Social media and digital influencers: Working together to deliver both quality content and targeted ROI

Social media and digital influencers:
 Working together to deliver both quality
       content and targeted ROI
              Daniel James Clarke
                @danflyingsolo

Social media: the main five
Different channels = different content
•   Instagram
•   Facebook
•   Twitter
•   YouTube
•   Pinterest

Social media: the main five
•   Instagram   • The ‘algorithm change’
                • Fake followers and strategies backfiring
                • Comment pods distorting figures
                • More users, more competition
                • Content quality becoming more important
                • Instagram stories and video engagement

What is working?

• Full height images
• Better quality, more time producing content
• Lesser known images, something new
• Stories: Authentic, genuine engagement
• Community, engaging with comments
• Focusing on engagement, not followers

And whats not working?

• Forced product placements
• Partnerships that don’t align/too long
• Quality over quantity, cutting down?
• Generic hashtags with little research
• IGTV: Jury is still out

Social media: the main five
•   Instagram   • The ‘algorithm change’

•   Facebook    • Premiere, watch and video focus
                • Mobile first content
                • Chat bots
                • Boosting posts and advertising spend /
                   Generally losing energy from creators
                   due to organic reach

Social media: the main five
•   Instagram        • Twitter is dying… or bouncing back?
•   Facebook • Feed order changes
•   Twitter   • Less focus by creators, more opportunity?
                     • A place for real, genuine conversation

What is working?

• Images are as important as words
• Comedy and entertainment, people want joy
    in the midst of twitter

• Community and engagement vs sales pitch
    And not…
•   Repetitive, link focused content - people are
    wanting to stay in native apps more

Social media: the main five
•   Instagram         • Video is becoming more popular and
                more engaging
•   Facebook
              • A chance for long-form video and talking
•   Twitter     directly to your audience

•   YouTube   • New video ranking factors in Google, both
                        standalone and in video content

                     • Not just social media, but a search engine

Social media: the main five
•   Instagram         • Not just social media, but a search engine
•   Facebook • with
                A chance to blend visuals like Instagram
                       links like Google
•   Twitter
              • Can be quicker ranking than SEO and quickly
•   YouTube     viral with focus and strategy

•   Pinterest • Still not a huge focus for many brands, great
                         for being hyper-local too

What is working?

• Keyword ranking and strong tall images -
   offers double return: inspiration and information

• Approaching as a search engine, follower
   count is not as important

• Ideal for any visual tourism industry such
   as DMOs, DMC, Tour Companies, stand-alone

• Also works greats for restaurants and other
   niche industries

• Group Boards and Collaboration

2019: Focus on the five C’s
•   Collaborate • Sharing costs between brands
                      EG: Tour companies, DMOs, Restaurants + Apps
•   Content
                • Influencers collaborating together
•   Community EG: Video is time-consuming, collaborative
                  media trips
•   Credibility
•   Conversion

2019: Focus on the five C’s
•                      • Content has always been king, but in a
    Collaborate saturated world it’s even more important
•   Content     • Consistency of quality is key, slowing down
•   Community
                • Different content for different channels
•   Credibility
                • How can you work with influencers as
•   Conversion content creators and maximise ROI

2019: Focus on the five C’s
•                    • Make sure it’s a two way conversation and
    Collaborate it’s engaging = beat algorithms
•   Content     • Engage and amplify the content people
•   Community produce about you, they are your best asset
•   Credibility • If working with influencers, is their
•                 community a right fit for you? Micro,
    Conversion hyper-local, larger reach

2019: Focus on the five C’s
•                     • Is what influencers are producing right for
    Collaborate you? Luxury hotels need luxury photos,
•   Content       is a huge influencer with bad photos helping?

•   Community • Can your partnerships extend to additional
                  coverage in other outlets?
•   Credibility
                •
•   Conversion    Vetting: Social blade and Hype auditor

Hype Auditor

2019: Focus on the five C’s
•                     • 2019 and influencer marketing is here to stay,
    Collaborate but approach it like a permanent employee,
•   Content      with interv iews, discu ssion s and contracts

•   Community • What is the ROI and how will you get there?
                 Blog posts and targeted keywords
•   Credibility for example, focus on USPs?
•   Conversion • Less partnerships, more targeted spends and
                         longer-term campaigns?