PANDEMIC WORLD POST-PEAK MARKETING IN A INFLUENCER · 80% of influencers are currently reporting...

INFLUENCER MARKETING IN A POST-PEAKPANDEMIC WORLD

● Aligning goals with campaign structure● Vetting influencers● Budgeting for influencer fees● Tips to set a travel campaign up for success● Tools for tracking results ● Ideas for working with influencers while on a

limited budget

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My name is Dalene Heck

You can find me at @HeckticTravels or @HeckticMedia

HELLO!

“49% of consumers

depend on influencer recommendations

Source: Digital Marketing Institute

“● 80% of influencers are currently reporting higher

engagement rates ~ Later.com

● Over 40% of influencers are currently reducing rates by an average of 30% ~ Later.com

● Instagram is reporting a 40% increase in engagement across their platform ~ Instagram

● Thinning of the influencer crowd● Competition could be greater

INFLUENCER MARKETING SCENARIOS POST-COVID

CAMPAIGN GOALS

1. Brand Awareness2. Generate Sales3. Increase Social Following4. Content Oriented Goals

BRAND AWARENESS

BRAND AWARENESSTip: Focus on influencers with a decent amount of reach in your target markets, and especially those who get authentic engagement. Look for multiple channels to reach different people.

SALES GENERATION

SALES GENERATIONTip: Overall reach of influencers is less important, focus on those with an audience that exactly match your target and niche. Be diligent about asking for demographics.

INCREASE SOCIAL FOLLOWING

INCREASE SOCIAL ENGAGEMENT

Tip: Give the influencer’s followers good reason to follow your account. Run a contest or offer exclusive content.

CONTENT GOALS

CONTENT GOALS

Tip: This can work in conjunction with other goals. Add content to your list of “asks” of an influencer.

But how?

MEASURING ROI

MEASURING ROI: BRAND AWARENESS

Measuring can include: ● Tracking impressions (on

Facebook, Instagram, and Twitter) ● Tracking views (blog posts,

YouTube, etc).

MEASURING ROI: SALES GENERATION

Including:● Custom Links● Custom Promo Codes● Google Analytics● Isolated Marketing

MEASURING ROI: SOCIAL ENGAGEMENT

Including:● Engagement metrics● Follower increase● Custom promo codes

MEASURING ROI: CONTENT GOALS

Compare the cost of creating content in-house and the cost of the collaboration.

RELEVANCE IS THE KEY TO SUCCESS

INFLUENCER TIERSMicro Influencer <10,000 followers

Mid-level Influencer <100,000 followers

Macro Influencer >100,000 followers

NUMBERS CAN LIEAnd some influencers do as well

SOCIAL BLADE

HYPEAUDITOR

@HeckticTravels Unnamed Influencer

@HeckticTravels Unnamed Influencer

Protect yourself by asking the right questions and remember it’s not

always about the numbers.

SO...WHAT SHOULD YOU

ASK FOR?

● Monthly average “users”● Monthly average “pageviews”● Average “pageviews” for recent posts● The top five countries of where the

blog readers come from● The blog’s “bounce rate”

GOOGLE ANALYTICS

INSTAGRAM(Assuming you already have the Hype Auditor report)● Ask for average Instagram Story views● Ask for average Instagram Live views

FACEBOOK● Top five countries (and/or cities)● Current “reach”● Current “post engagements”● Key demographics (age, gender, etc.)

YOUTUBE● Top five countries of viewership● Average view duration (in minutes)

TWITTER● Total “tweet impressions” over the last

month● “Mentions” over the past month● Engagement rate

● Anything that extends beyond basic editorial coverage● You want extra coverage● You want to license content● When it’s simply influencer policy

WHEN COMPENSATION IS REQUIRED

Source: Bloglovin’

ESTIMATED COSTSMicro Influencer $0 to $1,000

Mid-level Influencer $1,000 to $5,000

Macro Influencer $5,000 to $LOTS

TIPS FOR CAMPAIGNSUCCESS● Present a COVID-19 plan● Give advance notice● Carefully consider the guest list● Plan a thoughtful itinerary● Don’t run them into the ground

● Connectivity is LIFE● Rethink the swag● Align expectations before the trip● Meet in person● Share the content

TIPS FOR CAMPAIGNSUCCESS

TRACKING RESULTS

Blog ○ Pageviews, unique visitors, time on page

Instagram ○ Reach, likes, total comments, total number of

stories, story reach, story sticker taps Facebook ○ Reach, engagement, link clicks (if applicable)

Youtube○ Views

Twitter○ Impressions, engagement, link clicks

TRACKING RESULTS

Other considerations:

○ Comments○ Affiliate links, discount codes○ Additional media coverage

LIMITED BUDGET?

● Find partners● Get creative ● Go local ● Make reasonable requests ● Look beyond the big names● Focus on long-term relationships

WANTMORE?

GO TO: https://hmi.marketing/TMAC-2020

GO TO: https://hmi.marketing/TMAC-2020

WANTMORE?

THANKS!

Any questions?