10 practical tips for working with lgbt influencers 12.11.16
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This session will explore how travel professionals can use online influencers and creative campaigns to promote their business, brand or destination. The new media revolution has shifted the power of content publication to individuals rather than large publishers and more and more individuals become digital influencers and web celebrities every day. Learn how to successfully identify and recruit online influencers to execute a marketing campaign to reach a desired and targeted LGBT audience.
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10 practical tips for working with lgbt influencers 12.11.16
- 1. 10 Practical Tips for Working with LGBT Influencers By: Auston Matta
- 2. About Me Engineer turned travel writer, blogger & marketer Spent 1 year on a RTW trip in 2012 Hobby blog > pro bloggers Blogger @ Two Bad Tourists
- 3. About Me
- 4. Outfluential What: Content, Social Media & Influencer Marketing How: Travel Bloggers, YouTuber’s & Social Media Stars Why: Peers vs Brands, Digital/Social & Trust
- 6. 2.3m+ Reach
- 7. Past Clients
- 9. Know: what’s an influencer? #1 • People with a “large” following via online or social media channels • Use key leaders to drive brand’s message • Through influencer – not direct to consumer • Not celebrities – direct connection with followers • Sense of trust and respect among followers • Influence the decisions of their followers
- 10. • LGBT influencers may not have LGBT audience • Content must be LGBT focused • How do you know? Ensure LGBT Audience #2
- 11. Watch / read their content Search: “LGBT” or “Gay” or “Lesbian” #2
- 12. Does the audience size determine influence? What’s better….? 1x large influencer or 10x micro-influencers? Understand Size vs Influence #3
- 13. #3
- 14. #3 “Many influencer marketers get either star struck or simply blinded by numbers when setting out to identify influencers….” “…influence is not popularity. Popularity can be a byproduct of influence or authority.” Source: TapInfluence Understand Size vs Influence
- 15. Don’t be confused… A individual’s influence is not determined by audience size or reach, but by their ability to influence the decision of their followers. This is measurable and a ‘professional’ influencer can give you metrics or case studies demonstrating their ability. #3 Understand Size vs Influence
- 16. For travel…. A travel-focused influencer will convert higher than a mainstream or general LGBT influencer #3 Understand Size vs Influence
- 18. Define your goal #4 Awareness? Bookings? Web Visits?
- 19. Define your goal Brand Awareness App Downloads Social Media Followers Website Visits Increase Bookings Email Database Instagram Contests Giveaway Twitter Trips #4
- 20. Define KPI’s & Measure #5 How do you measure success….?
- 21. Define KPI’s & Measure #5 Tips to track & measure…. 1. Booking or unique discount codes 2. Tracking links (link clicks & conversions) 3. Track unique hashtags 4. Tracking pixels (for web views) 5. Engagements 6. Social media follows 7. Emails gained
- 22. Pick the Right Influencer #6 Who do you want to reach? 1. Gay couples 2. Lesbian couples 3. Singles 4. Men 5. Women 6. Families 7. Trans
- 23. Pick the Right Influencer #6 Do they match your brand?
- 24. • Does their audience match your target? • Is their content inline with your brand or message? • Would you publicly announce a partnership? • Are they trustworthy? • Will they execute based on agreement? Pick the Right Influencer #6
- 25. • Understand their value • Don’t expect they’ll work for free • Make it about them, not you • Be clear about your offer • Be personal • Reach/watch their content • Contact them, don’t ask them to contact you • Check their blog, YouTube or social media Best Practices to Approach #7
- 26. • Influencer’s have a following for a reason • Their fans love their creativity • Leverage their creativity • Allow creative freedom • Balance requirements & upfront agreement Balance Creative Freedom #8
- 27. • No barrier to entry for influencers • Influencer’s audience interested in your brand? • Influencer interprets and controls content • Their vision might be different than yours • Influencers like editorial control Understand & Manage Risk #9
- 28. • Influencer campaigns are highly scalable • Don’t go for the biggest right away • Start small, measure, evaluate, adjust It’s OK to Start Small #10