Everything You Don't Know About Bloggers and Blogging
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This document provides an overview of blogging and working with bloggers. It defines what a blog is and how blogging has evolved from personal websites to distribution on multiple platforms including writing, photos, audio, and video. Bloggers, also called influencers, create content to influence audiences. They work as independent publishing entrepreneurs using various mediums. Blogging is valuable for businesses as most travelers use online resources for planning and blogging earns a high return on investment. The document outlines best practices for working with bloggers, including aligning on values and skills, clear communication, and using a contract to define expectations and deliverables.
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Everything You Don't Know About Bloggers and Blogging
- 1. EVERYTHING YOU DON’T KNOW ABOUT BLOGGERS AND BLOGGING Matt Gibson President, PTBA Shane Dallas Blogger, Travel Camel Karen Osman Writer, Travel Ink
- 3. President, Professional Travel Bloggers Association CEO, Xpat Media Award-Winning Travel Photographer and Blogger Matt Gibson
- 4. Founder, Travel Ink Content Writing Specialist Award-Winning Novel Writer Karen Osman
- 5. Travel Photographer & Social Media Specialist Known for taking The Road Less Travelled Founding Member of Google+ Create Shane Dallas
- 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. What A Blog Used To Be
- 8. Q: What’s the difference between a blog and a website?
- 9. Q: What’s the difference between a blog and a website? A: There isn’t one
- 10. • One person • A personal website • Writing • Photos What A Blog Used To Be
- 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. Influencers
- 13. Influencers The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
- 14. Influencers
- 16. • Writing • Photography • Broadcast • Video hosting What Influencers Do • Public Speaking • Social media marketing • Domain Experts • Consulting
- 17. Entrepreneurs
- 18. Entrepreneurs Above all influencers are independent publishing entrepreneurs
- 19. Writing
- 20. Photography
- 21. Photography
- 22. Broadcast
- 23. Video - Migrationology Mark Weins - 354,000 Subscribers - 79,100,000 Views
- 24. Video – Sonia’s Travels Sonja Gil – 152,000 Subscribers - 12,700,000 Views
- 25. Video – Xpat Matt CLICK HERE TO PLAY THE VIDEO
- 26. Video – Fly With Maggie CLICK HERE TO PLAY THE VIDEO
- 27. Video – What Doesn’t Suck Jeff and Anne
- 28. Public Speaking
- 30. Domain Experts
- 31. Consulting
- 32. Entrepreneurs
- 33. 1) Effectiveness 2) Value Why Blogging Is Valuable To You
- 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. 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. 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. • Brand Alignment • Knowledge and skill alignment • Budgeting Overlap • Clear Communication, Expectations, Deliverables • Payment • Professional Travel Bloggers Association How To Work With Bloggers
- 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. 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. Budgeting Overlap – Influencers can often offer more than promotion – Opportunity for affordable service bundling and overdelivery How To Work With Bloggers
- 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. 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. 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
- 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
- 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. • 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. Questions
Notes de l'éditeur
- Presentation download Blogger contact information Further reading
- What we’re going to talk about Blogging is changing rapidly. It’s not what it was last year. It’s becoming bigger and broader than most people realize. Platforms are changing. How industry works with bloggers is evolving. Goal: Give you an overview of blogging and the latest trends that are driving change in online marketing Also, give you some information you can use to take advantage of ATM’s blogger speed dating What we’re going to talk about: What a blog is / What blogging is / What bloggers do / Why blogging is valuable to your business / How you can work with bloggers
- What a blog is It’s constantly changing, and a lot of people have an outdated understanding of blogs and blogging. To understand what a blog is, first we’re going to talk about what a blog used to be – which is what most people think a blog is.
- What’s the difference between a blog and a website?
- There isn’t one
- 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
- Influencers Most ‘bloggers’ create content on multiple platforms, so the term blogger is becoming outdated. Influencers is a better term to use.
- Influencers New definition of blogging: The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
- Influencers Influencers are content creators. Blogs, publications, social media, television, radio, podcasts are all just distribution methods.
- Content Distribution Content is King, but distribution is queen, and she wears the pants. Jonathan Perelman, Buzzfeed Influencers are content creators. Blogs, publications, social media, television, radio, podcasts are all just distribution methods.
- What Influencers Do Writing / Photography / Broadcast / Video / Public speaking / Social Media Marketing / Domain Experts / Consulting
- Above all influencers are independent publishing entrepreneurs
- Above all influencers are independent publishing entrepreneurs
- KAREN Book Authors -- Lauren Julif, How Not To Travel The World -- Torre DeRoche, Love With a Chance Of Drowning Travelers Handbook Series – All Bloggers Karen Osman -- ???? Me: En Voyage (Eva Inflight), Up! Westjet Inflight, Action Asia, Huffington Post
- Gary Arndt of Everything Everywhere, one of the most awarded travel photographers in history Dave Bouskill of The Planet D – Won and was finalist 10 times for photography in the 2015 NATJA awards
- My own portrait of a woman from Bhutan won a NATJA Gold last year
- SHANE Dubai Eye - Shane Dallas This Week In Travel - Gary Arndt - Chris Christiansen - Jen Leo Indy Travel Podcast – Craig Martin Daily Travel Podcast - Nathanial Boyle
- Mark Weins - Migrationology 354,000 Subscribers - 79,100,000 Views
- Sonia Gil – Sonia Travels Languages – Entrepreneurship - Travel Sonja Gil – 152,000 Subscribers - 12,700,000 Views
- A video that I made with Keen Shoes for cable television in Canada
- Maggie Wu of Fly With Maggie and Hidden Gems Productions 30,00 subs on WeChat Gaining tens of thousands of subscribers per week on various platforms
- What Doesn’t Suck - Jeff Johns, professional producer, and partner Anne. Local video bloggers focussing on getaways for Dubai residents.
- Public Speaking - SHANE
- Social Media Marketing - KAREN client account management - Twitter chats - Instagram takeovers - Snapchat takeovers - cross promotional campaigns
- Domain experts - Jodi - celiac travels // Nancy Vogel - Family on Bikes - Family adventure // Shane - social media in travel // What Doesn’t Suck – Dubai getaways // Matt - adventure travel - travel blogging industry // Maggie Wu – independent travel for Chinese women
- Consulting - Domain expertise: consumer taste, consumer behavior, product feedback - social media marketing - influencer outreach and campaign management
- Above all influencers are independent publishing entrepreneurs
- Why travel blogging is valuable to you Two main reasons: 1. Effectiveness and 2. Value
- 65% of leisure travelers are inspired by online sources Source: Google Travel Study, June 2014, Ipsos MediaCT
- 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
- BurstMedia Study: Tourist Destinations & Travel earned $7.04 in earned media for every dollar spent – the third most beneficial study in the industry http://www.convinceandconvert.com/social-media-research/best-influencer-marketing-research/
- Brand Alignment - Knowledge and skill alignment - Budgeting Overlap - Clear Communication, Expectations, Deliverables - Payment - PTBA
- Brand Alignment - Knowledge and skill alignment - Budgeting Overlap - Clear Communication, Expectations, Deliverables - Payment - PTBA
- Brand Alignment - Knowledge and skill alignment - Budgeting Overlap - Clear Communication, Expectations, Deliverables - Payment - PTBA
- Budgeting overlap / Influencers can often provide more than promotion. This creates an opportunity for very affordable service packaging and overdelivery **Successful bloggers always preach overdelivery
- 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
- Payment / Proven to achieve better value for investment / Required by professional influencers / Enables the employer to guarantee delivery on deadline
- Brand Alignment - Knowledge and skill alignment - Budgeting Overlap - Clear Communication, Expectations, Deliverables - Payment - PTBA
- Kalispell – Pay per day / Deliverables: live social media coverage, blog posts, hi-res marketing photos Yonderbound – Consulting / Pay per hour / how to develop and attractive product for bloggers / results: blogger testing and ambassador program Calgary – Pay per day / Video hosting / Video promotion / Also resulted in blog posts and social media coverage SHANE KAREN
- Presentation download Blogger contact information
- How People And Brands Use Social Media for Success 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
- Tips, Trends, And Techniques For Blogging And Social Media 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.