Social Media Influencers: Best Practices for Creating Impactful Influencer Programs

Hosted by the Travel & Tourism Section.

On-Demand, available until April 2, 2020
Recorded March 26, 2019

Categories: Communication Strategy, Social Media

Influencers are playing an increasingly important role in successful communications programs. This tactical webinar will focus on how to build a measurable program, source and evaluate the right influencers, and create tracking and reporting for each campaign.

By the end of this webinar, participants will be able to:

  • Define an integrated framework for vetting influencers.
  • Determine the process of how to create an influencer contract for the impact you need.
  • Create contracts and scopes of work for social influencer programs.
  • Understand how to create effective ROI measurement for your social influencer program.


Kristen Bonilla, domestic public relations manager, Visit California

Photo of Kristen Bonilla

Originally from Michigan, Kristen Bonilla moved west nearly a decade ago and has stayed ever since. She began her career in tourism with Visit West Hollywood, where she held a number of communications and marketing roles. Kristen eventually relocated to Sacramento to work with Visit California, where she now manages the domestic PR program as well as Canada. Kristen holds a Bachelor's Degree in Integrative Public Relations from Central Michigan University.

Megan Brown, senior director of digital, TURNER PR

Photo of Megan Brown

As the Senior Director of Digital at TURNER, Megan Brown manages strategy and execution across travel and lifestyle digital services. Megan leads influencer programming that focuses on marketing ROI and building resonance with audiences through infusing all aspects of digital marketing to create an integrated approach with maximum reach. She runs the digital team with client experience including travel brands such as Hertz Europe, Barceló Hotel Group  and lifestyle brands including CorePower Yoga and Duluth Trading Company. Previous experience includes fashion and lifestyle as well as engaging sports influencers.  

Angie Pappas, director of public relations, Visit California

Photo of Angie Pappas

As Director of Public Relations for Visit California, Angie Pappas leads the team responsible for developing global media and influencer relations and public affairs strategies that support the organization’s mission to inspire demand for the California brand and promote how much travel matters to the Golden State’s well-being. She joined the organization in 2014. Angie previously served as Director of Communications at the California Restaurant Association where she developed the association’s overall messaging strategy and served as spokeswoman for the CRA and its Educational Foundation. She also oversaw its portfolio of publications, marketing initiatives and digital presence. She has also worked as an editor at The Sacramento Bee, and as a news designer at the Albuquerque Journal. She lives in Sacramento with her husband and a Shih Tzu named Apple.


Rachel Peavy, president, Peavy Consulting


Participants with the APR credential earn 1.0 APR Maintenance Credit for a webinar. Learn more about Accreditation maintenance.