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8STE EDITIE VAN HET
TRAVELMEDIA CONGRES
IN BRUGGE 
INFLUENCER MARKETING CAROLE LAMARQUE FOUNDING PARTNER 
NICE TO
MEET YOU!
INFLUENCERS
Carole Lamarque
Which Influencers generate the least bang
for their buck ? Travel & Tourism do 2nd best 
 
 
INDUSTRY INSIGHTS 
  Average earned media value for each US$ spent on 
influencer marketing campaigns in 2015 by advertiser category in US$ 
1: Earned Media Value for every US$1 of paid media spent on 
RhythmOne influencer marketing campaigns Sources: matteopogliani.it; 
ALCOHOLIC BEVERAGES
TRAVEL & TOURISM 
CPG FOOD
SUPERMARKETS 
TOYS & GAMES
HOME & GARDEN
CARE & BEAUTY 
HEALTH & PHARMA
RETAILERS & APPAREL 
 
21.03
18.98
12.03
10.59
10.51
10.26
7.04
6.72
6.66
The biggest challenge is planning marketing
activities: Choice of influencer Toughest 
 INDUSTRY INSIGHTS 
  Main challenges detected when rolling out influencer marketing strategy¹ 
1: N=967 decision makers within relevant industries; 
worldwide  Source: LaunchMetrics 
75%
69%
53%
32%
IDENTIFY THE RIGHT
INFLUENCERS 
FIND THE RIGHT
ENGAGEMENT TACTICS 
MEASURE THE PERFORMANCE
OF PROGRAMS 
 
KEEP TRACK OF
INFLUENCER ACTIVITY 
GET YOUR TOP1OO
RESEARCH
Influencers are useful,
in particular to boost awareness & sales
INDUSTRY INSIGHTS   
Effectiveness of Influencer engagement, by marketing objective¹ 
RAISE BRAND AWARENESS 
 GENERATE SALES LEADS 
 INCREASE CUSTOMER LOYALTY 
very effective
effective
ineffective
49%
44%
7%
27%
48%
25%
26%
50%
24%
1: N=967 decision makers within relevant industries; 
worldwide  Source: LaunchMetrics 
YouTube is most profitable: Influencer pay
varies greatly depending on platform & reach 
INDUSTRY INSIGHTS   
Average earnings in 1,000 US$ per influencer post by platform and number of followers 
Sources: The Economist; Captiv8 
13%
25%
125%
187%
300%
6%
 13%
63%
94%
188%
5%
 10%
50%
75%
150%
5%
 10%
50%
75%
150%
2%
4%
20%
30%
60%
NUMBER OF
FOLLOWERS:
100 - 500k 
500K – 1m 
1 - 3m 
3 - 7m 
more than 7m 
HOW SOCIAL MEDIA IS
CHANGING TRAVEL
 
LAKE RINGEDALSVATNET
ODDA, NORWAY 
Between 2009 & 2014, the
Trolltunga visitors increased
tfrom 500 to 40,000
INSTAGRAM IMPACT
‘ZHANGIJAJIE GRAND
CANYON, CHINA’
INFLUENCER
MANAGER
When are you an
Influencer?
ARE YOU AN INFLUENCER ?
IT’S A PERSON WHO EXPRESSES A
CONTEXTUALLY
RELEVANT MESSAGE
By working with them you're
able to distribute your
message the right way, at
the right time, and through
the Influencer you will also
access the right people
TO ELICIT ACTION
FROM OTHERS
Research findings suggest
that more than 90% of all
consumers read online
reviews before they buy
THAT IS MEANINGFUL
ENOUGH
They can help your brand to
build credibility by guiding
you to produce content that
truly meets the needs of
your consumers, because
they are so close to reality
Not an organization
Not Stakeholder Mgt
Not PR
WHEN WOULD YOU NEED IT IN YOUR MARKETING PLAN
PRODUCT LAUNCH
How might we generate
buzz and drive interest
for a new product?
BRAND AWARENESS
How might we increase
share of voice and
boost positive brand
mentions?
LEAD GENERATION
How might we follow
prospects and generate
high quality leads?
CRISIS MANAGEMENT
How might we reduce
the negative impact of a
communication crisis?
1 2 3 4
INFLUENCERS
SEGMENTATIONS
THE CELEBRITY
“MY AUDIENCE IS THE SIZE 
OF GENT & UTRECHT”
PASCALE NAESSENS
BESTSELLER AUTOR COOKBOOKS
THE PERSONAL
BRAND
” MY NAME IS MY EQUITY”
LINDA DE MOL
ACTRICE & PRESENTATOR
DE JOURNALIST
“I AM THE NEWS
IN THE INDUSTRY”
WIM DE PRETER
BUSINESS JOURNALIST AT DE TIJD
THE AUTHORITY
” MY OPINION IS WORTH 
MORE THAN GOLD IN MY SPACE”
MARION DEBRUYNE
DECAAN VLERICK BUSINESS SCHOOL
SANDRA ROTHENBERGER
CHAIR OF STRATEGIC MARKETING
AT SOLVAY BRUSSELS SCHOOL 
THE CONNECTOR
“I LIKE TO CONNECT
DOTS & CREATE LINKS”
ELKE JEURISSEN
FOUNDER GLASSROOTS & STRAFFE MADAMMEN
THE ANALYST
” I FORM AND COMMUNICATE 
CREDIBLE INSIGHTS”
IMKE COURTOIS
FOOTBALL PLAYER & ANALIST FOR SPORZA
THE ACTIVIST
“MY BELIEF MAKES 
ME MOVE MOUNTAINS”
MICHEL VANDENBOSCH
PRESIDENT GAIA
THE EXPERT
“I WROTE A TEXTBOOK 
ON MY SUBJECT”
CAROLE LAMARQUE
FOUNDING PARTNER DUVAL UNION
GINO VAN OSSEL
ABOUT MADE.COM
THE INSIDER
“I’M A RESPECTED 
AUTHORITY WITH 
AN AGENDA”
MICHEL MAUS
PROFESSOR & FOUNDER OF BLOOM LAW FIRM
THE INNOVATOR
“I QUESTION THE STATUS QUO 
& RENEW THE DEBATE”
RUDI PAUWELS
CEO BIOCARTIS
TOM VAN HOOF
GENERAL MANAGER AT INITIATIVE
CASES
Who did it?
THOMAS COOK AIRLINES
 
THOMAS COOK AIRLINES
 
DE WERELD ROND
VOOR EEN KLIKJE  
"Thanks to the right
hashtags, I was
noticed by National
Geographic”

– Johan Lolos, Belgium
DE WERELD ROND VOOR EEN KLIKJE  
MARRIOTT HOTELS
“One of our targets is the next-generation
traveler, or younger traveler. We’re
partnering with storytellers who produce
compelling stories and we’re the hero in
the story enabling that story to be told.
Snapchat is one of the biggest platforms
young people use.”
FREDERIK
MAESENS
GARDAFRIENDS
 
ORGANIC
REACH
Facebook
GARDAFRIENDS
33.000
followers
3.000 100.0000
GOOGLE
MAPS
GARDAFRIENDS
Active as
google
local guide
25.000.000
People reached with
picture/reviews
FREDERIK
MAESENS
GARDAFRIENDS
 
THE HOTEL
BRUSSELS
WHAT’S YOUR TO DO
SHORTLIST?
TO DO nr1 -> READ THE BOOK
Carole Lamarque
Carole Lamarque
TO DO nr2 -> LIST YOUR QUESTIONS
Carole Lamarque
TO DO nr3 -> ASK A WORKSHOP
TO DO nr4 -> RESEARCH YOUR TOP1OO
Carole Lamarque
5 INFLUENCER MANAGEMENT TOOLS
BOOK
 KEYNOTE
 WORKSHOP
 RESEARCH
#1
 #2
 #3
The book is available at a
volume discount 


The book describes the steps
to take in order to build a
successful influencer
marketing plan 
The keynote promotes
the need for influencer
marketing skills

You can book Carole
Lamarque for keynote
sessions. As from 40 books a
lower fee will apply.
The interactive
Workshop follows the
steps & methodologies
described in the book 
Workshops will build your
Influencer marketing plan
together with the
marketing, service, sales
teams (8 to 12 members),
and share the principles for
success
#5
 INFLUENCER MANAGER
#4
Advanced 
Analytics 

1/ TOP100 Long List
Influencers 
2/Recommended Short List
to allow preparation of a
detailed content briefing or
plan.
3/ List of who influences the
short listed influencers.
DUVAL UNION
INNOVATIVE MARKETING
CAROLE LAMARQUE
carole.lamarque@duvalunion.com
+32 478 33 7000
@caroberry
FOLLOW ME ON TWITTER

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TRAVEL & TOURISM :: INFLUENCER MARKETING Carole Lamarque

  • 1. 8STE EDITIE VAN HET TRAVELMEDIA CONGRES IN BRUGGE 
  • 5. Which Influencers generate the least bang for their buck ? Travel & Tourism do 2nd best      INDUSTRY INSIGHTS    Average earned media value for each US$ spent on influencer marketing campaigns in 2015 by advertiser category in US$  1: Earned Media Value for every US$1 of paid media spent on RhythmOne influencer marketing campaigns Sources: matteopogliani.it;  ALCOHOLIC BEVERAGES TRAVEL & TOURISM  CPG FOOD SUPERMARKETS  TOYS & GAMES HOME & GARDEN CARE & BEAUTY  HEALTH & PHARMA RETAILERS & APPAREL    21.03 18.98 12.03 10.59 10.51 10.26 7.04 6.72 6.66
  • 6. The biggest challenge is planning marketing activities: Choice of influencer Toughest   INDUSTRY INSIGHTS    Main challenges detected when rolling out influencer marketing strategy¹  1: N=967 decision makers within relevant industries; worldwide  Source: LaunchMetrics  75% 69% 53% 32% IDENTIFY THE RIGHT INFLUENCERS  FIND THE RIGHT ENGAGEMENT TACTICS  MEASURE THE PERFORMANCE OF PROGRAMS    KEEP TRACK OF INFLUENCER ACTIVITY  GET YOUR TOP1OO RESEARCH
  • 7. Influencers are useful, in particular to boost awareness & sales INDUSTRY INSIGHTS    Effectiveness of Influencer engagement, by marketing objective¹  RAISE BRAND AWARENESS  GENERATE SALES LEADS  INCREASE CUSTOMER LOYALTY  very effective effective ineffective 49% 44% 7% 27% 48% 25% 26% 50% 24% 1: N=967 decision makers within relevant industries; worldwide  Source: LaunchMetrics 
  • 8. YouTube is most profitable: Influencer pay varies greatly depending on platform & reach  INDUSTRY INSIGHTS    Average earnings in 1,000 US$ per influencer post by platform and number of followers  Sources: The Economist; Captiv8  13% 25% 125% 187% 300% 6% 13% 63% 94% 188% 5% 10% 50% 75% 150% 5% 10% 50% 75% 150% 2% 4% 20% 30% 60% NUMBER OF FOLLOWERS: 100 - 500k  500K – 1m  1 - 3m  3 - 7m  more than 7m 
  • 9. HOW SOCIAL MEDIA IS CHANGING TRAVEL  
  • 10. LAKE RINGEDALSVATNET ODDA, NORWAY  Between 2009 & 2014, the Trolltunga visitors increased tfrom 500 to 40,000
  • 13. ARE YOU AN INFLUENCER ? IT’S A PERSON WHO EXPRESSES A CONTEXTUALLY RELEVANT MESSAGE By working with them you're able to distribute your message the right way, at the right time, and through the Influencer you will also access the right people TO ELICIT ACTION FROM OTHERS Research findings suggest that more than 90% of all consumers read online reviews before they buy THAT IS MEANINGFUL ENOUGH They can help your brand to build credibility by guiding you to produce content that truly meets the needs of your consumers, because they are so close to reality Not an organization Not Stakeholder Mgt Not PR
  • 14. WHEN WOULD YOU NEED IT IN YOUR MARKETING PLAN PRODUCT LAUNCH How might we generate buzz and drive interest for a new product? BRAND AWARENESS How might we increase share of voice and boost positive brand mentions? LEAD GENERATION How might we follow prospects and generate high quality leads? CRISIS MANAGEMENT How might we reduce the negative impact of a communication crisis? 1 2 3 4
  • 16. THE CELEBRITY “MY AUDIENCE IS THE SIZE OF GENT & UTRECHT” PASCALE NAESSENS BESTSELLER AUTOR COOKBOOKS
  • 17. THE PERSONAL BRAND ” MY NAME IS MY EQUITY” LINDA DE MOL ACTRICE & PRESENTATOR
  • 18. DE JOURNALIST “I AM THE NEWS IN THE INDUSTRY” WIM DE PRETER BUSINESS JOURNALIST AT DE TIJD
  • 19. THE AUTHORITY ” MY OPINION IS WORTH MORE THAN GOLD IN MY SPACE” MARION DEBRUYNE DECAAN VLERICK BUSINESS SCHOOL
  • 20. SANDRA ROTHENBERGER CHAIR OF STRATEGIC MARKETING AT SOLVAY BRUSSELS SCHOOL 
  • 21. THE CONNECTOR “I LIKE TO CONNECT DOTS & CREATE LINKS” ELKE JEURISSEN FOUNDER GLASSROOTS & STRAFFE MADAMMEN
  • 22. THE ANALYST ” I FORM AND COMMUNICATE CREDIBLE INSIGHTS” IMKE COURTOIS FOOTBALL PLAYER & ANALIST FOR SPORZA
  • 23. THE ACTIVIST “MY BELIEF MAKES ME MOVE MOUNTAINS” MICHEL VANDENBOSCH PRESIDENT GAIA
  • 24. THE EXPERT “I WROTE A TEXTBOOK ON MY SUBJECT” CAROLE LAMARQUE FOUNDING PARTNER DUVAL UNION
  • 26. THE INSIDER “I’M A RESPECTED AUTHORITY WITH AN AGENDA” MICHEL MAUS PROFESSOR & FOUNDER OF BLOOM LAW FIRM
  • 27. THE INNOVATOR “I QUESTION THE STATUS QUO & RENEW THE DEBATE” RUDI PAUWELS CEO BIOCARTIS
  • 28. TOM VAN HOOF GENERAL MANAGER AT INITIATIVE
  • 32. DE WERELD ROND VOOR EEN KLIKJE   "Thanks to the right hashtags, I was noticed by National Geographic” – Johan Lolos, Belgium
  • 33. DE WERELD ROND VOOR EEN KLIKJE  
  • 34. MARRIOTT HOTELS “One of our targets is the next-generation traveler, or younger traveler. We’re partnering with storytellers who produce compelling stories and we’re the hero in the story enabling that story to be told. Snapchat is one of the biggest platforms young people use.”
  • 39. WHAT’S YOUR TO DO SHORTLIST?
  • 40. TO DO nr1 -> READ THE BOOK Carole Lamarque
  • 41. Carole Lamarque TO DO nr2 -> LIST YOUR QUESTIONS
  • 42. Carole Lamarque TO DO nr3 -> ASK A WORKSHOP
  • 43. TO DO nr4 -> RESEARCH YOUR TOP1OO Carole Lamarque
  • 44. 5 INFLUENCER MANAGEMENT TOOLS BOOK KEYNOTE WORKSHOP RESEARCH #1 #2 #3 The book is available at a volume discount The book describes the steps to take in order to build a successful influencer marketing plan The keynote promotes the need for influencer marketing skills You can book Carole Lamarque for keynote sessions. As from 40 books a lower fee will apply. The interactive Workshop follows the steps & methodologies described in the book Workshops will build your Influencer marketing plan together with the marketing, service, sales teams (8 to 12 members), and share the principles for success #5 INFLUENCER MANAGER #4 Advanced Analytics 1/ TOP100 Long List Influencers 2/Recommended Short List to allow preparation of a detailed content briefing or plan. 3/ List of who influences the short listed influencers.
  • 46. CAROLE LAMARQUE carole.lamarque@duvalunion.com +32 478 33 7000 @caroberry FOLLOW ME ON TWITTER