Alicia Whalen, Co-Founder, Hashtagio Social Aggregation Platformwww.Hashtagio.com

@Alicia_Whalen_#DigMe16

in·flu·ence

SOCIAL INFLUENCE:

The capacity to have an effect on the character, development, or behavior of someone or

something.

#DigMe16

For Social Marketing

THE CASE:

#DigMe16 Source: Croudtap/Ipsos Media Social media paper

SOCIAL AND TRAVEL:

Influencer Marketing is Growing up from it’s Wild West Roots

INFLUENCERMARKETING:

Influencer Marketing only Somewhat Effective in driving Sales and Loyalty

GOING MAINSTREAM:

INFLUENCERMARKETING

• Social Influencers hired to Travel to destinations where they fly - and Post to Instagram.

Campaign Reach29 Point Lift in Ad Recall4 Point Lift in Message Association

#DigMe16

BEST IN CLASS:

BEST IN CLASS:

• Selected 5 Travel Bloggers to travel to Cancun, produce videos highlighting 2 Marriott Resorts

• Hosted for 5 Days• Vloggers posted to

Facebook, Twitter, Instagram using #gottequilla

COST:Under 15KCampaign ReachMedia value: $378,280Reach 1.8 Million Viewers

INFLUECERVALUE:

Source: http://www.imediaconnection.com

Ryan’s fee? $75,000 Robert Downey Jr’s fee? $12 million#DigMe16

Social Influencer’s are hitting the main stream

Now that we know that Social Influence is key in driving the travel path to purchase, how do we work with social media influencers to tell our brand stories?

Changing Landscape

INFLUENCERMARKETING:

Image source: www.synqbuddy.com

How are influencers changing?

#DigMe16

CHALLENGES:

1. Identifying and engaging the most relevant influencers is harder than ever.

2. Determining the most appropriate strategies, channels

2. Measuring the Results 3. Cost to engage influencers4. Risk in spending time and resources5. Determining value in driving sales

INFLUENCERMARKETING

#DigMe16

“As Influencer Marketing becomes mainstream, how to travel marketers really leverage UGC “

– More importantly use influencers to drive reach and measurable transaction?

 The Shiny Social Superstar of the moment might drive brand lift, general awareness and some good content…

INFLUENCERS?

CONSIDER THIS

Good content is not enough anymore:Have influencers encourage their followers to share and engage with your brand on Social. Leverage their follower base to build on yours.

What about the Social Media army that is already talking about your brand?

#DigMe16

WHATS NEXT

INFLUENCERMARKETING

You have access to micro-influencers right nowAre you recognizing all of them or using them to your full advantage?

Micro-influencers have a robust and active social following (10,000 or less). They don’t have agents, but respond well to swag and promotion on your end – even just recognition from you!

1. Power users, locals, photographers2. People who talk about your destination already on social – those who have already travelled and shared.3. People who might not know about your destination, attraction or hotel - but are well-known by ideal customers who may share the same same travel buying behaviorie. Golfers, Spa, Adventure travelers

FINDING INFLUENCER’S

What about the regular people following sharing every day?

#DigMe16

1. Integrate Customer Social Media Data with other Customer Information: Not integrating customer information from social media into other marketing channels is a missed opportunity. You don’t own your customer on Facebook, Instagram or Twitter.

2. Be Creative and Partner: As companies build a presence in social media, they often seek outside agencies to help. Don’t fall into the “not invented here” syndrome. Influencer marketing and even social media is still the wild west.

MUST DO’S:

INFLUENCERMARKETING

#DigMe16

MEASURE

Look for:Increases in social referral traffic to the website

3. Set Social Media Goals and Benchmark: Define Objectives (Brand awareness, campaign lift, Social referrals to the website, Increase sales)The best social media activities have a clear objective and measure performance against it.4. Experiment and Measure: Sometimes your influencers are right under your nose.

#DigMe16

1. IDENTIFY the most relevant influencers2. LEVERAGE existing social army’s not yet discovered2. GOALS: Determine the most appropriate strategies and channels –

based on goals beyond just brand awareness.3. MEASURE the results via increases in Social referrals back to

Website, increases in campaign conversion ++4. DRIVE Social down the sales Funnel – and take back control of your

Social Influence

TAKEAWAYS

It’s important! Your customers are spending 4+ Hours a day Sharing, Liking and Snapping your brand.

INFLUENCERMARKETING

Next Steps:Use your influencers to seduce other influencersLook to The NEXT Generation of Influencers – Your Social Media Army

#DigMe16 www.Hashtagio.com