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BLOGGER MARKETING
FORUM
PATA TRAVEL MART 2016
September 7
Indonesia Convention Exhibition (ICE)
Greater Jakarta
Banten Pro...
HOW TO WORK WITH INFLUENCERS
By Matt Gibson
President, Professional Travel Bloggers Association
TO DRIVE SALES TOMORROW
PRESENTATION DOWNLOAD
http://xpat.media/patamart
MATT GIBSON
President
Professional Travel Bloggers
Association
CEO
Xpat Media
Award-Winning Travel
Photographer and Blogge...
OVERVIEW
• What an blogger is
• What blogging is
• What bloggers do
• How bloggers create value for your business
• How yo...
WE’RE PROBABLY NOT WHAT YOU THINK
WHAT A BLOGGER IS
WHAT A BLOG USED TO BE
• Add text
WHAT A BLOG USED TO BE
Q: What’s the difference between a blog and a website?
WHAT A BLOG USED TO BE
Q: What’s the difference between a blog and a website?
A: There isn’t one.
WHAT A BLOG USED TO BE
USED TO BE
•One person
•A personal website
•Writing
•Photos
WHAT A BLOG IS NOW
USED TO BE
•One person
•A personal website
•Writing
•Photos
IS NOW
•Any number of people
•Multiple dist...
INFLUENCERS
“
INFLUENCERS
Blogging Definition
The repeated creation of content for distribution on
one or more online platforms with t...
INFLUENCERS
Person + Content + Distribution Platform(s) = Blogging
CONTENT DISTRIBUTION
PROBABLY MORE THAN YOU REALIZE
WHAT BLOGGERS INFLUENCERS DO
WHAT INFLUENCERS DO
• Writing
• Photography
• Broadcast
• Video hosting
• Public Speaking
• Social media marketing
• Domai...
WHAT INFLUENCERS DO
INFLUENCERS ARE
INDEPENDENT PUBLISHING
ENTREPRENEURS
WHAT INFLUENCERS DO
WRITING
WHAT INFLUENCERS DO
PHOTOGRAPHY
WHAT INFLUENCERS DO
PHOTOGRAPHY
WHAT INFLUENCERS DO
BROADCAST
WHAT INFLUENCERS DO
VIDEO
WHAT INFLUENCERS DO
PUBLIC SPEAKING
WHAT INFLUENCERS DO
SOCIAL MEDIA MARKETING
WHAT INFLUENCERS DO
DOMAIN EXPERTS
WHAT INFLUENCERS DO
CONSULTING
WHAT INFLUENCERS DO
ENTREPRENEURS
LET ME COUNT THE WAYS
HOW INFLUENCERS CREATE VALUE
HOW INFLUENCERS CREATE VALUE
• Online Exposure
• Media Attention
• Industry Evangelism
• Specialized Services
• Marketing ...
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE = LEADS & SALES
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE = LEADS & SALES
“
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE = LEADS & SALES
65% of leisure travelers are inspired by
online sources
Sou...
“
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE = LEADS & SALES
About 80% of travelers use online
resources to plan their t...
“
HOW INFLUENCERS CREATE VALUE
ONLINE EXPOSURE = LEADS & SALES
Tourist destinations & travel earned
$7.04 in earned media ...
HOW INFLUENCERS CREATE VALUE
MEDIA ATTENTION
HOW INFLUENCERS CREATE VALUE
INDUSTRY EVANGELISM
HOW INFLUENCERS CREATE VALUE
MARKETING COLLATERAL
HOW INFLUENCERS CREATE VALUE
PRODUCT AND HR DEVELOPMENT
HOW YOU CAN GET STARTED
HOW TO WORK WITH INFLUENCERS
HOW TO WORK WITH INFLUENCERS
KEYS TO SUCCESSFUL PARTNERSHIPS
•Brand Alignment
•Knowledge & Skill Alignment
•Budgeting Over...
HOW TO WORK WITH INFLUENCERS
BRAND ALIGNMENT
•Is the influencer passionate about your product?
•Do the influencer’s values...
HOW TO WORK WITH INFLUENCERS
KNOWLEDGE & SKILL ALIGNMENT
•Does the influencer understand your product?
•Does the influence...
HOW TO WORK WITH INFLUENCERS
BUDGETING OVERLAP
•Influencers can often offer more than promotion
•Opportunity for affordabl...
HOW TO WORK WITH INFLUENCERS
CLEAR EXPECTATIONS & DELIVERABLES
•Poor communication is responsible for most bad
experiences...
HOW TO WORK WITH INFLUENCERS
PAYMENT
•Achieves more value for the investment
•Required by professional influencers
•Result...
HOW TO WORK WITH INFLUENCERS
PROFESSIONAL TRAVEL BLOGGERS ASSOCIATION
•Membership of vetted professionals
•Influencer sear...
REVIEW
• What an influencer is
• What blogging is
• What influencers do
• How influencers create value for your business
•...
HOW TO WORK WITH INFLUENCERS
EXAMPLES
PRESENTATION DOWNLOAD
http://xpat.media/patamart
QUESTIONS?
How To Work With Influencers To Drive Sales Tomorrow
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How To Work With Influencers To Drive Sales Tomorrow

There has been a lot of talk in the marketing world about the value of influencer marketing, but few marketers have the experience to maximize the potential of an influencer campaign. This presentation outlines why influencer marketing offers excellent value for your marketing dollar and provides best practices for maximizing the results of influencer campaigns.

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How To Work With Influencers To Drive Sales Tomorrow

  1. 1. BLOGGER MARKETING FORUM PATA TRAVEL MART 2016 September 7 Indonesia Convention Exhibition (ICE) Greater Jakarta Banten Province, Indonesia
  2. 2. HOW TO WORK WITH INFLUENCERS By Matt Gibson President, Professional Travel Bloggers Association TO DRIVE SALES TOMORROW
  3. 3. PRESENTATION DOWNLOAD http://xpat.media/patamart
  4. 4. MATT GIBSON President Professional Travel Bloggers Association CEO Xpat Media Award-Winning Travel Photographer and Blogger XpatMatt.com
  5. 5. OVERVIEW • What an blogger is • What blogging is • What bloggers do • How bloggers create value for your business • How you can work with bloggers to drive sales
  6. 6. WE’RE PROBABLY NOT WHAT YOU THINK WHAT A BLOGGER IS
  7. 7. WHAT A BLOG USED TO BE • Add text
  8. 8. WHAT A BLOG USED TO BE Q: What’s the difference between a blog and a website?
  9. 9. WHAT A BLOG USED TO BE Q: What’s the difference between a blog and a website? A: There isn’t one.
  10. 10. WHAT A BLOG USED TO BE USED TO BE •One person •A personal website •Writing •Photos
  11. 11. WHAT A BLOG IS NOW USED TO BE •One person •A personal website •Writing •Photos IS NOW •Any number of people •Multiple distribution platforms •Writing •Photography •Audio •Video
  12. 12. INFLUENCERS
  13. 13. “ INFLUENCERS Blogging Definition The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
  14. 14. INFLUENCERS Person + Content + Distribution Platform(s) = Blogging
  15. 15. CONTENT DISTRIBUTION
  16. 16. PROBABLY MORE THAN YOU REALIZE WHAT BLOGGERS INFLUENCERS DO
  17. 17. WHAT INFLUENCERS DO • Writing • Photography • Broadcast • Video hosting • Public Speaking • Social media marketing • Domain Experts • Consulting
  18. 18. WHAT INFLUENCERS DO INFLUENCERS ARE INDEPENDENT PUBLISHING ENTREPRENEURS
  19. 19. WHAT INFLUENCERS DO WRITING
  20. 20. WHAT INFLUENCERS DO PHOTOGRAPHY
  21. 21. WHAT INFLUENCERS DO PHOTOGRAPHY
  22. 22. WHAT INFLUENCERS DO BROADCAST
  23. 23. WHAT INFLUENCERS DO VIDEO
  24. 24. WHAT INFLUENCERS DO PUBLIC SPEAKING
  25. 25. WHAT INFLUENCERS DO SOCIAL MEDIA MARKETING
  26. 26. WHAT INFLUENCERS DO DOMAIN EXPERTS
  27. 27. WHAT INFLUENCERS DO CONSULTING
  28. 28. WHAT INFLUENCERS DO ENTREPRENEURS
  29. 29. LET ME COUNT THE WAYS HOW INFLUENCERS CREATE VALUE
  30. 30. HOW INFLUENCERS CREATE VALUE • Online Exposure • Media Attention • Industry Evangelism • Specialized Services • Marketing Collateral • HR Development
  31. 31. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE
  32. 32. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES
  33. 33. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES
  34. 34. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES 65% of leisure travelers are inspired by online sources Source: Google Travel Study, June 2014, Ipsos MediaCT
  35. 35. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES About 80% of travelers use online resources to plan their trips and search is the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT
  36. 36. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing Source: Burst Media
  37. 37. HOW INFLUENCERS CREATE VALUE MEDIA ATTENTION
  38. 38. HOW INFLUENCERS CREATE VALUE INDUSTRY EVANGELISM
  39. 39. HOW INFLUENCERS CREATE VALUE MARKETING COLLATERAL
  40. 40. HOW INFLUENCERS CREATE VALUE PRODUCT AND HR DEVELOPMENT
  41. 41. HOW YOU CAN GET STARTED HOW TO WORK WITH INFLUENCERS
  42. 42. HOW TO WORK WITH INFLUENCERS KEYS TO SUCCESSFUL PARTNERSHIPS •Brand Alignment •Knowledge & Skill Alignment •Budgeting Overlap •Clear Expectations & Deliverables •Payment
  43. 43. HOW TO WORK WITH INFLUENCERS BRAND ALIGNMENT •Is the influencer passionate about your product? •Do the influencer’s values match your brand values? •Does the influencer reach your desired customer?
  44. 44. HOW TO WORK WITH INFLUENCERS KNOWLEDGE & SKILL ALIGNMENT •Does the influencer understand your product? •Does the influencer have the skills to help you accomplish your goals?
  45. 45. HOW TO WORK WITH INFLUENCERS BUDGETING OVERLAP •Influencers can often offer more than promotion •Opportunity for affordable service bundling and overdelivery
  46. 46. HOW TO WORK WITH INFLUENCERS CLEAR EXPECTATIONS & DELIVERABLES •Poor communication is responsible for most bad experiences •This usually arises from lack of clear goals •A clear contract will prevent 99% of misunderstandings
  47. 47. HOW TO WORK WITH INFLUENCERS PAYMENT •Achieves more value for the investment •Required by professional influencers •Results in greater control and higher quality work
  48. 48. HOW TO WORK WITH INFLUENCERS PROFESSIONAL TRAVEL BLOGGERS ASSOCIATION •Membership of vetted professionals •Influencer search engine •Information on industry standards and best practices http://travelbloggersassociation.com
  49. 49. REVIEW • What an influencer is • What blogging is • What influencers do • How influencers create value for your business • How to work with influencers
  50. 50. HOW TO WORK WITH INFLUENCERS EXAMPLES
  51. 51. PRESENTATION DOWNLOAD http://xpat.media/patamart
  52. 52. QUESTIONS?

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  • IndiePop

    Sep. 10, 2018

There has been a lot of talk in the marketing world about the value of influencer marketing, but few marketers have the experience to maximize the potential of an influencer campaign. This presentation outlines why influencer marketing offers excellent value for your marketing dollar and provides best practices for maximizing the results of influencer campaigns.

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