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Speaker 1: So it turns out if you didn't know, there's a

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Speaker 1: big money in being a social influencer these days, and

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Speaker 1: tourism apparently is cashing in. Last year, Tourism in Z

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Speaker 1: spent one point four million on fifty offshore influences. Auckland

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Speaker 1: Unlimited dished out more than one hundred thousand dollars christ

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Speaker 1: uses on board as well. Anyway, how does this all work?

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Speaker 1: Tourism industry CEO are Rebecca Ingram's with us Rebecca, good

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Speaker 1: Morning Morning. One of the examples used was IM Speed,

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Speaker 1: and I suppose in a weird twister branding, I'd never

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Speaker 1: heard of im Speed, but when Imspeed came here, I

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Speaker 1: had heard of IM Speed. But what I know about

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Speaker 1: IM Speed is he's potentially trouble. So is you know

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Speaker 1: what I mean? So it's just because you get something

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Speaker 1: out there, does it work.

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Speaker 2: Well? I think we're about twenty years into having social

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Speaker 2: media influences, which cush. It still feels like something new,

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Speaker 2: and people are on average checking their phones one hundred

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Speaker 2: and forty four times a day and looking at social media.

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Speaker 2: So if you're not in a marketing extent, if you're

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Speaker 2: not in social you're not being seen. So it's really

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Speaker 2: with tourism as an experience. You know something that we

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Speaker 2: want people to see and know what it looks like

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Speaker 2: and that we are operating in this space.

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Speaker 1: Okay, do you get what do they call it? Metrics?

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Speaker 1: So you bring Brian here and Brian records a couple

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Speaker 1: of things, puts it out to us one hundred and

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Speaker 1: twenty thousand followers. Can you then tell somehow whether somebody

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Speaker 1: booked and spent and came and experienced.

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Speaker 2: You can measure social media activity. So it's part of

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Speaker 2: what makes it so valuable from a marketing perspective is

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Speaker 2: that Facebook, TikTok and Instagram, they can give you really

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Speaker 2: good metrics for how your marketing work has performed, and

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Speaker 2: then you can see how that influence into people coming

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Speaker 2: to news events. But what's important to remember is that

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Speaker 2: social media activity is often about showing the kind of

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Speaker 2: quality and building debt into our marketing activity. So people

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Speaker 2: can really see what a holiday and New Zealand looks like.

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Speaker 2: And when you think about all of that social media

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Speaker 2: activity that people are doing in any given day, a

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Speaker 2: lot of it's scrolling through you sitting there in your thumbs.

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Speaker 2: We can have but influences people that you're following in

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Speaker 2: these social media channels are people you maybe respect, you

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Speaker 2: enjoy watching them, You kind of get to know them

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Speaker 2: over time, maybe you followed them for a few years

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Speaker 2: and you potentially are also aspiring to be a bit

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Speaker 2: like them, and you trust their views. And so if

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Speaker 2: they're having an amazing experience in New Zealand over a

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Speaker 2: week or so and they're showing you what that looks like,

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Speaker 2: that is going to stop the scroll and it's to

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Speaker 2: help you understand or maybe you even start dreaming about

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Speaker 2: having that safe experience.

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Speaker 1: My wife gets approached to do this stuff all the time.

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Speaker 1: She is what I think you would call a micro blogger.

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Speaker 1: She doesn't do any of this because she doesn't like it.

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Speaker 1: But what's you view on a mass person versus a

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Speaker 1: micro and there they're sort of their reach or the

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Speaker 1: potential of their reach over just somebody who's got just

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Speaker 1: followers for follower's sake.

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Speaker 2: Well, not every influencer is going to be a great

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Speaker 2: influencer for New Zealand. So a really strong fitch is critical.

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Speaker 2: And when I say fitch, what I mean is we're

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Speaker 2: not Las Vegas, and we're not a sort of fly

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Speaker 2: and flop destination. We're an active destination. So there's a

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Speaker 2: running influencer in New Zealand at the moment from the UK.

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Speaker 2: He's got one point two million followers and he's going

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Speaker 2: to run the length of New zevant on to Adaroa

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Speaker 2: trail and he's been supported by her as a news

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Speaker 2: evant and that is going to provide the most amazing showcase.

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Speaker 2: But also we're going to get behind them, right, we

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Speaker 2: want him to be successful and so that's incredibly engaging

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Speaker 2: and interesting content for us to be able to view

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Speaker 2: and for all one point two million followers to view.

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Speaker 2: That's right, And so that's not hundreds of millions of followers,

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Speaker 2: that's one point two million. But they're going to be

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Speaker 2: a really great fitch for what it is that we

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Speaker 2: offer as a holiday. And you hear it. So I

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Speaker 2: think it's not about whether or not it's micro or macro,

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Speaker 2: whether it's a huge superstar, or whether it's someone you

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Speaker 2: like your wife. It's about whether or not the people

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Speaker 2: who are following them are going to be a great

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Speaker 2: fit for the holiday that we offering. The evant and

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Speaker 2: making sure that we show the quality of what we offer.

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Speaker 1: Well done, that's well, said Rebecca. I can hear the

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Speaker 1: passion in your voice. Rebecca Ingram tourism industry. I called

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Speaker 1: my wife a micro blogger. She' a micro blogger, she's

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Speaker 1: a micro influencer. I also said, it's I am speed.

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Speaker 1: It's not I am speed, it's my show speed. I

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Speaker 1: am speed as his cousin. Isn't it as a cousin

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Speaker 1: I can't remember as a brother. Well, maybe there's no

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Speaker 1: im speed at all. Maybe I just made all of

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Speaker 1: that up for him. I just keep saying to her

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Speaker 1: when all these officers goes, she doesn't like. She doesn't

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Speaker 1: like the whole payback commercial side of the equation. So

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Speaker 1: I say, why didn't you start loving that? Because then

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Speaker 1: I can get the hell out of here and we

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Speaker 1: can go. You know what did she say, lion flop

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Speaker 1: or something, go dive and flop or I felt like

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Speaker 1: something I'd flop. Who you fly and flop? Oh, you

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Speaker 1: fly and flop? You know I felt I think I'm

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Speaker 1: flying and flopping.

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Speaker 2: We don't have a lot of swim up swim up

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Speaker 2: pool bars in New Zealand doing we do not.

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