Damien Landesmann of Socialbakers delivered this session at London's World Travel Market in November 2018

1. 3.) In the above^ menu bar, click Arrange > Send to Back.
Travel on Social Media: Building Your Influence
Damien Landsmann, VP, EMEA, Socialbakers

2. Who am I?
A real European
Passionate about Social media
Love travelling, meeting people and
learn languages
Damien Landesmann
Socialbakers
VP EMEA

3. Instagram profiles with
more than 1000 followers
250M
INSTAGRAM
PROFILES
25M
INFLUENCERS
1.6B
COMMENTSINTERACTIONSUNIQUE
DATA POINTS
50B800B
from 300k Facebook
pages
collected from Facebook’s
Top-2M pages
550k
INSIGHTS
TOKENS
250k
SOCIAL MEDIA
MARKETERS
AD SPEND
MONITORED
AD INSIGHTS
TOKENS
+10k$3B
using the platform daily

4. Audience Size
Activity Volume
User Engagement
Data: Socialbakers; Time Range: Jul-Dec 2017; Sample: TOP 10,000 Largest Brand Pages and Profiles across FB, IG, TW
World

5. Instagram Is Becoming the #1 Social Platform
Share of Ad Campaigns vs Facebook
Data: Socialbakers; Time Range: Jan 1, 2017 - May 2018; Sample: 16,974 Facebook Ad Campaigns That Include Instagram Targeting the MEA Region. (Campaigns include multiple placements)

6. How to grab the opportunities of
influencer marketing

7. 73%
of marketers
declare finding the right
influencers challenging
What is most challenging?
Source: Econsultancy.com study, www.forbes.com/sites/forbescoachescouncil/2017/10/26/the-three-biggest-influencer-marketing-challenges-and-how-to-overcome-them/#6c5a7cda2ff0
65%
of marketers
declare measuring
ROI challenging

8. Influencer
marketing is critical
65%
of marketers
plan to increase their
influencer marketing
budgets
Source: Study by the World Federation of Advertisers, https://www.wfanet.org/tools/global-knowledge-base/#!/item/558

9. Authenticity?Credibility? Affinity?

10. How do you start on the right foot?

11. Build a Reliable and Scalable Workflow
DEFINE YOUR
GOALS
What is your business goal and what are the
KPIs you will measure?
FIND THE RIGHT
INFLUENCERS
Which influencers do your customer personas
actually trust?
PLAN AND TRACK
CAMPAIGNS
What are the campaign deliverables and how
will you track your success?
EVALUATE
YOUR RESULTS
How do you measure the ROI of your
influencer campaigns?

12. What should be their
audience size?

13. 3 Types of Social Media Influencers

14. Top Travel
Influencers WW
Top Travel Influencers
in Asia

15. How do you spot influencers
with fake followers?

16. Look for posting consistency
and evaluate their content.
Cross-check follower number
with engagement.
Identify spikes or drops in
followers or interactions.
Look at Historical Data

17. How do you find influencers your
audience trusts?

19. Your choice must be based on data
MICRO
Influencer
MACRO
Influencer

20. How do you measure your results?

21. Track Conversions
To Track Sales: Use and Measure
Special Promo Codes
Track Number of Mentions and Hashtag
Frequency
Track Content Effectiveness:
Measure Engagement Rate
You Have to Track All Influencer
Profiles in One Place

22. Q & A
Damien Landesmann
VP of Sales, EMEA