Working with Travel Bloggers to Tell Your Story
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MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story This presentation discusses the following points: - The connection between destination exposure and storytelling - The idea of travel bloggers as storytelling agents - How to work effectively with travel bloggers
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Working with Travel Bloggers to Tell Your Story
- 1. Maximizing Destination Exposure: Working with Travel Bloggers To Tell Your Story Daniel Noll & Audrey Scott Website: http://UncorneredMarket.com/ Twitter: @umarket Facebook: UncorneredMarket
- 2. Dan and Audrey: Uncornered Market
- 3. This Presentation Should Clarify: The connection between destination exposure and storytelling The idea of travel bloggers as storytelling agents How to work effectively with travel bloggers
- 4. What is Destination Exposure? Awareness People talking Sharing Taking action
- 5. Importance of Story to a Destination Story is a differentiator for your destination What story is not: a list of sites, activities and services Components of an effective story
- 6. Storytelling: Around the Fire
- 8. Digital Storytelling: Social Media & Blogs
- 9. Social Media & Destinations Social media creates buzz: talking, sharing Immediate: Connects audience with destination in moment Plants the seed: “I want to learn more” Changes minds: “Never thought of X destination, but now I’m interested”
- 11. Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors
- 12. Travel Blogger as a (Marketing) Tool Help tell a story, find new ones Timeframe = immediate Content Multiple hats: photos, video, story, podcast Internet Resources/SEO Exposure, long shelf life
- 13. Story Types: Negative Press Do you have negative press? Your story move: Find someone who can tell an alternative story Focus on the positive
- 14. Attacking Safety Concerns: Our Story
- 15. Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections
- 16. Story Angles: Undiscovered, Uncovered Struggling for exposure next to a big destination? Expose tourists to new sites and activities in a big destination.
- 17. Story Angles: New Demographics Attract new demographic groups Defy stereotypes
- 18. Matching Bloggers: Characteristics Style of travel - NOT mutually exclusive, but can be Budget, luxury Family, solo, couple Independent…Group Tour Tone of voice Quality of content
- 19. Matching Bloggers: Reach Audience Reach = blog + social media Demographics: Geography, Gender, Age Qualitative: Trust & Engagement Audience size - Traffic: Visitors, RSS, Twitter, FB fans, Google+ Indices: Alexa, Compete, Quantcast, Klout, Invesp
- 20. Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties
- 21. Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!
- 22. Long Term Benefits of Working with Travel Bloggers Content: long and deep Varied: photo essays, videos, panoramas Practical details, contacts Articles or interviews with other outlets Destination ambassadors and advisors Relationship!
- 23. Questions?? Ask Away!! Twitter: @umarket Facebook: http://facebook.com/UncorneredMarket Or get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com
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