Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

TRAVEL & TOURISM :: INFLUENCER MARKETING Carole Lamarque

1,145 views

Published on

Travelmedia organiseert elk jaar een congres voor wie werkt in toerisme: touroperators, reisagenten, hoteliers, destinatiemarketeers

Published in: Travel
  • Hey guys! Who wants to chat with me? More photos with me here 👉 http://www.bit.ly/katekoxx
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

TRAVEL & TOURISM :: INFLUENCER MARKETING Carole Lamarque

  1. 1. 8STE EDITIE VAN HET TRAVELMEDIA CONGRES IN BRUGGE 
  2. 2. INFLUENCER MARKETING CAROLE LAMARQUE FOUNDING PARTNER 
  3. 3. NICE TO MEET YOU!
  4. 4. INFLUENCERS Carole Lamarque
  5. 5. Which Influencers generate the least bang for their buck ? Travel & Tourism do 2nd best      INDUSTRY INSIGHTS    Average earned media value for each US$ spent on influencer marketing campaigns in 2015 by advertiser category in US$  1: Earned Media Value for every US$1 of paid media spent on RhythmOne influencer marketing campaigns Sources: matteopogliani.it;  ALCOHOLIC BEVERAGES TRAVEL & TOURISM  CPG FOOD SUPERMARKETS  TOYS & GAMES HOME & GARDEN CARE & BEAUTY  HEALTH & PHARMA RETAILERS & APPAREL    21.03 18.98 12.03 10.59 10.51 10.26 7.04 6.72 6.66
  6. 6. The biggest challenge is planning marketing activities: Choice of influencer Toughest   INDUSTRY INSIGHTS    Main challenges detected when rolling out influencer marketing strategy¹  1: N=967 decision makers within relevant industries; worldwide  Source: LaunchMetrics  75% 69% 53% 32% IDENTIFY THE RIGHT INFLUENCERS  FIND THE RIGHT ENGAGEMENT TACTICS  MEASURE THE PERFORMANCE OF PROGRAMS    KEEP TRACK OF INFLUENCER ACTIVITY  GET YOUR TOP1OO RESEARCH
  7. 7. Influencers are useful, in particular to boost awareness & sales INDUSTRY INSIGHTS    Effectiveness of Influencer engagement, by marketing objective¹  RAISE BRAND AWARENESS  GENERATE SALES LEADS  INCREASE CUSTOMER LOYALTY  very effective effective ineffective 49% 44% 7% 27% 48% 25% 26% 50% 24% 1: N=967 decision makers within relevant industries; worldwide  Source: LaunchMetrics 
  8. 8. YouTube is most profitable: Influencer pay varies greatly depending on platform & reach  INDUSTRY INSIGHTS    Average earnings in 1,000 US$ per influencer post by platform and number of followers  Sources: The Economist; Captiv8  13% 25% 125% 187% 300% 6% 13% 63% 94% 188% 5% 10% 50% 75% 150% 5% 10% 50% 75% 150% 2% 4% 20% 30% 60% NUMBER OF FOLLOWERS: 100 - 500k  500K – 1m  1 - 3m  3 - 7m  more than 7m 
  9. 9. HOW SOCIAL MEDIA IS CHANGING TRAVEL  
  10. 10. LAKE RINGEDALSVATNET ODDA, NORWAY  Between 2009 & 2014, the Trolltunga visitors increased tfrom 500 to 40,000
  11. 11. INSTAGRAM IMPACT ‘ZHANGIJAJIE GRAND CANYON, CHINA’
  12. 12. INFLUENCER MANAGER When are you an Influencer?
  13. 13. ARE YOU AN INFLUENCER ? IT’S A PERSON WHO EXPRESSES A CONTEXTUALLY RELEVANT MESSAGE By working with them you're able to distribute your message the right way, at the right time, and through the Influencer you will also access the right people TO ELICIT ACTION FROM OTHERS Research findings suggest that more than 90% of all consumers read online reviews before they buy THAT IS MEANINGFUL ENOUGH They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality Not an organization Not Stakeholder Mgt Not PR
  14. 14. WHEN WOULD YOU NEED IT IN YOUR MARKETING PLAN PRODUCT LAUNCH How might we generate buzz and drive interest for a new product? BRAND AWARENESS How might we increase share of voice and boost positive brand mentions? LEAD GENERATION How might we follow prospects and generate high quality leads? CRISIS MANAGEMENT How might we reduce the negative impact of a communication crisis? 1 2 3 4
  15. 15. INFLUENCERS SEGMENTATIONS
  16. 16. THE CELEBRITY “MY AUDIENCE IS THE SIZE OF GENT & UTRECHT” PASCALE NAESSENS BESTSELLER AUTOR COOKBOOKS
  17. 17. THE PERSONAL BRAND ” MY NAME IS MY EQUITY” LINDA DE MOL ACTRICE & PRESENTATOR
  18. 18. DE JOURNALIST “I AM THE NEWS IN THE INDUSTRY” WIM DE PRETER BUSINESS JOURNALIST AT DE TIJD
  19. 19. THE AUTHORITY ” MY OPINION IS WORTH MORE THAN GOLD IN MY SPACE” MARION DEBRUYNE DECAAN VLERICK BUSINESS SCHOOL
  20. 20. SANDRA ROTHENBERGER CHAIR OF STRATEGIC MARKETING AT SOLVAY BRUSSELS SCHOOL 
  21. 21. THE CONNECTOR “I LIKE TO CONNECT DOTS & CREATE LINKS” ELKE JEURISSEN FOUNDER GLASSROOTS & STRAFFE MADAMMEN
  22. 22. THE ANALYST ” I FORM AND COMMUNICATE CREDIBLE INSIGHTS” IMKE COURTOIS FOOTBALL PLAYER & ANALIST FOR SPORZA
  23. 23. THE ACTIVIST “MY BELIEF MAKES ME MOVE MOUNTAINS” MICHEL VANDENBOSCH PRESIDENT GAIA
  24. 24. THE EXPERT “I WROTE A TEXTBOOK ON MY SUBJECT” CAROLE LAMARQUE FOUNDING PARTNER DUVAL UNION
  25. 25. GINO VAN OSSEL ABOUT MADE.COM
  26. 26. THE INSIDER “I’M A RESPECTED AUTHORITY WITH AN AGENDA” MICHEL MAUS PROFESSOR & FOUNDER OF BLOOM LAW FIRM
  27. 27. THE INNOVATOR “I QUESTION THE STATUS QUO & RENEW THE DEBATE” RUDI PAUWELS CEO BIOCARTIS
  28. 28. TOM VAN HOOF GENERAL MANAGER AT INITIATIVE
  29. 29. CASES Who did it?
  30. 30. THOMAS COOK AIRLINES  
  31. 31. THOMAS COOK AIRLINES  
  32. 32. DE WERELD ROND VOOR EEN KLIKJE   "Thanks to the right hashtags, I was noticed by National Geographic” – Johan Lolos, Belgium
  33. 33. DE WERELD ROND VOOR EEN KLIKJE  
  34. 34. MARRIOTT HOTELS “One of our targets is the next-generation traveler, or younger traveler. We’re partnering with storytellers who produce compelling stories and we’re the hero in the story enabling that story to be told. Snapchat is one of the biggest platforms young people use.”
  35. 35. FREDERIK MAESENS GARDAFRIENDS  
  36. 36. ORGANIC REACH Facebook GARDAFRIENDS 33.000 followers 3.000 100.0000 GOOGLE MAPS GARDAFRIENDS Active as google local guide 25.000.000 People reached with picture/reviews
  37. 37. FREDERIK MAESENS GARDAFRIENDS  
  38. 38. THE HOTEL BRUSSELS
  39. 39. WHAT’S YOUR TO DO SHORTLIST?
  40. 40. TO DO nr1 -> READ THE BOOK Carole Lamarque
  41. 41. Carole Lamarque TO DO nr2 -> LIST YOUR QUESTIONS
  42. 42. Carole Lamarque TO DO nr3 -> ASK A WORKSHOP
  43. 43. TO DO nr4 -> RESEARCH YOUR TOP1OO Carole Lamarque
  44. 44. 5 INFLUENCER MANAGEMENT TOOLS BOOK KEYNOTE WORKSHOP RESEARCH #1 #2 #3 The book is available at a volume discount The book describes the steps to take in order to build a successful influencer marketing plan The keynote promotes the need for influencer marketing skills You can book Carole Lamarque for keynote sessions. As from 40 books a lower fee will apply. The interactive Workshop follows the steps & methodologies described in the book Workshops will build your Influencer marketing plan together with the marketing, service, sales teams (8 to 12 members), and share the principles for success #5 INFLUENCER MANAGER #4 Advanced Analytics 1/ TOP100 Long List Influencers 2/Recommended Short List to allow preparation of a detailed content briefing or plan. 3/ List of who influences the short listed influencers.
  45. 45. DUVAL UNION INNOVATIVE MARKETING
  46. 46. CAROLE LAMARQUE carole.lamarque@duvalunion.com +32 478 33 7000 @caroberry FOLLOW ME ON TWITTER

×