{"id":114329,"date":"2018-01-29T21:43:00","date_gmt":"2018-01-30T02:43:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/vlogger-debacle-offers-important-lesson-influencer-marketing-local-businesses\/"},"modified":"2024-12-23T00:36:13","modified_gmt":"2024-12-23T05:36:13","slug":"vlogger-debacle-offers-important-lesson-influencer-marketing-local-businesses","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/vlogger-debacle-offers-important-lesson-influencer-marketing-local-businesses\/","title":{"rendered":"Vlogger debacle offers an important lesson in influencer marketing to local businesses"},"content":{"rendered":"<p>It would have been difficult to miss the vlogger debacle that kicked off this month when YouTuber <a href=\"https:\/\/www.youtube.com\/channel\/UC1CUhQQjVS13V6cNKJyePDg\">Elle Darby<\/a>, with 99,000 subscribers, was exposed for asking the owner of a Dublin hotel for free accommodation in exchange for some social media publicity. Contrary to how many local business owners might have responded, hotelier Paul Stenson, of the White Moose Caf\u00e9 and Charleville Lodge Hotel, refused to oblige and instead decided to name and shame her on Facebook, from which a firestorm has ensued.<\/p>\n<p>The most recent development within the saga (which has been widely <a href=\"http:\/\/www.telegraph.co.uk\/news\/2018\/01\/19\/hotel-owner-hits-youtube-vloggers-flooded-business-bad-reviews\/\">documented<\/a>), is the hotelier publishing a \u2018fake\u2019 invoice online for the amount of \u20ac4.3m plus tax, for the subsequent publicity that she\u2019s received. Within it he writes \u201cmentions in videos will not qualify as payment\u201d. This comes despite the latest video published by Elle a couple of days ago, which talks of the death threats and torrent of abuse that she received following the controversy, once her identity was revealed.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11753\" src=\"\/wpe-content\/uploads\/sites\/5\/2018\/01\/1-1.png\" alt=\"\" width=\"494\" height=\"614\" \/><\/p>\n<p>Stenson has also &#8220;banned bloggers&#8221; from his establishment, writing \u201cthe sense of entitlement is just too strong in the blogging community and the nastiness, hissy fits and general hate displayed after one of your members was not granted her request for a freebie is giving your whole industry a bad name.&#8221;<\/p>\n<p>The entire saga has been a valuable lesson in influencer marketing for the local businesses community. Historically, social media-born influencers have fallen into the trap of expecting freebies or gifts in exchange for an \u2018honest\u2019 review, but increasingly their followers are seeing through this, and demanding greater in the way of authenticity. They want to feel that the influencers they are following are writing about a brand our business because they truly champion the establishment, product or service, and share similar core values; and not because they have been presented with a nice gift. As one individual on Twitter wrote:<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69fbbe75528b5'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69fbbe75528b5');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-11756\" src=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/2.jpg\" alt=\"\" width=\"594\" height=\"284\" \/><\/p>\n<p>As influencer marketing enters a new year, it\u2019s crucial that local businesses are carefully researching the social influencers who they choose to partner with, to ensure it is a professional and well thought out collaboration. While it might be tempting to entice a group of influencers with something free, this scattergun approach is often ineffective, where the influencer recipients have been very poorly targeted.<\/p>\n<p>Far better to work with a select handful of niche or emerging influencers who don\u2019t demand the astronomical price tag, but who are authentic and likely to show longer term loyalty. As an alternative to gifting, better practice is to include the influencer within the creative process, from start to finish, and compensate them properly for their time and quality of content produced. There\u2019s no such thing as a free lunch, and in any other industry, the exchange of services is often a risky game to play.<\/p>\n<p>As a result of taking a strong stance against unethical blogging, Stenson has had to face a backlash of abuse from some across social media, who have attempted to slate the hotel with one-star reviews. But this has been balanced with a fairly equal level of support and is unlikely to cause any long-term damage. The manner in which he responded to events has been risky and provocative, and is not necessarily a style for others to follow. But the fundamental message he wanted to convey has no doubt shaken up the influencer community this month, and businesses would be sensible to take note.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>It would have been difficult to miss the vlogger debacle that kicked off this month when YouTuber Elle Darby, with 99,000 subscribers, was exposed for asking the owner of a Dublin hotel for free accommodation in exchange for some social media publicity. Contrary to how many local business owners might have responded, hotelier Paul Stenson, [&hellip;]<\/p>\n","protected":false},"author":96,"featured_media":114331,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.75,"reading_level_needs_review":"0","footnotes":""},"categories":[2883],"tags":[],"class_list":["post-114329","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-local-search"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vlogger debacle offers an important lesson in influencer marketing to local businesses | DAC<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/vlogger-debacle-offers-important-lesson-influencer-marketing-local-businesses\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vlogger debacle offers an important lesson in influencer marketing to local businesses | DAC\" \/>\n<meta property=\"og:description\" content=\"It would have been difficult to miss the vlogger debacle that kicked off this month when YouTuber Elle Darby, with 99,000 subscribers, was exposed for asking the owner of a Dublin hotel for free accommodation in exchange for some social media publicity. Contrary to how many local business owners might have responded, hotelier Paul Stenson, [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/local-search\/vlogger-debacle-offers-important-lesson-influencer-marketing-local-businesses\/\" \/>\n<meta property=\"og:site_name\" content=\"DAC\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/DACGroup\" \/>\n<meta property=\"article:published_time\" content=\"2018-01-30T02:43:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-23T05:36:13+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.dacgroup.com\/wp-content\/uploads\/2024\/12\/VLOGGER-DEBACLE-OFFERS-AN-IMPORTANT-LESSON-IN-INFLUENCER-MARKETING-TO-LOCAL-BUSINESSES.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"860\" \/>\n\t<meta property=\"og:image:height\" content=\"347\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta 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