Date post: | 22-Jan-2018 |
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Marketing |
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BLOGGER MARKETING FORUMPATA TRAVEL MART 2016September 7Indonesia Convention Exhibition (ICE)Greater JakartaBanten Province, Indonesia
HOW TO WORK WITH INFLUENCERS
By Matt GibsonPresident, Professional Travel Bloggers Association
TO DRIVE SALES TOMORROW
MATT GIBSON
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 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
“INFLUENCERS
Blogging Definition
The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
WHAT INFLUENCERS DO
• Writing
• Photography
• Broadcast
• Video hosting
• Public Speaking
• Social media marketing
• Domain Experts
• Consulting
HOW INFLUENCERS CREATE VALUE
• Online Exposure
• Media Attention
• Industry Evangelism
• Specialized Services
• Marketing Collateral
• HR Development
“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 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
http://travelbloggersassociation.com
REVIEW
• What an influencer is
• What blogging is
• What influencers do
• How influencers create value for your business
• How to work with influencers