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