BLOGGER MARKETING FORUMPATA TRAVEL MART 2016September 7Indonesia Convention Exhibition (ICE)Greater JakartaBanten Province, Indonesia

HOW TO WORK WITH INFLUENCERS

By Matt GibsonPresident, Professional Travel Bloggers Association

TO DRIVE SALES TOMORROW

PRESENTATION DOWNLOAD

http://xpat.media/patamart

MATT GIBSON

President

Professional Travel Bloggers Association

CEO

Xpat Media

Award-Winning Travel Photographer and Blogger

XpatMatt.com

OVERVIEW

• What an blogger is

• What blogging is

• What bloggers do

• How bloggers create value for your business

• How you can work with bloggers to drive sales

WE’RE PROBABLY NOT WHAT YOU THINK

WHAT A BLOGGER IS

WHAT A BLOG USED TO BE

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WHAT A BLOG USED TO BE

Q: What’s the difference between a blog and a website?

WHAT A BLOG USED TO BE

Q: What’s the difference between a blog and a website?

A: There isn’t one.

WHAT A BLOG USED TO BE

USED TO BE

•One person

•A personal website

•Writing

•Photos

WHAT A BLOG IS NOW

USED TO BE

•One person

•A personal website

•Writing

•Photos

IS NOW•Any number of people•Multiple distribution platforms•Writing•Photography•Audio•Video

INFLUENCERS

“INFLUENCERS

Blogging Definition

The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.

INFLUENCERS

Person + Content + Distribution Platform(s) = Blogging

CONTENT DISTRIBUTION

PROBABLY MORE THAN YOU REALIZE

WHAT BLOGGERS INFLUENCERS DO

WHAT INFLUENCERS DO

• Writing

• Photography

• Broadcast

• Video hosting

• Public Speaking

• Social media marketing

• Domain Experts

• Consulting

WHAT INFLUENCERS DO

INFLUENCERS ARE

INDEPENDENT PUBLISHING ENTREPRENEURS

WHAT INFLUENCERS DO

WRITING

WHAT INFLUENCERS DO

PHOTOGRAPHY

WHAT INFLUENCERS DO

PHOTOGRAPHY

WHAT INFLUENCERS DO

BROADCAST

WHAT INFLUENCERS DO

VIDEO

WHAT INFLUENCERS DO

PUBLIC SPEAKING

WHAT INFLUENCERS DO

SOCIAL MEDIA MARKETING

WHAT INFLUENCERS DO

DOMAIN EXPERTS

WHAT INFLUENCERS DO

CONSULTING

WHAT INFLUENCERS DO

ENTREPRENEURS

LET ME COUNT THE WAYS

HOW INFLUENCERS CREATE VALUE

HOW INFLUENCERS CREATE VALUE

• Online Exposure

• Media Attention

• Industry Evangelism

• Specialized Services

• Marketing Collateral

• HR Development

HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE

HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE = LEADS & SALES

HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE = LEADS & SALES

“HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE = LEADS & SALES

65% of leisure travelers are inspired by online sources

Source: Google Travel Study, June 2014, Ipsos MediaCT

“HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE = LEADS & SALES

About 80% of travelers use online resources to plan their trips and search is the most common starting point

Source: Google Travel Study, June 2014, Ipsos MediaCT

“HOW INFLUENCERS CREATE VALUE

ONLINE EXPOSURE = LEADS & SALES

Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing

Source: Burst Media

HOW INFLUENCERS CREATE VALUE

MEDIA ATTENTION

HOW INFLUENCERS CREATE VALUE

INDUSTRY EVANGELISM

HOW INFLUENCERS CREATE VALUE

MARKETING COLLATERAL

HOW INFLUENCERS CREATE VALUE

PRODUCT AND HR DEVELOPMENT

HOW YOU CAN GET STARTED

HOW TO WORK WITH INFLUENCERS

HOW TO WORK WITH INFLUENCERS

KEYS TO SUCCESSFUL PARTNERSHIPS

•Brand Alignment

•Knowledge & Skill Alignment

•Budgeting Overlap

•Clear Expectations & Deliverables

•Payment

HOW TO WORK WITH INFLUENCERS

BRAND ALIGNMENT

•Is the influencer passionate about your product?

•Do the influencer’s values match your brand values?

•Does the influencer reach your desired customer?

HOW TO WORK WITH INFLUENCERS

KNOWLEDGE & SKILL ALIGNMENT

•Does the influencer understand your product?

•Does the influencer have the skills to help you accomplish

your goals?

HOW TO WORK WITH INFLUENCERS

BUDGETING OVERLAP

•Influencers can often offer more than promotion

•Opportunity for affordable service bundling and

overdelivery

HOW TO WORK WITH INFLUENCERS

CLEAR EXPECTATIONS & DELIVERABLES

•Poor communication is responsible for most bad experiences

•This usually arises from lack of clear goals

•A clear contract will prevent 99% of misunderstandings

HOW TO WORK WITH INFLUENCERS

PAYMENT

•Achieves more value for the investment

•Required by professional influencers

•Results in greater control and higher quality work

HOW TO WORK WITH INFLUENCERS

PROFESSIONAL TRAVEL BLOGGERS ASSOCIATION

•Membership of vetted professionals

•Influencer search engine

•Information on industry standards and best practices

http://travelbloggersassociation.com

REVIEW

• What an influencer is

• What blogging is

• What influencers do

• How influencers create value for your business

• How to work with influencers

HOW TO WORK WITH INFLUENCERS

EXAMPLES

PRESENTATION DOWNLOAD

http://xpat.media/patamart

QUESTIONS?