Post on 22-Jan-2022
INFLUENCER MARKETING
FOR HOTEL BRANDS
BY WAVEMAKERS
What type of influencer are you working with?
“2019 will be the year
of the micro and nano influencers.
“In 2019, brands will shift
from transactional strategies to invest in cultivating organic
relationships in-house with influencers and
longer term partnerships with paid influencers.
“Brand marketers will focus on creating an advanced
approach for measuring success including
quantifying the impact influencer programs
actually have on marketing objectives. This advanced
approach will deliver deeper insights into how to optimize
influencer investments for stronger alignment with
business goals.
▹ Hotels need to set aside annual marketing budget for influencer marketing
▹ Hotels need to curate their marketing strategies towards authentic messaging through influencers.
▹ Hotels need to be aware on how to select the influencers that are in line with their target audience.
Where does this leave hotels?
How do we pick the right influencer for our campaign? Performing an audit on an influencer should be common practice if influencer outreach is part of your annual marketing strategy.
Influencer
Audit
Example:
PinnyWooh
Influencer
Audit
Example:
PinnyWooh
Influencer Audit Example:
Action Data
Name of Influencer PinnyWooh
Social Media HandleLink to social media account
https://www.instagram.com/pinnywooh/
Total FollowersReview the total number of followers the influencer has
167k
Total FollowingsReview the total number of accounts the influencer is following
218
Total postsReview the total number of posts the influencer has shared overall
2070
Content typeTask: Review the last 50 posts and the top 3 content categories that have been posted. Categories: Beauty & Fashion, Travel & Tourism, Art & Design, Business & Careers, Restaurants, Food & Grocery, Children & Family, How to & Style, Fitness & Yoga, Photography, Movies & TV.
Travel & TourismPhotography
Average LikesTask: Review the last 50 posts and calculate the average likes that was collected per post. Formula: Total Likes from 50 posts / 50Example: 50,000/50 = 5000 likes per post
9883 likes
Average CommentsTask: Review the last 50 posts and calculate the average comments that was collected per post.Formula: Total comments from 50 posts / 50Example: 50,000/50 = 5000 comments per post
622 comments
Followers profile - Mass FollowingTask: Review a minimum of 100 profiles of the influencer‘s followers list and calculate out of 100 how many of them are following more than 1500 accounts The more you check the followers list, the more you have a likely calculation of the number of people who are likely to see the influencer’s post.
13/100 x 100 = 13%
Followers profile - Core GenderTask: Review a minimum of 100 profiles of the influencer‘s followers list and calculate out of 100 how many of them are Female vs Male.
80/100x 100 = 80% female
Influencer Audit Example:
Audit aspects: The BasicsHow to tell what are fake andwhat are real followers?
1. Check the followers/following lista. Are the influencer’s followers following more
than 1500 accounts?b. Do the followers accounts post authentic
images in their own feed?c. Is the influencer herself following more than
1500 accounts?2. Check the comments on the influencers post
a. What is the average amount of comments on their post?
b. What kind of comments are being left on each post? Is it generic? Is it spammy?
Example of
inauthentic
Comments on
influencers
profile
Example
of a
Mass
follower
account
Example of Suspicious Influencer
Is there a simplerway to audit an
influencer?
YES, THERE IS!
At Wavemakers, we are auditing in detail using Instagram API
For more details, do contact our team member to learn more.
How do Imeasure ROI?
Calculating the ROI
Key Formulas:
Engagement Rate = Total Likes + Comments / Total Followers
Estimated reach per post = Total Engagement Rate/100 x Total Followers
Cost Per Reach =Cost per post/Est Reach Per Post
Total Followers: 525,540Average Likes: 4962Average Comments: 8Average Engagement Rate: 0.94%Average Reach per post: 4940Rate Card for 1 posts: $5500Average cost per reach: $1.11
Post Sample 1: February 1 2019
Total Likes: 5706Total Comments: 19Total Engagement Rate: 1.08%Cost per post: $5500Est. Reach p/post: 5676Cost per reach: $0.97
Total Followers: 525,540Average Likes: 4962Average Comments: 8Average Engagement Rate: 0.94%Average Reach per post: 4940Rate Card for 1 posts: $5500Average cost per reach: $1.11
Post Sample 2: February 17 2019
Total Likes: 4912Total Comments: 12Total Engagement Rate: 0.93%Cost per post: $5500Est. Reach p/post: 4888Cost per reach: $1.13
Calculating the ROI
Key Formulas:
Engagement Rate = Total Likes + Comments / Total Followers
Estimated reach per post = Total Engagement Rate/100 x Total Followers
Cost Per Reach =Cost per post/Est Reach Per Post
HOW TO CALCULATE THE ROI?Key Formulas to Note:
Engagement Rate = Total Likes + Comments / Total Followers
Estimated reach per post = Total Engagement Rate/100 x Total Followers
Cost Per Reach = Cost per post/Est Reach Per Post
TRY AUDITING AT WORK!
Find an influencer you were thinking of working with, and use the worksheet to audit them.
What benefits will influencer auditing provide for a hotelier?
▹ It allows you to carefully select your influencers through getting to know their audience.
▹ It allows you to negotiate prices with influencers from what their data represents.
▹ It allows you to see your ROI by calculating the cost per reach.
▹ It allows you to set a benchmark of how you want your influencers to represent your brand.
Tips to ask the influencer before you engage with them
▹ Who is their existing audience?▹ Do they have a rate card?▹ What is their most engaging content
from their audience?▹ What is the best time to post for their
audience to have the maximum reach?▹ Are they willing to do extra posts if the
cost per reach does not meet their average rates? (for example IG stories)
▹ Are they open to giving links in bio or swipe up opportunities for the brand?
“2018 has proven influencer
marketing isn’t going anywhere. The key thing in 2019 is for brands to work
with influencers that are the most relevant with their
audience and are willing to be transparent with their
stats.
Q & A