CM World can be a terrific networking opportunity. But without some planning you may find yourself talking to wonderful people – just not the right wonderful people.
To help you out, Mattr is publishing some segmented influencers at CM World, by vertical. This first post is all about hospitality, full of some very bright stars. If you want to know how we came up with these folks, read below the profiles.
(Click on a profile to follow)
About These Results (and Mattr)
Mattr has one of the very few dynamic influencer marketing platforms. That means our list of people relevant for, let’s say, hotels and content marketing, can change from time to time. We don’t just find people, add them to a database, then tag them with the things they’re (at the time) influential about as others do. I used to be fluent in motorcycle racing, for example, but it’s a hobby that’s waned.
These results came from a careful search of people, brands, and blogs who have a high rate of usage for the terms we used. Then we add in their reach and resonance, which is essentially how engaged they are. There’s no reason to ask or pay someone to influence your brand if no one is going to read or share their posts.
Segment with Passive Values Analysis
Mattr’s segmentation may be more unique than the dynamic search. Allowing you to find adventurous people in South America who are very green and apathetic about price can come in pretty handy when you have a specific need. And that’s just one of an endless number of segments you can configure on Mattr’s platform.
Qualitative analysis, such as values or personality or emotions, has been around for decades. But until now, you had to ask someone how they felt, like that time you took a personality test.
Very importantly, all of Mattr’s data is accumulated passively, which means there’s no bias associated with the results. We have worked years to refine the algorithms necessary to enable this pretty incredible tech.
Scale With Micro-Influencers
There’s a big problem with influencer marketing. It doesn’t scale. Researching, vetting, and contacting influencers is time-intensive, even with great platforms like Mattr. But even then you’re left with a dozen or so of people you then have to convince to pitch your brand in an authentic way, go through legal, negotiate prices, etc. It’s a royal pain in the butt.
Mattr offers access to thousands of micro-influencers. People and blogs with very specific expertise but a lot less reach than a celebrity. They’re passionate, authentic, and accessible. And you can now activate an entire network of them with just a few clicks.
Check us out here.
This time will be different, you say, as you book your next vacation. As you rifle through notes and bookmarked links, it’s clear that the lists of things to do and places to see are completely homogenized; as if each of these so-called guides and experts went through the same motions and experiences. This shouldn’t come as a surprise when you turn to typical sources such as TripAdvisor, Lonely Planet, TIMEOut or Rough Guides, who tout their knowledge and authority about every destination under the sun. But what you need are ideas that reflect who you are as a traveler, not a tried and true agenda.
That longing for a unique but personalized experience is what destination marketers are trying to appeal to. Creating campaigns to motivate vacationers like you and me to open our wallets and book hotels, packages, and dinner reservations take top priority. Recruiting high profile bloggers and Instagrammers boasting a few million followers — and becoming increasingly expensive to work with — may be out of reach. Not only is the ROI still questionable, but consumers can already see past the once blurry advertorial lines. In addition, influencer marketing is being closely watched by the FTC.
Travel marketers can still get creative with their limited budgets with the help of micro influencers.
Say, who? Micro influencers are individuals who’ve carved a small but highly loyal — and more importantly, authentic — audience by focusing their work on a specific area or topic. They exhibit a strong editorial viewpoint and possess a passion and knowledge about a particular subject matter, but have not made it their “day job.”
Working with micro influencers could be particularly beneficial to travel marketers pursuing a niche demographic.
Take South Dakota, Black Hills and Badlands Tourism. They’re going after prospective visitors from as far as China, Germany and the UK. The state has partnered with several regional tourism and marketing firms to create promotional videos. “South Dakota is a very unique place with an interesting combination of attractions, from Mount Rushmore and Crazy Horse and Native American culture to a western feel that is the heart of America,” Brianne Maciejowski of Miles Media said. “We believe that will appeal to the international visitor.”
To complement their existing video strategy, South Dakota should consider the following:
– The Black Hills are known for their scenic hiking trails. Why not search for and recruit enthusiastic hikers who’ve blogged about their journeys?
– To promote South Dakota’s outdoor recreation activities, why not seek out backpackers with incredible aesthetic on Instagram?
– How about working with food bloggers to explore the state’s unknown dining experience?
South Dakota Tourism Board would not only benefit from a well-curated collection of social content, but would also evoke a genuine sense of belonging to prospective visitors through the lens of others. And that sense of belonging and ideas for unique experiences are what travelers are seeking for for their next vacation.