Download - Influencer Marketing for the Hotel Industry
![Page 1: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/1.jpg)
Influencer Marketing
for the Hotel Industry
National Hotel Marketing Conference 2016
![Page 2: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/2.jpg)
• What is influencer marketing?
• Why influencer marketing?
• A blogger, vlogger or an Iger?
• Influencer best practice
• What should my objectives be?
• Case studies
Overview
![Page 3: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/3.jpg)
• 10 years’ experience in social media
• Connect our clients with their most
valuable audiences
• Services centre around acquiring
targeted, quality and convertible
digital visitors
• Broad experience across many
verticals
About Digital Visitor
![Page 4: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/4.jpg)
What is Influencer
Marketing?
![Page 5: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/5.jpg)
• Influencer marketing is a form of
marketing, focused on
broadcasting your brand and
business messages to specific and
key individuals, rather than the
target market as a whole
• To ultimately engage the target
market, in a deeper, more
immersive and trustworthy way
Influencer Marketing
![Page 6: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/6.jpg)
• Anyone and everyone?
• For the sake of this presentation – consider vloggers,
bloggers and Igers – why?
• More tangible output
• More professional
• Work on their influence
• Strong social and digital presence they need to work to maintain
• Networks that can be accessed, communities of bloggers,
vloggers, Igers etc…
• Genuinely more influential
Who Are Influencers?
![Page 7: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/7.jpg)
Bloggers
• What’s a blogger?
• Someone who shares content on an online
journal which is updated regularly and allows for
reader engagement
• Typical blog topics include lifestyle, travel,
beauty and fashion
![Page 8: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/8.jpg)
Vloggers
8
• What’s a Vlogger?
• A vlogger (video blogger) is a person who
regularly posts videos on the internet about
various aspects of their lives
• 70% of marketing professionals report that video
converts better than any other medium
• 85% of adults consider themselves to be regular
YouTube viewers
![Page 9: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/9.jpg)
Igers
• What’s an Iger?
• Someone who has built up an engaged
following by sharing content on Instagram
• Includes professional and non-professional
photographers who have embraced Instagram
and how it displays images and video.
• Like vloggers and bloggers, Igers usually theme
their content - travel, beauty, fitness, food etc..
![Page 10: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/10.jpg)
Why Influencer
Marketing?
![Page 11: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/11.jpg)
Why work with influencers?
Let’s take a step back and quickly answer:
1. What influences leisure travel decisions?
2. How do people research online?
3. What are the most effective advertising
formats?
Why Work With Influencers?
![Page 12: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/12.jpg)
What Inspires Leisure Travel Decisions?
What inspires leisure travel decision?
• Today social interactions inspire and
influence travel decisions the most.
• The internet is the most influential channel
• Traditional media is dominated by costly
TV advertising
• Digital is the key medium – affordable,
measurable, highly targeted
![Page 13: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/13.jpg)
Secondly, how people research online:
• Over 80% of people use social networks
and content sharing sites for leisure and
travel inspiration
• Search engines are also a popular
method of research
How Do People Research Online?
![Page 14: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/14.jpg)
What Advertising is Most Effective?
Finally, we needed to understand what
media would be most effective.
• We have highlighted the 6 areas that
social media operates within
• Of these areas, you can see the top two
perfectly fit within influencer marketing
• Social content and interactions are a key
driver for people taking actions
• Trusted editorial content is acted upon
Social Content & Interactions
Social Advertising
![Page 15: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/15.jpg)
What Advertising is Most Effective?
In 2016 ‘word of mouth marketing’ IS
‘influencer marketing’.
Influencers are the ‘recommendations from
people I know’ to their readers. With the
greatest reach.
And the consumer opinions posted online
with the greatest impact are those of
influencers.
Social Content & Interactions
Social Advertising
![Page 16: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/16.jpg)
1. Lower cost – newer activity, lots of influencers,
relatively low cost vs ROI and coverage
2. It’s topical; everyone is talking about it
3. Prices are rising
4. Consumers are tired of paid advertising?
5. Native advertising – doesn’t disrupt the consumer
experience unlike traditional ads
6. Helps your SEO?
7. Targeted and trackable
7 More Reasons
16
![Page 17: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/17.jpg)
How Can You
Work With Them?
![Page 18: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/18.jpg)
1) Decide on core objectives – working with Influencers
can deliver many results, focus activity on specific KPIs
• Reach
• Data
• Content Views
• Event Attendees
• Sales – affiliate networks?
2) Identify the right influencers for you
3) Build relationships with bloggers
4) Work ongoing – not just a burst of activity
How to Work With Influencers
![Page 19: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/19.jpg)
Vloggers
• Vlogger collaborations – one of the ways to boost
your following and success as a vlogger is to
collaborate and make videos with other vloggers
• Invite pairs of vloggers who want to meet and film
a video together to film and stay in your hotel
• Work with the same group of vloggers on an
ongoing basis – you could set them challenges
and work with them to create a list of videos they
should create – a hotel hide & seek vlog etc…
![Page 20: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/20.jpg)
Be the destination for your local bloggers, an ongoing relationship that
sees your hotel hosting a calendar of events for a group of bloggers.
• Summer blogger sleep over
• Bloggers market – invite bloggers to sell their wares
• Monthly ‘blog club’ – you’re the host for a monthly meet up where blogger
can learn from SEO, photography, web design etc…
• Christmas party
• Mother’s Day breakfast – develop strong blogger relationships by inviting
them and their mums for breakfast to celebrate mother’s day
Bloggers
![Page 21: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/21.jpg)
Igers
21
• Instawalk through the seasons – invite a group of local Igers
(or those that aren’t so local) to join you for an instameet
and walk each season
• Igers will take and share photos of your hotel and the
surrounding areas as they walk a specified route
• Activities or challenges with prizes along the walk will keep
them entertained
• Finish the day back at the hotel where refreshments should
be served and free access to Wi-Fi should be provided
![Page 22: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/22.jpg)
What Are the
Likely Outcomes?
![Page 23: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/23.jpg)
Results
Influencers can deliver the following for your brand depending on
what your focus is. Different tactics will be needed for different results:
• Reach
• Data
• Content views
• Event attendees
• Sales – affiliate networks?
23
![Page 24: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/24.jpg)
Case Studies
![Page 25: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/25.jpg)
Celebrating the anniversary of the Channel Tunnel
• Igers from London and Paris
• Photo walks in each city
• Promoted #IHGselfie
Results
• 3,000,000 PR Reach
• 2,500 uploads
IHG
![Page 26: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/26.jpg)
Minute Millionaire to promote its Rewards Club:
• Secured substantial coverage on 60 highly targeted blogs
• Content included – where they would go on their dream
holiday, how they would spend a million reward points
Results
• Mini activities run on specific blogs to give away points –
1500 entries alone
• Overall 1.6m content views, 3200 website visits, 1500 blog
comments
IHG
![Page 27: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/27.jpg)
Ongoing work to secure blogger and influencer
coverage and link back to their website in
accordance with Google’s guidelines.
Results
• 67% increase in revenue from organic search
• 630% ROI in 3 months
• 52% increase in organic conversion rate
John Fowler Holidays
27
![Page 28: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/28.jpg)
Fantastic corporate event and wedding venue
• Invited businesses with blogs to attend event
• Archery - medieval themed
• Secured coverage with blogs – generated
awareness with the specific business on holding
an event there
• Wedding event
Walton Castle
![Page 29: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/29.jpg)
Summary
![Page 30: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/30.jpg)
Questions?
![Page 31: Influencer Marketing for the Hotel Industry](https://reader035.vdocuments.net/reader035/viewer/2022062523/587bb3001a28abb8258b4c05/html5/thumbnails/31.jpg)
Anthony Rawlins
Thank you for your time. If you
have any questions please
don't hesitate to contact me.
www.digitalvisitor.com