Creating Brand Ambassadors
Identify Appropriate Targets:
影响rs work in three ways; driving brand awareness, sales, or both. When launching an influencer 市场营销 campaign, 提前确定主要目标是很重要的, as this will determine initial outreach and targets. 如果你的目标是推动销售,那么你便需要吸引那些拥有最多用户的影响者, 这可能不是营销目的地最有效的方式. When creating a target list, consider the below.
Mega-influencers (1M+ followers)
- 名人和社交媒体明星推动品牌知名度,而不是销量
- Many eyes, less conversations
Macro-influencers (50K-1M followers)
- Tend to focus on one specific topic
- Drive brand awareness and sales to a niche audience
Micro-influencers (5-50K followers)
- Often have more personal relationships with followers
- More likely to sway opinions and drive sales; seen as a peer influencer
Vetting 影响rs
After a target list is compiled, it is time to do a deep dive, learning everything possible 百老汇会员注册 each candidate. 如上所述,影响者不仅仅是关注他们的人数.
- Engagement: Consider comments just as important as likes. 评论+点赞加起来应该占总关注者的5-10%.
- Comments: What do they say? Are they related to what your brand wants to promote? Are they action oriented? Do they reach a similar audience/aesthetic?
- Demographics: GroupHigh* allows us to delve into 谁 关注一个有影响力的人,是否能提供百老汇会员注册年龄、地点和性别的见解. 值得注意的是,这些人口统计数据是严格针对过去30个职位的.
例如,如果一个博主在欧洲旅行,他的欧洲粉丝可能会暂时激增. 尽管如此,在决定是否接待网红时,你应该考虑这些数字. 年龄群体和地理位置是否符合你的目标市场?
*Note: GroupHigh is a membership-based database. There are other sites, such as 影响.co, that provide similar information.
- 追随有影响力的人:另一种发现影响力的方法, 是通过考虑其他追随这个人的有影响力的人. 例如, 如果一个网红被顶级名人和奢侈品牌所追随, it is likely that their audience would skew more luxury. Same goes for budget and more adventure focused targets.
Approaching 影响rs
向有影响力的人推销和向记者推销是完全不同的, just as the resulting coverage is much different.
- Mock social posts: Keep pitches short, image-heavy and experience-driven. In the case of travel, coverage isn’t going to develop from a PR pitch, rather an influencer’s actual experience.
- 行程既然职位是根据经验发展的,那就拟定一个行程——他们能期待什么?
- Leave room preference: Because experience is everything for influencers, 在旅行时留出空间询问他们的具体喜好. Maybe they love cooking classes or hate guided tours. Travel itineraries shouldn’t be locked.
- 客人并不是每个人都喜欢独自旅行,或者随便和一群人一起旅行. 做好心理准备,你可能会邀请一位嘉宾——尤其是很多网红都有特定的摄影师或摄制组. Each guest scenario should be reviewed independently, 确定支付差旅费和其他费用是否合适.
- Smooth negotiator: Remember, all trade-out agreements are negotiable. 如果网红是付费的,你怎么能让旅行更吸引人,从而降低成本? When vetting influencers, 一定要把他们的流行语和喜欢的事情/活动融入到演讲中. In some instances, the more exciting/luxe the experience is, the more likely a paid influencer will reduce their fee.
Drawing Contracts, Negotiating Terms
First and foremost, 合同是必要的,它可以保护所有相关方的利益. 列出期望不仅能让有影响力的人负起责任, 但也可以作为一个路线图,说明目的地和影响者对可交付成果的期望.
Remember, the goal of an influencer partnership is to be mutually beneficial. 就像一个有影响力的人不想向他们的追随者发送垃圾邮件(导致“取消关注”)一样。, 目的地不希望图片显得俗气或插页. 质量和. quantity is key!
- Ask the influencer: 他们通常提供什么来换取获得的合作关系? 付费合作伙伴关系可以包括发布(应包括临时和永久), 以及来自目的地的内容所有权. 通常网红愿意出售他们的肖像权, 对于可能没有最新图像库的目的地,哪个有用.
- Explore the influencers channels: 这一次,不要只看视觉吸引力、参与度和人口统计数据. 问以下问题:影响者每天发布的频率(在每个渠道上)? How many posts are 百老汇会员注册 one destination (past trips)? How many words are blog posts, how many on one topic? Are there specific angles of interest (culinary, spa, etc.)? 在考虑与有影响力的人建立伙伴关系时,应该审查所有这些项目.
执行
网红访问和传统媒体访问的唯一区别是图像驱动的内容. 虽然许多媒体都在朝这个方向发展,但网红是另一回事. Consider what time of day lighting is best, 什么角度有效,并留下大量的时间自由探索. 如果引导, 也要准备好在旅行期间做兼职摄影师——如果他们没有客人的话!
付款
If payment is part of the gig, 一旦合同完成,所有可交付成果都得到了影响者的满足,就应该启动——而不是一分钟之前!