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

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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

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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

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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

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AT A GLANCE

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

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TAGBOARD STREAM

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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.

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PLANNING & DEVELOPMENT

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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

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MEDIA EXPOSURE | Flying in on Delta

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MEDIA EXPOSURE | ACVB Team at ATL

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MEDIA EXPOSURE | SuperShuttle

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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

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MEDIA EXPOSURE | W Midtown Atlanta – 3D the Boss

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

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MEDIA EXPOSURE | Atlanta Botanical Gardens

�Touring the Tastes of the South with Atlanta Food Walks

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MEDIA EXPOSURE | Atlanta Food Walks/ATL Dining Scene

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MEDIA EXPOSURE | Centennial Olympic Park with Atlanta CityPass

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

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

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

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MEDIA EXPOSURE | Chow Down Peachtree Street with Peachtree Food Tours

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MEDIA EXPOSURE | Get Inspired on the Atlanta Civil Rights Tour

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

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

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MEDIA EXPOSURE | The Afterglow/Taking Delta Home

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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

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EDUCATIONAL PROGRAM

� Smarter Reporting by Dayvee Sutton

5 Tips to Land More Local Media Features

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EDUCATIONAL PROGRAM

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Journey: The Voice of The Coca-Cola Company

“Hello, I’m from the Other Side” - How Agencies and Brands Evaluate and Rate Influencers

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EDUCATIONAL PROGRAM

� What’s Next for Social Media and Marketing Your Brand

How to Negotiate the Value of Your Influence: The Agency Perspective

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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.

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THE NUMBERS | Overview

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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).

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THE NUMBERS | Twitter

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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.

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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

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THE NUMBERS | Twitter – Top Hashtags

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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.

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THE NUMBERS | Twitter – Top Contributors

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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.

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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.

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THE NUMBERS | Instagram

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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

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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.

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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.

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THE NUMBERS | Ongoing Conversation Post SITSum

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

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THE NUMBERS | Ongoing Conversation Post SITSum

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

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THE NUMBERS | Ongoing Conversation Post SITSum

� 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.

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THE NUMBERS | Ongoing Conversation Post SITSum

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

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THE NUMBERS | Ongoing Conversation Post SITSum

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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.

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THE NUMBERS | Ongoing Conversation Post SITSum

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

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THE NUMBERS | Ongoing Conversation Post SITSum

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

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THE NUMBERS | Ongoing Conversation Post SITSum

� Below are the top contributors since the event has ended.

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THE NUMBERS | Ongoing Conversation Post SITSum

�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.

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THE NUMBERS | Recap of Total Coverage

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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.”

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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!”

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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.”

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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!”

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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.”

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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/

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BLOGGING | Total Blogs Written as of Oct. 14, 2015

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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

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CONTACT