GO MICRO FOR MAXIMUM IMPACT: HOW TO LEVERAGE THE POWER OF NICHE COMMUNITIES
WHO: Emma Gannon is a digital consultant, broadcaster, lecturer and author. The former social media editor of British Glamour, she has an award-winning blog and has been published everywhere from the Telegraph to Teen Vogue. Emma’s newsletter has been recommended by magazines such as Metro, Grazia and Harper’s Bazaar and her podcast, CTRL ALT DELETE, has had over a million downloads since launch, building a strong community of millennial women.
WHAT: 2017 has been the year that newsletters and ultra-specific podcasts with small but intense listenership have become popular again, growing small, concentrated communities who work together to kickstart campaigns via word of mouth. This change brings about many questions regarding numbers vs. engagement: for example, is a community of 10k influential newsletter subscribers more or less important than a million averagely-engaged followers on Twitter or Instagram? Emma will discuss micro-influencers, the power of small communities and the importance of niches, especially on social media, whilst decoding what this means for the travel and lifestyle industry.