etourism summit: influencer update...kc marketing platforms objectives execution • execute a...

eTourism Summit: Influencer UpdateVisit KC 2016 Social Media Influencer Campaign

“ThebestthingaboutKansasCity,however,isthatnooneistryingtomakethisplacethenextNewYorkorSanFrancisco.We’redoingourownthing…”

—Thrillist

Influencer Campaign Considerations

• Drive social media awareness and engagement • Reach new audiences who may not be familiar with traveling to KC • Drive website traffic and bookings • Procure lasting, high-quality photo content to be used on multiple Visit

KC marketing platforms

Objectives

Execution

• Execute a “hosted blogger visit”, inviting 5 bloggers and social media influencers to share their KC experiences on social media and the web

• Host: Style Blogger and influencer Meg Biram, an KC native

• Generate rich content via influencer blog posts and social media content

Influencer Campaign Considerations

• Was the budget part of your larger 2016 Leisure Campaign budget? Yes

• Were the influencers paid? Yes.

• How else were the influencers compensated?• Meals• Lodging• Transportation in city

What did we do about the budget?

The Influencers

MEG BIRAMMEG BIRAM

Social Following: 91,900+Unique Monthly Viewers: 35,000+

ERIN FAIRCHILDHER HEARTLAND SOUL

Social Following: 35,900+Unique Monthly Viewers: 35,000+

SARAH STEWARTLIFE ON VIRGINIA STREET

Social Following: 94,700+Unique Monthly Viewers: 92,000+

YASMIN HAKIMBANGLES & BUNGALOWS

Social Following: 11,200+Unique Monthly Viewers: 9,600+

DIANA HERNANDEZMOTHER SOUL

Social Following: 20,500+Unique Monthly Viewers: 5,900+

Social Media Content

Snapchats fromMegBiram

Snapchats fromMegBiram

What Did Followers Think?

The Results

• 5 lifestyle influencers shared their #HowWeDoKC story on:• Blogs• Facebook• Twitter• Instagram• Snapchat

• 5.5 million potential total impressions (including social & blog)

• Estimated $55,000 media value

• Assets for Visit KC future use obtained 1 month following visit

Key Campaign Takeaways

• Execution and Planning: Agency vs. In-House• Consider campaign scale when planning budget and going in-house versus

developing via a collaborative partnership

• Contractual Obligations vs. Creative Freedom• Outline specific asks in the contract, but leave room for creative expression.

You’ve identified them because of this creativity!

• Know Your Audiences• Endless opportunity to focus on niche interests

QUESTIONS?