Influencer marketing opens up a new channel for brands to connect with consumers more directly, more organically, and at scale. By creating branded content with social media influencers, brands can amplify their message while seducing their target audience. Influencer Marketing is becoming main stream - Tips on how to fully leverage influencers and identify Next Generation Influencers who are the Micro Influencers who are talking snapping and posting about your brand now.

1. Alicia Whalen, Co-Founder,
Hashtagio Social Aggregation
Platform
www.Hashtagio.com
@Alicia_Whalen_#DigMe16

2. in·flu·ence
SOCIAL
INFLUENCE:
The capacity to have an effect on the character,
development, or behavior of someone or something.
#DigMe16

3. For Social Marketing
THE CASE:
#DigMe16 Source: Croudtap/Ipsos Media Social media paper

5. SOCIAL AND
TRAVEL:

6. Influencer Marketing is Growing up from it’s Wild West Roots
INFLUENCER
MARKETING:
Influencer Marketing only Somewhat Effective in driving Sales and Loyalty

7. GOING
MAINSTREAM:
INFLUENCER
MARKETING
• Social Influencers
hired to Travel to
destinations where
they fly - and Post to
Instagram.
Campaign Reach
29 Point Lift in Ad Recall
4 Point Lift in Message
Association
#DigMe16

8. BEST IN CLASS:

10. 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 15K
Campaign Reach
Media value: $378,280
Reach 1.8 Million Viewers

11. INFLUECER
VALUE:
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

12. 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
INFLUENCER
MARKETING:
Image source: www.synqbuddy.com
How are influencers changing?
#DigMe16

13. 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 influencers
4. Risk in spending time and resources
5. Determining value in driving sales
INFLUENCER
MARKETING
#DigMe16

14. “As Influencer Marketing
becomes mainstream, how
to travel marketers really
leverage UGC “
– More importantly use
influencers to drive reach
and measurable
transaction?

15. 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

16. WHATS NEXT
INFLUENCER
MARKETING
You have access to micro-
influencers right now
Are 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!

17. 1. Power users, locals, photographers
2. 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 behavior
ie. Golfers, Spa, Adventure travelers
FINDING
INFLUENCER’S
What about the regular people following sharing every day?
#DigMe16

18. 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.
1. 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:
INFLUENCER
MARKETING
#DigMe16

19. 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

20. 1. IDENTIFY the most relevant influencers
2. LEVERAGE existing social army’s not yet discovered
2. 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.
INFLUENCER
MARKETING

21. Next Steps:
Use your influencers to seduce other influencers
Look to The NEXT Generation of Influencers – Your Social Media Army
#DigMe16 www.Hashtagio.com