C Work with online influencers
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Assignments
Name of assignment
Use online influencers to get your proposition/message across.
Situation
The hotel has always been an old family hotel, with very traditional marketing and communication. The hotel does have a number of social media accounts itself and for instance Jill Jandal and Christina Bergman have their own accounts, which are strongly connected 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. Jill Jandal doesn't have the slightest idea on how to work with influencers, although she knows that this would be an interesting option for the hotel.
Goal
By working with influencers, to get more engagement in the leisure and business target groups and maybe specific other groups you are aiming at in your strategic plan. A cooperation with online influencers should lead to concrete and measurable results, to leads or bookings and in the end to an attractive ROI. A concrete plan should bring insights on how this can be reached, in a cost effective way.
Task, deliverable
Make a concrete plan/report on the opportunities of working with social media influencers. At the end of the report, an advice to Jill should be included. Keep your hotel's strategy in mind!
- Select a number of interesting (micro-)influencers for your hotel: their names and links to their social media accounts.
- Why did you choose them, on which platform are they active, do they have the right audiences?
- What would you like these online 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 using the influencers?
- Give a concrete estimate of the expected results.
- Make a ROI calculation, 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 are the conclusions correct?
- Are all of the sources accounted for?
Additional information
- GDPR
- GDPR and influencers
- Checklist of working with influencers
- Guide to influencer marketing
- ROI and KPI's
- Imagency, one of the leading influencer agencies
- Basic rules
- Overview of legislations (US style)
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