Having recently launched The PR Net San Francisco, we've been busy researching the best venues around the city. We covered the bases, checking out a couple highly-anticipated hotels as well as the SF classics. Subsequently, our top five picks strike a balance between the brand new and the tried-and-true.
Virgin Hotels San Francisco
One of the aforementioned highly-anticipated openings, Virgin Hotels San Francisco recently opened its doors. Located South of Market, the hotel features multiple dining and drinking outlets, including the brand’s flagship space, Commons Club and Funny Library Coffee Shop, plenty of meeting spaces and a rooftop bar called Everdene.
Viceroy Hotel Group's Hotel Emblem is the most recent hotel opening in SF. The Theatre District hotel features a welcoming lobby area dubbed Obscenity Bar & Lounge, complete with literary-themed cocktails and live music programming.
San Francisco Proper
Proper's flagship is the epitome of sophisticated-cool, having been designed by Kelly Wearstler. When you're done taking in the chic interiors, take a look outside at some of the best views of the city. For an even more elevated experience, have a cocktail at the rooftop bar-lounge.
San Francisco Proper
Rock-and-roll is the inspo at Phoenix Hotel. The historic hotel was redesigned by hotelier Liz Lambert, who captured the soul of the space and gave it a dose of updated coolness. Have a bite at Chambers restaurant, which offers a seasonal menu for dinner and weekend brunch, served inside or on the hotel’s poolside patio.
Tilden Hotel will be the minimalist's favorite spot to stay in. The super-chic design is refreshing and modern, but welcoming and warm. If you're just stopping by, hang out here for a cocktail at The Douglas Room or a coffee at Tilden Café.
As today’s shifting media landscape continues to move toward all things digital, marketers are getting more strategic with how they reach their target audience. Among the buzzier methods is influencer marketing, a term typically associated with reaching the masses. But brands are recognizing that it’s not a one-size-fits-all solution, and that utilizing a nano influencer can be more beneficial than a macro one. We set out to learn what propelled this rise of nano influencers, plus the best practices for marketers when working with them.
Cindy Laverdière, @cindylou_, Bicom
First things first: defining the difference between macro and nano influencers. “Macro influencers are who you should look to for high reach, engagement and conversion,” says Reesa Lake, Partner, Executive Vice President of Digital Brand Architects. “They have followers in the millions and are able to move the needle for a brand. They are no stranger to producing sponsored content and know what will resonate with their audience.”
Nano influencers represent the opposite side of the spectrum. As Daniella Macri, Managing Partner at Bicom Communications, puts it, “Nano influencers are your friends or friends of friends, the hair stylist who shares the latest trends in color to their account or your friend who always has the best restaurant recommendations that you trust. They usually have less than 5K followers, and their social platforms reflect their work or lifestyle interests. Nano influencers use their social platforms to complement their professional expertise or to share their personal opinions and experiences.”
This is an attractive option for brands looking at their business objectives and deciding whether they are seeking mass awareness or a more tailored approach. The former is associated with higher fees, not to mention that consumers can become weary of macro influencers’ credibility.
“Influencer marketing has always encompassed more tailored options to help share a brand’s story, it’s only now that the industry is recognizing the different spheres of influence and how they can be tapped into,” continues Macri. “Now the pendulum is swinging back to re-engage smaller community heroes and make brands more relatable and reflective of the actual consumers they are trying to sell to.”
Denise Hernandez, @thejitana, Shine Influencers
Shifting marketing efforts towards the more relatable nano influencer means lower costs for a greater volume of talent. “As nano influencers aren’t typically doing as much sponsored content as the larger influencers, brands are able to hold more real estate at a substantially lower price point,” explain Jess Hunichen and Emily Ward, co-founders of Shine Influencers. From an audience perspective, nano influencers feel more authentic, which comes from the conversational way they engage since they typically know their followers personally. “This can be a huge asset to brands as there is such a genuine trust level there,” they continue.
But brands must recognize if this type of relationship makes sense for them. “Nano influencers typically do have higher than average engagement rates but you still have to take into account what that follower count is,” says Lake. “Is 500-2,000 likes going to move the needle for you?”
The Bicom team has identified three specific uses for nano influencers to help brands decide if it’s the best strategy for them. They are: