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Influencer Marketing for the Hotel Industry

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The full 'Influencer Marketing for the Hotel Industry' keynote seminar, first given at the National Hotel Marketing Conference in Burton-upon-Trent, UK (12th May 2016).

Attendee Outcomes:
- A comprehensive understanding of influencer marketing

- Best practice for working with influencers effectively

- Why hotels should work with influencers and what they can achieve/deliver

Key Presentation Takeaways:
- Influencer marketing is a way of engaging your target market in a deeper, more immersive and trustworthy way

- Influencers are among the most trusted ways of reaching an audience primarily interested in recommendations and consumer opinions

- Offers relatively low cost coverage and can potentially have a huge impact with consumers, resulting in compelling ROI

- Identify the right bloggers for your brand and build relationships; ongoing engagement and influencer activity has the biggest impact

- Influencer marketing can drive reach, data capture, content views, event attendees and, ultimately, sales

Contact information:
info@digitalvisitor.com
+44 (0)1179 111 420

Published in: Marketing
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Influencer Marketing for the Hotel Industry

  1. 1. Influencer Marketing for the Hotel Industry National Hotel Marketing Conference 2016
  2. 2. • What is influencer marketing? • Why influencer marketing? • A blogger, vlogger or an Iger? • Influencer best practice • What should my objectives be? • Case studies Overview
  3. 3. • 10 years’ experience in social media • Connect our clients with their most valuable audiences • Services centre around acquiring targeted, quality and convertible digital visitors • Broad experience across many verticals About Digital Visitor
  4. 4. What is Influencer Marketing?
  5. 5. • Influencer marketing is a form of marketing, focused on broadcasting your brand and business messages to specific and key individuals, rather than the target market as a whole • To ultimately engage the target market, in a deeper, more immersive and trustworthy way Influencer Marketing
  6. 6. • Anyone and everyone? • For the sake of this presentation – consider vloggers, bloggers and Igers – why? • More tangible output • More professional • Work on their influence • Strong social and digital presence they need to work to maintain • Networks that can be accessed, communities of bloggers, vloggers, Igers etc… • Genuinely more influential Who Are Influencers?
  7. 7. Bloggers • What’s a blogger? • Someone who shares content on an online journal which is updated regularly and allows for reader engagement • Typical blog topics include lifestyle, travel, beauty and fashion
  8. 8. Vloggers 8 • What’s a Vlogger? • A vlogger (video blogger) is a person who regularly posts videos on the internet about various aspects of their lives • 70% of marketing professionals report that video converts better than any other medium • 85% of adults consider themselves to be regular YouTube viewers
  9. 9. Igers • What’s an Iger? • Someone who has built up an engaged following by sharing content on Instagram • Includes professional and non-professional photographers who have embraced Instagram and how it displays images and video. • Like vloggers and bloggers, Igers usually theme their content - travel, beauty, fitness, food etc..
  10. 10. Why Influencer Marketing?
  11. 11. Why work with influencers? Let’s take a step back and quickly answer: 1. What influences leisure travel decisions? 2. How do people research online? 3. What are the most effective advertising formats? Why Work With Influencers?
  12. 12. What Inspires Leisure Travel Decisions? What inspires leisure travel decision? • Today social interactions inspire and influence travel decisions the most. • The internet is the most influential channel • Traditional media is dominated by costly TV advertising • Digital is the key medium – affordable, measurable, highly targeted
  13. 13. Secondly, how people research online: • Over 80% of people use social networks and content sharing sites for leisure and travel inspiration • Search engines are also a popular method of research How Do People Research Online?
  14. 14. What Advertising is Most Effective? Finally, we needed to understand what media would be most effective. • We have highlighted the 6 areas that social media operates within • Of these areas, you can see the top two perfectly fit within influencer marketing • Social content and interactions are a key driver for people taking actions • Trusted editorial content is acted upon Social Content & Interactions Social Advertising
  15. 15. What Advertising is Most Effective? In 2016 ‘word of mouth marketing’ IS ‘influencer marketing’. Influencers are the ‘recommendations from people I know’ to their readers. With the greatest reach. And the consumer opinions posted online with the greatest impact are those of influencers. Social Content & Interactions Social Advertising
  16. 16. 1. Lower cost – newer activity, lots of influencers, relatively low cost vs ROI and coverage 2. It’s topical; everyone is talking about it 3. Prices are rising 4. Consumers are tired of paid advertising? 5. Native advertising – doesn’t disrupt the consumer experience unlike traditional ads 6. Helps your SEO? 7. Targeted and trackable 7 More Reasons 16
  17. 17. How Can You Work With Them?
  18. 18. 1) Decide on core objectives – working with Influencers can deliver many results, focus activity on specific KPIs • Reach • Data • Content Views • Event Attendees • Sales – affiliate networks? 2) Identify the right influencers for you 3) Build relationships with bloggers 4) Work ongoing – not just a burst of activity How to Work With Influencers
  19. 19. Vloggers • Vlogger collaborations – one of the ways to boost your following and success as a vlogger is to collaborate and make videos with other vloggers • Invite pairs of vloggers who want to meet and film a video together to film and stay in your hotel • Work with the same group of vloggers on an ongoing basis – you could set them challenges and work with them to create a list of videos they should create – a hotel hide & seek vlog etc…
  20. 20. Be the destination for your local bloggers, an ongoing relationship that sees your hotel hosting a calendar of events for a group of bloggers. • Summer blogger sleep over • Bloggers market – invite bloggers to sell their wares • Monthly ‘blog club’ – you’re the host for a monthly meet up where blogger can learn from SEO, photography, web design etc… • Christmas party • Mother’s Day breakfast – develop strong blogger relationships by inviting them and their mums for breakfast to celebrate mother’s day Bloggers
  21. 21. Igers 21 • Instawalk through the seasons – invite a group of local Igers (or those that aren’t so local) to join you for an instameet and walk each season • Igers will take and share photos of your hotel and the surrounding areas as they walk a specified route • Activities or challenges with prizes along the walk will keep them entertained • Finish the day back at the hotel where refreshments should be served and free access to Wi-Fi should be provided
  22. 22. What Are the Likely Outcomes?
  23. 23. Results Influencers can deliver the following for your brand depending on what your focus is. Different tactics will be needed for different results: • Reach • Data • Content views • Event attendees • Sales – affiliate networks? 23
  24. 24. Case Studies
  25. 25. Celebrating the anniversary of the Channel Tunnel • Igers from London and Paris • Photo walks in each city • Promoted #IHGselfie Results • 3,000,000 PR Reach • 2,500 uploads IHG
  26. 26. Minute Millionaire to promote its Rewards Club: • Secured substantial coverage on 60 highly targeted blogs • Content included – where they would go on their dream holiday, how they would spend a million reward points Results • Mini activities run on specific blogs to give away points – 1500 entries alone • Overall 1.6m content views, 3200 website visits, 1500 blog comments IHG
  27. 27. Ongoing work to secure blogger and influencer coverage and link back to their website in accordance with Google’s guidelines. Results • 67% increase in revenue from organic search • 630% ROI in 3 months • 52% increase in organic conversion rate John Fowler Holidays 27
  28. 28. Fantastic corporate event and wedding venue • Invited businesses with blogs to attend event • Archery - medieval themed • Secured coverage with blogs – generated awareness with the specific business on holding an event there • Wedding event Walton Castle
  29. 29. Summary
  30. 30. Questions?
  31. 31. Anthony Rawlins anthony@digitalvisitor.com Thank you for your time. If you have any questions please don't hesitate to contact me. www.digitalvisitor.com

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