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Influencer Marketing from the Company's perspective
1. Amanda Harris, Senior Director of PR & Marketing
Hilton Hotels
Influencer Marketing from
the Company’s perspective
April 12th 2018
2. -Started as a actress, model and TV host with Wilhelmina models
-In 2007, started working at art & design hotels and work with notable
influencer hospitality brands such as The Standard, Casa Tua, Soho
House, Swire Hotels / EAST Hotel at Brickell City Centre, and now
Hilton Hotels / The Diplomat Beach Resort.
-In the midst of it I freelanced and launched Lululemon in US, was the
Corporate Communications Director at Isaco International which
produced menswear brands such as Perry Ellis sold at Macy’s stores
worldwide, and freelanced on projects with notable brands such as
Architectural Digest, MTV Latina America, Sony Pictures, & GoPro.
My Background In A Nutshell
3. Where I am now
Fresh off a glamorous $100 million transformation, The
Diplomat Beach Resort, CURIO - a global collection of
authentic independent hotels by Hilton, ushers in a new
era of oceanfront perfection in South Florida. Voted a Top
Florida Resort by Conde Nast Traveler Readers in 2016,
the hotel’s flair for the exceptional extends from the
Atlantic Ocean to the Intracoastal Waterway. The resort
features bright, beach-y guest rooms, two sun-drenched
pools, a glittering, ultramodern spa, plus 10 all-new
culinary concepts led by celebrity chefs including Geoffrey
Zakarian and Michael Schulson.
Iconic hospitality returns with endless experiences at your fingertips. Anchor your day with a cabana and let the world
come to you. Get in a swim with two beachfront pools or take in the view from a comfortable beach bed shaded by an
oversized umbrella. Spa lovers will want to indulge at Diplomat Spa, where rhythms of the ocean inspire soothing
treatments and healing therapies. Yoga enthusiasts will enjoy a magical sunrise practice on the sand.
5. Best Practices for Engaging with Influencers
Step 1: Establish Goals and Key Performance Indicators
Determine goals of the campaign. Goals should be clearly defined prior to selecting an influencer to work with.
Step 2: Select your Influencers
There are several important factors and KPIs to consider when selecting an influencer.
Step 3: Determine Payment
Social media influencers are making anywhere between $100 to $500,000 per project for their work and their exposure. Pricing is
based on different metrics, such as follower count, engagement rate, monthly blog impressions, or channel subscribers.
Step 4: Communicate
Communication among all parties before, during, and after an influencer’s stay is essential to running a smooth campaign.
Step 5: Engage the Influencer on property
Once the influencer is on property it is important to continuously engage with him/her.
Step 6: Monitor and track the influencer’s content and compliance
During and after your partnership with the influencer, monitor for proper disclosure and track outcomes of identified
KPIs.
6. Establish Goals and KPIs
Define Your Goals:
• Driving bookings for particular
need dates
• Visibility to a particular target
market
• Awareness
• Engagement
• Followers
Confirm Your Key
Performance Indicators:
• Conversion rate over select date
range
• Follower growth on certain social
channels
• Number of times a certain dish has
been ordered at the restaurant
Track Progress and
Measure Results:
• Confirm Start Date
• Record the baseline metrics
• Set dates to record the metrics
during and after the campaign
• Set up hashtag tracking
• Develop a summary and determine
if goals and KPIs were achieved
7. Consider the following when selecting your influencer:
• What channels is the influencer most prominent on?
• Does the influencer post quality photography?
• Are there any red flags on the influencer's channels?
• Does the influencer’s content history reflect the story you are trying to tell?
• Is the influencer’s audience aligned with who you are trying to reach?
Selecting your influencer
Moreover, looking at the influencer’s audience will show you whether or not
you will reach your target market by working with him or her.