About Me
Engineer turned travel writer, blogger & marketer
Spent 1 year on a RTW trip in 2012
Hobby blog > pro bloggers
Blogger @ Two Bad Tourists
Outfluential
What: Content, Social Media & Influencer Marketing
How: Travel Bloggers, YouTuber’s & Social Media Stars
Why: Peers vs Brands, Digital/Social & Trust
Know: what’s an influencer?
#1
• People with a “large” following via online or social media channels
• Use key leaders to drive brand’s message• Through influencer – not direct to
consumer• Not celebrities – direct connection with
followers• Sense of trust and respect among followers• Influence the decisions of their followers
• LGBT influencers may not have LGBT audience• Content must be LGBT focused• How do you know?
Ensure LGBT Audience
#2
Does the audience size determine influence?
What’s better….?1x large influencer or 10x micro-influencers?
Understand Size vs Influence
#3
#3
“Many influencer marketers get either star struck or simply blinded by numbers when setting out to identify influencers….”
“…influence is not popularity. Popularity can be a byproduct of influence or authority.”
Source: TapInfluence
Understand Size vs Influence
Don’t be confused…
A individual’s influence is not determined by audience size or reach, but by their ability to influence the decision of their followers.
This is measurable and a ‘professional’ influencer can give you metrics or case studies demonstrating their ability.
#3
Understand Size vs Influence
For travel….
A travel-focused influencer will convert higher than a mainstream or general LGBT influencer
#3
Understand Size vs Influence
Define your goal
Brand Awareness
App Downloads
Social MediaFollowers
WebsiteVisits
IncreaseBookings
EmailDatabase
Instagram Contests Giveaway Twitter Trips
#4
Define KPI’s & Measure
#5
Tips to track & measure….
1. Booking or unique discount codes2. Tracking links (link clicks & conversions)3. Track unique hashtags4. Tracking pixels (for web views)5. Engagements6. Social media follows7. Emails gained
Pick the Right Influencer
#6
Who do you want to reach?
1. Gay couples2. Lesbian couples3. Singles4. Men5. Women6. Families7. Trans
• Does their audience match your target?• Is their content inline with your brand or
message?• Would you publicly announce a partnership?• Are they trustworthy?• Will they execute based on agreement?
Pick the Right Influencer
#6
• Understand their value• Don’t expect they’ll work for free• Make it about them, not you• Be clear about your offer• Be personal• Reach/watch their content• Contact them, don’t ask them to contact you• Check their blog, YouTube or social media
Best Practices to Approach
#7
• Influencer’s have a following for a reason• Their fans love their creativity• Leverage their creativity• Allow creative freedom• Balance requirements & upfront agreement
Balance Creative Freedom
#8
• No barrier to entry for influencers• Influencer’s audience interested
in your brand?• Influencer interprets and controls
content• Their vision might be different
than yours• Influencers like editorial control
Understand & Manage Risk
#9
• Influencer campaigns are highly scalable• Don’t go for the biggest right away• Start small, measure, evaluate, adjust
It’s OK to Start Small
#10