Newton O'Neill Communications
PR with a personal touch.
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Spring 2018 Internships Available

Social Media Management Internship

To be considered for this position, a candidate must:

  • Be currently enrolled in a college, and pursuing a communications-related major: Public Relations, Journalism, Mass Communications, Advertising, Marketing, etc.

  • Work 10-12 hrs/week. The internship is unpaid but can be offered for course credit; NONC will cover all related hard costs.

  • Work remotely as well as in office; attend weekly meetings in person at our South Austin location

  • Have access to a laptop

  • Junior/Senior level preferred

Dates: Mid-January through end of semester and beyond if candidate is available

Description:

The social media intern will be in charge of the day-to-day management of our official social accounts (Facebook, Instagram, Twitter and LinkedIn), as well as create a social media content calendar, strategize reader engagement opportunities, and create and manage social media partnerships with other organizations. The social media intern will be expected to create weekly and monthly analytical reports to showcase our social media progress.

Internship responsibilities include, but are not limited to:

  • Writing and media relations

  • Website content management

  • Social Media management

  • Social Media Analytics

  • Weekly reporting

  • Market research

  • Online database management

Ideal job skills:

  • Interest in consumer and non-profit PR as well as the travel industry

  • Proficiency in social media management on Facebook, Instagram and LinkedIn, etc., (research/follow local businesses/individuals, regular posts to drive engagement, measurement and managing promotions/giveaways)

  • Meticulous attention to detail — punctuation, spelling and grammar and content formatting

  • Video and/or photography skills

  • Takes ownership of new initiatives.

  • Strong written and communication skills

  • Basic graphic design abilities

  • Works well with a team

  • Highly organized


Qualified applicants should send their resume and cover letter by Monday, Dec. 4th to emily@newtononeill.com and assist@newtononeill.com. Please include personal Twitter and/or Instagram handles.

 

 

Public Relations Internship

To be considered for this position, a candidate must:

  • Be currently enrolled in a college, and pursuing a communications-related major: Public Relations, Journalism, Mass Communications, Advertising, Marketing, etc.

  • Work 12 hrs/week. The internship is unpaid but can be offered for course credit; NONC will cover all related hard costs.

  • Work remotely as well as in office; attend weekly meetings in person at our South Austin location

  • Have access to a laptop

  • Junior/Senior level preferred

Dates: Mid-January through end of semester and beyond if candidate is available

Internship responsibilities include, but are not limited to:

  • Writing and media relations

  • Website content management

  • Social Media management

  • Basic graphic design support

  • Event coordination

  • Weekly reporting

  • Market research

  • Online database management

Ideal job skills:

  • Interest in consumer and non-profit PR including the travel industry

  • Strong written and communication skills

  • Proficiency or experience in social media management on Facebook, Instagram and LinkedIn, etc., (research/follow local businesses/individuals, regular posts to drive engagement, measurement and managing promotions/giveaways)

  • Meticulous attention to detail — punctuation, spelling and grammar and content formatting

  • Graphic design capabilities (InDesign, Photoshop, Canva)

  • Video and/or photography skills

  • Takes ownership of new initiatives.

  • Works well with a team

  • Highly organized

Qualified applicants should send their resume and cover letter by Monday, December 4th to emily@newtononeill.com and assist@newtononeill.com. Please include personal Twitter and/or Instagram handles.

Lisa O'NeillComment
Companies We Love - Lokal Travel

NONC is a huge fan of the sustainable travel movement which encompasses a wide range of travel philosophies and niches such as eco, adventure, volunteer, community tourism and simply traveling with a mind to leave a place and its people a little better than when you arrived. Our work with Travel+SocialGood has introduced us to not only the latest news, innovations and accomplishments in this area, but to the movers and shakers who are creating amazing travel experiences such as our friends at Lokal. 

Q&A with Lokal co-founder Marco Bollinger

1.     How do you define community tourism?

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Community tourism is any culturally immersive experience or lodging that is owned and operated by local residents of the place you’re visiting. Think of attending a local grandmother’s cooking class or taking a kayak into a rainforest mangrove with someone who grew up there. The goal of community tourism is to provide the traveler a truly authentic experience while positively impacting the place you visit through your travel spending.

According to the UN, as little as 5% of international travel spending actually reaches local communities. The vast majority of travel dollars ends up with airlines, big box hotels, booking sites and travel agents. It doesn’t have to be this way.

Thousands of communities around the world are embracing a new kind of locally-led travel. Instead of building chain hotels or hip fusion restaurants, local (often rural) communities are choosing to offer something simpler and much more unique – a chance to participate in their daily lives. Families invite travelers to stay in 150-year-old traditional homes and join them for a home-cooked meal; locals offer guided hikes to little-known vistas and hidden waterfalls; farmers take visitors on their daily rounds picking mountain-grown coffee; and so much more.  

2.     What sets Lokal apart from other cultural immersion travel companies?

I think the key differentiator is that we offer experiences that are incredibly unique and meaningful because they are owned and operated by locals. Our goal is to change travel by empowering both the traveler and the local communities and to help travelers be cultural ambassadors while also driving more tourism dollars directly into the hands of local communities as opposed to foreign-owned mass tourism.

[Lokal founders, Marco and Eytan Elterman, are also documentary filmmakers.] Through the process of making our award-winning documentary film “2.5%”, we understood that most of the negative impacts of tourism come from the disenfranchisement of a destination’s local people. Less than 5% of global tourism spending reaches local communities, and even less manages to stay in the community long term. It’s our mission to change this because we’ve seen firsthand the positive impact on local communities when they are directly integrated into the larger travel economy: schools get better, creative entrepreneurism is sparked.

3.     How did you form partnerships in so many countries?

We’ve spent a lot of time on the ground getting to know communities, from co-founder Dave Koken who spent two years working with Kiva.org in Southeast Asia, to Eytan and myself spending significant portions of the last five years in Latin America. In getting to know local communities, I think we really earned their trust by addressing the issues that these communities are dealing with. Issues such as feeling overlooked by the tourism world and not knowing how to communicate their stories and value to potential travelers. Lastly, when potential business partners look at who we’re already representing, they really connect and see themselves as a part of this Lokal community. This last point is critical. We are building a movement of community tourism and sustainable travel from the the partnership side and the travelers side. Therefore, making sure that people feel like they identify with our mission, our stories, and the community we’re building is incredibly important to much of the success we’ve had.

4.     What is the demographic of the majority of your travelers? Are you finding it resonates with a particular group or age range?

I think we’ve always thought of the Lokal traveler as more of a psychographic. “Conscious consumer” or “conscious traveler” are good descriptors, but sometimes I feel like these terms gloss over the reasons  why people have made conscious lifestyle choices and want to give back to the communities and cultures they visit. These individuals are very self-aware and curious. They understand that we are one people living on the only planet we have. They crave deeper connection with what they choose to experience because it’s the uniqueness of each moment, each day, that excites them. I resonate with these sentiments because I feel and search for the same.

With that said, It’s been really exciting for us to learn more about those who are excited about what Lokal has to offer. Over 60% of our travelers are women. I guess this is no surprise; women around the world are proving to be major drivers and trailblazers of social change. One fun fact: although our top age group is millennials between ages 26 - 35 (23%), boomers ages 56 - 65 were a close second (20%). Probably the biggest discovery we made through our data is that over 50% of our conscious traveler community are couples – that fact actually caused us to rethink how we were approaching our expansion, sales, marketing, community engagement, everything!

5.     Do your clients have the ability to stay in touch with the communities or groups that they meet/serve?

Definitely! Because many of our partners aren’t regular email users, we communicate with many of them via WhatsApp and travelers have done the same. It’s amazing what WhatsApp did for global communication and bridge-building across borders, as well as connecting estranged families. Many of our partner communities have friends and family abroad in the U.S. or Europe and the ability to effortlessly stay in touch has completely changed their relationships.

6.     What are some of the most popular destinations so far?

Peru, Thailand, Costa Rica, and Nepal have been hits so far, but we’re really excited to be opening up Mexico in a bigger way over the next several months. Mexico has so much to offer from culinary tourism in the Oaxaca region to amazing surf destinations along the coast, along with the incredible remnants of the Aztec and Mayan cultures all over the country.

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7.     Will you be adding any new destinations or travel-related features in the near future?

Soon we’re  launching a huge Indiegogo campaign where we’ll be selling a limited number of incredibly discounted bucket-list sustainable adventures. We’re going to have sustainable honeymoons at 30-40% off and ways for early supporters to earn credit on Lokal towards their next trip!

The goal of the campaign is to raise enough money to onboard 10 new countries by sending people as part of our explorer’s program to help us vet all of these new community tourism projects.

Stay tuned for Lokal’s crowdfunding campaign, tentatively set to launch November 12th, for an opportunity to not only support this budding community tourism business, but to take one of their life-changing tours. Thanks to Marco for sparing some time in his busy, global day to tell us more about this exciting venture.

 

Lisa O'NeillComment
Three Tips to Get Double the Engagement on Instagram in Half the Time

By Cierra Savatgy-King, founder of Pigtail Media
 
Instagram is one of the most powerful marketing tools for keeping your travel brand top of mind for your customers. Naturally, people want to see wanderlust photos. Photos of beautiful scenery. They want to daydream about experiences they wish to have. And your brand can be a part of their online daydreaming and planning experience.

However, no longer are the days when all of your Instagram followers actually saw your posts. The smart Facebook algorithm (Instagram is owned by Facebook) is now a huge portion of how your photos are discovered.
 
This means that you may be posting photos, but those photos may not be seen by many people and engagement may be low.
 
You may be putting in a lot of work, but very few people are actually seeing what you’re posting.
 
Here are 3 tips to help get your photos seen, increase engagement, and increase followers.
 
1) Using high quality photos by searching user-generated content
High-quality unique photos naturally receive higher engagement. Instagram is all about the image, and you want to be sure you’re using photos that showcase your travel (or restaurant, retail, beauty, etc) brand professionally – and consistently.
 
That doesn’t mean every photo should be photoshopped and looking like a sleek magazine ad. In fact, you very well may not want to use those, depending on your brand. The nature of social media is to be real. But, you do want to be real and professional.
 
A bad image that has low resolution and is grainy or a promotional image with text that is not to correct dimensions can give a very unprofessional feel.

Left side - example of Don't do; Right side - Do!

Left side - example of Don't do; Right side - Do!

Revisit the photos you have on file and see what you already have to work with from prior trip photos, campaigns or maybe when you paid a professional photographer for an event.  Don’t reinvent the wheel where you don’t need to.
 
Don’t have many high quality photos? User generated content (UGC) is also a great way to gather high quality photos that may be at a perspective you hadn’t yet thought of. By using the Instagram search queries, you can find a plethora of travel and destination photos.
 
Let’s say you’re a hotel in Telluride, CO.
Search “#Telluride” as a hashtag and then search “Telluride” as a location. Skip to past the top posts to get to the most recent photos.

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Once you find a photo that sparks an interest or a clever caption, save the photo by clicking the button on the bottom right of the photo and then ping the user with a comment similar to this: “Really great photo! May we use on social media with your credit?”
 
*For efficiencies, spend some time doing this in one sitting and then return a few days later to the photos you’ve favorited to see who has given permission.
 
Once you’ve received permission to use (most of the time people are actually excited to be featured), schedule your post using a tool like Planoly to keep the integrity of the quality of the photo.
 
Stay away from using reshare tools where the text overlay says “Reshared” on top of the photo. This gives an unprofessional feel. Also stay away from screenshotting the image and then resharing. This loses the quality of the photo.
 
Planoly let’s you select the photo you want to share, give the person credit, add your copy and hashtags, and then plan for another time to share.
 
2) Using catchy captions.
We have become skimmers. We digest news in bite-sized pieces and scan articles. Even major news sites are now including articles in bullet formats to get the main points of a topic across quickly. For good or for bad, that’s where we are.

Your social media posts should create an emotion (happy, excited, touched, etc) in less than a second.  You must still plan for quality copy while keeping in mind that people will only read a small portion of your text.
 
This is how lots of ‘likes’ happen: people skim their feed, and when they feel something, they take action. It happens so fast people don’t even realize why they are doing it.
 
And more organic “likes” put you higher in algorithms, thus delivering to more people and providing higher reach.
 
Since you’re likely skimming this article as well – hey, no hard feelings! – here are some quick examples of how to do this:
 
Get people to imagine they are there. People respond better to something that is about them.
 
Keep it as absolutely short as possible, removing every unnecessary character. The details make a difference in how quickly somehow can feel something.
 
If you have a lot to say that’s important, start with the catchy one liner. Then separate out the copy in 1-2 sentences at a time with line breaks.

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3) Use hashtags for discoverability
It’s not enough just to post beautiful photos with catchy captions. If you don’t already have a large follower base, your posts are likely not being seen by many people
 
Hashtags are used for discoverability. People frequently search hashtags – especially if they are researching their travels!
 
Get your brand into the conversation by adding relevant hashtags.
 
We recommend using the 2:10 rule: using two (or three) brand-specific hashtags and about 10 or more related hashtags.
 
For example, if you were a female travel blogger with the blog, Her Life Adventure and you were sharing about a trip to Yellowstone National Park and including a photo with buffaloes, you may include these hashtags: #HerLifeAdventure #HerLifeAdventureBlog #Tetons #YellowstoneNationalPark #Yellowstone #GetOutdoors #NationalParks #Montanta #Wyoming #Buffalos #BabyBuffalo #TravelBlogger #AdventureTravelBlog #LifeOutside #NaturalBeauty
 
Tip: To keep from looking cluttered, use spacing between your copy and your hashtags or include your hashtags in your comments.
 
These tips will help your content be discovered by users and increase the amount of engagement you get on each post. Remember, higher engagement signals to Instagram that your content is valuable, thus it will feed into the algorithm more, compounding the number of people who see your posts and the enhanced engagement.
 
Happy Instagramming!
 
Want help training your team on social media for your travel brand or want us to manage the whole shebang so you can sit back and relax, contact Pigtail Media today. We specialize in social media marketing for travel and hospitality brands.
 

Lisa O'NeillComment