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How Blogging Creates Value for Your Brand
Main Presenter: Matt Gibson
President Elect: Professional Travel Bloggers Associ...
http://bit.ly/workwithtravelbloggers
DOWNLOAD
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
QUESTIONS?
#PTBA@ATM
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
Why Blogging?
• Detailed analytics
• Control over messaging
• Consumer trust
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTra...
Most importantly
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
It works
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“92% of social media users are influenced
by travel blogs with up to 72% willing to
change their destination choice based ...
“I generally begin researching online before I
decide how or where I want to travel.
65% leisure travelers & 69% business ...
“56% of travelers say they find inspiration for
trips on the Internet
WHY BLOGGING?
Source: Google 2014 Traveler’s Road to...
“Which online sources typically inspire you
to start thinking about your personal or
leisure trips?
83% Social networking,...
“I generally begin researching online before I
decide how or where I want to travel.
65% leisure travelers
69% business tr...
Travelers search online for:
INSPIRATION
INFORMATION
RECOMMENDATIONS
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel...
They find them on
BLOGS & SOCIAL MEDIA
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
Blogging + Social Media =
INSPIRING
travelers to visit your destination
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCa...
Blogging + Social Media =
Getting in front of travelers searching for
INFORMATION
WHY BLOGGING?
#ATM2015 @SamanthaDancy @T...
Blogging + Social Media =
RECOMMENDATIONS
that travelers trust
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @Xpat...
The Early Adopter Advantage
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
1. Content Creation
2. Sponsored activities
3. Brand Ambassadorship
4. Spokesperson
5. Social media promotion
HOW IT’S DON...
2 MAIN STRATEGIES
1. Onsite: Building up your own blog and social
channels
2. Offsite: Working with bloggers to increase
a...
YOUR BLOG
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“Nobody is interested in what a DMO says
about a destination; [but] when a DMO creates
a platform for stories by local peo...
BENEFITS
1. SEO
2. Visibility
3. Trust
4. Lead Generation
5. Sales
6. Ownership
7. Control
YOUR CHANNELS
#ATM2015 @Samanth...
EXPEDIA VIEWFINDER
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“Much of our most powerful work comes from
partnering with travel bloggers….travelers are
turning to travel bloggers more ...
G ADVENTURES LOOPTAIL
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“While these channels provide an opportunity to
communicate to people who already subscribe to
our brand, they also serve ...
Why You Need Experienced Bloggers
1. Technical knowledge
2. Social following
3. Blogging cultural understanding & connecti...
G ADVENTURES
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
EXPEDIA
G ADVENTURES
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
EXPEDIA
Andrew Hickey
The Brooklyn Nomad
Spen...
YOUR SITE
THEIR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“Webfluential has, over the past eight months,
paid over R2-million to South African
influencers alone. We’ve executed ove...
BENEFITS
1. SEO
2. Visibility
3. Trust
4. Lead Generation
5. Sales
6. Timeliness
7. Measurability
THEIR CHANNELS
#ATM2015 ...
HOW IT WORKS
Bloggers use their audience to
ACHIEVE YOUR GOALS
THEIR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @Xpa...
GOALS
1. Improve SEO
2. Build social following
3. Grow subscriber lists
4. Gain exposure
5. Change perception
6. Drive sal...
STEPS
1. Define goals
2. Create a plan and clear contract
3. Vet and hire bloggers
4. Execute
5. Measure
6. Analyze, adjus...
“We have seen an immediate impact on new
direct passenger bookings by consumers
referencing the exclusive promo code we
es...
“The 2011 social media outreach campaign,
including #GoJordan, was immensely
successful leading to Jordan being on
travell...
?
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
THERE IS NO FORMULA
DEPENDS ON YOUR GOALS
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
CRITERIA
1. Brand alignment
2. Audience match
3. Audien...
PTBA SEARCH ENGINE
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
VETTING BLOGGERS
PTBA SEARCH ENGINE
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
1. Niche
2. Audience by country
3. Social networks
4....
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
HOW TO AVOID DISASTER
A CLEAR WORK AGREEMENT
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
NEXT STEPS
1. What are my goals?
2. Onsite vs. offsite?...
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
FREE CONSULTATION
xpatmatt@gmail.com
Phone number
http:...
QUESTIONS?
#PTBA@ATM
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
http://bit.ly/workwithtravelbloggers
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
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How Bloggers Benefit Your Business | Professional Travel Bloggers Association ATM 2015

A presentation by Matt Gibson, Samantha Dancy, and Shane Dallas of the Professional Travel Bloggers Association presented at Arabian Travel Market on how bloggers can help travel brands.

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How Bloggers Benefit Your Business | Professional Travel Bloggers Association ATM 2015

  1. 1. How Blogging Creates Value for Your Brand Main Presenter: Matt Gibson President Elect: Professional Travel Bloggers Associations Xpat.Media / XpatMatt.com / TravelBloggersAssociation.com Co-Presenters: Samantha Dancy and Shane Dallas Time & Date #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  2. 2. http://bit.ly/workwithtravelbloggers DOWNLOAD #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  3. 3. QUESTIONS? #PTBA@ATM #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  4. 4. Why Blogging? • Detailed analytics • Control over messaging • Consumer trust WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  5. 5. Most importantly WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  6. 6. It works WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  7. 7. “92% of social media users are influenced by travel blogs with up to 72% willing to change their destination choice based on the opinion of friends and networks on social media. 2015 ITB Berlin Travel Trends Report WHY BLOGGING? Source: Mail and Guardian, 2015 #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  8. 8. “I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers & 69% business travelers WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  9. 9. “56% of travelers say they find inspiration for trips on the Internet WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  10. 10. “Which online sources typically inspire you to start thinking about your personal or leisure trips? 83% Social networking, video, or photo sites 61% Search engines WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  11. 11. “I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers 69% business travelers WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  12. 12. Travelers search online for: INSPIRATION INFORMATION RECOMMENDATIONS WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  13. 13. They find them on BLOGS & SOCIAL MEDIA WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  14. 14. Blogging + Social Media = INSPIRING travelers to visit your destination WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  15. 15. Blogging + Social Media = Getting in front of travelers searching for INFORMATION WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  16. 16. Blogging + Social Media = RECOMMENDATIONS that travelers trust WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  17. 17. The Early Adopter Advantage WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  18. 18. 1. Content Creation 2. Sponsored activities 3. Brand Ambassadorship 4. Spokesperson 5. Social media promotion HOW IT’S DONE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  19. 19. 2 MAIN STRATEGIES 1. Onsite: Building up your own blog and social channels 2. Offsite: Working with bloggers to increase awareness through their channels (these work best when done together) STRATEGIES #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  20. 20. YOUR BLOG YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  21. 21. “Nobody is interested in what a DMO says about a destination; [but] when a DMO creates a platform for stories by local people, top bloggers and travellers, magic happens. Mariette du Toit-Helmbold: Cape Town Tourism/Destinate YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: The Mail & Guardian, 2015
  22. 22. BENEFITS 1. SEO 2. Visibility 3. Trust 4. Lead Generation 5. Sales 6. Ownership 7. Control YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  23. 23. EXPEDIA VIEWFINDER YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  24. 24. “Much of our most powerful work comes from partnering with travel bloggers….travelers are turning to travel bloggers more and more when they are getting inspired and planning trips. Sarah Keeling: Expedia Worldwide Director of Public Relations YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: ITB 2012
  25. 25. G ADVENTURES LOOPTAIL YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  26. 26. “While these channels provide an opportunity to communicate to people who already subscribe to our brand, they also serve as a window to the world to inspire those who have never considered travelling, who can’t presently afford to travel, or who are too young to travel — but one day might. G Adventures #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: ITB 2012 YOUR CHANNELS
  27. 27. Why You Need Experienced Bloggers 1. Technical knowledge 2. Social following 3. Blogging cultural understanding & connections #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt YOUR CHANNELS
  28. 28. G ADVENTURES YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt EXPEDIA
  29. 29. G ADVENTURES YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt EXPEDIA Andrew Hickey The Brooklyn Nomad Spencer Spellman The Travelling Philosopher
  30. 30. YOUR SITE THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  31. 31. “Webfluential has, over the past eight months, paid over R2-million to South African influencers alone. We’ve executed over 150 campaigns across Africa. Influencer marketing is no longer a future trend, it’s a current tactic. Kristy Sharman: Webfluential THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: The Mail & Guardian, 2015
  32. 32. BENEFITS 1. SEO 2. Visibility 3. Trust 4. Lead Generation 5. Sales 6. Timeliness 7. Measurability THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  33. 33. HOW IT WORKS Bloggers use their audience to ACHIEVE YOUR GOALS THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  34. 34. GOALS 1. Improve SEO 2. Build social following 3. Grow subscriber lists 4. Gain exposure 5. Change perception 6. Drive sales THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  35. 35. STEPS 1. Define goals 2. Create a plan and clear contract 3. Vet and hire bloggers 4. Execute 5. Measure 6. Analyze, adjust, repeat THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  36. 36. “We have seen an immediate impact on new direct passenger bookings by consumers referencing the exclusive promo code we established with ThePlanetD. Greg Hayes: eCommerce Manager, Quark Expeditions THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: Planet D Media Kit, 2015
  37. 37. “The 2011 social media outreach campaign, including #GoJordan, was immensely successful leading to Jordan being on travellers’ and on many top travel lists, including Conde Naste Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. Jordan Tourism Board THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: JTB & Social Media Presentation
  38. 38. ? VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  39. 39. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt THERE IS NO FORMULA DEPENDS ON YOUR GOALS
  40. 40. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt CRITERIA 1. Brand alignment 2. Audience match 3. Audience engagement 4. Experience and professionalism 5. Audience size
  41. 41. PTBA SEARCH ENGINE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt VETTING BLOGGERS
  42. 42. PTBA SEARCH ENGINE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt 1. Niche 2. Audience by country 3. Social networks 4. Experience and professionalism VETTING BLOGGERS
  43. 43. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt HOW TO AVOID DISASTER A CLEAR WORK AGREEMENT
  44. 44. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt NEXT STEPS 1. What are my goals? 2. Onsite vs. offsite? 3. Free consultation
  45. 45. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt FREE CONSULTATION xpatmatt@gmail.com Phone number http://xpat.media
  46. 46. QUESTIONS? #PTBA@ATM #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
  47. 47. http://bit.ly/workwithtravelbloggers #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt DOWNLOAD

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