digital influencers & destination marketing: marketing workshop at atech16 in aruba

©Guidrr, Inc.® 2016

Aassia Haq, Founder & CEO

@aassiaharoonhaq

Aruba Hilton, Marketing WorkshopSept 15, 2016 2-2:45 pmATECH Conference 2016

Digital Influencers

& DestinationMarketing

#ATECH16

@GUIDRR

My Story &My Goal Today

@GUIDRR

Life & Career of Travel=Perspective

HK

KHI

LHR

LGAORDDFWBOS

@GUIDRR

Digital Influencers: True Blue Ocean Strategy For Savvy Destination Marketers ….

Less costly Potentially less competitive More authentic More trusted Ability to scale and serve

@GUIDRR

Meet Negin 2.4M FollowersNYT (1.3M Circ)Business Traveler

Lost In Florence, A Back Story @GUIDRR

Experiences, Not Things

100M Millennials Who Travel Spend about 1K per trip Travel in groups Experience seekers Gain Information P2P

@GUIDRR

Question 1:Does your brand havean authentic experienceto offer?

ACTION: Write It Down: What is It? 78% of

Millennials choose to consume an experience or event over buying something (Harris study).

@GUIDRR

Question 2:Can you be an authenticdestinationinfluencer?

ACTION: What’s human about you? Your brand? What is your niche? Write it down Think small

& trusted

The opposite ofBig brand thinking

No matter the size of your brand!

@GUIDRR

Why I’mBullish on DestinationInfluencers In Travel

$1.4 Trillion Industry Is Human Again

FROM People & Data Mover..TOLife & Revenue Enabler…

Javier, Madrid Artesan, Malasana

Guidrr’s Destination Marketing Back Story

@GUIDRR

Nardia – BloggerFlorence

Gaia – Blogger/VJSao Paolo Brazil

Stew, Writer – Nashville

Bea, Blogger – Dublin

Sean, Yasmin – Nomads Austin/Japan

Dawn, Teacher, FoodieDallas

Dwayne, PhotographerAlaska

@GUIDRR

What we learned from digital influencers

“Guidrr is already building a roster of influencers to help guide people through the coolest places around the world.” – Killer Startups

Anne – Blogger in Paris with Pret a Voyager – Read It!

@GUIDRR

The right way & the wrong way to engage

Keep it simple Be Authentic Learn about the blogger Is there mutual value? Pay or perks or both?

ACTION: WRITE DOWN A BLOGGER YOU ARE INTERESTED IN; IS THERE MUTUAL VALUE?

Digital Influencers Are Also Destination Brands@GUIDRR

Peer-to-Peer InfluencersCan Be New Gatekeepers

Empower & Engage & PartnerAs Co-Equals in the Destination

Story

Destination MarketingHas Left the Building

@GUIDRR

Social Marketing Secrets

@GUIDRR

Wasted social posts Influencer access & success Where to drive the visitor

to engage further

QUESTION:Are you posts going beyond the like?Can you measure results?

@GUIDRR

Question: Do you know your audience?ACTION: Which influencers appeal to your audience, not you! Action: ASK! IT’s as simple as that.

It’s a Fact: Influencers Can Unlock Deeper Destination Funnels

Case Study: Downtown Dallas, Inc.

SaaS marketing solution Positioned DDI as savvy marketer Scaled entry of city influencer

content Branded Mobile content to reuse

Promotion of local brands

Step 1: Guidrr Ran DDI Live Like A Local Contest: Community Created Travel Guides

Unique URL for Contest Entrant Period (April-June): http

://www.guidrr.com/live-like-a-local/Powered For DDI on Mobile &

Social by Guidrr, Inc.

Step 2: DDI’s VP of Marketing Shalissa Perry Engaged with Contestants Privately

DDI Photos (Entrants’ Private Reception at Americano, The Joule Hotel):- http://www.thomasgarzaphotography.com/Other-1/DTD-Inc-Blogger-Event

Case Study: Downtown Dallas, Inc.

SaaS marketing solution Positioned DDI as savvy marketer Scaled entry of city influencer

content Branded Mobile content to reuse

Promotion of local brands

DDI Contest Objectives & Results (Powered by Guidrr)

Entrants: 36 Locals

Guides Created: 18

Start of Contest (Soft Launch): April 2016

Close of Entrants: June 17 2016; Guide Submission Deadline: August 22 2016

Entrants’ Private Reception 6/22: 25+ Attendees at Joule Hotel (Local Business)

Business PR Perks: Perks from 12-15 Businesses, Finalized & Added To by DDI

Combined Instagram Influence of Entrants: 174,511

DDI OBJECTIVES: Update Legacy Web content on DDI Web Site To Authentic Mobile Dallas Content By Engaging With Local #MyDTD Destination Ambassadors On

Instagram; Promote Dallas Downtown Districts; Benefit Downtown Businesses

Key Analytics To Note

Zero Paid Marketing Dollars Were Applied to

Campaign

36 Destination Ambassadors Engaged With

174K Combined IG Influence Size

18 New Fully Mobile Multi-

Step Experiences Created- With More Coming

53 Authentic, Unaided, Unpaid

Local Business Mentions + 21

Local Attractions

44% of Entrants

Created 1 or More Guides

+Additional

Guides Still In

Progress

@GUIDRR

Case Study for Festival Marketing & Fan Engagement

Case Study: Guidrr & #DFWSAFF

Engaging Content Ambassadors Guiding Fans (Discounts, Tips) Delivering sponsor added value

@GUIDRR

Partnership

Written by Internal Ambassador Excitement & Sales build Serve Partners & Vendors Post-sale & event – Donation/CTA

Varelie_CroesOn Guidrr

Creator.Guidrr.ComOr Guidrr.com/subscribe

5 steps: Just start

@GUIDRR

Determine Your

True Experience

You Want to Sell

Start talking

about it on Social

Identify a real

person to tell a

story

Build a funnel

with a link from

mobile

Measure results

@GUIDRR

Create, Share & Discover Destination Experiences

• Mobile First • Authentic & Trusted• Influencer & Brand Roles • Niched to Followers

Guidrr®

@aassiaharoonhaq

Muchos Gracias!

Graci! Shukriya!

Merci Beaucoup!Danke!

谢谢 Obrigado!

Dankjewel!

Hvala!

Thank you!

©Guidrr, Inc.® 2016