Industry Focus - ENTER 2015
Influence Marketing
In a context where e-reputation, inspiration and recommendation from peers have become mainstream, Influence Marketing can be a powerful source of brand awareness and revenue for travel brands.
Content is the key to develop one's brand. Advocates represents catalysists who can help brands with their PR 2.0 strategy. It is all about combining media campaigns and social web.
1. 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
2. ENTER 2015 Industry Track 2@AurelieKrau @WeTravelThinkAurélie Krau 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
3. ENTER 2015 Industry Track 3@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
4. ENTER 2015 Industry Track 4@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Disruptors
5. ENTER 2015 Industry Track 5@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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)
6. ENTER 2015 Industry Track 6@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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)
7. ENTER 2015 Industry Track 7@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
8. ENTER 2015 Industry Track 8@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Influence Marketing
approach that consists of identifying, finding,
engaging and supporting people who create
conversations impacting a brand, its products and
its services
9. ENTER 2015 Industry Track 9@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Pillars of Influence
3R :
Web dimension
&
social media
have amplified the
phenomenon of
influence
10. ENTER 2015 Industry Track 10@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
The phenomenon of Influence
Source : TravelThink /
Snap Traveller
11. ENTER 2015 Industry Track 11@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
12. ENTER 2015 Industry Track 12@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Content/UGC is the key!
Source : TravelThink /
Snap Traveller
13. ENTER 2015 Industry Track 13@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
14. ENTER 2015 Industry Track 14@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
15. ENTER 2015 Industry Track 15@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
16. ENTER 2015 Industry Track 16@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
17. ENTER 2015 Industry Track 17@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
18. ENTER 2015 Industry Track 18@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
19. ENTER 2015 Industry Track 19@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
…
…
20. ENTER 2015 Industry Track 20@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
21. ENTER 2015 Industry Track 21@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
#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
22. ENTER 2015 Industry Track 22@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
#2 - City Marketing
Encourages virality
Spontaneous influencers
2m high ; 23,5m long
Icons of the city
Photogenic spots
Source of inspiration for
amateur photographers
23. ENTER 2015 Industry Track 23@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
#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
24. ENTER 2015 Industry Track 24@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
25. ENTER 2015 Industry Track 25@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
PR
Communication
Marketing
Sales
& Product
Integrated communication strategy aligning 3 key areas:
A new Communication approach
26. ENTER 2015 Industry Track 26@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
27. ENTER 2015 Industry Track 27@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Detect moments of truth
When is the decision made?
Draw attention
Adapt content Customer
journey
28. ENTER 2015 Industry Track 28@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
29. ENTER 2015 Industry Track 29@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
2 types of Influence
Influence that creates brand image
generates brand awareness
Influence that drives business
generates sales
30. ENTER 2015 Industry Track 30@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Influence: highway to Earned media
Advocates
= catalysts
Word of mouth
Organic
Qualified
31. ENTER 2015 Industry Track 31@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
32. ENTER 2015 Industry Track 32@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Agenda
Background: e-tourism, a constant evolving environment
Zoom on the phenomenon of Influence: marketing #H2H
Tourism professionals refine their PR orientations
Brand advocates: who are they? (bloggers, anonymous…)
5 key takeaways
33. ENTER 2015 Industry Track 33@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
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
34. ENTER 2015 Industry Track 34@AurelieKrau @WeTravelThinkAurélie Krau www.travel-think.com
Thank you!
@AurelieKrau
@WeTravelThink
Aurélie Krau
www.linkedin.com/company/travel-think
Glad to connect!