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How to usesocial influencerssuccessfully to marketyour hotel
Influencer marketing was rated the fastest-growing online customer acquisition method.
Hotel brands are lavishing freebies to Instagramand YouTube stars in return for posts or videos.
Nearly 50% of US marketers will increase their influencer marketing budgets in 2018.
Identifying Influencers: Who
to
choose
There are multiple social media toolsthat you can use to discover influencersand their key metrics, including their:
level of engagement ...and more!number of followerssocial platform of choice
FollowerWonkBuzzSumoTweetReachKredKloutKlearPeerIndexTweetDeck
7 free influencermarketing tools
Followers vs. EngagementA smaller but more buzzing audiencecan potentially be more useful thana larger inactive one, since the latterwill drive awareness, but not necessarily action!
“Niche” social influencers
Start by using hashtagsthat are specific toyour brand as possible.
So how do you finda niche influencer?
The best platforms for influencersDepending on your marketing goalsand target audience,the following three platformstheir own unique set of benefits.
FacebookGlobal reach (1.28 billion use the platform every day!)A highly diverse demographicThe ability to add a “Book Now” button on a Facebook Page
InstagramExceeded 600 million global usersDriven by visuals, which is especially beneficial to hotelsInstagram influencers offer the possibility of driving direct bookings
SnapchatBrands and their influencers can spontaneously share content like an everyday user85% of its audience are aged between 18 and 34
Audiences and Brand Alignment
The audience should match boththe hotel’s distinct personalityand its target market.
Free or not too free
Addressing Compensation:
How should hotels compensatesocial media influencersfor their posts and content?
This is often a trickysystem to navigate!
In some cases,using an intermediarysuch as a PR agency can be a great help inestablishing implicitand explicit expectations.
Measuring Success:Looking beyond the booking
A recent study by Rhythm One foundthat for every $1 spent on influencer marketing,
$2.26 in earned media value was returned.
2.26
1
Influencer marketing for hotels hasthe potential to be an effective channel,but as long as it’s built on a solid multi-channelmarketing and conversion-optimized foundation.
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When selectingyour influencers,
consider…