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C A S T O R
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P O L L U X
Est. 2017
Alexis Dworkin | Creative Wes Sutandar | Creative Elliot Neilson | Research
Sasha Alexander | Account Management Serena Haubrich | Account Management Aleina Radovan | Account Management 1
TABLE OF CONTENTS HERE’S THE OVERVIEW....................................................pg 4 HERE’S WHAT YOU ALREADY KNOW............................pg5 HERE’S WHAT WE FOUND OUT......................................pg6 COMPETITORS SWOT ANALYSIS HERE’S WHAT WE’LL ACCOMPLISH..............................pg8 HERE’S THE MOST IMPORTANT PART..........................pg9 HERE’S HOW WE CAN HELP YOU EVOLVE.............pg10 MEDIA OBJECTIVES & STRATEGY HERE THEY ARE.....................................................................pg12 TARGET MARKETS HERE’S HOW WE’LL CREATIVELY EXECUTE...........pg15 HERE’S A NEW ONE: THE MICROSITE........................pg16 HERE’S HOW YOU’LL SEE IT OUTSIDE......................pg18 HERE’S HOW IT TRANSLATES DIGITALLY................pg20 HERE’S HOW WE’LL GET SOCIAL...............................pg21 EMAIL MARKETING.............................................................pg25 INFLUENCERS......................................................................pg26 HERE’S HOW WE’LL COLLABORATE..........................pg28 PROMOTIONS.......................................................................pg29 FILM STORYBOARD............................................................pg30 DIGITAL BANNER AD CONCEPTS.................................pg32 MEDIA PLAN...........................................................................pg33 MEDIA BUDGET....................................................................pg34 BREAKDOWN OF VISITS.................................................pg35 ROI.............................................................................................pg36 MEASUREMENT....................................................................pg37 HERE ARE OUR FINAL THOUGHTS.............................pg38 SUMMARY 2
Sasha Alexander Account Management
CASTOR & POLLUX
&
Alexis Dworkin Creative
Serena Haubrich
C
P
Account Management
Est.
Elliot Neilson
Who are we?
Research
2017
CXP will find your true north.
Our story. Aleina Radovan Account Management
Andrew “Wes� Sutandar Creative
In ancient Greek mythology, shipwrecked sailors looked to Castor & Pollux for favorable winds to guide them in their journies. Constellations not only provide direction, but tell complex, timeless stories. We aim to do the same for our clients through balancing reason and creativity. We are the forward thinking agency that innovates and inspires in a rapidly changing world. 3
here’s the overview Close your eyes and picture Disney. Say this to anyone and they’ll have an image in their head. Fireworks. Castles. Princesses. Mickey Mouse. Literally anything magical. How cool is that?! Disney is one of the most iconic brands in the world. Disney is the 94 yearold master storyteller that virtually every consumer in the United States has grown up with, and feels nostalgic for. Now close your eyes and picture Downtown Disney. Of course, you’re here reading this, so you most likely know what Downtown Disney is. Sadly, many do not. In a recent survey, not only did 100% of our respondents know what “Disney” was, but 82% of these respondents had even attended Disneyland at one point. BUT, from these respondents, 18% didn’t know what “Downtown Disney” was. Could this affect the amount of foot traffic that Downtown Disney gets? Understanding these results, we digged deeper. Although Downtown Disney is its own iconic promenade of experiences, we noticed there was no distinct brand differentiation from Disneyland or Disney. Emotional connection is what drives Disney customers. So, we wondered: How can we capture some of this “Disney” essence to tell the story of Downtown Disney, therefore strengthening its brand awareness? Today we’ll show you how we change this.
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here’s what you already know Downtown Disney is the HUB of tangible experience; from live entertainment to delicious-tasting foods, Downtown Disney fosters an emotion where customers and employees are connected with a contagious happiness in the air. When you’re at Downtown Disney, you’re not just simply “there.” This feeling of connectedness is like a good bag of chips - after you’ve had one, you’ll keep eating until the whole bag is finished.
“Inviting atmosphere rooted in core Disney values with a unique blend of experiences and memories that engage the imagination and curiosity of our guests”
Customers Annual Passport Holder - 35% Domestic - 35% Local - 25% International - 5% Age range: 18-44
What is Opened in January 2001 as part of the Resort Expansion. 313 ft2 of retail, dining, and entertainment space. 8 Owned and operated (O&O). 38 Operating Participants (OP’s). Strengths Disney Atmosphere, window shopping, people watching, dining.
Barriers Traffic, Parking, (“getting to Downtown Disney”), over-crowding, cost, too many tourists.
Approximately 80% of guests visit after 4:00; average of 3 hours at downtown disney Families represent 70% of Guests 5
here’s what we found out We conducted a survey with three simple questions to get an idea of Disney’s brand awareness. We sent these questions to everyday consumers who represent our three target markets. Here’s what we found.
Have you heard of Disney?
Yes - 100%
Have you ever been to Disneyland or California Adventure?
Yes - 82% No - 18%
We then played a little game of word association. Here’s the good and the bad...
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Have you ever been to Downtown Disney?
Yes - 71% No - 11% What’s that? - 18%
Diverse retail brands Disney atmosphere Live music Cuisine
More restaurants More late night options DD is a destination Reposition as mall/experience
• • • •
• • • •
• • •
S
O
W
T
Smaller than competitors Low daily traffic No Disney IP allowed Expensive Security Parking Linear
Citywalk Spectrum Fashion island Traffic
$$$ Anything from Tesla to Neiman Marcus to Vineyard Vines. Mix of casual and fine dining, including a Whole Foods grocery store. Fitness classes at Nike’s studio and Soul Cycle, movies, and live performances. Provide concierge services in-person and via mobile, personal shopping, and tourism representatives to help tourists plan their visit. $$$ 250+ designer boutiques. 30 restaurants, with numerous award-winning options. Frequently holds special events, including fashion shows and art exhibitions. Offer personal shopping and concierge services. $$ Range of well-recognized brands to small, local companies, from Nordstrom and Apple to Target. Chains, such as Cheesecake Factory, to local eateries, such as Cream. Carousel, ferris wheel, skating rink, live performances, and improv shows. 7
HERE’S WHAT WE’ll accomplish Drive Annual Passport Holder and Local Domestic Guest incremental visits to Downtown Disney given the following:
Budget: $500,000
Increase visits by at least 20,000.
Increase guest spending to $50 per visit.
$ 8
Revenue: $1,000,000
HERE’s THE MOST
IMPORTANT PART
We care about maintaining an emotional connection between Downtown Disney and our guests. While we recognize Downtown Disney as an ideal “escape” for individuals of all ages, socioeconomic backgrounds, ethnicities, and attitudes/behaviors, we distinctly tiered the most marketable guests with the biggest promise. While parents look for places to engage and entertain their children, teenagers seek a place to socialize with their friends and for experiences that engage them. Not only does Downtown Disney provide solutions for tangible needs, but it’s strong, magical brand also allows for memorable experiences.
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here’s how we can help you EVOLVE Take Downtown Disney’s digital presence. Now maximize it to it’s FULLEST potential, while capitalizing on outdoor space to increase brand awareness, drive sales, and visits.
How? Stay as pervasive as possible through our unique Media Mix - the more people see ads (in a subtle way), the more inclined they are to go without realizing it was from the ads.
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Targeting non-traditional forms of media. Staying away from print/newspapers/radios. Television is costly. Putting most of our money and time into digital. WHY?
83% Media Objectives Owned: Our owned media will be through our microsite and original
content through social channels. Creating earned media content, through online engagement with the consumer and consistent stream of new videos and photos.
Paid: Media will be through online banner
of survey respondents heard about a brand or product on social media before any other source
[1]
advertisements and sponsored social media content, but no traditional media.
Earned: Using social influencers to promote our owned media channels and to drive visits to Downtown Disney.
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HERE THEY ARE: TAKE 1. Young Parents: If the kids are happy, they’re happy. Demographics. • Age: 25-40 years old (Gen Y) • Gender: Both male and female, but slightly female skewed • Marital Status: Married with young children, average family size of four • Middle-to-upper class; One employed parent • Average Income: $70,000-$75,000 • Education Level: College or higher Psychographics. • Enjoy spending time with their children • Value quality interactions with their children, without relying on technology • Interested in social media, in current news, and entertainment • Constantly on-the-go and prefers a convenient lifestyle. • Suspicious about mainstream advertising and prefer word-of-mouth, testimonials, and peer reviews. 12
THE PRIMARY MARKET
HERE THEY ARE: TAKE 2. THE secondary MARKET Generation Z: Easily mistaken as, but definitely not, the millennial. Demographics. Age: 13-22 years old (Gen Z) Gender: Males and females Income: Middle-to-upper class (parents’ income) Education: High school or college Marital Status: Single or in a “puppy love” relationship Psychographics. • The leaders and faces of the new consumer profile • Shorter attention spans and care immensely about the “big idea.” • Adventurous, curious, and sociable, but are quick to get bored. D • Consume media on multiple platforms per day, are vocal about products they buy, and are deeply connected on social media with friends, family, and other groups.
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HERE THEY ARE: TAKE 3. Hispanics/Latinos: The underestimated consumers Demographics. • Age: All ages • Gender: Both genders • Location: Locals, Live in Orange County area • Family Size: Live with families with an average size of four • Income: Lower to middle-class Psychographics. • Did you know that Anaheim’s Latino population has more than tripled since 1980? • Bilingual in English and Spanish, • Value their ethnic backgrounds and customs, including food, religion, and holidays • Prioritize spending time with family • 25% of Hispanics and Latinos live in multigenerational households, a strong indicator of family dynamics.
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THE TERTIARY MARKET
here’s HOW WE’LL creatively execute.
FO•MO /fomo/ noun informal “A psychological apprehension that others might be having rewarding experiences from which one is absent.”
Approach. Downtown Disney not only encourages experiences, but is already the source of precedential memories for many. Throughout this summer, our campaign creates new events and promotes the existing attractions of Downtown Disney - igniting a sense of not just wanting to be there, but a need to be there. We will reach our target audiences in platforms they are often surrounded by: outdoor media and digital. These ads showcase visual experiences that will pervade every corner of their lives without feeling evasive, instilling the idea of Downtown Disney so that when it comes to making a decision, they know they have to go to Downtown Disney. Tone. In order to be effective with this campaign, we need to reach the hearts of consumers to really spark that emotional connection that Disney is so famous for. We will be familiar, inspiring, while staying casual/professional, with short, punchy phrases. Tagline. Today I [phrase.] Through visually showcasing this phrase along with an experience, “Today I,” will inspire, impart values, express beauty, empathize, educate, and entertain our consumers. This will also encourage newcomers and loyal consumers to share the same. Big Idea. FOMO. As social beings, we hate to lose out on anything. FOMO not only sparks a sense of urgency to explore the world, but a desire to be “in the know.” Our campaign capitalizes on the countless ways to tell, share, and re-tell stories through a variety of digital strategy, social media, and outdoor media platforms. Our form of storytelling, with “Today I,” will pervade and dictate our consumers’ lives. Our campaign uses storytelling to share individual stories of consumers enjoying Downtown Disney to evoke the feeling of FOMO in viewers. 15
here’s a new one: the microsite. The best place to look for information is a website, of course! Understanding the need to be “in the know,” we created an easy-to-use microsite that culminates all the details of our campaign in a single spot. With parents preferring testimonials or reviews over traditional ads, our site features individuals’ “Today I” testimonials and encourages visitors to share their own. Main Page Feed: -“Today I” posts collected from users that is constantly updated -Features select posts and weekly contest winners Calendar of Events: -Every event, performance, promotion, sale, and holiday listed Blog: -Shares guests’ individual “Today I” stories and contest winners’ posts -Features various Downtown Disney shops and activities “Share Your Story” Form: -An easy-to-till out form to encourage guests to share their testimonial Announcements: -Contest rules, winners, and details -Summer Solstice and event information 16
Customer testimonials have the highest effectiveness rating for content marketing by
89% [3]
[3]
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here’s how you’ll see it........................................... busyfather Downtown Disney 1,423 likes
Just now
busyfather
#TodayI reconnected with my princess liked by
For viewers, our billboards will direct them to the campaign’s microsite and drive visitors to Downtown Disney. Goal: Reminder tool to viewers, Direct to Microsite & Build Awareness,
Highway Billboards: Whether you are stuck in traffic or cruising in the carpool lane, highways are heavily traveled in Southern California on a daily basis. Our billboard placements capitalize off of this traffic, spreading brand awareness to locals and travelers. These ads are placed along highways within a 5 mile radius of Downtown Disney and its three main competitors: the Irvine Spectrum, South Coast Plaza, and Fashion Island.
Airport Billboards: 18
Our airport billboards will put Downtown Disney in everyone’s mind as soon as they arrive. The airports surrounding Downtown Disney, including Long Beach, Santa Ana, LA, and San Diego, will feature these billboards that direct travelers to the microsite.
.......outside. foodietraveller Jazz Cat at Downtown Disney
4,512 likes
Just now
foodietraveller
#TodayI tasted Paris
liked by
foodietraveller California Churro at Downtown Disney
4,512 likes
Just now
foodietraveller
#TodayI tasted Magic
liked by
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here’s how this translates digitally. Our target audiences use a variety of social media platforms for several hours each day. We want to utilize each platform to serve the different needs of our target audiences, while maintaining the unifying goal of promoting Downtown Disney and driving sales. While each of our platforms represent a different personality, they all contain a mix of organic and sponsored posts. We are visual learners. Each piece of content shared on media platforms will be eye-catching, while appearing wholesome, to provide our audience with evidence that Downtown Disney gives you with an experience that you cannot miss out on.
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[3]
faceook posts with images see
2.3
X
more engagement
than those without images
Here’s where we get social: Facebook For our social guests, Facebook is your friend to laugh, share and engage with Downtown Disney. Our primary target users (parents), are heavy Facebook users. Goal: Engage Customers, Direct to Microsite, Build Awareness, & Drive Sales,
[4]
sponsored
organic Downtown Disney Here’s what you can do today
#TODAYI
Here’s What You Have Been Missing Out in Downtown Disney Shop, Dine, and Get your Groove On. Discover the untold treasures of Downtown Disney
DISNEYLAND.COM
Facebook Live videos that capture the wholesome and natural joy of what visitors and employees are up to.
Shareable Videos and Pictures to build Brand Awareness e.g.Send a picture of you trying this treat and post it
Clicks-to-website ads to direct to microsite e.g. Photos of “Today I” along with the caption: Here’s what you can do today.
was with a princess Here’s What You Have Been Missing Out in Downtown Disney Shop, Dine, and Get your Groove On. Discover the untold treasures of Downtown Disney
DISNEYLAND.COM
organic shareable content 21
For interested customers, Twitter is your “go-to-friend” for advice, information, and to answer any Downtown Disney-related questions. Goal: Engage Customers & Drive Sales,
People visit Twitter for news, updates on information, and to answer any questions they might have.
• Informational tweets about events and promotions • Customer support
• Tweets promoting events and certain promotions 22
tweets with images see
Here’s where we get social: twitter
150
%
more
retweets
than those without images
[5]
Disneyland Today @disneylandtoday
Start your summer story right at Downtown Disney’s Summer Solstace Promotion. downtowndisney.us/3o5h0f
#TodayI tasted summer
Here’s where we get social: snapchat For our hesitant friends, Snapchat is that person to drag you out of bed in the morning and takes you on an adventure that you’ll remember forever your deciding factor to attend Downtown Disney. Goal: Drive Sales,
“Downtown Disney Story” Videos that capture the wholesome and natural joy of what visitors and employees are up to and what they did today: “Today I”
“Today I __” filter Use filters within 10 mile radius to advertise promotions and events Every saturday of the week: #TodayI Summer Solstice event filter
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Here’s where we get social: Instagram For our storytelling visitors, Instagram is your friend that listens to you and makes sure that you’re heard. Goal: Increase Brand Awareness, engage with audiences & strengthen customer relationships.
downtown_disney Build a Bear at Downtown Disney
Appear as if they’re naturally on our targets’ timelines through....................... Visually Pleasing Content Pictures that capture the natural, wholesome moments of people within the park
Reposting customer photos “National Days” Today I had Ice Cream - National Ice Cream Day (July 17) Today I made my mom laugh - Mother’s Day (May 14) Today I made a dad joke - Father’s Day (June 18)
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100,324 likes #TodayI made my mother laugh. Happy Mother’s Day! PC: @lovingdaughter
EMAIL MARKETING YOUR HIGHNESSES, come downtown before this offer goes away!
CELEBRATE THE SOLISTACE
10% OFF selected stores
2 FREE Drinks! FREE Face-Painting!
One of the most important aspects of a campaign is to acknowledge and thank our loyal customers: the Passholders. Of course, we must treat them like the Princes and Princesses they are! Passholders share a special connection with Disney and we want to make sure they are appreciated. We are going to send a promotional email to passholders about the summer solstice event. As an incentive, passholders will get information on their exclusive benefits at this event.
Please show this email to employees at the entrance of Downtown Disney to recieve the royal treatment!
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Influencers.
Emily Schuman “Cupcakes & Cashmere,” Blogger, personality, author, & Instagrammer. Followers: 397,000
It’s no secret that gaining a following on social media is tough. A good marketing tip to reach consumers beyond Downtown Disney’s network. With our target market being active users on social media and favoring testimonials and reviews over traditional advertising, influencers is the answer. Here are some examples of Influencers we would reach out to:
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Lindsey Rempalsi Famous fashion, style, and music vlogger & Instagrammer. Followers: 487,000 Subscribers: 284,855
Jordan Younger “The Balanced Blonde”: Blogger, Instagrammer, Personality, Fitness Guru. Followers: 162,000
Reinaldo Irizarry Adventure seeker and caffeine enthusiast, L.A.-based style blogger. Followers: 31,900
We have two ma jor tactics to reach influencers and encourage them to share the campaign in an organic manner. Invitation Influencers will receive personalized invitations to participate in the “Today I” campaign. The invitations themselves are exclusive pieces of art to boast about on social media and have a similar aesthetic to WonderGround Gallery’s artistic style. By inviting influencers to participate in the campaign, they will increase awareness to a larger number of followers.
Unboxing Videos Gaining momentum off this popular trend, influencers will receive a special Downtown Disney themed box, featuring various options Downtown Disney offers. Influencers will film and post the reveal of what is inside the box, triggering ideas of things to do to discover your own story.
Influencers will post about the invitations, box, and experience on their own channels. Downtown Disney will share the influencers’ posts on their own social media platforms as well.
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here’s how we collaborate. Disney is celebrated as one of the most powerful brands on earth, and with great power comes great responsibility.
Celebrate
the
Solstice
Event: From Saturday, June 17 to Sunday, June 18 2017, Downtown Disney will partner with Big Brothers Big Sisters of Orange County to host a Summer Solstice Fundraising event. For these two days, Disney will donate $1 for every $10 spent at Downtown Disney to fundraise for the Big Brothers Big Sisters of Orange County. Downtown Disney will only hire local performers, face-painters, and entertainers at the event to strengthen its relationship with the community. Strategy: Through supporting the young, underprivileged community of Orange County, Downtown Disney will not only strengthen its brand image but also will build a relationship with the surrounding community. The fundraising strategy (“For every dollar spent”), will encourage individuals to buy products at Downtown Disney, therefore driving sales. Finally, this event makes “doing good” for everyone easy. Fundraising Money: Take out $10,000 of the budget to leave for this. Promotion: This will be promoted on all social media accounts for several weeks. Facebook and Snapchat will both livestream throughout both days to showcase. 28
Promotions. Social Media Competition on Instagram: Most creative photo series and caption of something you did at Downtown Disney with geotag and #TodayI
downtown_disney Build a Bear at Downtown Disney
A bi-monthly series of 8 competitions begins Sunday, May 14 and ends Sunday, August 18. Winners will be selected by the end of each week.
downtown_disney Downtown Disney
Bi-Monthly Prizes: First place gets one day pass to Disneyland pass. Second place gets a $50 gift card to Downtown Disney. Ideas for weekly challenges of #TodayI :
100,324 likes #TodayIMade a friend PC: @stayathomemom
#TodayITasted (ex: Eating your favor treat) #TodayIDanced (ex: Street Performer picture) #TodayISaw, #TodayIFelt, #TodayIHeard, #TodayIDiscovered, #TodayIExplored, #TodayI...
100,324 likes #TodayITasted Magic. Happy National Ice Cream Day! PC: @foodie
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Film storyboard Video content dominates social media feeds. Don’t believe us? Go check your timelines, we dare you. 100 million hours of Facebook videos are watched every day. Wow. Inspired by Buzzfeed and Tasty, who have mastered sharable content using a simple 30-second formula, our video showcases unique Downtown Disney products that leave guests’ mouths watering. To keep Downtown Disney one step ahead of the digital-media game, our campaign focuses on its brand awareness and engaging with potential audiences. Since 85% of videos on Facebook are viewed without sound, our video is optimized for silent playback. Our goals for this video is to make it easy to consume the information without sound, emphasize powerful visuals, and create an emotional connection that encourages viewers to share.
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STORYBOARD To convey the message of FOMO, our :30 montage video showcases what Downtown Disney offers. Each shot consists of a small action centered around a specific product or highlight with voiceovers describing what they did that day. To optimize on video without sound, a caption of “Today, I {phrase} appears over each clip. The video ends with a text card, asking “WHAT WILL YOU DO TODAY? DISCOVER YOUR OWN STORY AT DOWNTOWN DISNEY” and encourages viewers to visit.
“Today, I tasted heaven” (ice cream”
“Today, I sat in the front row” (musician)
“Today, I made a best friend” (girls dancing)
“Today, I celebrated” (beer glass)
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digital banner ad concepts. stayathomemom Lego Store at Downtown Disney Just now
1,423 likes
girlfriend New Orleans at Downtown Disney
stayathomemom
#TodayI saw my son grow up
4,512 likes
Just now
girlfriend
#TodayI went on my first date
liked by
liked by
Nowadays, people spend significant amounts of time online, from planning a vacation, checking their email, or reading articles. Our banner ads target our three audience segments, both generating awareness and driving viewers to the microsite. These ads will continue to use the “Today I� creative to instill the fear of missing out in the viewers. What websites? Here are some ideas that if executed, we would narrow down based on focus groups.
Travel
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Local
Airlines
Dining/Ride
Competitors
Online Shopping
MEDIA PLAN
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MEDIA BUDGET TOTAL = $499,500 SOCIAL MEDIA - 39.5% ADDITIONAL DIGITAL SPACE - 10% OUTDOOR - 24.80% EVENT - 4.2% EMAIL - 6.4% AGENCY FEE - 15%
$500 UNDERBUDGET! 34
BREAKDOWN OF VISITS
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ROI
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measurement How we will measure visits: Thanks to the helpful hashtags, we can easily track the increase in visits through the various #todayi. During our contests throughout the campaign, we will be able to keep track of the actual visits through not only the hashtag but also through the geotag to ensure the most accurate measurements. In addition to the hashtag and geotag on instagram, we will be able to measure the amount of people using the geofilters on snapchat. These filters will validate the users that have visited the park due to the campaign. How we will measure impressions: Throughout our various mediums, we are going to expose millions of people to the downtown disney campaign. We can track these digital impressions through click-throughs and time spent on our microsite. With our set budget in each medium and an average CPM we will easily be able to calculate the number of impressions.
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HERE ARE OUR FINAL THOUGHTS
With both our detailed strategic team and brilliant creatives, Downtown Disney is in good hands with Castor and Pollux. We have based our media strategy on various research to ensure the maximum possible outcome. Downtown Disney is a prominent brand that needs to be active digitally, and this campaign is the answer. We are confident that all 9 of our mediums will drive 30,000 visits to result in a positive ROI. How are we going to convince customers that the Downtown Disney experience is better than the ordinary local malls? We are going to utilize one of the most popular anxious emotions, FOMO aka, Fear of Missing Out.
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With all nine of our mediums from Social Media, to Outdoor, to Digital and Events, it will be almost impossible for our target market to escape our campaign. The frequency of our ads and the heavy social media presence will make our target markets want to fulfill the Downtown Disney experience which will drive incremental visits and sales.
THANK YOU
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FOOTNOTES [1] http://www.adweek.com/digital/how-social-media-and-user-generatedcontent-drive-sales-infographic/ [2] http://www.nbcnews.com/news/latino/pew-more-latinos-asiansmultigenerational-households-n62820 [3] http://moveableonline.com/blog/2013/09/20/pros-cons-microsites-forbusiness/ [4] https://www.socialfresh.com/marketing-statistics-every-cmo-should-know-in2014/?utm_medium=Webbiquity.com [5] https://blog.bufferapp.com/the-power-of-twitters-new-expanded-imagesand-how-to-make-the-most-of-it [6] http://www.kpcb.com/internet-trends
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Statistic sources http://boast.io/20-statistics-about-using-testimonials-in-marketing/ http://buzzsumo.com/blog/how-to-massively-boost-your-blog-traffic-with-these5-awesome-image-stats/ https://blog.bufferapp.com/the-power-of-twitters-new-expanded-images-andhow-to-make-the-most-of-it http://www.kpcb.com/internet-trends http://digiday.com/media/silent-world-facebook-video/ https://investor.fb.com/investor-news/press-release-details/2016/FacebookReports-Second-Quarter-2016-Results/default.aspx https://www.recode.net/2016/1/27/11589140/facebook-says-video-is-huge-100million-hours-per-day-huge http://mediakix.com/2017/02/top-hispanic-latino-social-media-influencersinfographic/#gs.2FdAfIA
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