TXTI Keynote - October 18, 2019

Texas Travel Idea Fest, Oct 18, 2019www.fredericgonzalo.com
Texas Travel Idea Fest 2019
Influencer Marketing: How Travel Brands and Content Creators
Can Make Use of The Opportunity

[ What Is Influence? ]

[ What Is Social Media Influence? ]

Celebrities
Macro
Micro
Nano

“Brands are set to spend up
to $15 billion on influencer
marketing by 2022!”
- MediaKix
[ Influencer Marketing is BIG Business ]

[ Why Brands Work With Influencers ]
• Content creation
• Audience reach
• SEO benefits
• Trust & Credibility
• Ad-blocker bypass

[ Content Creation ]

[ Audience Reach ]

[ SEO Benefits ]
Source: AspireIQ & Curalate webinar, August 2019

[ Trust & Credibility ]
Source: Edelman Trust Barometer, 2019

[ Ad blocking bypass ]
Consumer Advertising Avoidance Strategies
Source: Edelman Trust Barometer, 2019

[ Why Influencers Work With Brands ]
• New opportunities for experiences and discovery
• Gain followers / Increase reach
• Monetize efforts
• Enhance overall credibility

[ 10 Steps to Set Up An
Influencer Marketing Campaign ]
1. Determine KPIs, budget, target audience
2. Determine social media channels of influencers
3. Determine publishing schedule
4. Vet influencers
5. Prepare campaign brief
6. Negotiate rates and contracts
7. Review content
8. Publish
9. Amplify & Optimize
10.Measure & Analyze

How do you define success?
KPIs will vary depending on campaign goals:
• Increase awareness
• Generate leads
• Generate sales
• Increase followers
• Maintain or increase engagement levels
• Improve brand sentiment or intent to travel

Which platforms are you active on, as a brand?
Which platforms are most popular for your target audience?

[ Different Platform, Different Budget ]

[ Why Instagram? ]
Source: Rival IQ Social Media Industry Benchmark Report 2019

[ Average PPP on Instagram… ]
Source: Influence.co

[ … But Budgets Vary! ]
Source: Collectively

As content creators, do you have flexibility or is your
publishing schedule set in stone? How many days or weeks
do you require for publishing planning purposes?

What is the tone, look and feel you are looking for in the
content to be created?

[ The Elephant in the Room ]
Source: New York Times, January 2018

[ Fake Followers ]

Not required for all campaigns, but adds value and clarity in
the process for all parties involved…

The boring but mandatory component of any campaign.
Contracts should include, but are not limited to:
• Type of content (stories, images in feed, videos, articles)
• Length of content
• Frequency of content
• Copyrights on creator platforms / client platforms
• Rates per post or campaign package
• Dates of expected publications
• Mentions, hashtags and other technical requirements

[ Content Creator Rate Card ]

Not every campaign will require this step, nor will every
content creator accept it. It should nevertheless be included
in the campaign to ensure quality, but also to respect FTC
guidelines…

[ Content Amplification ]
According to DCI, 60-70% of DMOs barely ever share influencer
content on their official social media accounts!

[ How Brands Measure ]
Source: Linqia

[ What Brands Should Do ]
A few tips for successful campaigns with influencers:
• Is this a one-timer or are we in it for the long term?
• Define where influencer marketing fits within your
overall tactics and budget
• Make sure goals are clear and set BEFORE getting
into any campaign
• Understand that influence marketing and journalism is
NOT the same!
• Get to know the influencer, their work, and share their
content before, during and after collaboration
• Use the 10-steps, apply them, rinse & repeat

[ What Content Creators Should Do ]
A few tips for successful campaigns with travel brands:
• Are you looking for one-timer opportunity or long term
relationships?
• Have a media kit readily available and up-to-date
• Make your blog, website and social accounts analytics
available upon request
• Ask questions to the client: who’s their target audience,
what works well for their social media presence?
• State your expectations and limits clearly before
accepting any contract

[ Questions / Comments? ]

TXTI Keynote - October 18, 2019

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TXTI Keynote - October 18, 2019