Collaboratingwith Content Creators: a Win-Win Partnership

Jennifer Doré Dallas

Agenda

•Understanding Influencers and Content Creators

•How They Work

•Ethics

•Methods of Collaboration

• Jennifer Doré Dallas

• Digital Octopus

• Blogger at Moi, mes souliers

• Founder of Voyage numériQC

• Author, writer, speaker, consultant

• Self-confessed foodie

moimessouliers

Who Am I?

What’s a Content Creator/Influencer?

What’s a Content Creator/Influencer?

•Blogger•YouTuber• Instagrammer•Tweeter•TikToker•Opinion Leader•Star• Influence Marketer•Etc.

Types of Influencers

• MACRO : +100 000

• MICRO : up to 10 000

• NICHE : precise readership

The number of subscribers does not mean a greater engagement: micro-influencers

with less than 1000 subscribers have a better engagement rate (Markerly)

You Need to Know

• They set their own editorial line.

• They speak in the first person.

• Storytelling / Experiential, especially in tourism

• They won’t market you or talk about YOU, but about what THEY experienced with you, through you, etc.

• According to BlogHer:• 81% of people trust the advice of influencers• 61% of consumers already bought something because an influencer spoke of it

How to Choosean Influencer?

Choosing an Influencer

• Quantity never becomes quality.

• Popularity can be bought.

• Target rather than overwhelm.

Defining Goals

What is the primary purpose of a collaboration?What type of conversion is desired?

• Referencing (SEO)• Brand awareness• Access to a new network / clientele• Recognition of an event or product• Developing your own online community• Etc.

Defining Budget

• Time you have for the project (comm., visits, etc.)• Budget allowance• Benefits you can offer

Invitation or contractual agreement?

Defining Target Audience

• Geography

• City, province, Canada, anglo/franco market, etc.

• Demography

• age, sex, market segment

• Niche linked to project

• Foodie

• Family

• Sports/Adventure

• Indigenous

Defining Desired Content

• Tone of the message• humor, experiential, serious, factual, documentary

• Timing• A lot of content quickly or long term later?• Live vs Evergreen

• Type• written, photo, video, social, newspaper, etc.

What To Look For?

• Quality of publications• Writing style, content, authenticity

• Visual (photos, videos, look)

• Suitability with your company• Niche

• Attitude, humor, message

• Who do your own subscribersfollow?

• Examples of partnership

• Is he.she honest? Does it make youwant to « buy »?

• Does he.she reveal partnerships?

• Others elements• Media Kit

• Google results

• Ask for references

• Read the editorial policy / code of ethics

Realities of a Collaboration

Realities of the Industry

•There are as many influencers as working methods.

•Visibility and free stuff don’t pay rent.

• "What's in it for us?"

•Being on site is also a bunch of emails and deliverables piling up and other customers waiting.

Code of Ethics

•Trust is key.

•Partnerships must be disclosed• articles, Facebook, Instagram, etc.• invitations, retribution, products

•Everything can be bought.

Remember

• You will always be the second client of the influencer.

How to Collaborate

Essential…

Communications

• Tailored message rather than a press release• Speak directly to the influencer• Have done your homework

• read the blog or watched social networks

• Have clear expectations and requirements• Type of invitation• No. of people, inclusions, etc.• Expected deliverables• Invitation, payment or clear offer

Optimizing Partnerships

• Announce their arrival on your networks • let your tourism office and associations know too

• Interact and share content as much as you can

• Create related agreements to maximize presence:• Purchase photos

• Purchase videos

• Articles on your platforms

• Instagram takeover

• Facebook Live

• Affiliation, contest, discount codes, draw, etc.

On Site

• Tell your story, your differentiators

• Make presentations related to the niche• ex. gourmet vs. beauty vs. fashion vs sport

• Adapt the experience according to the type of influencer• ex. video vs photo vs writing

• Independence for original and "normal" experience

• Identify specific treatments, if any

Keep in Mind

•We can not love everything and share everything.

• Some publish faster and more often than others.

•A loyal and committed audience is worth more thanstats.

•Value added is not just calculated in $.

• Sometimes the engagement happens behind the curtain (other influencer platforms).

Give a new voice to your marketing through

Storytelling

Sébastien Desnoyers-PicardDirector of Marketing with ITACProud Huron-Wendat

STORYTELLING

Storytelling is vital to our indigenous culture. We all come from long line of storytellers. It something that is natural, engrained, it’s who we are.

Unprecedented Demand

Demand for Indigenous tourism in Canada continues to exceed expectations as more international visitors seek authentic experiences.

WHAT ARE TRAVELERS LOOKING FOR?

Authenticity —the Heart of Indigenous

Tourism.

Culture belongs to the Community.

Diversity of Indigenous communities means

there is no universal truth.

Why Authenticity matters.

Indigenous Tourism is by Indigenous peoples,

not about Indigenous peoples.

Indigenous content led by

Indigenous people.

Visitors want connection.

Visitors want unique experiences.

Visitors want personal perspectives.

They want a transformative

experience.

Protecting culture while supporting community.

Connect with Elders.

Create positive economy.

Protect sacred places.

Allow guests to access information about your

culture.

It keeps the culture alive.

TOP TIPS FOR EFFECTIVE STORYTELLING.

Careful on your image selection.

Manage Expectations.

Create content that represents your values, not because its colorful.

When writing content, avoid cultural

Taboos

Be bold, but conscious.

Partner up, and build a relationship.

Create a meaningful partnership.

Build a relationship without a timeline.

Be open — come without expectation.

Commit to sharing.

TOOLS

Indigenous Tourism Lifestyle Magazine

BUSINESS

MODELPublished and distributed a lifestyle magazine featuring 112 Marketing

Upgrade Indigenous tourism experiences from across the country.

Canadian Signature Experiences Collection

BookletBUSINESS

MODEL Featuring 13 Canadian Indigenous Tourism Experiences across Canada.

In Partnership with

Brand Guidelinesfor Photography

BUSINESS

MODELA small guide explaining image context, usage rights and how to make the better

use of your images.

Asset Subsidy Program

Providing support to our Marketing Upgrade members to obtain new high-

quality images.

How to be Featured on ITAC Social Media

A guide helping our members to share great images, innovative posts and for

them to start using Hashtags

Video Content

PSA Video 1

PSA Video 1

QUESTIONS/COMMENTS

Indigenous Tourism in Canada

Sébastien Desnoyers Picard

sebastien@indigenoustourism.ca

Director of Marketing

Indigenous Tourism Association of Canada