Social Influencer Travel Summit Report - 2015

1 Event | 3 Days | 50 Attendees
Over 90 million impressions

TABLE OF CONTENTS
The Vision ……………….…………………………………..………… 2
At A Glance …….….….…..……………………………….….…..….. 3
TagBoard Stream ……….………………………………………….… 4
Planning & Development .…………………………………..……… 5
Media Exposure ..………………………………………………….… 6
Educational Program …………….….…………………………….. 25
The Numbers – Overview …………………………………………. 29
Oct.1 - 4 (SITSum Weekend)
Twitter ……………………………………………………………….. 30
Links ……..…………………………………………………..…….. 34
Instagram ………………………………………………….…….. 35
Ongoing Conversation Post-SITSum …..………………………… 39
Oct. 4 – 14
Twitter ……………………………………………………………….. 40
Links ………………………………………..…………..………….. 43
Instagram ………………………………………………….…….. 44
The Numbers – Recap of Total Coverage …………..…………… 48
Blogging – Total Blogs Written as of Oct. 14, 2015 .…....…….. 49
Contact …………….……….…….………………………………….. 55

Influencer Marketing has become a big deal for marketers, and for good reason. These new “social media
celebrities” are publishing their knowledge, experience, and ideas and are gaining a following that is larger
than many established brands. Sensei Project selected and invited these influencers to attend SITSum.
When working with an influencer, a marketer gets a whole lot more than impressions and reach. According to
Nielsen, 90% of consumers trust peer recommendations, while only 33% trust ads. So when marketers are
able to get influencers to recommend or talk about their brand they are doing more than just creating
awareness, they are creating brand affinity.
The Atlanta Convention Visitors Bureau wanted to create an influencer marketing experience that did more
than show influencers around the city, they wanted to create an event that was valuable to everyone involved.
#SITSum, the Social Influencers Travel Summit, was developed as an invite-only event to bring together top
social media influencers from around the world for a peer-to-peer learning conference that is in the same
spirit as Austin’s SXSW but with a guided tour of the that showcased some of the best attractions and the
culture of the city of Atlanta.
The social media accounts https://www.facebook.com/SITSumATL, https://twitter.com/sitsumatl, and https://
instagram.com/sitsumatl were created to interact and communicate with influencers prior to the event and to
amplify the coverage during and after the event.
All conversations related to the event included the hashtag #SITSum. This hashtag enable everyone to
discover the content being created. No other group on the social web was using this hashtag for any other
purpose which allowed us to be able to track the overall impressions of the event.
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THE VISION

90 Million Impressions
consisting of
2,016 Tweets
reaching 12,361,553 people
for the #1 Trending Topic in Atlanta
368 Instagram Posts
making 2,231,789 impressions
for a total combined value of
$467,621
! .3
AT A GLANCE

A Tagboard was set up to curate all of the #SITSum content. https://tagboard.com/SITSum/246335
! .4
TAGBOARD STREAM

Sensei Project: Invites and Education
What traditional PR companies do for their client’s, Sensei Project has adapted for the social web. Our
influencer marketing oriented Amplified Experiences leverages our database of top influencers on every
social media platform — from Facebook to Twitter to Instagram and beyond — to invite candidates to
experience the best of what a brand has to offer and amplify your message through their millions of followers
and fans.
Sensei Project identified and reached out to top social media influencers whose writing focused on Travel,
Family, Food and Entertainment. The criteria we used for deciding who to invite included: their niche,
audience size, level of engagement, Alexa score on their website, relevance of their followers, and quality of
content. Through collaborative efforts with the attendees and Sensei Project’s network they develop the
learning tracks for the event. Sensei Project was also responsible for developing the content and engaging on
the SITSum social media accounts.
We provided a list of the social media accounts of all attendees, partners, and sponsors to encourage
interaction and heightened visibility for everyone involved.
Atlanta CVB: Creating a Memorable Experience
Once of the most effective ways to get people talking about your destination and to reach the tipping point
of being a destination of choice is to connect with the travel and destinations experts and influencers online.
By designing a trip for key influencers that showcased all that Greater Atlanta, the Atlanta Convention and
Visitors Bureau was able to foster positive stories that reached an audience of over 40 million.
! .5
PLANNING & DEVELOPMENT

Every aspect of the #SITSum experience was reported on multiple
social media channels.
The following represents a snapshot of the thousands of pieces of content that were published
SITSum Atlanta weekend.
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MEDIA EXPOSURE

! .7
MEDIA EXPOSURE | Flying in on Delta

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MEDIA EXPOSURE | ACVB Team at ATL

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MEDIA EXPOSURE | SuperShuttle

! .10
MEDIA EXPOSURE | W Midtown Atlanta

Instagram Walking Tour hosted by We Love ATL
The Hashtag #WeLoveAtlanta was used throughout the rest of the event
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MEDIA EXPOSURE | #WeLoveATL

! .12
MEDIA EXPOSURE | W Midtown Atlanta – 3D the Boss

! .13
MEDIA EXPOSURE | Atlanta Botanical Gardens – Dinner with Chef Linton Hopkins

! .14
MEDIA EXPOSURE | Atlanta Botanical Gardens

Touring the Tastes of the South with Atlanta Food Walks
! .15
MEDIA EXPOSURE | Atlanta Food Walks/ATL Dining Scene

! .16
MEDIA EXPOSURE | Centennial Olympic Park with Atlanta CityPass

! .17
MEDIA EXPOSURE | Sip Your Way through Atlanta’s Breweries with Southern Beer Tours

! .18
MEDIA EXPOSURE | Roll through Atlanta’s Historic Districts with Bicycle Tours of Atlanta

! .19
MEDIA EXPOSURE | Dinner at King Plow Event Gallery provided by Fifth Group Restaurants

! .20
MEDIA EXPOSURE | Chow Down Peachtree Street with Peachtree Food Tours

! .21
MEDIA EXPOSURE | Get Inspired on the Atlanta Civil Rights Tour

! .22
MEDIA EXPOSURE | See Art in Unexpected Places on the Atlanta Public Art Tour

! .23
MEDIA EXPOSURE | Try Life in the Fast Lane (Porsche Experience)

! .24
MEDIA EXPOSURE | The Afterglow/Taking Delta Home

A key component of SITSum – and what made it attractive to influencers – was that it was a chance for them to
share their very specific knowledge with each other. This was part of the “carrot” that gave it such appeal. The
conference wasn’t just a ploy to amplify Atlanta’s digital presence, but a genuine good for these influencers.
Each session was well attended and well received.
Using Your Influence for Social Good by Danica Kombal
Stay for Free, Live Like a Local by Russell Dobda
! .25
EDUCATIONAL PROGRAM

Smarter Reporting by Dayvee Sutton
5 Tips to Land More Local Media Features
! .26
EDUCATIONAL PROGRAM

Journey: The Voice of The Coca-Cola Company
“Hello, I’m from the Other Side”
- How Agencies and Brands Evaluate and Rate Inﬂuencers
! .27
EDUCATIONAL PROGRAM

What’s Next for Social Media and Marketing Your Brand
How to Negotiate the Value of Your Inﬂuence:
The Agency Perspective
! .28
EDUCATIONAL PROGRAM

We hosted 50 attendees who were respected writers and photographers covering travel, family, food, and
entertainment. At the time of the event their combined following was:
3,612,613 Twitter Followers
385,559 Instagram Followers
192,785 Pinterest Followers
669,406 Facebook Fans
Over 2,000 original posts were created (not including shares and retweets.)
Sensei Project used hashtracking.com to measure the reach of the SITSum on Twitter and Instagram, where
the majority of the coverage happened. This coverage does not include posts on Facebook, Pinterest,
Flipagram or Blogs written. Below are some of the insights.
! .29
THE NUMBERS | Overview

Reporting from Oct 1, 2015 12:10pm to Oct 4, 2015 11:15am
Over the course of 3 days there were 1,579 tweets sent by 539 contributors. This includes people who were
not at the event but were retweeting the content. The reach was 7,783,588.
Timeline Deliveries represent the total possible number of times someone could have viewed a particular
message. Think of it as circulation. We use the follower count of the original tweeter to generate the total
number of timeline deliveries for each and every hashtagged tweet.
Reach is the number of unique individuals who received timeline deliveries of hashtagged messages.
At left is a word cloud of the most popular
words used in these tweets (besides #SITSum).
! .30
THE NUMBERS | Twitter

This graph represents the level of engagement happening on Twitter during the 3 days of Oct 1 - Oct 4.
More than half of the total tweets were retweets, which represent engagement from followers who were not at
the event.
! .31
THE NUMBERS | Twitter – Engagement

Below are the other most popular hashtags that were included in the tweets. #Atlanta is by far the top hashtag
followed by #WeLoveATL
! .32
THE NUMBERS | Twitter – Top Hashtags

Below are the most popular and most active contributors as well as the contributors with the most reach. You
can see from this that the SITSum account was used to amplify many conversations about Atlanta during the
event.
! .33
THE NUMBERS | Twitter – Top Contributors

During the educational sessions our inﬂuencers learned about the site Flipagram, a social network for videos
and photo montages set to music that can be shared on Twitter and Instagram. Flipagram became the most
popular link from Twitter.
! .34
THE NUMBERS | Real-Time Inﬂuence

Reporting from Oct 1, 2015 12:10pm to Oct 4, 2015 11:15am
Instagram Report
During the 3 days of SITSum 55 contributors posted 320 photos to the social platform, reaching an audience
of 349,900. Impressions are equivalent to Timeline Deliveries.
At right is a word cloud of the most
popular words used in with the photos.
! .35
THE NUMBERS | Instagram

Almost all of the photos were highly engaged with.
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THE NUMBERS | Instagram – Engagements

Below are the other most popular hashtags that were included in the photos. Again, #Atlanta is by far the top
hashtag followed by #WeLoveATL
! .37
THE NUMBERS | Instagram – Top Hashtags

Below are the most signiﬁcant contributors. One difference between Twitter and Instagram is that due to the
nature of the networks, people post on Twitter much more frequently than Instagram. However, as seen in the
image below, engagement on Instagram is much higher.
! .38
THE NUMBERS | Instagram – Top Contributors

The Conversation Continues
Our attendees continues to share their experiences and conversing with each other while using the hashtag
#SITSum. Below are the results from 10/4/15 11:20am to 10/14/15 6:25pm
Twitter Report
For 10 days after the event there have been 437 tweets. The 299 contributors shows that the content
continues to be shared but those who did not attend the event.
Here is a word cloud of the most
popular words used in these tweets.
! .39
THE NUMBERS | Ongoing Conversation Post SITSum

Over 70% of the tweets were Retweets showing a heightened interest in the content being posted.
! .40

Below are the other most popular hashtags that were included in the tweets. #Atlanta and #WeLoveATL
continue to remain at the top.
! .41

Below are the most popular and most active contributors as well as the contributors with the most reach after
the event. Notice that W Atlanta continued to be involved online post event.
! .42

Here are the top links which, include 47
Retweets of the blog post, 5 Reasons to Take
a Food Tour in Atlanta.
! .43

10/4/15 11:20am to 10/14/15 6:25pm
Instagram Report
During the 10 days after the event there were 48 photos posted to Instagram with the hashtag #SITSum by 21
contributors.
At right is a word cloud of the most popular
words used in with the photos.
! .44

3,500 total likes on 48 photos again shows an ongoing interest in the Atlanta trip.
! .45

Below are the other most popular hashtags that were included in the tweets. #Atlanta and #WeLoveATL
continue to remain at the top.
! .46

Below are the top contributors since the event has ended.
! .47

Twitter
Total Tweets 2,016
Total Timeline Deliveries (circulation) 91,292,452
Total Reach 12,361,553
Instagram
Total Posts 368
Total Impressions (Timeline Delivery) 2,231,789
Total Reach 550,078
Value of the Coverage
One way to think of the value of content is to compare it with the rate card of a traditional publisher such as
People Magazine. The lowest rate is 1/3 Page black and white ad for $111,400 for a circulation of 3,425,000.
Under this calculation, SITSum and Atlanta had a circulation (Timeline Deliveries) on Twitter and Instagram of
93,524,241; 27 times more than the circulation of People Magazine. This does not include all the other
platforms and blogs content was posted on.
At a conservative CPM (cost per thousand) of $5 for a digital ad with a targeted audience, the value of the
coverage of SITSum and Atlanta would be $467,621.
As mentioned earlier in the report, social media content has a higher value than advertising because it is
coming from a trusted source with an authentic voice. Also, unlike a digital ad the social media post continues
to live online after the campaign, show up in search results and continue to gain ongoing and timely
impressions.
! .48
THE NUMBERS | Recap of Total Coverage

Below are the blogs that have been written to-date which add an additional $30,000 value.
Challenge Sophie
SITSum Atlanta: The Power of Social Media
http://www.challengesophie.com/entrepreneurship/sitsum-
atlanta-social-media-influencer-blogger-marketing
“I spent 48 hours in Atlanta with 80 of my peers; bloggers and
social media influencers. I learnt so much, had a lot of fun and
returned to London bursting with ideas. By the time I boarded my
flight to return to London, I couldn’t believe how little time I had
spent in Atlanta and how much I’d experienced and learnt. My
mind has been buzzing ever since!”
The Dizzy Traveler
The W Hotel, Woodruff Arts Center, Atlanta Food Walks, The
Atlanta Botanical Garden and so much more!
http://www.thedizzytraveler.com/2015/10/atlanta-ga-w-hotel-
woodruff-arts-center.html
“In between educational breakout sessions where I learned so
much more about social media and where it's headed in the
future, I joined in on a delicious and educational Downtown
Southern Food walk offered to us by Atlanta Food Walks … 15
tastings from 7 food stops. Wow! One week later and I'm still full.”
! .49
BLOGGING | Total Blogs Written as of Oct. 14, 2015

FreddyO
Photos: First Annual #SITSumATL Conference Powered by the City of Atlanta
http://freddyo.com/photos-first-annual-sitsumatl-conference-powered-by-the-city-of-atlanta/
Bethany Looi
Photo of the Day: Atlanta Bound!
http://bethanylooi.com/photo-day-atlanta-bound
“As usual, great flight with Delta. Big thank you to Delta and
Discover Atlanta :)”
Bethany Looi
Photo of the Day: Trace Restaurant Atlanta
http://bethanylooi.com/photo-day-trace-restaurant-atlanta
“Am loving the farm to table concept at Trace Restaurant! And of
course the decor! I had a delicious burger. Thank you, W
Midtown Atlanta!”
Crazy Family Adventure
9 Places to Visit with Kids in Atlanta, Georgia
http://www.crazyfamilyadventure.com/9-places-to-visit-with-
kids-in-atlanta-georgia/
“The food market scene in Atlanta is very cool and unique. There are several markets in the city and each have
their own local flair of food, drink, and retail stores. They have everything from fresh locally grown vegetables
to wine tastings. Bring your appetite because there are too many tasty food shops to list!”
! .50

Some Day I’ll Learn
24 Hours in Atlanta (with or without Kids)
http://www.somedayilllearn.com/24-hours-in-atlanta/
“I just had the most amazing, whirlwind press trip with the Atlanta
Convention & Visitors Bureau. They ﬂew a bunch of us bloggers out to
tour the city and get a taste of what it has to offer. We spent more than
a day exploring, but I really believe that a small group on a mission
could see some amazing highlights in just 24 hours in Atlanta.”
Stress-Free Baby
Porsche Experience Center Offers Life in the Fast Lane in Atlanta
http://stressfreebaby.com/2015/10/porsche-experience-center-offers-life-
in-the-fast-lane-in-atlanta/
“Life in Atlanta offers all kinds of opportunities, but there’s a new one
many locals haven’t even heard about yet that will give them a taste of life
in the fast lane. That’s a real treat if you’ve ever sat in Atlanta trafﬁc during
rush hour.”
! .51

It’s a Lovely Life
5 Reasons to Take a Food Tour in Atlanta
http://itsalovelylife.com/5-reasons-to-take-a-food-tour-in-atlanta-georgia/
The Travel Gear Reviews
Packing List: 3 Days in Atlanta
http://www.thetravelgearreviews.com/packing-list-3-days-in-atlanta
“Although it wasn’t my first time in Atlanta, SITSum allowed me to rediscover what Atlanta had to offer
– and I wasn’t disappointed.”
A Thrifty Diva
W Atlanta Midtown Hotel Review
http://athriftydiva.com/w-atlanta-midtown-hotel-review/
“The W Atlanta Midtown hotel has a very fun and inviting
ambiance. Upon entering the hotel you are greeted with a
very chic and adult like atmosphere. … The W Atlanta
Midtown also offers a fantastic restaurant Trace. The
southern style restaurant is filled with a reimagined farm to
table menu. It’s an inviting restaurant with delicious food.
Try the crab cakes, fried chicken biscuit and flourless
chocolate cake. Simply divine!”
! .52

The World Wanderer
Atlanta’s Southern Beer Tours
http://theworldwanderer.net/2015/10/12/atlantas-southern-beer-tours/
“I’m not sure I could pick a favorite brewery or beer of the day because
each one was so different and unique. In fact, I’m already looking
forward to heading back to Atlanta and sampling more of their
delicious craft beers.”
Simply Southern Mom
Atlanta Botanical Gardens & WeLoveATL Instagram Tips
http://www.simplysouthernmom.com/2015/10/atlanta-botanical-
gardens-weloveatl-instagram-tips.html
“I had always planned to visit the Atlanta Botanical Gardens,
but never made it until I attended the recent SITSum
conference.”
! .53

We Blog the World
The Atlanta Food Scene: 12 Eateries in Fun-Filled
Neighborhoods
“While I could have eaten my way through Atlanta’s streets for
days (and I didn’t even touch Buckhead btw), I did leave a small
trace and was able to hit about a dozen spots during my short
stay.”
http://www.weblogtheworld.com/countries/northern-america/america/
america_ga/city-atlanta/the-atlanta-food-scene-12-stops-through-fun-
ﬁlled-neighborhoods/
Tommy Log
The Porsche Experience #SITSum
http://tommylog.com/tommylog-the-porsche-experience-sitsum/
! .54

For information related to the experiences, contact:
Andrew Wilson awilson@atlanta.net
Kathryn Wilhoite kwilhoite@atlanta.net
For information related to inﬂuencer relationships and social media
coverage, contact
Sherry Heyl sherry@senseiproject.com
Chris Curley chris@senseiproject.com
! .55
CONTACT

Social Influencer Travel Summit Report - 2015

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