How Blogging and Social Media Earn You Money | ITB Asia 2015 | By Matt Gibson
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More than ever travelers are going online to find the information that will help them decide where to travel, which airline to fly with, which hotel to stay at, which tours to take, and the restaurants that they’ll eat in. One traveler may see a Facebook post about Taiwan in December that inspires him to book a trip there in June. Another may read a tweet about bad airline service in August and book with a competing airline in December. A traveler may book a whale shark tour in Oslob for Saturday after reading a blog post they found searching Google for “Philippines adventures” in their Manila hotel room on Friday. A burnt-out businesswoman in Singapore may choose to book a last-minute yoga retreat in Maldives instead of Inda because she received a promotional email the same day she was researching resorts. Everyone knows that online marketing is essential, but with so many options and variables it can also appear complex and overwhelming. With a limited time and budget it’s hard to know where to start and focus your efforts. This presentation by award-winning travel blogger and Professional Travel Bloggers Association Inbound President Matt Gibson will explain the how your investment in social media, blogging, and email marketing result in increases in sales, customer loyalty, customer satisfaction, and, ultimately, profits. By the end of this presentation you will understand how a Facebook post in July can result in a sale in December, and how a good social media manager can prevent a negative tweet from damaging sales, and how a healthy blog may result in customers making last-minute bookings through your website rather than your competitor’s.
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How Blogging and Social Media Earn You Money | ITB Asia 2015 | By Matt Gibson
- 1. HOW TRAVEL BLOGGING & SOCIAL MEDIA EARN YOU MONEY By Matt Gibson PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
- 2. President of Professional Travel Bloggers Association CEO Xpat.Media Award-Winning Adventure Travel Blogger: XpatMatt.com Professional writer, editor, and photographer PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
- 3. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
- 4. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media WHAT WE‘RE GOING TO TALK ABOUT Why content marketing is the future How blogging and social media create customers SEO: How it works and why blogging is crucial How travel bloggers can help you
- 5. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media ONLINE MARKETING IS ESSENTIAL It‘s part of every stage of the travel buying cycle • Dreaming • Planning • Booking • Travel • Sharing
- 6. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media DREAMING • Inspiration found on social networks, blogs, and YouTube. • 65% of leisure travelers are inspired by online sources • 42% of travelers are inspired to travel by YouTube content. Source: Google Travel Study, June 2014, Ipsos MediaCT
- 7. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media PLANNING • About 80% of travelers use online resources to plan their trips • Search is the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT
- 8. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media BOOKING • In 2014 online booking accounted for over 40% of travel sales in America and Europe • In 2012 Chinese booked15% of their trips online • Expected to rise to 24% in 2015 • Chinese online-travel is worth around $30 billion USD. Source: The Economist, June 2014
- 9. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media TRAVELING • Online sources influence • in-destination decisions more than anything else • Smartphones used most for this • Search, Yelp, TripAdvisor, local websites, apps, online videos Source: Google Travel Study, June 2014, Ipsos MediaCT
- 10. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media SHARING • Most common during & after travel • 32% of travelers inspired by online content from family, friends, or colleagues • Over 25% turn to personal online connections when planning travel. Source: Google Travel Study, June 2014, Ipsos MediaCT
- 11. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media THE ONLINE SALES FUNNEL
- 12. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
- 13. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media ONSITE INDICATORS • Well-built website • Load time • Mobile-friendly • Quality topical content • Good user experience • Traffic
- 14. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.mediaPTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media OFFSITE INDICATORS • Social shares • Brand mentions • Inbound links
- 15. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media THE BEST SEO STRATEGY • Social Media • Blogging • PR
- 16. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media HOW CONTENT HELPS • Total inbound links • Total social shares • Online brand mentions • Keyword volume • Topic authority
- 17. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media HOW CONTENT HELPS • Pages per visit • Time on site • Total website traffic • Long-tail keyword searches
- 18. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media
- 19. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media HOW TRAVEL BLOGGERS HELP • Technical skills • Understanding of SEO • Experience building a community • Travel blogging community ties • Understand the issues travelers face
- 20. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media REVIEW • Online marketing reaches travelers at every stage of the travel buying cycle • The online sales funnel is key to maximizing results • Blogging is key to good SEO • Travel bloggers have the specialized skills necessary for success
- 21. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media FURTHER INFORMATION
- 22. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media FURTHER INFORMATION FREE MEMBERSHIP http://travelbloggersassociation.com
- 23. PTBA: http://travelbloggersassociation.com Xpat Media: http://xpat.media FURTHER INFORMATION Slides, sources, and links to more resources http://xpat.media/itbasia Free personal consultations during ITB Asia Phone: +65 9422 7747 Email: xpatmatt@gmail.com
Notes de l'éditeur
- Inbound President of Professional Travel Bloggers Association CEO of Xpat Media Provide consulting, training, strategy, and outreach services to travel companies Author of Award-Winning Blog XpatMatt.com Adventure blog Sponsored content, paid trips, content creation
- PTBA 232 blogger members 167 industry members Creating industry standards and best practices Helping to educate bloggers & industry about how to work together Blogger search engine & outreach tools
- Why Online Marketing is the Most Important Marketing How Blogging and Social Media Create Customers (The Online Sales Funnel) SEO: How It Works And Why Blogging Is Crucial How Travel Bloggers Can Help CONTENT MARKETING DEFINITION
- It‘s part of every stage of the travel buying cycle Dreaming Planning Booking Travel Sharing
- Dreaming Inspiration on social networks, blogs, and YouTube. 65% of leisure travelers are inspired by online sources, most notably through social/video sites and search, while 42% of travelers are inspired to travel by YouTube content. Source: Google Travel Study, June 2014, Ipsos MediaCT
- Planning About 80% of both business and leisure travelers use online resources to plan their trips, with search being the most common starting point Source: Google Travel Study, June 2014, Ipsos MediaCT
- Booking In 2014 online booking accounted for 43% of total travel sales in America and 45% in Europe. In 2012 Chinese booked only 15% of their trips by value online, says PhoCusWright. It thinks this will rise to 24% by 2015 The Chinese online-travel market is worth around $30 billion USD.
- Traveling Online sources influence in-destination decisions more than all other information sources combined. Source: Google Travel Study, June 2014, Ipsos MediaCT Smartphones are most common for this Search, Yelp, TripAdvisor, local websites, apps, online videos
- Sharing Actually occurs across all stages of the the travel booking process, but most happens during & after travel Word of mouth marketing 32% of travelers say their travel is inspired by online content from family, friends, or colleagues and more than 25% turn to personal connections online when planning travel. Source: Google Travel Study, June 2014, Ipsos MediaCT
- The Online Sales Funnel The most important part of an online content marketing program A roadmap for converting casual reader into a customer. Can happen in anywhere from hours to years. A long term strategy The importance of email The Copybloggers story Top of funnel activities Middle of funnel activities Bottom of funnel activities Goal: brand evangelists
- Organic search is the most effective way to attract dreamers, planners, and buyers General explanation of how Google works and SEO indicators Thousands of indicators
- Onsite indicators Well built site Load time Mobile-friendly Where it’s located Volume of topical content UX (time on site, pages per view) Total traffic
- Offsite indicators Social shares Brand mentions Inbound links
- How these strategies create the most difficult-to-obtain indicators
- Total inbound links Total social shares Online brand mentions Keyword volume Topic authority
- Pages per visit & time on site Total website traffic Blogging creates opportunities for long-tail keyword searches that can’t be obtained any other way Content marketing is the best and only viable long-term SEO plan around
- As a note, YouTube is the 2nd biggest search engine in the world. Much of this also applies equally to YouTube.
- How Travel Bloggers Help Technical skills Understanding of SEO Experience building a community Travel blogging community ties Understand the issues travelers face
- Review Online marketing reaches travelers at every stage of the travel buying cycle The online sales funnel is key to maximizing results Blogging is key to good SEO Travel bloggers have the specialized skills necessary for success
- Further info PTBA is here to help.
- PTBA freemium membership
- Further info Slides, sources, resources as xpat.media/itbasia Free consultations during ITB Asia QUESTIONS