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SPECIAL EDITIONINFLUENCE MARKETING

FOR HOTELSJuly 2014

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This month, WIHP offers you a special edition toward influence marketing & its key indications for the hospitality industry.

Thanks to our Snap Traveller network, discover how influence marketing can become a powerful source of brand awareness

and sales for any hotel.

EDITO

The Influence Marketing Concept

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The term Influence Marketing describes an approach for identifying, engaging and supporting people, who influence a segment, who create conversations that impact a brand, its products and its services.

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What is an influencer?

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Influencers profilesInfluencers are considered to be experts in a field or thematic. They are recognized by their peers through the sharing of their experiences. So, the notion of context is critical for qualifying an influencer. An influencer is, above all, a person with whom the community identifies.

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A wide audience does not necessarily equal influence

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It is all about engagementStrong relationships with a dedicated readership are the key to influence. The closer a person is to their audence, the easier it is for their “messages” to be heard. Herein resides the real value of influence marketing, not in any specific number of followers. Audience size can be bought, not the conversations.

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Influence marketing catches the trends in hospitality

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The SO-LO-MO phenomenon

SocialAwareness - Familiarity - Opinion

MobileConsideration - Purchase Intention

LocalProximity - Purchase

Why is SOLOMO crucial for influence marketing?

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Influencers use Social tools Content creation - Virality - Measurability

Mainly on mobile devices Instantaneity - On-the-go - Quicker to share

For local purposesProximity with their audience - Easier to engage conversations

Hotels - Working with Influencers

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STEP 1 Identify influencers

● Define your needs, objectives & expectations● Determine who you want to work with and goals who would like to achieve● Consider the typology of influencers (webzine, blogger, photographer), their main

diffusion channels and their preferred industry (travel, fashion, design)

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STEP 2Engage with influencers

● Establish your actions plan. ● Collaborate with the influencer: organize an event or host them for a night.● Determine how they can create and relay content toward your hotel

on its blog & social networks.

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STEP 3Measure results

● Estalish KPIs as a baseline for measurement● Analyze the benefits of your actions on all your marketing channels. ● Measure the social media mentions obtained, new followers, increase of your website

traffic and amount of sales generated.

Interview with a hotel expert

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“We don't want to limit our reputation only to one website. We also welcome journalists and bloggers with followers that seem to be a good fit for the hotel. This strategy allows us to attract new customers directly on our website.”

Interview with a influencer

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Since 2007, Conexao Paris has engaged travelers in South America. The blog gained a reputation by becoming the reference information portal for Brazilian travelers to Paris with more than 100,000 monthly readers.

“The fact that there are some lovely hotels that welcome and simplify the lives of influencers is something that seems very nice!”

Engage your hotel with worldwide influencers utilizing the Snap Traveller network

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600INFLUENCERS

Our partner networks

2400 influencers

20 millions readers 12 countries

France USA

NetherlandsSpain

ItalyUK

GermanyBrasil

CanadaChina

RussiaSweden

5 tips for hotels to adoptan influence marketing approach

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1. Indentify where are the conversations about your hotel

2. Leverage content as a tool to reach your targets

3. Boost the virality and engagement of your content through an influencer program

4. Target your influencers thanks to a qualified partner

5. Consider influence as sustainable earned media for hotel promotion

To discover influence marketing for hospitality: Download our free e-book now

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Thank you

EditorHugo Marchand | Twitter: @hugoperhapsSebastien Felix | Twitter: @fleexit

WIHPWe help hotels to boost their direct bookings.

www.wihphotels.com | @WIHPHotel