Global TravelersChristian Sullivan

AgendaI. What is Influencer Marketing:

• How is influence defined• 3 Influencer Categories• Part of the Marketing Mix

III. Why Does Influencer Marketing Matter?

IV. 3 Influencer Case Studies: • Radisson 50/50/50• Club Carlson Global Traveler• Cranberry Marketing

Committee

VI. Engaging Influencers for Your Brand:

• Understanding What They Want

• Building Relationships

VII. Continuing the Conversation Beyond the Campaign

What is Influencer Marketing?• The utilization of socially connected

individuals to establish brand affinity and/or influence consumer purchasing decisions.

• Influence can be defined by one or more of the following:

• Reach• Relevance• Relationships

Three main categories of influencers.

1. Niche Influencers: influencers with a large network around a specific topic that may or may not include the brand

2. Brand Advocates: highly knowledgeable and enthusiastic but potentially influential to a smaller subset

3. Brand Advocate Influencers: brand advocates with an established or sizable network

Source: http://www.johnnyjet.com/2012/03/travel-style-gary-arndt/

Source: http://www.freshtraveler.com/#/asheville/

What is Influencer Marketing?

Look at social as a part of the Marketing Mix

PaidTraditional

Online/DisplayPaid SearchDirect Mail

EarnedWord of Mouth

InfluencersNatural Search

PR/PublicityTweets

Facebook Fans

OwnedWebsites/Social

PlatformsMobile Sites

Campaign Sites

• Paid media enables us to reach potential shoppers and build brand awareness.

• Owned properties serve up branded content and experiences designed to drive consumer actions.

• Earned media creates new fans, unpaid brand conversations/stories, tweets and influencer content.

Why Does Influencer Marketing Matter?

Why Does Influencer Marketing Matter?

Why Does Influencer Marketing Matter?

Blogs were found to be the third-most influential digital resource when making overall purchasing decisions, only behind retail sites and brand sites.

Source: Zuberance, 2013

So How Can I Engage Influencers for my Brand?Global Travelers: Partnering with Influencers to Drive Marketing Objectives

Case StudyCase Study

Case Study: Radisson 50/50/50Radisson wanted a creative and innovative way to celebrate their 50th anniversary.

The objectives: •celebrate with guests•build brand awareness•drive North American fan base on Facebook

Case Study: Radisson 50/50/50 - ResultsThe Results: •More than 10K entries into influencer giveaways

•Exceeded fan grown goal by more 400% with more than 10K net new fans

•13K promotion tab views tab views

•Drove nearly 1.4 MM impressions with minimum costs

Case Study: Global Travelers

In an effort to raise awareness and grow the company’s hotel loyalty program, Ignite Social Media created a large scale influencer program that generated global awareness with over 81 million global impressions.

Case Study: Global Travelers

Three established travel influencers were each assigned a specific region of the globe, classified as “theaters” where each influencer traveled among their assigned theater for three weeks, staying 2-3 days in each specific location at a one of the many group properties.

Case Study: Global Traveler - Results

• 81 Million Global Impressions

• 21K New FB Fans

• Nearly 50K blog pageviews

• Nearly 1,500 hashtag uses

Case Study: Cranberry Marketing CommitteeTo drive awareness and engagement

around the use of US Cranberries year round, we partnered with cooking and home entertainment influencers to create and syndicate a variety of 4th of July/Red, White and Blue themed content.

Influencers executed syndication of content they created and content created by US Cranberries across influencer and partner network channels

Case Study: Cranberry Marketing Committee - ResultsThe Results:

• Influencer content garnered 47 MM Impressions delivered at a $0.53 CPM

• Total Est. Engagement and Social Actions – 235K

• Creation of more than 100 pieces of content

So How Can I Engage Influencers for my Brand?Global Travelers: Partnering with Influencers to Drive Marketing Objectives

Tricks of the TradeTricks of the Trade

The Evolution of Influencer Marketing

Engaging Influencer for your Brand

Developing Influencer Relationships4 Tips for Building Better Influencer

Relations

• Start the conversation BEFORE you NEED the influencer

• Bring the influencer into the ideation state

• Collaborate with your influencers throughout the campaign.

• Share success with your influencers

Continuing the Conversation • Incorporate Influencer content

into brand content calendar

• Showcase influencer content through Digital Magazines

• Aggregate to one location (or a few)

• Create a hashtag for the campaign that can be used beyond the campaign and even year after year

Contact Information: Christian SullivanChristian@ignitesocialmedia.comLinkedIn: http://www.linkedin.com/in/christiangsullivan

Questions?