Crack the Code: Influence Marketing [ENTER 2015]

ENTER 2015 Industry Track 1@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Crack the code:
the phenomenon of Influence
Aurélie Krau
TravelThink, France
aurelie.krau@travel-think.com
www.travel-think.com

e-reputation
blog
opinion leader
How does that come together?
social
buzz
marketing
Facebook
Instagram
Twitter
FoursquareSEO
content
brand awareness
digital footprint
#H2H
reach
resonance
community
communication
experience
story telling
advocate
reviews
travelers
RP 2.0
inspiration
virality
SEA
UGC

Agenda
Background: e-tourism, a constant evolving environment
Zoom on the phenomenon of Influence: marketing #H2H
Brand advocates: who are they?
Tourism professionals refine their PR orientations
5 key takeaways

Disruptors

A digitized cutomer journey
Inspiration Search Shopping
Source : Google Think Insights: ‘The 2013 Traveler's Road to Decision: Affluent Insights’ / January 2014
44%online penetration in 2014 in Europe (matches the USA) (source : PhoCusWright)

Word of mouth has become
mainstream
93% travelers declare that online reviews impact their travel decision (source : TrustYou)
35% travelers read travel blogs (Source : Google Think Insights)
33% travelers consult travel content shared by their peers (Source : Google Think Insights)
42% UGC on the Internet is related to travel (Source : Facebook)

Agenda
5 key takeaways

Influence Marketing
approach that consists of identifying, finding,
engaging and supporting people who create
conversations impacting a brand, its products and
its services

Pillars of Influence
3R :
Web dimension
&
social media
have amplified the
phenomenon of
influence

The phenomenon of Influence
Source : TravelThink /
Snap Traveller

What is Influence about?
The essence:
• Create conversations between people
• Get people to connect to people
• Get people to identify with other people
= potential customers
What is at stake:
 Generate brand advocates
 Generate visibility - importance of content for search engines (SEO)
 Generate a marketing weapon

Content/UGC is the key!
Source : TravelThink /
Snap Traveller

The role of Technology
Replicate ‘human to human’ influence:
• Data-driven marketing / programmatic marketing (RTB)
• Inspiration tools
• Recommendation systems (semantic)
Context of Big Data
Anticipate demands & personalize customer journey
Smart Marketing approach based on users’ behavior & driven by users data

Agenda
5 key takeaways

Influencers are not [any more]
the ones you think!
Yesterday: Today:
Experts = Travel agents + relatives
Ultimate references for advise
 Content barely spread
Experts = people you don’t know!
Bloggers
Spontaneous influencers (anonymous)
Web users
Crowdsourcing / UGC
 Exhaustive content available online

Influencers profiles: matrix
Connected Catalysts: Everyday Advocates:
Recognizable figures / celebrities
- Lack of spontaneity (remuneration)
+ Massive exposition; immediate effect
Customers who post reviews of
products/services Interactions brands/consumers
-Limited to their experience with your
product/service (one shot) ; can damage
reputation if not monitored
+Brand image : if reactivity, brand looks honest
and heroic (moderation is not an option)
Passionate Publishers: Altruistic activators:
Magazines & other publications dedicated to
the analysis of their respective fields. Generate
buzz at the scale of their size
- Less likely to be big players in the social media
sphere
+ Renowned experts ; influence in traditional
publishing
Independent analysts whose opinions are
valued by a large population of your target
demographic
- Sometimes difficult to identify them
+ Can be effective promoters ; trusted to deliver
their objective personal opinion
Source: Act-on

Agenda
5 key takeaways

Tourism professional challenges
• Raise brand awareness
• Convert prospects into customers
• Drive loyalty
• Optimize acquisition costs
• Drive direct distribution (organic)
Promoters / influencers can highly contribute to meeting strategic orientations

Influence Marketing initiatives
How Influence Marketing can be used:
Launch of a new product/service
Launch of an awareness campaign
Organization of an event
Re-opening
Promotion/Distribution of content
…
…

2 brand concepts
Brand awareness
Humanize your brand!
What makes a brand visible & popular
Brand content
Build a brand identity via content
What makes your brand unique
Influencers have an important role for the development
of a brand

#1 - City Marketing
Melbourne Remote Control Tourist 2 tourists ; city advocates
5 days : 9-13 October 2013
Users from 158 countries & 3888
cities
20 million unique visitor monthly
6 millions followers on social media
First 5 days of the campaign:
150.000 views on YouTube
Shared 1537x on Instagram

#2 - City Marketing
Encourages virality
Spontaneous influencers
2m high ; 23,5m long
Icons of the city
Photogenic spots
Source of inspiration for
amateur photographers

#3 - Content creation
Customers shared
their best travel
experience on social
media
Use of tweets +
Facebook comments
to create a season’s
greetings song
Video published online
+
Emailing
142.000 views in 4
days
Bad buzz & positive
buzz generated

Content marketing: goals
Increase/optimize brand awareness
Drive demand generation
Create a community:
- Federate
- Learn more about customers
Convert prospects into customers
Drive thought leadership
Pilot customer retention/loyalty
Analyze the competitive landscape
Manage a crisis

PR
Communication
Marketing
Sales
& Product
Integrated communication strategy aligning 3 key areas:
A new Communication approach

RP 2.0 is the new standard!
Communication has become digitized
• New channels
• Immediacy
• Interactivity
New codes for communication
• Social media
• Create/lead/federate/modarerate online
communities (Community Management)
Opportunity with online channel - 2
dimensions
Own share of voice & third parties: bloggers
can be as legitimate as media
Qualified sources of information
 Create added value for a brand
 Promote news
 Promote products & services
E-reputation
 New sources of information have transformed Communication
RP 2.0 : combination of media campaign & social web

Detect moments of truth
When is the decision made?
Draw attention
Adapt content Customer
journey

Influencers: what’s their added value?
Attract travelers
(direcly or indirectly)
Build e-reputation
 Relay a message (informative, commercial)
 Establish credibility
 Spread on several channels
 Share experience vs. advertizing
 Create interactions / buzz
 Engage
 Increase visibility (SEO)
Inspiration
Recommendations
Planning/
Purchase

2 types of Influence
Influence that creates brand image
generates brand awareness
Influence that drives business
generates sales

Influence: highway to Earned media
Advocates
= catalysts
Word of mouth
Organic
Qualified

Influence Marketing in a nutshell
• #H2H
• Alternative to the monetization of traffic
• Niche / tailored marketing vs. mass marketing
• Qualified audience via relevent sources of
information
• Alternative to acquire qualified customers

Agenda
Brand advocates: who are they? (bloggers, anonymous…)
5 key takeaways

Recommendations
1. Take over new codes of communication
2. Monitor & optimize your e-reputation
3. Do not communicate just to communicate.
Qualified content will become your marketing weapon
4. An impersonal content is not enough: find your niche!
5. Make sure your own channels (owned media) concentrate all
interactions/communications

Thank you!
@AurelieKrau
@WeTravelThink
Aurélie Krau
www.linkedin.com/company/travel-think
Glad to connect!

Crack the Code: Influence Marketing [ENTER 2015]

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Crack the Code: Influence Marketing [ENTER 2015]