Influencer Marketing for the Travel Industry in 2017
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Influencer marketing has changed so much in recent years, especially when it comes to the travel industry. In this session, we will look at current trends for travel bloggers and organizations within the space. We will look at how social media continues to play a big role and also how to identify the right influencers for your brand.
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Influencer Marketing for the Travel Industry in 2017
- 1. WEBINAR: Influencer Marketing for the Travel Industry in 2017 March 2, 2017 Presented By: Jeff Riddall Director of Product Strategy, gShift @JRiddall
- 2. #TravelInfluencers @Jriddall @gShiftLabs #TravelInfluencers @Jriddall @gShiftLabs AGENDA Influencer Marketing Overview Adding Influencers to Your Marketing Mix The New Customer Journey and the Dark Funnel Running an Influencer Marketing Campaign Monitoring and Reporting on Influencers Key Takeaways Q & A
- 3. INFLUENCER MARKETING Influencer marketing is a tactic of digital marketing where brands partner with key industry thought leaders to amplify (distribute) the brand content/message to their audience, mainly using social channels. Influencers are credible, authentic and highly engaged presences who hold a power of influence over their audience based on the trust they’ve built. What is influencer marketing? Who are influencers? #Travelnfluencers @Jriddall @gShiftLabs
- 4. WHERE DID INFLUENCER MARKETING COME FROM? 74% of consumers rely on social media to inform their purchasing decisions trust peer recommendation (only 33% trust sponsored ads) take action from peer opinions 84% 84% Data: ODM Group Data: Nielsen Data: Opt-out Effect #Travelnfluencers @Jriddall @gShiftLabs
- 5. MORE INFLUENCER STATS #Travelnfluencers @Jriddall @gShiftLabs •Twitter users now trust influencers as much as they trust their friends. •It’s more effective than PPC advertising since 47% of online customers use ad block technology. •73% of Millennials see it as their responsibility to guide friends, peers and family toward smart purchase decisions. •Influencer marketing content delivers up to 11X higher ROI than traditional forms of digital marketing. Brooke B. Sellas B Squared Media via BusinessGrow.com blog February 2017
- 6. WHERE DO TRAVELERS GO FOR ADVICE Source: Adweek - Social Times, August 2015 http://www.adweek.com/socialtimes/social-media-and-travel-go-hand-in-hand-infographic/625230 #Travelnfluencers @Jriddall @gShiftLabs
- 7. AND HOW ABOUT VIDEO? #Travelnfluencers @Jriddall @gShiftLabs •YouTube reaches more 18-49 year olds than any U.S. cable network and is the 2nd largest search engine. source Mediakix.com Aug 2015 •Video watch time on Instagram is up 40% over the last 6 months. source TechCrunch Feb 2016
- 8. INFLUENCERS IN YOUR MARKETING MIX Channel of distribution Power of word of mouth Cost-effective The off-site content challenge #Travelnfluencers @Jriddall @gShiftLabs Source of content
- 9. THE TRADITIONAL CUSTOMER JOURNEY #LeadwithIntent @Jriddall @gShiftLabs
- 10. This is where influencers live.Up to 90% of the purchasing journey is off-site THE DARK FUNNEL #Travelnfluencers @Jriddall @gShiftLabs
- 11. IT’S THE CUSTOMER’S SALES JOURNEY, NOT YOURS #LeadwithIntent @Jriddall @gShiftLabs “A brand is no longer what we tell the consumer it is–it is what consumers tell each other it is.” Scott Cook, Founder and CEO of Intuit
- 12. RUNNING AN INFLUENCER MARKETING CAMPAIGN Monitor & manage Set parameters Identify audience Research and create a content strategy Identify, engage and arm influencers Measure & report Maintain relationships #Travelnfluencers @Jriddall @gShiftLabs
- 13. SET CAMPAIGN PARAMETERS Identify key objectives and goals Reach, UGC, brand affinity, engagement Set realistic numbers Measurable and attainable goals Allocate your budget Dictates content strategy and influencer identification #Travelnfluencers @Jriddall @gShiftLabs
- 14. IDENTIFY YOUR AUDIENCE Understand who your audience is. This goes beyond knowing their demographics. What are their interests? Where are they in the purchasing cycle? Where do they live online? #Travelnfluencers @Jriddall @gShiftLabs
- 15. ● Identify keywords with relatively high monthly organic search volumes/social mentions ● Focus on your existing content which maintains visibility / authority ● Search for influencers who use these keywords socially and/or in their site content ● Have these influencers promote/link to your authoritative content RESEARCH KEYWORDS AND CONTENT #Travelnfluencers @Jriddall @gShiftLabs
- 16. ● Listen and engage with paid influencers and other customers/guests ● Instagram taking the lead for images and video content – encourage influencers to post, hashtag and include CTAs for their audience to engage (e.g. “Tag a Friend!” or “Visit ‘Your Website’”) ● Encourage content variety – blogs, links, photos, video, live streaming ● Authenticity is key as even influencers are being judged with a critical eye TRAVEL INFLUENCER CONTENT TIPS #Travelnfluencers @Jriddall @gShiftLabs
- 17. Audience-centric vs. influencer-centric Audience size vs engagement - getting the best bang for your buck Influencer scoring - authenticity, engagement, credibility IDENTIFY INFLUENCERS #Travelnfluencers @Jriddall @gShiftLabs
- 18. INFLUENCER ENGAGEMENT #Travelnfluencers @Jriddall @gShiftLabs • Personalized email with campaign overview • Negotiate compensation • Influencer Brief • Key messaging • Content/links • Keywords/hashtags • Timing • Reporting • Build a relationship
- 19. CLOSING THE LOOP You’ve created great content, developed strong social, messaging through your influencer marketing campaign… Now what? #Travelnfluencers @Jriddall @gShiftLabs
- 20. TRACKING OFFSITE ENGAGEMENT Likes and Shares are nice…. BUT Visits and Conversions are better. #Travelnfluencers @Jriddall @gShiftLabs >
- 21. TRACKING OFF-SITE ENGAGEMENT Smart URLs Near Real-Time Segmented Engagement Metrics Off-site Analytics Conversion Paths Branded, Vanity Short URL #Travelnfluencers @Jriddall @gShiftLabs
- 22. ● Track and report on content engagement by Influencer, by Channel, by Content Type, by Keyword Group, by Buying Stage ● Create Conversion Paths to map off-site content engagement all the way through to ROI MEASUREMENT & REPORTING #Travelnfluencers @Jriddall @gShiftLabs
- 23. KEY TAKEAWAYS Focus on influencer quality and audience interests Consumers increasingly look to influencers for advice and recommendations Plan, monitor and optimize influencer campaigns for maximum conversion and ROI #Travelnfluencers @Jriddall @gShiftLabs Engage and build relationships with influencers Encourage content variety and strong Calls to Action
- 24. Q & A Audience Development & Discoverability gshift.it/elu-audienceguide Influencer Marketing Toolkit gshift.it/elu-influencer-toolkit Find this presentation on SlideShare at gshift.it/TravelInfluencers #Travelnfluencers @Jriddall @gShiftLabs
Notas do Editor
- The New Travel Customer Journey – How off-site content plays a major role in the sales funnel today. Leveraging the Long Tail – The evolution of how people search via mobile and desktop Organic Content is still King Finding Intent Based conversations and marketing to highly targeted prospects Tracking Off-site Analytics and Engagement – Once it’s all out there, how do you measure it and get a sense of what’s working and what isn’t.
- Put another way, they are distribution channels for your brand content. They have trusted access to your target audiences!
- Consumers don’t trust brands - biased. Talk about ad-blocking (maybe chart?). Consumers listen to people they trust (peer recommendation stat). And they go online to look for reviews before making decisions. Ad-blocking is a growing industry in itself and it’s being used exponentially by your target audience - figure out a new path to reach your audience - enter.. Influencer marketing Marketers are no longer in control of the consumer journey. So instead of forcing, or screaming your branded message through a megaphone to your audience, partner with the people who your target audience is actually listening to. Leveraging an influencer’s ‘influence’.
- Consumers don’t trust brands - biased. Talk about ad-blocking (maybe chart?). Consumers listen to people they trust (peer recommendation stat). And they go online to look for reviews before making decisions. Ad-blocking is a growing industry in itself and it’s being used exponentially by your target audience - figure out a new path to reach your audience - enter.. Influencer marketing Marketers are no longer in control of the consumer journey. So instead of forcing, or screaming your branded message through a megaphone to your audience, partner with the people who your target audience is actually listening to. Leveraging an influencer’s ‘influence’.
- This change in customer behavior is no different in the travel industry. In fact, it may be no more true than in your market. Here are just a few recent stats to bolster this assertion.
- Consumers don’t trust brands - biased. Talk about ad-blocking (maybe chart?). Consumers listen to people they trust (peer recommendation stat). And they go online to look for reviews before making decisions. Ad-blocking is a growing industry in itself and it’s being used exponentially by your target audience - figure out a new path to reach your audience - enter.. Influencer marketing Marketers are no longer in control of the consumer journey. So instead of forcing, or screaming your branded message through a megaphone to your audience, partner with the people who your target audience is actually listening to. Leveraging an influencer’s ‘influence’.
- Channel of distribution Power of WOM Cost-effective (talk about the % of dollars wasted on bots - how many bots are there online that ads are wasted on?) (6.50 return for every $1 spent on influencer marketing efforts) minimizing wasted $ Influencer marketing allows for a very narrowly targeted niche audience, with small # of lost $ 4) Source of content – enables smaller brands/orgs to scale 5) However, Influencer Marketing is not without its challenges, chief among which is how do you measure ROI of off-site content?
- Consumer behavior is changing. You’ve probably seen this image or variations of it hundreds of times – the traditional sales funnel – linear, organized. An interested prospect goes in the top (or side) and progresses along in an organized manner from one predictable stage to the next, all on your web site, with your sales and marketing team knowing exactly what is going on, and they come out the final stage as a Closed Sale. We all wish it was that easy.
- This is what a modern customer journey looks like through off-site channels including influencers.
- They go off-site to inform themselves, check reviews, check social, check in with influencers. Everywhere, but your site. Here’s another way we like to think about the sales funnel – It’s the Customer’s Sales Funnel, Not Yours. Every customer has their own sales funnel and you’d better hope your business or your brand is in theirs. Influencers are a great place to extend your reach.
- Goals: Is your campaign setting out to increase reach, are you looking to collect user generated content, is the campaign’s purpose to generate brand affinity and awareness, or are you simply looking to increase content engagement. These goals matter for the purpose of setting deliverables for the influencer and understanding the important measurables in the campaign for monitoring and reporting purposes. Numbers: What are your measurable goals? This may depend on the social platform you’re looking to leverage and engage with, it may be impressions, likes, shares, visits or conversions. However it’s important (as with any goals) to set attainable ones which will enable you adjust your campaign as needed, to report on progress and plan for your next campaign as you grow. Budget: Your budget is critical to the planning process! To run a successful campaign you’ll need to allocate money to the process of running a campaign. You want to include the hours required to prepare assets/content, tools used to identify and organize influencers, hours for execution and tools for monitoring and reporting on the data from the campaign. Lastly and maybe most importantly, money needs to be allocated to compensate the influencers for their participation. Today’s are influencers are becoming more sophisticated and know what their audience reach is worth to brands.
- Set parameters for your target audience including active social platforms, geography, reach interests Take an audience-centric approach This isn’t necessarily always the same as your ‘target market’. Your influencer outreach audience is a more specific description of your consumer and who you are targeting with this campaign. It is generally a more narrow and niche audience branched from your target market, identified by traditional demographics like age, location, gender, income, but including specific information such as interests, purchasing practices and how they “live” and engage in the social networks.
- Jeff
- Identifying: Audience-centric = default search practice Influencer-centric = specific to campaign (Mommy bloggers - gender, consumer activation events - location) Influencer-centric still requires some refining and should then be filtered with the audience in mind Explain graph - sweet spot
- Engaging: Reach out with personalized emails, high level overview Negotiate compensation Influencer brief (different than campaign brief) Include the following: Key messaging, content, keyword focus, hash tags, timing, reporting Build relationships: Don’t look at an influencer marketing campaign as a one-time deal. Aim to build long-term relationships with your influencers.
- So now how do you measure all of this to understand whether or not your content and the channels you’ve chosen to work with are actually working?
- So now how do you measure all of this to understand whether or not your content and the channels you’ve chosen to work with are actually working? And how do you get a sense of ROI because Reach, Likes and Shares are nice, but Visits and Conversions are much better.
- A Smart URL system will enable you to track a off-site and on-site content through to conversion. Think of it as Google Analytics for off-site content. Empowers digital marketers and content creators to illuminate engagement and conversion analytics without the use of a traditional analytics tool. Don’t just track Likes and Shares, track Clicks.
- From an organic search perspective, you naturally want to monitor how well your short and long tail keywords are performing as a group. How well is your content performing and what share of organic traffic are you obtaining. Smart URLs will enable you to see exactly which channels are driving the most content engagement. Take tracking a step further, by creating and monitoring conversion paths to identify which channels drive traffic all the way through to conversion and to establish an ROI for each channel being used in a campaign.