MBA 2 Classwork Session 2-Influencer Marketing

Definition of Influence( r ) Marketing

àInfluential marketing is the process of connecting with those that influence who have a large following and have the power of their voice to increase their visibility of may more.

àInfluence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers

What are the Characteristics of an influencer?

àAppinions defines an influencer as a person, brand or company who expresses a contextually relevant opinion that is meaningful enough to elicit action from others

There are three criteria used to identify influencers:

•  Opinions: Appinions focuses on expressions of subjectivity, indicating a personal point-of-view, rather than mere distribution of fact

•  Context: The opinions are relevant to a user-defined topic, which is developed for a specific business need

How do we know someone is Influencers?

-Speakers - Book Authors -User groups, Forums -Organizers -Blogs Analysts

-Journalists -Look for lots of comments & - -Direct to Gartner -Forrester

Traditional Marketing	Influencer Marketing
Designed to reach audience OFFLINE ·      Newspaper ads ·      Brochures " ·      Trade show ·      TV, radio	Designed to reach anaudience ONLINE ·      Blogs ·      Facebook ·      Twitter ·      LinkedIn

2. Review Content Strategy

Examples of paid - owned - earned content for the campaign

Marriott's campaign #sayhitowif
Paid	Owned	Earned
·      Travel Agent Mag ·      Social Tables	·      Infinite Legroom ·      FCSI UK and Ireland	·      Robert Walker ·      Ali Zengin ·      Andrea Ma

Profile of one of the non-Marriott influencers

Julie Wright on Twitter Followers : 4 461

3. 'Instagram Hotel'

How many followers does an Influencer need to get a comp stay?

Instagram users with more than 10,000 followers are rewarded with a free night’s stay

How is the hotel using Instagram to create 'everday influencers’?

Each month the guest who has snapped the best Instagram picture during their visit also gets a free night’s accommodation.

Is the content created by Selfie Check In paid, owned or earned - why?

Earned –Somebody else talking about company

After a full day of Instagramming, guests can connect smartphones to in-room media hubs to review images on a 40-inch LED TV, before uploading their snaps via the hotel’s Wi-Fi