How To Work With Influencers To Drive Sales Tomorrow
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There has been a lot of talk in the marketing world about the value of influencer marketing, but few marketers have the experience to maximize the potential of an influencer campaign. This presentation outlines why influencer marketing offers excellent value for your marketing dollar and provides best practices for maximizing the results of influencer campaigns.
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How To Work With Influencers To Drive Sales Tomorrow
- 1. BLOGGER MARKETING FORUM PATA TRAVEL MART 2016 September 7 Indonesia Convention Exhibition (ICE) Greater Jakarta Banten Province, Indonesia
- 2. HOW TO WORK WITH INFLUENCERS By Matt Gibson President, Professional Travel Bloggers Association TO DRIVE SALES TOMORROW
- 4. MATT GIBSON President Professional Travel Bloggers Association CEO Xpat Media Award-Winning Travel Photographer and Blogger XpatMatt.com
- 5. OVERVIEW • What an blogger is • What blogging is • What bloggers do • How bloggers create value for your business • How you can work with bloggers to drive sales
- 6. WE’RE PROBABLY NOT WHAT YOU THINK WHAT A BLOGGER IS
- 7. WHAT A BLOG USED TO BE • Add text
- 8. WHAT A BLOG USED TO BE Q: What’s the difference between a blog and a website?
- 9. WHAT A BLOG USED TO BE Q: What’s the difference between a blog and a website? A: There isn’t one.
- 10. WHAT A BLOG USED TO BE USED TO BE •One person •A personal website •Writing •Photos
- 11. WHAT A BLOG IS NOW USED TO BE •One person •A personal website •Writing •Photos IS NOW •Any number of people •Multiple distribution platforms •Writing •Photography •Audio •Video
- 12. INFLUENCERS
- 13. “ INFLUENCERS Blogging Definition The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
- 14. INFLUENCERS Person + Content + Distribution Platform(s) = Blogging
- 16. PROBABLY MORE THAN YOU REALIZE WHAT BLOGGERS INFLUENCERS DO
- 17. WHAT INFLUENCERS DO • Writing • Photography • Broadcast • Video hosting • Public Speaking • Social media marketing • Domain Experts • Consulting
- 18. WHAT INFLUENCERS DO INFLUENCERS ARE INDEPENDENT PUBLISHING ENTREPRENEURS
- 24. WHAT INFLUENCERS DO PUBLIC SPEAKING
- 25. WHAT INFLUENCERS DO SOCIAL MEDIA MARKETING
- 26. WHAT INFLUENCERS DO DOMAIN EXPERTS
- 29. LET ME COUNT THE WAYS HOW INFLUENCERS CREATE VALUE
- 30. HOW INFLUENCERS CREATE VALUE • Online Exposure • Media Attention • Industry Evangelism • Specialized Services • Marketing Collateral • HR Development
- 31. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE
- 32. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES
- 33. HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES
- 34. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES 65% of leisure travelers are inspired by online sources Source: Google Travel Study, June 2014, Ipsos MediaCT
- 35. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES About 80% of travelers use online resources to plan their trips and search is the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT
- 36. “ HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing Source: Burst Media
- 37. HOW INFLUENCERS CREATE VALUE MEDIA ATTENTION
- 38. HOW INFLUENCERS CREATE VALUE INDUSTRY EVANGELISM
- 39. HOW INFLUENCERS CREATE VALUE MARKETING COLLATERAL
- 40. HOW INFLUENCERS CREATE VALUE PRODUCT AND HR DEVELOPMENT
- 41. HOW YOU CAN GET STARTED HOW TO WORK WITH INFLUENCERS
- 42. HOW TO WORK WITH INFLUENCERS KEYS TO SUCCESSFUL PARTNERSHIPS •Brand Alignment •Knowledge & Skill Alignment •Budgeting Overlap •Clear Expectations & Deliverables •Payment
- 43. HOW TO WORK WITH INFLUENCERS BRAND ALIGNMENT •Is the influencer passionate about your product? •Do the influencer’s values match your brand values? •Does the influencer reach your desired customer?
- 44. HOW TO WORK WITH INFLUENCERS KNOWLEDGE & SKILL ALIGNMENT •Does the influencer understand your product? •Does the influencer have the skills to help you accomplish your goals?
- 45. HOW TO WORK WITH INFLUENCERS BUDGETING OVERLAP •Influencers can often offer more than promotion •Opportunity for affordable service bundling and overdelivery
- 46. HOW TO WORK WITH INFLUENCERS CLEAR EXPECTATIONS & DELIVERABLES •Poor communication is responsible for most bad experiences •This usually arises from lack of clear goals •A clear contract will prevent 99% of misunderstandings
- 47. HOW TO WORK WITH INFLUENCERS PAYMENT •Achieves more value for the investment •Required by professional influencers •Results in greater control and higher quality work
- 48. HOW TO WORK WITH INFLUENCERS PROFESSIONAL TRAVEL BLOGGERS ASSOCIATION •Membership of vetted professionals •Influencer search engine •Information on industry standards and best practices http://travelbloggersassociation.com
- 49. REVIEW • What an influencer is • What blogging is • What influencers do • How influencers create value for your business • How to work with influencers
- 50. HOW TO WORK WITH INFLUENCERS EXAMPLES
- 52. QUESTIONS?
Editor's Notes
- HOW TO WORK WITH INFLUENCERS TO DRIVE SALES TOMORROW
- PRESENTATION DOWNLOAD
- ABOUT ME President - Professional Travel Bloggers Association CEO - Xpat Media Award-Winning Travel Photographer and Blogger - XpatMatt.com
- OVERVIEW What an blogger is What blogging is What bloggers do How bloggers create value for your business How you can work with bloggers to drive sales
- What a blogger is. It’s probably not what you think.
- WHAT A BLOG USED TO BE Blogging has changed a lot. Let’s get rid of the old ideas that don’t fit anymore.
- WHAT A BLOG USED TO BE Q: What’s the difference between a blog and a website? NEXT SLIDE FOR ANSWER
- Q: What’s the difference between a blog and a website? A: There isn’t one.
- WHAT A BLOG USED TO BE One person A personal website Writing Photos
- WHAT A BLOG IS NOW Any number of people Multiple distribution platforms Writing Photography Audio Video
- INFLUENCERS This is what we call bloggers now
- INFLUENCERS Blogging Definition The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
- INFLUENCERS It’s all just content and distribution platforms. The key is to choose the ones that are right for you.
- INFLUENCERS Content is King, but distribution is queen, and she wears the pants. Jonathan Perelman, Buzzfeed Influencers are content creators. Blogs, publications, social media, television, radio, podcasts are all just distribution methods
- WHAT BLOGGERS INFLUENCERS DO – TITLE SLIDE It’s probably more than you realize
- WHAT INFLUENCERS DO Writing Photography Broadcast Video hosting Public Speaking Social media marketing Domain Experts Consulting
- WHAT INFLUENCERS DO INFLUENCERS ARE INDEPENDENT PUBLISHING ENTREPRENEURS They are small business owners selling services and products, and their influence is only one of them.
- WHAT INFLUENCERS DO Writing Book Authors -- Lauren Julif, How Not To Travel The World -- Torre DeRoche, Love With a Chance Of Drowning Travelers Handbook Series – All Bloggers Me: En Voyage (Eva Inflight), Up! Westjet Inflight, Action Asia, Huffington Post
- WHAT INFLUENCERS DO Photography Gary Arndt of Everything Everywhere, one of the most awarded travel photographers in history Dave Bouskill of The Planet D – Won and was finalist 10 times for photography in the 2015 NATJA awards
- WHAT INFLUENCERS DO Photography My own portrait of a woman from Bhutan won a NATJA Gold last year
- WHAT INFLUENCERS DO Broadcast Dubai Eye - Shane Dallas This Week In Travel - Gary Arndt - Chris Christiansen - Jen Leo Indy Travel Podcast – Craig Martin Daily Travel Podcast - Nathanial Boyle
- WHAT INFLUENCERS DO VIDEO Mark Weins - Migrationology - 354,000 Subscribers - 79,100,000 Views What Doesn’t Suck - Jeff Johns, professional producer, and partner Anne. Local video bloggers focussing on getaways for Dubai residents.
- WHAT INFLUENCERS DO PUBLIC SPEAKING Shane Dallas Myself
- WHAT INFLUENCERS DO SOCIAL MEDIA MARKETING Client account management - Twitter chats - Instagram takeovers - Snapchat takeovers - cross promotional campaigns
- WHAT INFLUENCERS DO DOMAIN EXPERTS Jodi - celiac travels // Nancy Vogel - Family on Bikes - Family adventure // Shane - social media in travel // Kerwin McKenzie – Airline employee travel // Matt - adventure travel - travel blogging industry // Maggie Wu – independent travel for Chinese women
- WHAT INFLUENCERS DO CONSULTING Domain expertise: niche consumer taste -- consumer behavior -- product feedback -- social media marketing -- influencer outreach and campaign management
- WHAT INFLUENCERS DO ENTREPRENEURS Not only B2B. Also have consumer courses, ebooks, travel services, and other products
- HOW INFLUENCERS CREATE VALUE There ae a lot of ways
- HOW INFLUENCERS CREATE VALUE Overview Online Exposure Media Attention Industry Evangelism Specialized Services Marketing Collateral HR Development
- HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE This is what we’re most familiar with and why most people work with influencers.
- OW INFLUENCERS CREATE VALUE ONLINE EXPOSURE Exposure = leads and sales
- HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES Influencers reach consumers at every stage of the marketing funnel. Awareness Interest Consideration Intent Evaluation Purchase
- HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES 65% of leisure travelers are inspired by online sources Source: Google Travel Study, June 2014, Ipsos MediaCT
- HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES About 80% of travelers use online resources to plan their trips and search is the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT
- HOW INFLUENCERS CREATE VALUE ONLINE EXPOSURE = LEADS & SALES Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing Source: Burst Media
- HOW INFLUENCERS CREATE VALUE MEDIA ATTENTION Bloggers, journalists, producers, editors, and other key decision makers are now part of the same social and industry circles. By gaining the support of influencers you can increase the likelihood of traditional media attention. e.g. Visit Jordan attributed its top travel listings 2012 on Virtuoso & Condé Nast to its 2011 blogger & social media campaigns Source: iAmbassador
- HOW INFLUENCERS CREATE VALUE INDUSTRY EVANGELISM Influencers attend and speak at industry events often. They not only influence consumers, but industry as well, and help your brand to grow its visibility in industry circles.
- HOW INFLUENCERS CREATE VALUE MARKETING COLLATERAL Many influencers will offer to create marketing collateral for you during campaigns such as professional photography and video for marketing as well as blog and social media posts. When bundled with the value of the exposure they provide, these services can be very high-quality yet affordable.
- HOW INFLUENCERS CREATE VALUE PRODUCT AND HR DEVELOPMENT Influencers usually have very specific domain knowledge. Some will often offer paid product development services and training courses. Also, during campaigns, influencers will often be happy to share their knowledge and opinions with you informally. This is great added value.
- HOW TO WORK WITH INFLUENCERS HOW YOU CAN GET STARTED
- HOW TO WORK WITH INFLUENCERS KEYS TO SUCCESSFUL PARTNERSHIPS Brand Alignment Knowledge & Skill Alignment Budgeting Overlap Clear Expectations & Deliverables Payment
- HOW TO WORK WITH INFLUENCERS BRAND ALIGNMENT Is the influencer passionate about your product? Do the influencer’s values match your brand values? Does the influencer reach your desired customer?
- HOW TO WORK WITH INFLUENCERS KNOWLEDGE & SKILL ALIGNMENT Does the influencer understand your product? Does the influencer have the skills to help you accomplish your goals?
- HOW TO WORK WITH INFLUENCERS BUDGETING OVERLAP Influencers can often offer more than promotion Opportunity for affordable service bundling and overdelivery
- HOW TO WORK WITH INFLUENCERS CLEAR EXPECTATIONS & DELIVERABLES Poor communication is responsible for most bad experiences This usually arises from lack of clear goals A clear contract will prevent 99% of misunderstandings
- HOW TO WORK WITH INFLUENCERS PAYMENT Achieves more value for the investment Required by professional influencers Results in greater control and higher quality work
- HOW TO WORK WITH INFLUENCERS PROFESSIONAL TRAVEL BLOGGERS ASSOCIATION Membership of vetted professionals Influencer search engine Information on industry standards and best practices
- REVIEW What an influencer is What blogging is What influencers do How influencers create value for your business How to work with influencers
- OVERFLOW SLIDE: CASE STUDIES
- PRESENTATION DOWNLOAD
- Thank you