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Alicia Whalen, Co-Founder,
Hashtagio Social Aggregation
Platform
www.Hashtagio.com
@Alicia_Whalen_#DigMe16
in·flu·ence
SOCIAL
INFLUENCE:
The capacity to have an effect on the character,
development, or behavior of someone or some...
For Social Marketing
THE CASE:
#DigMe16 Source: Croudtap/Ipsos Media Social media paper
SOCIAL AND
TRAVEL:
Influencer Marketing is Growing up from it’s Wild West Roots
INFLUENCER
MARKETING:
Influencer Marketing only Somewhat Effe...
GOING
MAINSTREAM:
INFLUENCER
MARKETING
• Social Influencers
hired to Travel to
destinations where
they fly - and Post to
I...
BEST IN CLASS:
BEST IN CLASS:
• Selected 5 Travel Bloggers
to travel to Cancun,
produce videos highlighting
2 Marriott Resorts
• Hosted f...
INFLUECER
VALUE:
Source: http://www.imediaconnection.com
Ryan’s fee? $75,000 Robert Downey Jr’s fee? $12 million
#DigMe16
...
Now that we know that
Social Influence is key in
driving the travel path to
purchase, how do we
work with social media
inf...
CHALLENGES:
1. Identifying and engaging the most relevant influencers is
harder than ever.
2. Determining the most appropr...
“As Influencer Marketing
becomes mainstream, how
to travel marketers really
leverage UGC “
– More importantly use
influenc...
The Shiny Social Superstar of the moment might drive brand lift, general
awareness and some good content…
INFLUENCERS?
CON...
WHATS NEXT
INFLUENCER
MARKETING
You have access to micro-
influencers right now
Are you recognizing all of them or
using t...
1. Power users, locals, photographers
2. People who talk about your destination already on social – those
who have already...
1. Integrate Customer Social Media Data with other Customer Information:
Not integrating customer information from social ...
MEASURE
Look for:
Increases in social referral traffic to the website
3. Set Social Media Goals and Benchmark: Define Obje...
1. IDENTIFY the most relevant influencers
2. LEVERAGE existing social army’s not yet discovered
2. GOALS: Determine the mo...
Next Steps:
Use your influencers to seduce other influencers
Look to The NEXT Generation of Influencers – Your Social Medi...
The State of Influencer Marketing for Travel
The State of Influencer Marketing for Travel
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The State of Influencer Marketing for Travel

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Influencer marketing opens up a new channel for brands to connect with consumers more directly, more organically, and at scale. By creating branded content with social media influencers, brands can amplify their message while seducing their target audience. Influencer Marketing is becoming main stream - Tips on how to fully leverage influencers and identify Next Generation Influencers who are the Micro Influencers who are talking snapping and posting about your brand now.

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The State of Influencer Marketing for Travel

  1. 1. Alicia Whalen, Co-Founder, Hashtagio Social Aggregation Platform www.Hashtagio.com @Alicia_Whalen_#DigMe16
  2. 2. in·flu·ence SOCIAL INFLUENCE: The capacity to have an effect on the character, development, or behavior of someone or something. #DigMe16
  3. 3. For Social Marketing THE CASE: #DigMe16 Source: Croudtap/Ipsos Media Social media paper
  4. 4. SOCIAL AND TRAVEL:
  5. 5. Influencer Marketing is Growing up from it’s Wild West Roots INFLUENCER MARKETING: Influencer Marketing only Somewhat Effective in driving Sales and Loyalty
  6. 6. GOING MAINSTREAM: INFLUENCER MARKETING • Social Influencers hired to Travel to destinations where they fly - and Post to Instagram. Campaign Reach 29 Point Lift in Ad Recall 4 Point Lift in Message Association #DigMe16
  7. 7. BEST IN CLASS:
  8. 8. BEST IN CLASS: • Selected 5 Travel Bloggers to travel to Cancun, produce videos highlighting 2 Marriott Resorts • Hosted for 5 Days • Vloggers posted to Facebook, Twitter, Instagram using #gottequilla COST: Under 15K Campaign Reach Media value: $378,280 Reach 1.8 Million Viewers
  9. 9. INFLUECER VALUE: Source: http://www.imediaconnection.com Ryan’s fee? $75,000 Robert Downey Jr’s fee? $12 million #DigMe16 Social Influencer’s are hitting the main stream
  10. 10. Now that we know that Social Influence is key in driving the travel path to purchase, how do we work with social media influencers to tell our brand stories? Changing Landscape INFLUENCER MARKETING: Image source: www.synqbuddy.com How are influencers changing? #DigMe16
  11. 11. CHALLENGES: 1. Identifying and engaging the most relevant influencers is harder than ever. 2. Determining the most appropriate strategies, channels 2. Measuring the Results 3. Cost to engage influencers 4. Risk in spending time and resources 5. Determining value in driving sales INFLUENCER MARKETING #DigMe16
  12. 12. “As Influencer Marketing becomes mainstream, how to travel marketers really leverage UGC “ – More importantly use influencers to drive reach and measurable transaction?
  13. 13. The Shiny Social Superstar of the moment might drive brand lift, general awareness and some good content… INFLUENCERS? CONSIDER THIS Good content is not enough anymore: Have influencers encourage their followers to share and engage with your brand on Social. Leverage their follower base to build on yours. What about the Social Media army that is already talking about your brand? #DigMe16
  14. 14. WHATS NEXT INFLUENCER MARKETING You have access to micro- influencers right now Are you recognizing all of them or using them to your full advantage? Micro-influencers have a robust and active social following (10,000 or less). They don’t have agents, but respond well to swag and promotion on your end – even just recognition from you!
  15. 15. 1. Power users, locals, photographers 2. People who talk about your destination already on social – those who have already travelled and shared. 3. People who might not know about your destination, attraction or hotel - but are well-known by ideal customers who may share the same same travel buying behavior ie. Golfers, Spa, Adventure travelers FINDING INFLUENCER’S What about the regular people following sharing every day? #DigMe16
  16. 16. 1. Integrate Customer Social Media Data with other Customer Information: Not integrating customer information from social media into other marketing channels is a missed opportunity. You don’t own your customer on Facebook, Instagram or Twitter. 1. Be Creative and Partner: As companies build a presence in social media, they often seek outside agencies to help. Don’t fall into the “not invented here” syndrome. Influencer marketing and even social media is still the wild west. MUST DO’S: INFLUENCER MARKETING #DigMe16
  17. 17. MEASURE Look for: Increases in social referral traffic to the website 3. Set Social Media Goals and Benchmark: Define Objectives (Brand awareness, campaign lift, Social referrals to the website, Increase sales)The best social media activities have a clear objective and measure performance against it. 4. Experiment and Measure: Sometimes your influencers are right under your nose. #DigMe16
  18. 18. 1. IDENTIFY the most relevant influencers 2. LEVERAGE existing social army’s not yet discovered 2. GOALS: Determine the most appropriate strategies and channels – based on goals beyond just brand awareness. 3. MEASURE the results via increases in Social referrals back to Website, increases in campaign conversion ++ 4. DRIVE Social down the sales Funnel – and take back control of your Social Influence TAKEAWAYS It’s important! Your customers are spending 4+ Hours a day Sharing, Liking and Snapping your brand. INFLUENCER MARKETING
  19. 19. Next Steps: Use your influencers to seduce other influencers Look to The NEXT Generation of Influencers – Your Social Media Army #DigMe16 www.Hashtagio.com

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