Influence Marketing

Influence Marketing :

Influence marketing is the practice of identifying and building relationships with individuals who have influence over a target audience of buyers.

- What are the characteristics of influencers :

An influencer is or have :
- Technical online skills
- credible
- having a following audience
- buyers
- bloggers
- trusted third parties
- ability to engage.

Influencers are likely to be buyers themselves as well as recommenders of product or services to their own audiences both online and off.

We know a person is an influencer if a community follow his opinion and comment his posts and reviews. An influencer need followers and an ability to engage with the community.

The difference between traditional and influence marketing is that in influence marketing a third partie will be used to promote the product to an audience. In traditional marketing the product is directly pushed to the customer.

The Marriott campaign #sayhitowifi : 

If you book directly to a Marriott hotel with the direct channel you will receive free wifi in room. 

Examples of the campaing contents : 

A owned content : 

A earned content : 

Andrea Ma has 802 followers on tweeter, 510 followers on Instagram 

Instagram Hotel : 

The 1888 hotel belonging to the 8 hotels chain : 

You need 10 000 followers to get a comp stay in this hotel. 

First they deliver an Insta map to allow Instagrammers to discover all the secret aspects of the hotel and to take photos without missing a spot.

The Selfie Check in Paid is both earned and paid because they created this space and people take selfies in this created space. So it costed money to the hotel but it earns the comments and posts of instagrammers. Even the free stay is both earned and paid. 

Here is a screenshot of the Instagram campaign of 1888 hotel.