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.
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
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. @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. @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. @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
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. 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?
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. 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. @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. 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. 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. 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. 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. 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. 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. @GUIDRR
Case Study for Festival Marketing & Fan
Engagement
Case Study: Guidrr & #DFWSAFF
Engaging Content Ambassadors
Guiding Fans (Discounts, Tips)
Delivering sponsor added value