b'FOGHORNFOCUS:SALES, MARKETING & COMMUNICATIONSor activity. Also, while working with Learn More! influencers, it is important to receive permission to repurpose assets taken 130+ Social Media Statistics That Matter To Marketers in 2019 during the trip for future social media Christina Newberry - https://blog.hootsuite.com/social-media-statistics-for-social- posts and other digital purposes. The media-managers/ content from one influencer can be a large contribution to a companys social Vacationing the Social Media Way [infographic] media photo library. Michael Gigante - https://www.mdgadvertising.com/marketing-insights/ Along with infl uencers, customers infographics/vacationing-the-social-media-way-infographic/ can play a role in bringing exposure to the brand by posting about their expe-a group of influencers through theYour partnerships should not onlyriences. It has been proven that these Voyagers Program to experienceconsist of other companies, but shouldposts can have a large conversion rate and share Catalina Island with theirinclude influencers and customers asto the purchase of services or products, followers. This past year, six infl uenc- valuable collaborators in the socialsince customers fan base consists of ers (plus a guest) were invited to visitmedia strategy. Influencers can havefamily and friends. This base has a large Catalina Island for a getaway thata substantial infl uence with their fansamount of trust with the individual was planned based on their prefer- who are inspired by their experiences,posting and acts as a form of Word of ences. A Catalina co-op team madeespecially in terms of activities andMouth, the strongest marketing tool. up of Catalina Express, Catalinatravel. This allows companies to buildTo further promote these interactions, Island Company and Catalina Islandawareness of their brand with individ- Catalina Express chooses a couple of Chamber and Visitors Bureau paid auals that might be missed in traditionalcustomers weekly to ask permission to small facilitation fee and provided thesemarketing tactics. With infl uencers, itre-post their photos on our profi les. As visitors transportation, accommoda- is important to research, as with anyour team has learned, user-generated tions, food and activities. In return,marketing channel, before becomingcontent from customers receives the the Island received a large amount ofinvolved. Many have strong focuseslargest amount of engagement over exposure including social media postson topics such as fashion that mightprofessional photography and is now and stories, blogs, YouTube videosnot align with your business goals. Theour main contributor of social content. and a local news segment showcasinglast thing a marketer wants is to put the According to MDG Advertising, Catalina as a premier getaway destina- resources and time towards someone,sharing photos on social media is the tion. All of the elements added up toonly to have all the comments on thenew postcard with over 60 percent over 4.2 million impressions bringingsocial media post about the influenc- of travelers sharing photos on one or awareness to Catalina Island.ers yellow shoes rather than the tourmore platforms while on vacation. Social media is a powerful tool to attract customers and bringing further awareness to the brand especially in the tourism industry. By utilizing con-RELAX. THIS JOURNEYSnections already in place, business-es can have a larger impact without POWERED BY CATERPILLAR. depleting too much of their resources and continue to strengthen those part-nerships.nWhen your cargo can talk, the stakes are high. When you choose Caterpillar, you dont have to worry aboutAbout the Author meeting your passengers high expectations forAmanda Bombard is the reliable, safe, clean operation. Our engines set theDirector of Administrative standard, so everyone can sit back and enjoy the ride. Services at Catalina Express, where she Learn more about our Ferrypreviously served as a and Cruise solutions junior marketing manager. Prior to joining the family business at Catalina Express, Amanda spent several years working with Aon. She graduated from the George Washington University School of Business and recently For more information, visit www.cat.com/marine spoke at the PVA Western Region Meeting2020 Caterpillar. All Rights Reserved. CAT, CATERPILLAR, LETS DO THE WORK, their respective logos, Caterpillar Yellow, the Power Edge and Caton using social media to bolster sales and Modern Hex trade dress as well as corporate and product identity used herein, are trademarks of Caterpillar and may not be used without permission.marketing. 8JANUARY/FEBRUARY 2020FOGHORN'