The Travel Vertical

Weekly stories curated exclusively for digital tourism marketers

Guest Post: How to Measure the Effectiveness of Travel Content Influencer Marketing

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Roger Wu, CooperatizeRoger Wu, Co-founder of Cooperatize and a past speaker at eTourism LABS, shares a guest post on influencer marketing and measurement. Originally published by the Native Advertising Institute, Roger’s post addresses the rise of influencer marketing as well as the growth of influencer fraud.

Find out how Cooperatize partnered with Adara to figure out: How do we come up with a fair way to measure the effectiveness of travel content? Read more about a first joint campaign with Adara and Destination Gettysburg in which actual travel intent was generated from published articles. The case study is found here.

Condé Nast Partners with IBM’s Watson to Match Up Influencers and Brands

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Computers are getting smarter about consumers tastes using deductive,  inductive, and abductive reasoning.

With software built by IBM and the influencer platform, Influential, Condé Nast’s clients will be able to know which big influencer’s demographics, personality traits and more best align with a marketer and the audience it is targeting, according to Ad Week.

Read more here.

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IBM Watson 2011 prototype (photo: Clockready, Wikimedia Commons 3.0)

Prediction: Facebook Will Be All Video in Five Years

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No kidding…Facebook is paying cold cash to get Vine and YouTube stars, as well as media outlets, to post to Facebook Live.

In June, Facebook VP Nicola Mendelsohn told a Fortune magazine leadership conference that the social network would “definitely” be mobile, and would “probably” be “all video.” She told the London audience that video content on Facebook is growing even more quickly than the company anticipated.

We’ll take a closer look at #eTS16 when:

  • “Evaluating Influencers for What They’re Worth” is presented by Jeremy Harvey, VP – Communication & Marketing at Visit Savannah.
  • James Zale, VP Digital Marketing, Visit Philadelphia explains how Philly gets massive numbers of eyeballs on their website.
  • “How to Evaluate, Negotiate and Measure Influencers Who Want You to Pay-to-Play” is presented by Josh Collins, Digital Communications Manager, Williamson County CVB
  • And, bring your questions for Brandon Harper, Client Solutions Manager at Facebook, who will be at #eTS16 to talk about Facebook’s newest platforms and to provide insights about “The Future of Facebook.”

Read more about the Facebook Live investment here.

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Image: makeuseof.com

5 Ways to Partner With Influencers on Snapchat

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We note that Snapchat is one of the most popular topics we’ve covered in Something Brief newsletters. In Social Media Examiner, eTourism Summit presenter and Snapchat expert Kate Talbot takes a closer look.

“Snapchat influencers are self-made, modern-day digital celebrities who are creative, passionate, and entertaining. They were the early adopters of the platform and inherently understand how it works. They’re skilled with the native tools and understand the importance of the channel’s animated lenses and emojis…Make sure you do your research to find the right influencers for your demographics.” Read more here.

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Laurie Jo Miller Farr, Editor
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