The document discusses influencer networks and their successful trend. It defines influencers as content creators passionate about their niche who have targeted audiences on platforms like Instagram, YouTube, Twitter and Pinterest. It then explains that influencer networks are a bridge between brands and influencers that offer targeted campaigns, cross promotion and metrics tracking to engage audiences authentically. Finally, it provides tips for how brands and influencers can identify the right influencer networks for successful partnerships.

1. The Successful Trend of
Influencer Networks
Jade Broadus
TravelMindset.com
@TravelMindset

2. Everyone is talking about
Influencers-
So, who are they?
And what is an
influencer network?

3. Influencers are…
Content creators
Passionate about their
niche
Instagram Photographers
YouTube Personalities
Have a targeted audience
Twitter Personalities
Offer Trusted
recommendations
Pinterest Curators

4. 74% of consumers rely on social media to inform their purchasing decisions.
-ODM group. Technology is impacting consumer behavior through unlimited information to
product data and fellow customers’ experiences. How can a brand have a voice in all the user
content and feedback that surrounds their products? Influencer marketing.
90% of consumers trust peer recommendations. Only 33% trust ads.
- per Nielsen. Consumers have begun to tune out traditional ads, and increasingly connect to
their social networks to guide buying decisions. Influencer Networks can provide more
authentic and creative ways to target audience.

5. Scott Cook, the founder and CEO of Intuit INTU,
said it best,
“A brand is no longer what we tell the consumer
it is–it is what consumers tell each other it is.”
And consumers trust influencers. Peer to Peer
interactions.

6. Influencer Networks are…
• A Bridge from the brand to influencer/bloggers
• Selected network of vetted bloggers and influencers that create a
community (combination of high trust and high reach for biggest
impact)
• Offer cross promotion to widen reach of campaigns
• Combine marketing and PR (combine where digital ad dollars are
spent)
• Create unique campaigns that highlight influencers and engage
audiences with creative, inspiring content
• Manage the program and provide metrics
• Strength in Numbers (Can be more powerful than working with just
one influencer.)

7. Expedia Viewfinder Blog & #Expediachat:
-Select group of bloggers who create content based on locations Expedia wants to feature.
- #ExpediaChat is a weekly Twitter chat where those same influencers co-host the chat.

8. #MeetSouthAfrica in numbers
15 travel bloggers
4 itineraries
9 provinces
10,000+ tweets
The #MeetSouthAfrica blog trip in May
2013 was a collaboration between South
Africa Tourism (SAT) and iambassador.

9. https://vimeo.com/87886763

10. Cayman Islands and Pinterest
-Shared to audience of 2MM Fans
-9 Pins
-Between 200- 1000 repins each
-Freedom for Influencer to
capture authentic moments and
share with audience
-Wrote content for her own blog
and Travel Mindset.com
-Shared on Travel Mindset’s
social media accounts
-Cross promoted by several of the
groups members on their
accounts

11. So what makes a great influencer group?
Create a win, win, win, win.

12. Create a win-win-win- win.
A win-win-win means the influencer group is a good match for the blogger/influencer, the
brand, and most importantly- the audience.
• A win for the brand is results- so increased brand engagement, increase page
views, increase video views, increase in hotel room bookings, increased email sign
ups or visitor downloads.
• A win for the blogger/influencer is partnering with brands that match their
audience’s needs and passions and creating content opportunities where the
blogger is compensated for their creative work.
• A Win for the audience: Getting to know about destinations, brands, topics that
they might not be familiar with in an engaging, inspirational or entertaining way.
• A win for the network: quality bloggers and happy brands. Finding the right mix of
bloggers/influencers to have a happy community that is really engaged so they are
creating the best content for the brand.

13. What the Influencer Networks Should Be Doing:
•Research the Brand- what themes do they want to market and who
do they want to target (brand awareness, video views, promotion of
current campaign/ families, couples, adventure, food)
•Figure out the best bloggers: Vet the bloggers and meet them in
person if you can
•Be Creative
•Think Beyond the Typical Press Trip: Parties, Contests, Multiple
Season Campaign, etc.
•Show Value and the ROI of working with the Network

14. Benefits of working with an Influencer Network over just one blogger:
• Influencer Networks create a community- Cross Promotion and
Increased Brand Awareness on different social media channels
• Larger or more targeted reach
• Ability to reach multiple markets in one campaign- partnering
with influencers with different niches
• Syndicate Content
• Turn Key Opportunities that make it easy for the marketers or PR-the
Network is managing the campaign

15. How do bloggers pick the right influencer network for them?
• Research- look, listen and join in the conversation. See if you like what they
are doing. Are they creating unique campaigns or the same old, same old?
• Start a conversation. Get to know the group- there are a lot of influencer
groups present at TBEX- meet with them and see what they are like in
person. Relationships are key.
• Quality vs. Quantity: what types of bloggers are in their network? Do you fill
a void that they might need?

16. How do Brands pick the right influencer group for them?
• Quality vs. Quantity
• Cross promotion
• Unique ideas- allow the influencers to be creative and authentic to their audience
• Flexible
• Money: When considering your new quarter budget, send RFPs to Influencer
groups. Consider breaking up your digital ad dollars and using a portion for an
influencer campaign. Get the most bang for your buck.

17. Questions?
Jade Broadus
Travel Mindset
@TravelMindset