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CreatorIQ: How does VisitBritain integrate influencer marketing with existing marketing channels￼?
CJ: At VisitBritain, we think about including influencer marketing within the marketing mix by doing just that - not letting influencer marketing sit in silo but making sure that it’s working across paid, earned and owned and from there we really start with “What’s the objective of the piece of activity that you’re trying to do￼?” Are you trying to grow awareness? And therefore there are specific marketing metrics that are used for that￼ or are you working further down the funnel trying to increase consideration or even build itineraries, drive bookings, each of those have its own set of metrics and work across paid and earned and owned channels￼￼￼￼.
CreatorIQ: How do you unify influencer marketing metrics across different departments?￼
CJ: How we unify influencer marketing metrics across the departments is really doing the wider education piece. The influencer landscape is changing weekly, if not daily so it’s making sure that we’re bringing the company and the organisation along with us to understand what is influencer marketing, how can we work with influencers, again not in silo within just PR, but across content partnerships through central marketing￼, commercial partnerships within that team, brand partnerships, B2B, B2C, there are so many options so bringing in them along the journey with us and making sure that whenever we were getting along any type of influencer content that again we are making sure that we are utilising it to its maximum so it’s not sitting in silo on its own - it’s working socially, it’s working potentially through paid brand campaigns and it’s also working on our own channels￼.
CreatorIQ: What do you look for when sourcing “spokespeople”￼?
CJ: When looking for different spokespeople to create top of funnel awareness￼￼ on the VisitEngland side, which is our domestic remit, we’ve been working with ambassadors for a number of years. Currently, we are on our third year of our ambassador program￼ and by using ambassadors you’re really creating that authentic spokesperson for your brand. We send these ambassadors out to experience the UK for themselves and they are creating authentic content that they enjoy. They’re doing the experiences across the destination that are brought to life on their channels and then re-amplified on ours so I think ambassadorships are a really great way￼ to ensure that authenticity for the brand and we are hoping to continue with them for a number of years. ￼
CreatorIQ: Which awareness metrics are most comparable to other marketing channels?
CJ: Everyone continues to understand Reach. I think when you’re looking at the Awareness metric, Reach is kind of the biggest one. I think that has to be combined with the other metrics such as engagement￼￼￼￼ rates, likes etc to tell a real holistic picture and to give that narrative of what you’re trying to say. Reach on its own is a vanity metric, so there is again that education piece around what are the various other metrics aligned with building awareness that helps give the full picture of what your influencer activity is trying to accomplish.
CreatorIQ: How do you articulate campaign success to your partners?
CJ: Articulating success to our partners, again, it’s when the influencer activity isn’t sitting on its own, it’s aligned with the overarching campaign message, it’s being used across paid, earned and owned, that’s what success looks like. We do a huge internal piece of education with internal and external stakeholders to showcase success. For us, it’s a challenge, you know, we are promoting a destination and we don’t have an end-to-end attribution model like you do when you’re selling product. So I think it’s really showing how working with influencers is increasing key messages to a specific audience in a specific region that’s aligned with wider campaign work and how all of the channels are working together to tell a consistent message to your audience and customer segment that you’re trying to target. That’s what success looks like for us.