Crack the code: the phenomenon of Influence
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Presentation done by Aurélie Krau, during :Digital influencers, reviews and reputation" workshop, of the ENTER2015 eTourism conference.
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Crack the code: the phenomenon of Influence
- 1. ENTER 2015 Industry Track Slide Number 1 Crack the code: the phenomenon of Influence Aurélie Krau TravelThink, France aurelie.krau@travel-think.com http://www.travel-think.com
- 2. ENTER 2015 Industry Track Slide Number 2 e-reputation blog opinion leader How does that come together? social buzz marketing Facebook Instagram Twitter FoursquareSEO content brand awareness digital footprint #H2H reach resonance community communication experience story telling advocate reviews travelers RP 2.0 inspiration virality SEA UGC
- 3. ENTER 2015 Industry Track Slide Number 3 Agenda Background: e-tourism, a constant evolving environment Zoom on the phenomenon of Influence: marketing #H2H Brand advocates: who are they? Tourism professionals refine their PR orientations 5 key takeaways
- 4. ENTER 2015 Industry Track Slide Number 4 Disruptors
- 5. ENTER 2015 Industry Track Slide Number 5 A digitized cutomer journey Inspiration Search Shopping Source : Google Think Insights: ‘The 2013 Traveler's Road to Decision: Affluent Insights’ / January 2014 44%online penetration in 2014 in Europe (matches the USA) (source : PhoCusWright)
- 6. ENTER 2015 Industry Track Slide Number 6 Word of mouth has become mainstream 93% travelers declare that online reviews impact their travel decision (source : TrustYou) 35% travelers read travel blogs (Source : Google Think Insights) 33% travelers consult travel content shared by their peers (Source : Google Think Insights) 42% UGC on the Internet is related to travel (Source : Facebook)
- 7. ENTER 2015 Industry Track Slide Number 7 Agenda Background: e-tourism, a constant evolving environment Zoom on the phenomenon of Influence: marketing #H2H Brand advocates: who are they? Tourism professionals refine their PR orientations 5 key takeaways
- 8. ENTER 2015 Industry Track Slide Number 8 Influence Marketing approach that consists of identifying, finding, engaging and supporting people who create conversations impacting a brand, its products and its services
- 9. ENTER 2015 Industry Track Slide Number 9 Pillars of Influence 3R : Web dimension & social media have amplified the phenomenon of influence
- 10. ENTER 2015 Industry Track Slide Number 10 The phenomenon of Influence Source : TravelThink / Snap Traveller
- 11. ENTER 2015 Industry Track Slide Number 11 What is Influence about? The essence: •Create conversations between people •Get people to connect to people •Get people to identify with other people = potential customers What is at stake: Generate brand advocates Generate visibility - importance of content for search engines (SEO) Generate a marketing weapon
- 12. ENTER 2015 Industry Track Slide Number 12 Content/UGC is the key! Source : TravelThink / Snap Traveller
- 13. ENTER 2015 Industry Track Slide Number 13 The role of Technology Replicate ‘human to human’ influence: •Data-driven marketing / programmatic marketing (RTB) •Inspiration tools •Recommendation systems (semantic) Context of Big Data Anticipate demands & personalize customer journey Smart Marketing approach based on users’ behavior & driven by users data
- 14. ENTER 2015 Industry Track Slide Number 14 Agenda Background: e-tourism, a constant evolving environment Zoom on the phenomenon of Influence: marketing #H2H Brand advocates: who are they? Tourism professionals refine their PR orientations 5 key takeaways
- 15. ENTER 2015 Industry Track Slide Number 15 Influencers are not [any more] the ones you think! Yesterday: Today: Experts = Travel agents + relatives Ultimate references for advise Content barely spread Experts = people you don’t know! Bloggers Spontaneous influencers (anonymous) Web users Crowdsourcing / UGC Exhaustive content available online
- 16. ENTER 2015 Industry Track Slide Number 16 Influencers profiles: matrix Connected Catalysts: Everyday Advocates: Recognizable figures / celebrities - Lack of spontaneity (remuneration) + Massive exposition; immediate effect Customers who post reviews of products/services Interactions brands/consumers -Limited to their experience with your product/service (one shot) ; can damage reputation if not monitored +Brand image : if reactivity, brand looks honest and heroic (moderation is not an option) Passionate Publishers: Altruistic activators: Magazines & other publications dedicated to the analysis of their respective fields. Generate buzz at the scale of their size - Less likely to be big players in the social media sphere + Renowned experts ; influence in traditional publishing Independent analysts whose opinions are valued by a large population of your target demographic - Sometimes difficult to identify them + Can be effective promoters ; trusted to deliver their objective personal opinion Source: Act-on
- 17. ENTER 2015 Industry Track Slide Number 17 Agenda Background: e-tourism, a constant evolving environment Zoom on the phenomenon of Influence: marketing #H2H Brand advocates: who are they? Tourism professionals refine their PR orientations 5 key takeaways
- 18. ENTER 2015 Industry Track Slide Number 18 Tourism professional challenges • Raise brand awareness • Convert prospects into customers • Drive loyalty • Optimize acquisition costs • Drive direct distribution (organic) Promoters / influencers can highly contribute to meeting strategic orientations
- 19. ENTER 2015 Industry Track Slide Number 19 Influence Marketing initiatives How Influence Marketing can be used: Launch of a new product/service Launch of an awareness campaign Organization of an event Re-opening Promotion/Distribution of content … …
- 20. ENTER 2015 Industry Track Slide Number 20 2 brand concepts Brand awareness Humanize your brand! What makes a brand visible & popular Brand content Build a brand identity via content What makes your brand unique Influencers have an important role for the development of a brand
- 21. ENTER 2015 Industry Track Slide Number 21 #1 - City Marketing Melbourne Remote Control Tourist 2 tourists ; city advocates 5 days : 9-13 October 2013 Users from 158 countries & 3888 cities 20 million unique visitor monthly 6 millions followers on social media First 5 days of the campaign: 150.000 views on YouTube Shared 1537x on Instagram
- 22. ENTER 2015 Industry Track Slide Number 22 #2 - City Marketing Source of inspiration for amateur photographers Encourages virality Spontaneous influencers 2m high ; 23,5m long Icons of the city Photogenic spots
- 23. ENTER 2015 Industry Track Slide Number 23 #3 - Content creation Customers shared their best travel experience on social media Use of tweets + Facebook comments to create a season’s greetings song Video published online + Emailing 142.000 views in 4 days Bad buzz & positive buzz generated
- 24. ENTER 2015 Industry Track Slide Number 24 Content marketing: goals Increase/optimize brand awareness Drive demand generation Create a community: -Federate -Learn more about customers Convert prospects into customers Drive thought leadership Pilot customer retention/loyalty Analyze the competitive landscape Manage a crisis
- 25. ENTER 2015 Industry Track Slide Number 25 PR Communication Marketing Sales & Product Integrated communication strategy aligning 3 key areas: A new Communication approach
- 26. ENTER 2015 Industry Track Slide Number 26 RP 2.0 is the new standard! RP 2.0 : combination of media campaign & social web Communication has become digitized •New channels •Immediacy •Interactivity New codes for communication •Social media •Create/lead/federate/modarerate online communities (Community Management) Benefit from Online channel - 2 dimensions Own share of voice & third parties: bloggers can be as legitimate as media Qualified sources of information Create added value around a brand Promote news Promote products & services E-reputation New sources of information have transformed communication
- 27. ENTER 2015 Industry Track Slide Number 27 Detect moments of truth When is the decision made? Draw attention Adapt content Customer journey
- 28. ENTER 2015 Industry Track Slide Number 28 Influencers: what’s their added value? Attract travelers (direcly or indirectly) Contribute to e-reputation Relay a message (informative, commercial) Establish credibility Spread on several channels Share experience vs. advertizing Create interactions / buzz Engage Increase visibility (SEO)
- 29. ENTER 2015 Industry Track Slide Number 29 2 types of Influence Influence that creates brand image generates brand awareness Influence that drives business generates sales
- 30. ENTER 2015 Industry Track Slide Number 30 Influence: highway to Earned media Advocates = catalysts Word of mouth Organic Qualified
- 31. ENTER 2015 Industry Track Slide Number 31 Influence Marketing in a nutshell • #H2H • Alternative to the monetization of traffic • Niche / tailored marketing vs. mass marketing • Qualified audience via relevent sources of information • Alternative to acquire qualified customers
- 32. ENTER 2015 Industry Track Slide Number 32 Agenda Background: e-tourism, a constant evolving environment Zoom on the phenomenon of Influence: marketing #H2H Tourism professionals refine their PR orientations Brand advocates: who are they? (bloggers, anonymous…) 5 key takeaways
- 33. ENTER 2015 Industry Track Slide Number 33 Recommendations 1. Take over new codes of communication 2. Monitor & optimize your e-reputation 3. Do not communicate just to communicate. Qualified content will become your marketing weapon 4. An impersonal content is not enough: find your niche! 5. Make sure your own channels (owned media) concentrate all interactions/communications
- 34. ENTER 2015 Industry Track Slide Number 34 Thank you! @AurelieKrau @WeTravelThink Aurélie Krau www.linkedin.com/company/travel-think Glad to connect!
Editor's Notes
- Les rapports de force entre professionnels du tourisme Désintermédiation Visibilité : chaque acteur se dote de son propre portail : consolidateurs vs. sites-enseignes (désintermédiation) Nouveaux acteurs : Emergence des infomédiaires Distribution cross-canal Communication - Chaque acteur a une part de voix > Fort environnement concurrentiel, un parcours client plus long Les rapports de force entre professionnels et internautes / clients De nombreux portails d’information Diverses sources : professionnels & particuliers > Qui est le véritable expert ? Le web 2.0 : web social et collaboratif avec l’UGC Digitalisation des modes de communication Interactions : entre internautes, internautes avec les marques, marques entre elles… Les consommateurs donnent leur avis, partagent leur expérience en ligne (photos, vidéos, récits de voyage…) sur les blogs, forums, réseaux sociaux… > Chaque internaute a sa part de voix et devient prescripteur/détracteur Le pouvoir du BUZZ Buzz = concept offline n’a pas changé Viralité plus puissante E-réputation > La dimension web AMPLIFIE les messages MOBILE: L’accès à l’information Booste les usages pendant le voyage (partages, recherche d’infos) De nouveaux usages Réservations de dernière minute Infos voyage pendant le séjour Apps de services aux voyageurs (technologie NFC, eticket, guides…) Inclure le mobile dans les stratégies Le multi devices Parcours client sur différents terminaux - Le nombre de tablettes et smartphones vendus dépasse aujourd’hui celui des ordinateurs. A venir : innovations & nouvelles possibilités avec Iwatch / samsung gear Parcours client modifié Importance du responsive design > adapter les interfaces en fonction du terminal La communication cross-media & un nouveau point de contact avec les clients / la communauté Aligner les canaux De nouveaux acteurs 100% mobile (Hotel Tonight) L’ultra personnalisation Géolocalisation (Swarm) Retargeting physique : offres contextuelles (Fidzup) Beacons Suscite l’intérêt, booste l’inspiration Localiser les amis autour de vous Beacons Pour les commerçants, les beacons ouvrent de nombreuses possibilités. En plus des bons de réduction, ils peuvent être utilisés pour récompenser les clients les plus fidèles, en leur offrant des cartes cadeaux. Ils permettent également de capter des données sur les comportements et parcours des acheteurs. Depuis fin 2013, Apple est le premier à les utiliser à grande échelle. Le groupe à la pomme a équipé l’ensemble de ses quelques 250 Apple Store américains. Ce système sera par la suite étendu à ses points de ventes internationaux. Depuis d’autres distributeurs ont suivi, comme la chaîne de grands magasins Macy's ou le spécialiste de habillement American Eagle Outfitters.
- According to Brian Solis, the influence marketing on the web is based on 3 pillars: • The Reach: this is the ability to spread a message. The impact depends on the popularity of the emitter’s message, of its proximity to its audience and its decision. Without impact, the message is lost. • The Resonance: is the amplification of the message by the networ k that the influencer relays. This is where the viral nature of Influence Marketing influence comes into play. The frequency of and the period for which messages are played will give them more or less amplitude. • The Relevance of the message. Consistency of the message according to the objectives is essential. A message will be relevant as the person who broadcasts it has the authority and has won the trust of the audience. Relevance also depends on the affinity of the target audience for the message.
- Content can be reviews as well Different formats
- Human to Human… but technology providers have developped solutions in order to personalize the customer journey Shopping history Booking history Inspiration tool: Expedia Vacacionizer TripTuner
- The brands are launching influence marketing campaigns through various strategies such as the launching of a new product or service, the organization of an event, the launching of an awareness campaign, content promotion and distribution, the creation of a community to unite around its brand and learn more about its customers, its credibility regarding the content, managing a crisis, but also analysing the competition.
- Tourism Victoria a lancé un concept novateur s’adressant aux voyageurs connectés avec sa campagne « Melbourne Remote Control Tourist ». Le principe ? Durant 5 jours, du 9 au 13 octobre 2013, les internautes du monde entier étaient invités à interagir avec deux jeunes touristes ambassadeurs de la ville équipés de mini caméras. Les internautes avaient la possibilité de contrôler les voyageurs via Twitter ou Facebook et de leur dire à quel endroit se rendre, quoi goûter, quelles activités expérimenter, et pouvaient ainsi se projeter en temps réel au cœur de Melbourne. Durant la campagne participative, des internautes issus de 158 pays et de 3888 villes ont visité le site web dédié (http://remotecontroltourist.com). Mashable a également repris l’information, offrant un potentiel de 20 millions de visiteurs uniques mensuels et de 6 millions de followers sur les medias sociaux. Les 5 premiers jours de la campagne ont généré 150.000 vues de vidéos sur YouTube et 1537 partages de photos sur Instagram. Source: http://www.tourism.vic.gov.au/marketing-campaigns/domestic-marketing/melbourne-campaign/14-about-us/679-melbourne-remote-control-tourist.html
- Example of spontaneous influencers Génère beaucoup de viralité : partages, likes Engagement Difficilement mesurable, mais créé le buzz I amsterdam : un objet, par des lettres géantes au sein de la ville et qui sont vite devenues le terrain de jeu des touristes et des habitants» Aux Pays-Bas, Amsterdam s'est ainsi accolée un «I» pour former «I amsterdam». Londres lance un avenant «Lond-on», Madrid clame être «Madrid about you». La capitale des Gaules ne jure plus que par «Only Lyon»... quand Melbourne lance un «It's Me!bourne» et Rotterdam se transforme en marque déposée avec «You®otterdam»!
- Season’s greetings using hashtags Video: vos meilleurs souvenirs de voyage Example of how brands can take advantage of reviews from customers on social media Choir
- What is at stake for annoucers & brands is to be able to detect the moments of truth These are the moments where customers/prospects make their decision The customer journey is longer > hence the importante to be present & visible at key moments
- Le principe du Earned Media désigne les expositions dont bénéficie une marque grâce à l’effet du bouche-à-oreille, largement favorisé par les réseaux sociaux et autres espaces personnels, sites d’avis et commentaires où l'échange d'informations entre consommateurs est quasi immédiat. Dans le cadre d’une stratégie de marketing digital, une relation triangulaire s’opère entre Owned, Bought et Earned Media. Le Owned Media désigne l’exposition de la marque sur les canaux qu’elle possède et maîtrise comme son site web et ses pages sur les réseaux sociaux, le Paid Media est associé à la publicité traditionnelle ou digitale. Le earned marketing est organique. Il est une résultante du phénomène de l’influence. La digitalisation des modes de communication a suscité une demande de la part des consommateurs de revenir à des facteurs plus humains. Il est donc pertinent pour une marque d’exploiter les opportunités offertes par le marketing de l’influence.