10 Practical Tips for Working with LGBT Influencers

By: Auston Matta

About Me

Engineer turned travel writer, blogger & marketer

Spent 1 year on a RTW trip in 2012

Hobby blog > pro bloggers

Blogger @ Two Bad Tourists

About Me

Outfluential

What: Content, Social Media & Influencer Marketing

How: Travel Bloggers, YouTuber’s & Social Media Stars

Why: Peers vs Brands, Digital/Social & Trust

2.3m+Reach

Past Clients

Let’s Go!

10 TIPS

Know: what’s an influencer?

#1

• People with a “large” following via online or social media channels

• Use key leaders to drive brand’s 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

#2

Watch / read their contentSearch: “LGBT” or “Gay” or “Lesbian”

#2

Does the audience size determine influence?

What’s better….?1x large influencer or 10x micro-influencers?

Understand Size vs Influence

#3

#3

#3

“Many 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: TapInfluence

Understand Size vs Influence

Don’t be confused…

A individual’s 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.

#3

Understand Size vs Influence

For travel….

A travel-focused influencer will convert higher than a mainstream or general LGBT influencer

#3

Understand Size vs Influence

Define your goal

#4Tour

Operator

Hotel

Destination

Define your goal

#4Awareness?

Bookings?

Web Visits?

Define your goal

Brand Awareness

App Downloads

Social MediaFollowers

WebsiteVisits

IncreaseBookings

EmailDatabase

Instagram Contests Giveaway Twitter Trips

#4

Define KPI’s & Measure

#5

How do you measure success….?

Define KPI’s & Measure

#5

Tips 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 gained

Pick the Right Influencer

#6

Who do you want to reach?

1. Gay couples2. Lesbian couples3. Singles4. Men5. Women6. Families7. Trans

Pick the Right Influencer

#6

Do 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• Don’t expect they’ll work for free• Make it about them, not you• Be clear about your offer• Be personal• Reach/watch their content• Contact them, don’t ask them to contact you• Check their blog, YouTube or social media

Best Practices to Approach

#7

• Influencer’s have a following for a reason• Their fans love their creativity• Leverage their creativity• Allow creative freedom• Balance requirements & upfront agreement

Balance Creative Freedom

#8

• No barrier to entry for influencers• Influencer’s audience interested

in your brand?• Influencer interprets and controls

content• Their vision might be different

than yours• Influencers like editorial control

Understand & Manage Risk

#9

• Influencer campaigns are highly scalable• Don’t go for the biggest right away• Start small, measure, evaluate, adjust

It’s OK to Start Small

#10