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INFLUENCER MARKETING

NOVEMBER 2, 2018

OLYMPIC PENINSULA TOURISM SUMMIT

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KEY TAKEAWAYS

1. Influencer marketing matters, especially in the tourism industry

2. Vet influencers, always

3. Agree in writing to outline shared expectations

4. Avoid four common mistakes

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“THE POWER OF THE INFLUENCER LASTS. IT’S HIGHLY TARGETED, GENUINE AND HELPS SHAPE THE WAY OUR WORLD PURCHASES PRODUCTS

TO EXPERIENCES, AND VALUES THE RETAILER.”— HUFFINGTON POST

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INFLUENCER MARKETINGMATTERS

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Influencer marketing places the focus on specific key individuals (or types of individual) rather than a target market as a whole.

§ Reach groups of interested people with authentic and trusted content

§ Build deeper engagement

§ Inspire action to meet a specific goal

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#TheRoadTripIsBack

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“40 PERCENT OF MILLENNIALS CONSIDER INSTAGRAMABILITY WHEN SELECTING A TRAVEL DESTINATION.”

— ADWEEK

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INFLUENCER MARKETING MATTERS

83%

TRUST RECOMMENDATIONS FROM PEERS OVER

ADVERTISING

TRUST CONSUMER OPINIONS, REVIEWS

SHARED ONLINE

66%

–Nielsen Global Trust in Advertising Report

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INFLUENCERS AMPLIFY YOUR BRAND MESSAGE

§ Passionate, word-of-mouth publicity

§ Conversations create credibility

— 70% of millennials prefer content from peers*

§ Consumers are wary of paid advertisements

— 26% of desktop users have ad blockers**

§ Cost-effective tool*

— Average $6.50 in revenue per $1 spent

— 40% of marketers spend less than $5,000 per campaign

§ Trackable*MarketingDive.com **Quora

PEOPLE TRUSTPEOPLE

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VET INFLUENCERS, ALWAYS

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PERSON CENTERED IN

ROWING CANOE

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HAND HOLD WITH GIRL

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FEET IN FRONT OF HORSESHOE BEND (PAGE, AZ)

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PERSON STANDING IN MIDDLE OF

VANCE CREEK BRIDGE

(SHELTON, WA)

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PERSON ON THIS ROAD

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FERN AND DISEMBODIED

HAND

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HOW TO EVALUATE INFLUENCERS

THE MATCH SCORE

ü Relevance

ü Resonance

ü Reach

ü Voice

ü Performance

QUANTITATIVE

QUALITATIVE

= 1 TO 5 POINTS

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BIGGER ISN’T ALWAYS BETTER

§ Followers: 10,000 to 100,000

§ Very loyal followers

§ Trusted by your audience

§ Create authentic content that is consistently shared

§ An active participant online & offline in your industry

§ Align with your brand voice

§ More affordable

MICRO-INFLUENCERS

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TRAVELSANDTREATS.COM

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AGREE IN WRITING

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10 TIPS TO OUTLINEEXPECTATIONS1. Establish content type and

channel(s)

2. Provide content “musts” and brand copy points

3. Identify goals

4. Set length of campaign, number of posts

5. Provide FTC disclosure language (#sponsor #ad)

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#AD#SPONSORED

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10 TIPS TO OUTLINEEXPECTATIONS6. Specify stories vs. posts

7. Determine fees, perks, payments

8. Set turn-around time

9. Identify measurement plan and who provides data

10. Set clear photography rules (drones, safety, stay on the trails, leave no trace)

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PAY TO PLAY

§ Flat price per day of trip (# of posts, photos, blogs, video)

§ Experience (trip, quality content)

§ Free product

§ CPE: cost per engagement (likes, shares, comments)

§ CPC: cost per click (tracking link)

§ CPA: cost per action (e-news sign up, download visitor guide, enter contest)

MICRO-INFLUENCER10,000-100,000 FOLLOWERS

MASS-INFLUENCER100,000+ FOLLOWERS

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AVOID THESE FOUR COMMON MISTAKES

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1. HAVE A ONE-NIGHT STAND

One quick storm of social media posts

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2. ASSUME INFLUENCERS WHO APPROACH YOU MUST BE A GOOD FIT

There’s an influencer for that…

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3. LET A MENTION OF YOUR DESTINATION OR COMPANY GO BY

WITHOUT ACKNOWLEDGING IT

Hello…are you out there?

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4. SAY ”YES” TO ONE-TRICK PONIES

AKA, the momentary buzz

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bbaeth@jayray.com

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