1. Global Travelers
Christian Sullivan

2. Agenda
I. What is Influencer Marketing:
• How is influence defined
• 3 Influencer Categories
• Part of the Marketing Mix
III. Why Does Influencer Marketing
Matter?
IV. 3 Influencer Case Studies:
• Radisson 50/50/50
• Club Carlson Global Traveler
• Cranberry Marketing
Committee
VI. Engaging Influencers for Your
Brand:
• Understanding What They
Want
• Building Relationships
VII. Continuing the Conversation
Beyond the Campaign

3. What is Influencer Marketing?
• The utilization of socially connected
individuals to establish brand affinity
and/or influence consumer
purchasing decisions.
• Influence can be defined by one or
more of the following:
• Reach
• Relevance
• Relationships

4. What is Influencer Marketing?
Three main categories of influencers.
1. Niche Influencers: influencers with a
large network around a specific topic
that may or may not include the brand
2. Brand Advocates: highly knowledgeable
and enthusiastic but potentially
influential to a smaller subset
3. Brand Advocate Influencers: brand
advocates with an established or sizable
network
Source:
http://www.johnnyjet.com/2012/03/travel-style-gary-arndt/
Source:
http://www.freshtraveler.com/#/asheville/

5. Look at social as a part of the Marketing Mix
Paid
Traditional
Online/Display
Paid Search
Direct Mail
Owned
Websites/Social
Platforms
Mobile Sites
Campaign Sites
Earned
Word of Mouth
Influencers
Natural Search
PR/Publicity
Tweets
Facebook Fans
• Paid media enables us to reach
potential shoppers and build brand
awareness.
• Owned properties serve up
branded content and experiences
designed to drive consumer
actions.
• Earned media creates new fans,
unpaid brand
conversations/stories, tweets and
influencer content.

6. Why Does Influencer Marketing Matter?

7. Why Does Influencer Marketing Matter?

8. Why Does Influencer Marketing Matter?
Blogs were found to be the
third-most influential
digital resource when
making overall purchasing
decisions, only behind
retail sites and brand sites.
Source: Zuberance, 2013

9. So How Can I Engage G Inflluoenbcears lfo rT mry aBrvaned?lers:
Partnering with Influencers
to Drive Marketing Objectives
Case Study

10. Case Study: Radisson 50/50/50
Radisson wanted a creative
and innovative way to
celebrate their 50th
anniversary.
The objectives:
•celebrate with guests
•build brand awareness
•drive North American fan
base on Facebook

11. Case Study: Radisson 50/50/50 - Results
The Results:
•More than 10K entries into
influencer giveaways
•Exceeded fan grown goal by
more 400% with more than
10K net new fans
•13K promotion tab views tab
views
•Drove nearly 1.4 MM
impressions with minimum
costs

12. Case Study: Global Travelers
In an effort to raise awareness
and grow the company’s hotel
loyalty program, Ignite Social
Media created a large scale
influencer program that
generated global awareness
with over 81 million global
impressions.

13. Case Study: Global Travelers
Three established travel
influencers were each assigned
a specific region of the globe,
classified as “theaters” where
each influencer traveled among
their assigned theater for three
weeks, staying 2-3 days in each
specific location at a one of the
many group properties.

14. Case Study: Global Traveler - Results
• 81 Million Global Impressions
• 21K New FB Fans
• Nearly 50K blog pageviews
• Nearly 1,500 hashtag uses

15. Case Study: Cranberry Marketing Committee
To drive awareness and engagement
around the use of US Cranberries
year round, we partnered with
cooking and home entertainment
influencers to create and syndicate
a variety of 4th of July/Red, White
and Blue themed content.
 Influencers executed
syndication of content they
created and content created
by US Cranberries across
influencer and partner
network channels

16. Case Study: Cranberry Marketing Committee - Results
The Results:
• Influencer content garnered 47
MM Impressions delivered at a
$0.53 CPM
• Total Est. Engagement and Social
Actions – 235K
• Creation of more than 100 pieces
of content

17. So How Can I Engage G Inflluoenbcears lfo rT mry aBrvaned?lers:
Partnering with Influencers
to Drive Marketing Objectives
Tricks of the Trade

18. The Evolution of Influencer Marketing

19. Engaging Influencer for your Brand

20. Developing Influencer Relationships
4 Tips for Building Better Influencer
Relations
• Start the conversation BEFORE you
NEED the influencer
• Bring the influencer into the
ideation state
• Collaborate with your influencers
throughout the campaign.
• Share success with your influencers

21. Continuing the Conversation
• Incorporate Influencer content
into brand content calendar
• Showcase influencer content
through Digital Magazines
• Aggregate to one location (or a
few)
• Create a hashtag for the
campaign that can be used
beyond the campaign and
even year after year

22. Contact Information:
Christian Sullivan
Christian@ignitesocialmedia.com
LinkedIn: http://www.linkedin.com/in/christiangsullivan
Questions?