10 practical tips for working with lgbt influencers 12.11.16

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10 Practical Tips for Working with LGBT Influencers By: Auston MattaAbout MeEngineer turned travel writer, blogger & marketerSpent 1 year on a RTW trip in 2012Hobby blog > pro bloggersBlogger @ Two Bad TouristsAbout MeOutfluentialWhat: Content, Social Media & Influencer MarketingHow: Travel Bloggers, YouTubers & Social Media StarsWhy: Peers vs Brands, Digital/Social & Trust2.3m+ReachPast ClientsLets Go!10 TIPSKnow: whats an influencer?#1 People with a large following via online or social media channels Use key leaders to drive brands message Through influencer not direct to consumer Not celebrities direct connection with followers Sense of trust and respect among followers Influence the decisions of their followers LGBT influencers may not have LGBT audience Content must be LGBT focused How do you know?Ensure LGBT Audience#2Watch / read their contentSearch: LGBT or Gay or Lesbian #2Does the audience size determine influence?Whats better.?1x large influencer or 10x micro-influencers?Understand Size vs Influence#3#3#3Many influencer marketers get either star struck or simply blinded by numbers when setting out to identify influencers. influence is not popularity. Popularity can be a byproduct of influence or authority.Source: TapInfluenceUnderstand Size vs InfluenceDont be confusedA individuals influence is not determined by audience size or reach, but by their ability to influence the decision of their followers.This is measurable and a professional influencer can give you metrics or case studies demonstrating their ability.#3Understand Size vs InfluenceFor travel.A travel-focused influencer will convert higher than a mainstream or general LGBT influencer#3Understand Size vs InfluenceDefine your goal#4Tour OperatorHotelDestinationDefine your goal#4Awareness?Bookings?Web Visits?Define your goalBrand AwarenessApp DownloadsSocial MediaFollowersWebsiteVisitsIncreaseBookingsEmailDatabaseInstagram Contests Giveaway Twitter Trips#4Define KPIs & Measure#5How do you measure success.?Define KPIs & Measure#5Tips to track & measure.1. Booking or unique discount codes2. Tracking links (link clicks & conversions)3. Track unique hashtags4. Tracking pixels (for web views)5. Engagements6. Social media follows7. Emails gainedPick the Right Influencer#6Who do you want to reach?1. Gay couples2. Lesbian couples3. Singles4. Men5. Women6. Families7. TransPick the Right Influencer#6Do they match your brand? Does their audience match your target? Is their content inline with your brand or message? Would you publicly announce a partnership? Are they trustworthy? Will they execute based on agreement?Pick the Right Influencer#6 Understand their value Dont expect theyll work for free Make it about them, not you Be clear about your offer Be personal Reach/watch their content Contact them, dont ask them to contact you Check their blog, YouTube or social mediaBest Practices to Approach#7 Influencers have a following for a reason Their fans love their creativity Leverage their creativity Allow creative freedom Balance requirements & upfront agreementBalance Creative Freedom#8 No barrier to entry for influencers Influencers audience interested in your brand? Influencer interprets and controls content Their vision might be different than yours Influencers like editorial controlUnderstand & Manage Risk#9 Influencer campaigns are highly scalable Dont go for the biggest right away Start small, measure, evaluate, adjustIts OK to Start Small#10


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