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Influencer Marketing for Hotel and Restaurant Businesses

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This is a short presentation for the hospitality industry in Iligan City. This was presented before hotel and restaurant owners through IHARRA (Iligan Hotel, Restaurant and Resorts Association).

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Influencer Marketing for Hotel and Restaurant Businesses

  1. 1. INFLUENCER MARKETING F O R H O T E L A N D R E S T A U R A N T B U S I N E S S E S L O V E T T E J A M P . J A C O S A L E M
  2. 2. ABOUT ME LOVETTE JAM P. JACOSALEM  Founder, Iligan Bloggers Society, Inc.  Blogger, LovetteJam.com & TravelJams.com  Digital Media Professional (since 2010), Digital Marketing Strategist / Social Media Manager / Content Writer  Masters in Business Management (MSU- IIT)  Certified Inbound Marketer (Hubspot )  Facebook Ads Specialist (Udemy)  Princess, Jacko's Kan-anan
  3. 3. topic outline WHAT is influencer marketing? WHY do you need it? HOW to get started
  4. 4. What is influencer marketing? Influencer marketing is the art and science of engaging real people who are influential online to share brand messaging with their audiences in the form of sponsored content. - Influencer Marketing for Dummies (2016)
  5. 5. What is influencer marketing? Influencer marketing is the art and science of engaging real people who are influential online to share brand messaging with their audiences in the form of sponsored content. - Influencer Marketing for Dummies (2016)
  6. 6. Who are these "influencers"? An influencer is a person who has the ability to sway another person when that other person is making a purchasing decision. Millennials are also influencing more than just their followers—they are influencing their parents when planning family trips with these peer-to-peer recommendations.
  7. 7. Who are these "influencers"?  Influencers are specialists in their niches.  Influencers have established a high level of trust and 2-way communication with their follower bases.  They have influence over an audience you might be trying to reach.
  8. 8. WHY DO YOU NEED INFLUENCER MARKETING? Why influencer marketing is a game changer for the hospitality industry?
  9. 9. The New Reality  Today’s consumers are digital natives.  Digital word of mouth spreads exponentially faster than traditional marketing avenues.  Influencers tap into the aspirational drive within travelers. *In the travel purchasing journey, they engage with potential customers in the "dreaming and planning phase”.
  10. 10. Why work with influencers?  Social media influencers generally have a large following.  Influencers build good networks.  Influencers can create great content.  Influencers create more authentic content.  Influencers are usually aware of the latest trends of the evolving social media platforms.
  11. 11. HOW TO GET STARTED What goes into running an influencer campaign?
  12. 12. Step 1. Know your customer Before launching: Identify how your customers discover, decide, and buy.
  13. 13. Step 2. Plan your campaign  Set a measurable goal  Develop your brand messaging  Choose the platform(s) to use  Set influencers' deliverables  Identify a number of influencers to contact  Budget (ex-deal; other offers)
  14. 14. Step 3. Find your influencers Current customers Marketing consultants Blogger associations Research
  15. 15. Step 3. Find your influencers Tips:  Go niche  Think local  Check engagement  Value/content style match  Long-term potential
  16. 16. Step 4. Take action and engage Start building relationships through simple actions like following and sharing their links, get to know them, build trust, then plan actions that will enable you to work together.
  17. 17. Step 5. Measure  Amount of content created  Hashtag use  Audience growth  Engagement  Completed call-to-action in the campaign  Sentiment
  18. 18. Summary Step 1. Know your audience. Step 2. Plan your campaign. Step 3. Find your influencers. Step 4. Take action and engage. Step 5. Measure.
  19. 19. Examples
  20. 20. Jacko's Kan-anan
  21. 21. Jacko's Kan-anan
  22. 22. Chika-an Iligan
  23. 23. #EatIligan
  24. 24. Key Takeaways 1. Understand and adapt to the way potential customers now research and become aware of hotels and restaurants. 2. Pick the right influencers.  Engagement  High-quality relevant content  Presence on the right social networks  The right location (especially important for restaurants) 3. Work with relevant, previously vetted influencers who will promote your venue in an authentic manner.
  25. 25. Key Takeaways 4. Get them involved with a project or campaign. 5. Actively target new markets, using influencers from those regions, with emotive content to win the hearts of consumers before they even plan to make a trip. 6. Start yesterday.
  26. 26. THANK YOU! fb.com/lovettejam @lovettejam lovettejam@iliganbloggers.org slideshare.net/lovettejam
  27. 27. References S l i d e s T e m p l a t e : h t t p : / / w w w . c a n v a . c o m / I m a g e s : h t t p s : / / p i x a b a y . c o m / I n f l u e n c e r M a r k e t i n g f o r D u m m i e s ( 2 0 1 6 ) " 5 R e a s o n s W h y S o c i a l M e d i a I n f l u e n c e r s A r e I m p o r t a n t " . G e r m i n 8 S o c i a l I n t e l l i g e n c e . " A G u i d e t o I n f l u e n c e r M a r k e t i n g " . M a r i s s a L a t h e r http://www.onlywayonline.com/restaurants-can-use-influencer-marketing-attract-table-bookings/

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