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EVERYTHING YOU DON’T KNOW
ABOUT BLOGGERS AND BLOGGING
Matt Gibson
President, PTBA
Shane Dallas
Blogger, Travel Camel
Karen...
http://xpat.media/atm
Presentation Download
President, Professional Travel
Bloggers Association
CEO, Xpat Media
Award-Winning Travel Photographer
and Blogger
Matt Gib...
Founder, Travel Ink
Content Writing Specialist
Award-Winning Novel Writer
Karen Osman
Travel Photographer & Social Media
Specialist
Known for taking The Road Less Travelled
Founding Member of Google+ Create
S...
• What a blog is
• What blogging is
• What bloggers do
• Why blogging is valuable to your business
• How you can work with...
What A Blog Used To Be
Q: What’s the difference
between a blog and a website?
Q: What’s the difference
between a blog and a website?
A: There isn’t one
• One person
• A personal website
• Writing
• Photos
What A Blog Used To Be
WHAT A BLOG USED TO BE
• One person
• A personal website
• Writing
• Photos
WHAT A BLOG IS NOW
• Any number of people
• Mu...
Influencers
Influencers
The repeated creation of content for distribution
on one or more online platforms with the
intention of influe...
Influencers
Content Distribution
• Writing
• Photography
• Broadcast
• Video hosting
What Influencers Do
• Public Speaking
• Social media marketing
• Domai...
Entrepreneurs
Entrepreneurs
Above all influencers are independent
publishing entrepreneurs
Writing
Photography
Photography
Broadcast
Video - Migrationology
Mark Weins - 354,000 Subscribers - 79,100,000 Views
Video – Sonia’s Travels
Sonja Gil – 152,000 Subscribers - 12,700,000 Views
Video – Xpat Matt
CLICK HERE TO PLAY THE VIDEO
Video – Fly With Maggie
CLICK HERE TO PLAY THE VIDEO
Video – What Doesn’t Suck
Jeff and Anne
Public Speaking
Social Media Marketing
Domain Experts
Consulting
Entrepreneurs
1) Effectiveness
2) Value
Why Blogging Is Valuable To You
65% of leisure travelers are inspired by
online sources
Source: Google Travel Study, June 2014, Ipsos MediaCT
Why Blogging...
About 80% of travelers use online
resources to plan their trips and search
is the most common starting point
Source: Googl...
Why Blogging Is Valuable To You
Tourist destinations & travel earned $7.04
in earned media for every dollar spent in
2014 ...
• Brand Alignment
• Knowledge and skill alignment
• Budgeting Overlap
• Clear Communication, Expectations, Deliverables
• ...
Brand Alignment
– Is the influencer passionate about your product?
– Do the influencer’s values match your brand values?
–...
Knowledge and skill alignment
– Does the influencer understand your product?
– Does the influencer have the skills to help...
Budgeting Overlap
– Influencers can often offer more than promotion
– Opportunity for affordable service bundling and
over...
Clear Communication, Expectations, Deliverables
– Poor communication is responsible for most bad
experiences
– This usuall...
Payment
– Proven to achieve better value for investment
– Required by professional influencers
– Enables the employer to g...
Professional Travel Bloggers Association
– Membership of vetted professionals
– Influencer search engine
– Information on ...
Influencer Collaboration Examples
• What a blog is
• What blogging is
• What bloggers do
• Why blogging is valuable to your business
• How you can work with...
http://xpat.media/atm
Presentation Download
• Shane Dallas
• Next: 17:10 – 17:55
• Travel Tech Theatre
• Practical examples of how Social Media has
been successfully ...
• Karen Osman
• Tomorrow: 15:50 – 16:50
• Travel Tech Theatre
• Overview of how blogging and social media
work with existi...
Questions
Everything You Don't Know About Bloggers and Blogging
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Everything You Don't Know About Bloggers and Blogging

A presentation by Professional Travel Bloggers Association President Matt Gibson at Arabian Travel Market 2016 about trends in blogging, content marketing, and influencer marketing.

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Everything You Don't Know About Bloggers and Blogging

  1. 1. EVERYTHING YOU DON’T KNOW ABOUT BLOGGERS AND BLOGGING Matt Gibson President, PTBA Shane Dallas Blogger, Travel Camel Karen Osman Writer, Travel Ink
  2. 2. http://xpat.media/atm Presentation Download
  3. 3. President, Professional Travel Bloggers Association CEO, Xpat Media Award-Winning Travel Photographer and Blogger Matt Gibson
  4. 4. Founder, Travel Ink Content Writing Specialist Award-Winning Novel Writer Karen Osman
  5. 5. Travel Photographer & Social Media Specialist Known for taking The Road Less Travelled Founding Member of Google+ Create Shane Dallas
  6. 6. • What a blog is • What blogging is • What bloggers do • Why blogging is valuable to your business • How you can work with bloggers What We’re Going To Talk About
  7. 7. What A Blog Used To Be
  8. 8. Q: What’s the difference between a blog and a website?
  9. 9. Q: What’s the difference between a blog and a website? A: There isn’t one
  10. 10. • One person • A personal website • Writing • Photos What A Blog Used To Be
  11. 11. WHAT A BLOG USED TO BE • One person • A personal website • Writing • Photos WHAT A BLOG IS NOW • Any number of people • Multiple distribution platforms • Writing • Photography • Audio • Video
  12. 12. Influencers
  13. 13. Influencers The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
  14. 14. Influencers
  15. 15. Content Distribution
  16. 16. • Writing • Photography • Broadcast • Video hosting What Influencers Do • Public Speaking • Social media marketing • Domain Experts • Consulting
  17. 17. Entrepreneurs
  18. 18. Entrepreneurs Above all influencers are independent publishing entrepreneurs
  19. 19. Writing
  20. 20. Photography
  21. 21. Photography
  22. 22. Broadcast
  23. 23. Video - Migrationology Mark Weins - 354,000 Subscribers - 79,100,000 Views
  24. 24. Video – Sonia’s Travels Sonja Gil – 152,000 Subscribers - 12,700,000 Views
  25. 25. Video – Xpat Matt CLICK HERE TO PLAY THE VIDEO
  26. 26. Video – Fly With Maggie CLICK HERE TO PLAY THE VIDEO
  27. 27. Video – What Doesn’t Suck Jeff and Anne
  28. 28. Public Speaking
  29. 29. Social Media Marketing
  30. 30. Domain Experts
  31. 31. Consulting
  32. 32. Entrepreneurs
  33. 33. 1) Effectiveness 2) Value Why Blogging Is Valuable To You
  34. 34. 65% of leisure travelers are inspired by online sources Source: Google Travel Study, June 2014, Ipsos MediaCT Why Blogging Is Valuable To You
  35. 35. About 80% of travelers use online resources to plan their trips and search is the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT Why Blogging Is Valuable To You
  36. 36. Why Blogging Is Valuable To You Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing Source: Burst Media
  37. 37. • Brand Alignment • Knowledge and skill alignment • Budgeting Overlap • Clear Communication, Expectations, Deliverables • Payment • Professional Travel Bloggers Association How To Work With Bloggers
  38. 38. Brand Alignment – Is the influencer passionate about your product? – Do the influencer’s values match your brand values? – Does the influencer’s audience match your desired customer? How To Work With Bloggers
  39. 39. Knowledge and skill alignment – Does the influencer understand your product? – Does the influencer have the skills to help you accomplish your goals? How To Work With Bloggers
  40. 40. Budgeting Overlap – Influencers can often offer more than promotion – Opportunity for affordable service bundling and overdelivery How To Work With Bloggers
  41. 41. Clear Communication, Expectations, Deliverables – Poor communication is responsible for most bad experiences – This usually arises from lack of clear goals – A clear contract will prevent 99% of misunderstandings How To Work With Bloggers
  42. 42. Payment – Proven to achieve better value for investment – Required by professional influencers – Enables the employer to guarantee delivery on deadline How To Work With Bloggers
  43. 43. Professional Travel Bloggers Association – Membership of vetted professionals – Influencer search engine – Information on industry standards and best practices http://travelbloggersassociation.com How To Work With Bloggers
  44. 44. Influencer Collaboration Examples
  45. 45. • What a blog is • What blogging is • What bloggers do • Why blogging is valuable to your business • How you can work with bloggers Conclusion
  46. 46. http://xpat.media/atm Presentation Download
  47. 47. • Shane Dallas • Next: 17:10 – 17:55 • Travel Tech Theatre • Practical examples of how Social Media has been successfully used in the Middle East to promote travel brands and products How People And Brands Use Social Media for Success
  48. 48. • Karen Osman • Tomorrow: 15:50 – 16:50 • Travel Tech Theatre • Overview of how blogging and social media work with existing marketing channels to enhance them as well as work independently. Tips, Trends, And Techniques For Blogging And Social Media
  49. 49. Questions

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