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Reaching key influencers where they live (online)

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  • 1. Reaching Key InfluencersWhereThey Live (Online)
    Chris Gray Faust
    Chris Around The World
    @CAroundTheWorld
  • 2. Background
    Former Travel Editor, USA TODAY
    20 years of journalismexperience
    Chris Around The World blog (www.caroundtheworld.com)
    Traveltipsfrom destinations
    « Top 10 Travel Blog to Bookmark in 2010 » Chris Elliott
  • 3. 76 percent of travelers plan leisure trips online
    1 in 4 travelers get info from word of mouth; bloggers can earn “trusted friend” status
    Blogs update frequently, have SEO impact
    Instantaneous coverage
    Independence – We are ourown editors
    PR & bloggerssharesame goal: eyeballs
    Why Choose Bloggers?
  • 4. Determine goal: Niche? Photos? Text? Social Media?
    Examine environment: Do youwantyourproperty to live there?
    Know analytics – Google, Alexa, Compete – & their limitations
    Aggregators: travel.alltop.com, travelblogsites.com rankings
    Finding Bloggers
  • 5. Building Relationship
    Read the blog, comment if youcanadd info
    Pitches: short, personal, includeprices links OK - but no attachmentsplease
    Be blog-friendly – FB fan page, hashtags, FlickrCreative Commons photos, contests
    Treat social media seriously: Don’tpawn off to youngestmember of team
  • 6. Differentneedsthanprintwriters
    Set expectations ahead of time
    Be prepared for real-time coverage
    Free time to blog, tweet, download
    Wi-Fi a must!
    Severalspecificposts vs. 1 article
    Share info: how diditwork? Problembloggers?
    Blogger Press Trips
  • 7. Measuring Blog Impact
    Focus on conversation/conversion, not numbers
    Engagement: Do readers comment & interact?
    Reach: Do the postspick up life outside of blog? (doesbloggercrosspost & promote?)
    Become part of process – tweet, repost, Stumble blog posts
    Follow up w/ blogger & audience
  • 8. Questions/Contact:
    Chris Gray Faust
    Chris Around The World
    chris@caroundtheworld.com
    www.caroundtheworld.com
    Twitter: CAroundTheWorld
    Facebook: ChrisGrayFaust
    Slideshare.net/ChrisGrayFaust