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©Guidrr, Inc.® 2016
Aassia Haq, Founder & CEO
@aassiaharoonhaq
Aruba Hilton, Marketing Workshop
Sept 15, 2016 2-2:45 pm
AT...
@GUIDRR
My Story &
My Goal
Today
@GUIDRR
Life & Career of
Travel=Perspective
HK
KHI
LHR
LGA
ORD
DFW
BOS
@GUIDRR
Digital Influencers:
True Blue Ocean Strategy For
Savvy Destination Marketers ….
 Less costly
 Potentially less ...
@GUIDRR
Meet Negin
2.4M Followers
NYT (1.3M Circ)
Business Traveler
Lost In Florence,
A Back Story@GUIDRR
Experiences,
Not Things
 100M Millennials Who Travel
 Spend about 1K per trip
 Tr...
@GUIDRR
Question 1:
Does your brand have
an authentic
experience
to offer?
ACTION: Write It Down:
What is It? 78% of
Mille...
@GUIDRR
Question 2:
Can you be an authentic
destination
influencer?
ACTION: What’s human about you?
Your brand?
What is yo...
@GUIDRR
Why I’m
Bullish on Destination
Influencers In Travel
$1.4 Trillion Industry Is Human Again
FROM
People & Data Move...
Guidrr’s Destination
Marketing Back Story
@GUIDRR
Nardia – Blogger
Florence
Gaia – Blogger/VJ
Sao Paolo Brazil
Stew, Writer –
Nashville
Bea, Blogger –
Dublin
Sean, Yasmin –...
Anne – Blogger in
Paris with
Pret a Voyager –
Read It!
@GUIDRR
The right way & the wrong way to engage
 Keep it simple
 ...
Digital Influencers Are
Also Destination Brands@GUIDRR
Peer-to-Peer Influencers
Can Be New Gatekeepers
Empower & Engage & Partner
As Co-Equals in the Destination Story
Destinati...
Social Marketing
Secrets
@GUIDRR
 Wasted social posts
 Influencer access & success
 Where to drive the visitor
to engag...
@GUIDRR
Question: Do you know your audience?
ACTION: Which influencers appeal to your
audience, not you!
Action: ASK! IT’s...
Case Study: Downtown Dallas, Inc.
 SaaS marketing solution
 Positioned DDI as savvy marketer
 Scaled entry of city infl...
Step 1: Guidrr Ran DDI Live Like A Local Contest:
Community Created Travel Guides
Unique URL for Contest Entrant Period (A...
Step 2: DDI’s VP of Marketing Shalissa Perry
Engaged with Contestants Privately
DDI Photos (Entrants’ Private Reception at...
Case Study: Downtown Dallas, Inc.
 SaaS marketing solution
 Positioned DDI as savvy marketer
 Scaled entry of city infl...
DDI Contest Objectives & Results
(Powered by Guidrr)
Entrants: 36 Locals
Guides Created: 18
Start of Contest (Soft Launch)...
Key Analytics To Note
Zero Paid
Marketing
Dollars Were
Applied to
Campaign
36 Destination
Ambassadors
Engaged With
174K Co...
@GUIDRR
Case Study for Festival Marketing & Fan
Engagement
Case Study: Guidrr & #DFWSAFF
 Engaging Content Ambassadors
 ...
@GUIDRR
Partnership
 Written by Internal Ambassador
 Excitement & Sales build
 Serve Partners & Vendors
 Post-sale & e...
Varelie_Croes
On Guidrr
Creator.Guidrr.Com
Or Guidrr.com/subscribe
5 steps:
Just
start
@GUIDRR
@GUIDRR
Create, Share & Discover
Destination Experiences
• Mobile First
• Authentic & Trusted
• Influencer & Brand Roles
•...
@aassiaharoonhaq
Muchos
Gracias!
谢谢 Thank
you!
©Guidrr, Inc.® 2016
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Digital Influencers & Destination Marketing: Marketing Workshop at ATECH16 in Aruba

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Slides from a one-hour workshop on the role of digital influencers in destination marketing, given at the ATECH16 conference in Aruba to tourism and small hospitality businesses and local influencers on Instagram. Sept 2016.

Veröffentlicht in: Marketing
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Digital Influencers & Destination Marketing: Marketing Workshop at ATECH16 in Aruba

  1. 1. ©Guidrr, Inc.® 2016 Aassia Haq, Founder & CEO @aassiaharoonhaq Aruba Hilton, Marketing Workshop Sept 15, 2016 2-2:45 pm ATECH Conference 2016 Digital Influencers & Destination Marketing #ATECH16
  2. 2. @GUIDRR My Story & My Goal Today
  3. 3. @GUIDRR Life & Career of Travel=Perspective HK KHI LHR LGA ORD DFW BOS
  4. 4. @GUIDRR Digital Influencers: True Blue Ocean Strategy For Savvy Destination Marketers ….  Less costly  Potentially less competitive  More authentic  More trusted  Ability to scale and serve
  5. 5. @GUIDRR Meet Negin 2.4M Followers NYT (1.3M Circ) Business Traveler
  6. 6. Lost In Florence, A Back Story@GUIDRR Experiences, Not Things  100M Millennials Who Travel  Spend about 1K per trip  Travel in groups  Experience seekers  Gain Information P2P
  7. 7. @GUIDRR Question 1: Does your brand have an authentic experience to offer? ACTION: Write It Down: What is It? 78% of Millennials choose to consume an experience or event over buying something (Harris study).
  8. 8. @GUIDRR Question 2: Can you be an authentic destination influencer? ACTION: What’s human about you? Your brand? What is your niche? Write it down Think small & trusted The opposite of Big brand thinking No matter the size of your brand!
  9. 9. @GUIDRR Why I’m Bullish on Destination Influencers In Travel $1.4 Trillion Industry Is Human Again FROM People & Data Mover.. TO Life & Revenue Enabler… Javier, Madrid Artesan, Malasana
  10. 10. Guidrr’s Destination Marketing Back Story @GUIDRR
  11. 11. Nardia – Blogger Florence Gaia – Blogger/VJ Sao Paolo Brazil Stew, Writer – Nashville Bea, Blogger – Dublin Sean, Yasmin – Nomads Austin/Japan Dawn, Teacher, Foodie Dallas Dwayne, Photographer Alaska @GUIDRR What we learned from digital influencers “Guidrr is already building a roster of influencers to help guide people through the coolest places around the world.” – Killer Startups
  12. 12. Anne – Blogger in Paris with Pret a Voyager – Read It! @GUIDRR The right way & the wrong way to engage  Keep it simple  Be Authentic  Learn about the blogger  Is there mutual value?  Pay or perks or both? ACTION: WRITE DOWN A BLOGGER YOU ARE INTERESTED IN; IS THERE MUTUAL VALUE?
  13. 13. Digital Influencers Are Also Destination Brands@GUIDRR
  14. 14. Peer-to-Peer Influencers Can Be New Gatekeepers Empower & Engage & Partner As Co-Equals in the Destination Story Destination Marketing Has Left the Building @GUIDRR
  15. 15. Social Marketing Secrets @GUIDRR  Wasted social posts  Influencer access & success  Where to drive the visitor to engage further QUESTION: Are you posts going beyond the like? Can you measure results?
  16. 16. @GUIDRR Question: Do you know your audience? ACTION: Which influencers appeal to your audience, not you! Action: ASK! IT’s as simple as that. It’s a Fact: Influencers Can Unlock Deeper Destination Funnels
  17. 17. Case Study: Downtown Dallas, Inc.  SaaS marketing solution  Positioned DDI as savvy marketer  Scaled entry of city influencer content  Branded Mobile content to reuse  Promotion of local brands
  18. 18. Step 1: Guidrr Ran DDI Live Like A Local Contest: Community Created Travel Guides Unique URL for Contest Entrant Period (April- June): http://www.guidrr.com/live-like-a- local/ Powered For DDI on Mobile & Social by Guidrr, Inc.
  19. 19. Step 2: DDI’s VP of Marketing Shalissa Perry Engaged with Contestants Privately DDI Photos (Entrants’ Private Reception at Americano, The Joule Hotel):- http://www.thomasgarzaphotography.com/Other-1/DTD-Inc-Blogger-Event
  20. 20. Case Study: Downtown Dallas, Inc.  SaaS marketing solution  Positioned DDI as savvy marketer  Scaled entry of city influencer content  Branded Mobile content to reuse  Promotion of local brands
  21. 21. DDI Contest Objectives & Results (Powered by Guidrr) Entrants: 36 Locals Guides Created: 18 Start of Contest (Soft Launch): April 2016 Close of Entrants: June 17 2016; Guide Submission Deadline: August 22 2016 Entrants’ Private Reception 6/22: 25+ Attendees at Joule Hotel (Local Business) Business PR Perks: Perks from 12-15 Businesses, Finalized & Added To by DDI Combined Instagram Influence of Entrants: 174,511 DDI OBJECTIVES: Update Legacy Web content on DDI Web Site To Authentic Mobile Dallas Content By Engaging With Local #MyDTD Destination Ambassadors On Instagram; Promote Dallas Downtown Districts; Benefit Downtown Businesses
  22. 22. Key Analytics To Note Zero Paid Marketing Dollars Were Applied to Campaign 36 Destination Ambassadors Engaged With 174K Combined IG Influence Size 18 New Fully Mobile Multi- Step Experiences Created- With More Coming 53 Authentic, Unaided, Unpaid Local Business Mentions + 21 Local Attractions 44% of Entrants Created 1 or More Guides + Additional Guides Still In Progress
  23. 23. @GUIDRR Case Study for Festival Marketing & Fan Engagement Case Study: Guidrr & #DFWSAFF  Engaging Content Ambassadors  Guiding Fans (Discounts, Tips)  Delivering sponsor added value
  24. 24. @GUIDRR Partnership  Written by Internal Ambassador  Excitement & Sales build  Serve Partners & Vendors  Post-sale & event – Donation/CTA
  25. 25. Varelie_Croes On Guidrr Creator.Guidrr.Com Or Guidrr.com/subscribe
  26. 26. 5 steps: Just start @GUIDRR
  27. 27. @GUIDRR Create, Share & Discover Destination Experiences • Mobile First • Authentic & Trusted • Influencer & Brand Roles • Niched to Followers Guidrr®
  28. 28. @aassiaharoonhaq Muchos Gracias! 谢谢 Thank you! ©Guidrr, Inc.® 2016

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