADVISEMENT


We provided data-driven strategies and recommendations about utilizing the content, how the audience received the information, what they most responded to, and ways to incorporate it across platforms.

THE PR RESULTS

401K+


Content brand impressions by target audience during 6-month geo-targeted campaign.

52% 


Engagement rate on owned content including videos and social visuals.

1


Because community support was so clear to elected officials, the state legislature passed a bill funding early education programs serving 3-4 year-olds, particularly those who are economically challenged.

Building Community Around Purpose

THE PR CHALLENGE

Our client, a beta platform to provide parents with controls and tools for their kids’s social media usage was ramping up extremely quickly. They needed market research, but also needed real-time qualitative feedback to inform UX, branding and messaging.

THE PR SOLUTION

Since the target audience of parents was on social media and the product addressed key parental concerns on social media, our strategy was to utilize the platforms to create awareness of the product while also providing on-going feedback and community. We developed a strategy which gave parents early access while also offering them a place to discuss online safety with one another. We lead with community development and encouraged loyalty by providing a “safe space” for parents seeking resources. The community received early access to the tools and their conversations informed messaging and product development. Through a blend of owned content including organic social media and blogs, we provided resources and guidance to parents looking for advice surrounding social media. We engaged parental influencers and mental health experts to provide emotional support. All owned content was integrated into product development, PR and marketing initiatives.

STRATEGIC ADVISEMENT


In addition to providing community management services, we also ensured internal team members were empowered to engage their audience through community management training to ensure integrated internal understanding of the consumer and community.

DATA DRIVEN COMMUNICATIONS


Through social and media listening, we developed a data-driven feedback loop used in all marketing and communications, resulting in timely messages for use in marketing & media relations.

COMMUNITY MANAGEMENT


While providing social media resources to parents in the community, we also tested content types and styles to see what resonated most strongly with parents.

INFLUENCER ENGAGEMENT


We identified and engaged influencers who resonated with parents to review the product in both beta and pre-launch mode.

“From strategic planning to implementation, (they) demonstrated their expertise…truly a pleasure to work with,”


Jeana D.,
Marketing Director

THE PR RESULTS

2.8 Million


Organic digital brand impressions across social platforms including Facebook & Twitter.

252,000


Average monthly unique people reach on owned digital properties.

300% 


Increase in organic Facebook impressions. Our community of engaged parents and influencers were sharing tips & hints and engaging with our client’s tool providing essential feedback for both product development and communications teams.

social media ads during COVID-19 case studies

Cannabis CEOs have challenging jobs. You’re in the fast-moving cannabis business, so you’re also in the business of understanding trends and our industry. For that reason, we put together a shortlist of our favorite cannabis Twitter accounts, tailored for the time-constrained cannabis CEO and C-suite.

Twitter is an extremely useful listening tool, so we’ve curated the list intentionally for listening and we did throw in a few personal favorites as well because even cannabis CEOs need a breather now and then.  But overall, the list we’ve put together is highly curated and designed to give you what you need at the moment without overwhelming executives with chatter and nonsense. Hey, we love the nonsense too, but the point of a Twitter list is to create a curated experience and that’s what we’ve done.

We love Twitter because it’s such a great place to glean insights. We’ve already written about how we utilize Twitter for media relations. While we certainly use Twitter to engage our entire community, we do much more listening on Twitter than we do posting – and that’s intentional. With that perspective in mind, when we developed this Twitter List for cannabis CEOs, we thought about the Twitter uses who stay on topic, talk business, and keep chaos to a minimum. At it’s best, Twitter is a feed of quick snippets of insight, and we think these Twitter feeds embody that perspective.

Make things easy on yourself by subscribing to our Twitter list. In no particular order, here are our inclusions for 2020. 

 

Cannabis Journalists & News Twitter Accounts


Jeremy Berke @jberke

One of the first national business writers to cover the cannabis space from Business Insider, Jeremy’s feed is straightforward and no bull. From his Twitter profile, you can also subscribe to his weekly email newsletter which is a must-read of the week’s news.

Alan Brochstein, CFO @invest420
If industry analysis is what you crave, Alan Brochstein and his site, New Cannabis Ventures are on it. As the industry has changed, so has NCV. Today the NCV focuses mostly on cannabis’ publically traded businesses. But since so many of the industry cues and trends start there, it’s a great feed to watch. Alan’s distinct mix of business trends and insights are unbeatable. From his Twitter, you can also subscribe to his weekly newsletter, which is filled with investor insight and cannabis industry predictions. 

David George-Cosh @itsdgc
David primarily covers Canada’s legal cannabis market, which means he covers some of the world’s largest publically traded cannabis companies. Hailing from the Wall Street Journal, David gets to the heart of the matter with pertinent business issues from unionization to M&A.

AxisWire @axiswire
AxisWire is a newswire dedicated to the cannabis industry. It’s an easy to digest spot to catch up on the industry, by zeroing in on the latest press releases, from product announcements to industry events, it’s a good at-a-glance feed. 

WeedWeek @Weedweeknews
Hosted by Alex Halperin, a long-time cannabis journalist and Donny Alexander of public radio and ESPN, these two have a knack for being early adopters to industry trends, with a keen eye on what it means to consumers. Cannabis CEO and C-Suite executives will enjoy the thoughtful, no-drama approach of Halperin and Alexander while benefitting from their insightful guests. 

Cannabis Business & Thought Leader Twitter Accounts

By sparking your imagination, but these accounts are must-follows for cannabis industry CEOs for their broad perspectives on the overall health of the industry.

 

Andrew DeAngelo @Andrew_DeAngelo
Andrew might not be as well known as his brother, Steve, but these days he’s coming out from behind his operational role at the pioneering Oakland-based dispensary, Harborside, and sharing his opinions with his distinct rebellious flourish. Andrew’s thought-provoking perspective is cannabis industry-focused, with an emphasis on California and its regulatory environment. 

Emily Paxhia @empax1
As a woman in the VC world, Emily is already a notable follow, but as a cannabis VC, watching Emily’s tweets is interesting insight into the headspace of a cannabis VC. As co-founder of Poseidon Asset Management, Emily has been an active investor since 2014. Poseidon has invested in Pax, Juul and Canopy Growth. On Twitter, she’s a positive advocate for the industry, while maintaining a 360-degree view on the cannabis industry’s trends and future, including international expansion and legalization. 

Vangst @vangsttalent 
It’s always interesting to see who is hiring for what. Great CEOs can read between the lines when they see their competitors hiring – or not. Take a gander at the jobs posted and you’ll see a list of who’s growing and who isn’t. 

Cannabis Advocacy & Industry Twitter Accounts

We’ve come a long way, but we’re not finished. Both THC and CBD leaders should keep a close on the announcements from these accounts.

 

Norml @norml
From research to legislative initiatives, NORML is the OG of cannabis advocacy and consumer accessibility.  NORML’s Twitter feed is highly curated and includes information from state chapters too. A quick glance will get you immediately up to speed on today’s THC-related news. 

US Hemp Roundtable @HempRoundtable
The US Hemp Roundtable was formed to take a proactive role in hemp normalization and legislation. Many in the hemp industry credit the 2018 Farm Act to the US Hemp Roundtable. If you’re in the business of CBD or hemp, you’ve got to keep your eye on these tweets. 

National Cannabis Industry Association @NCIAorg 
As a cannabis industry representative at the federal legislative level, NCIA has a national presence and state chapters. The feed is filled with legislative updates affecting cannabis business owners as well as events, podcasts and blog posts written by the industry’s leading thought leaders.

Minority Cannabis @MinCannBusAssoc
If you’re looking for an inclusive perspective, and eh-em, you should be, then look no further than Minority Cannabis who share their perspectives and the latest diversity and inclusion news specific to the cannabis industry. As this movement continues within cannabis, this Twitter feed provides considerations and insights CEOs find helpful when developing diversity and inclusion policies and procedures.