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 [email protected]: http://www.linkedin.com/in/christiangsullivan
Questions?
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