C Work with online influencers

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Assignments

Name of assignment

Work with online influencers.

Situation

The hotel has always been a kind of old family hotel, and very traditional in marketing and communication. The hotel does have a number of social media accounts itself and for instance Jill Jandal and Christina Bergman have their ówn, which are strongly linked to the hotel. In the past a few experiments have been done with online advertising (Google Ads, Microsoft Ads and even on LInkedIn) all of this with little success, it seems. Jill Jandal doesn't have an idea if working with influencers would be an interesting option for the hotel.

Goal

By working with influencers getting more engagement in the leisure and business targetgroups and maybe specific groups you are aiming at in your strategic plan. A cooperation should lead to concrete and measurable results, to leads-bookings and in the end to an attractive ROI. A concrete plan should bring insights in if this can be done, cost effectively.

Task, deliverable

Make a concrete report on the possibilities of working with influencers on social media. End the report with an advice. Keep the size of your hotel and your strategy in mind.

• Select a number of (micro) influencers that are interesting to your hotel: give their names and links to their accounts.
• Why did you choose them, on which platform are they active, do they have the right audiences?
  
• What would you like these influencers to do exactly, how would you like to get proof of this and what would be the exact costs?
• What would be the most relevant legal issues in doing so?
• Give a concrete estimate of the possible-expected results.
• Make a calculation of ROI, and if possible also of CPM, CPL or any other comparable type of KPI's on cost calculation.

Assessed elements

• Does the report provide enough information for Jill to decide on?
• Are the chosen influencers relevant and in line with the strategy?
• Are the legal aspects checked thoroughly?
• Do the calculations make sense, and is the right conclusion drawn?
• Are all of the sources accounted for?

Additional information

• GDPR
• GDPR and influencers
• Checklist working with influencers
• Guide to influencer marketing
• ROI and KPI's
• Imagencey, one of the leading agencies
• Basic rules
• Overview of legislatioins, US style

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