@SheilaS
@TourismCurrents
How to Identify the Bloggers
Who Matter the Most
Sheila Scarborough
Tourism Currents
@SheilaS
@TourismCurrents
The bloggers who
"matter most" are
the ones who fit
YOUR market
@SheilaS
@TourismCurrents
@SheilaS
@TourismCurrents
No Magic
Beans
#DoTheWork
@SheilaS
@TourismCurrents
Review your
marketing plan
How does online
coverage support
your plan?
@SheilaS
@TourismCurrents
What are your goals?
What will you
measure to see if
you're meeting your
goals?
@SheilaS
@TourismCurrents
Your perfect blogger
connects with your perfect visitor
@SheilaS
@TourismCurrents
Niche is
your
friend
@SheilaS
@TourismCurrents
Equestrian destination?
Nancy D. Brown / Writing Horseback
@SheilaS
@TourismCurrents
North Texas Small Town?
Tui Snider / Mental Mosaic
@SheilaS
@TourismCurrents
Los Angeles area?
LACOT (Los Angeles Consortium
of Online Travel)
@SheilaS
@TourismCurrents
Middle of the U.S.?
Adam Sommer / Visit Flyover Country
@SheilaS
@TourismCurrents
Middle of the U.S.?
Dominique King / Midwest Guest
@SheilaS
@TourismCurrents
Ukulele Scene?
Pam Mandel / Nerd's Eye View
@SheilaS
@TourismCurrents
@SheilaS
@TourismCurrents
@SheilaS
@TourismCurrents
But wait....
The "blogger who
matters most" may
not have a blog
@SheilaS
@TourismCurrents
Want
visual
impact?
@SheilaS
@TourismCurrents
@SheilaS
@TourismCurrents
and....
Flickr
Video
@SheilaS
@TourismCurrents
Want immediate or
short-term impact?
Twitter
Facebook
@SheilaS
@TourismCurrents
@SheilaS
@TourismCurrents
Want medium & long-
term plus SEO impact?
Blog posts
Podcasts
Google+
Photos & video
@SheilaS
@TourismCurrents
134,750 downloads/month of
a 30 min podcast
@SheilaS
@TourismCurrents
What does all
this mean for
your SEO?
@SheilaS
@TourismCurrents
Social Media Matters for SEO
● Links count & bloggers know how to link
● Social signals affect s...
@SheilaS
@TourismCurrents
Finding
bloggers
@SheilaS
@TourismCurrents
Go Where They Are Online
● #TBEX - #TTOT - #TravelSkills
● Other Twitter chats relevant to your
...
@SheilaS
@TourismCurrents
Go Where They Are Offline
● TBEX & TBU conferences
● ITB Berlin, IPW, World Travel Market
● New ...
@SheilaS
@TourismCurrents
Pay to Play
● PTBA (Prof. Travel Bloggers Association)
● Paid database info includes blogger sta...
@SheilaS
@TourismCurrents
Photo Credits
My own photos throughout, except....
● Butterfly & bugs collection
- Christian Gut...
@SheilaS
@TourismCurrents
Thanks very much
Sheila Scarborough
@SheilaS
Tourism Currents
@TourismCurrents
www.tourismcurren...
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Finding Bloggers Who Fit Your Destination

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The "best" blogger or online publisher for your destination, attraction or hotel is the one who can reach YOUR market. For a webinar with TIAK (Travel Industry Association of Kansas.)

My Tourism Currents team and I do online and in-person training in social media for tourism and hospitality - http://www.tourismcurrents.com

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  • For TIAK (Travel Industry Association of Kansas)
    The best blogger may not be a blogger
    Take a 360 view
    Know your market & ideal visitor/guest
    Niche rules
    DIY or pay
    Social signals feed SEO
    Google isn't the only way to search
  • Coverage from a luxury travel blogger makes no sense for destinations or hotels that don't fit that niche.
  • A stop sign in Chickasaw.
  • Build relationships before you make the ask.
    Build relationships, not just a Rolodex.
    There's no magic list of bloggers that's right for YOU, other than the one YOU build.
  • Who is your market
    Where are they online
    How can you get in front of them where they are
  • Always know your overall marketing goals and which metrics or KPIs you're using to measure whether you're reaching your goals or not.
  • The right blogger for you is the one who can best reach your target market.
  • The social web makes it easier to find and connect with your niche markets.
  • This writer is perfect for a dude ranch.
  • Who are your regional bloggers? Find them.
  • Regular meetups of Southern California travel bloggers.
  • Adam specializes in the Midwest.
  • Dominique also specializes in Midwest online coverage.
  • No niche is too obscure, even ukulele. This person is a travel blogger, yes, but she's also in an ukulele rock band.
  • Official bloggers for Illinois tourism. Note that Adam Sommers from Visit Flyover Country is one of them; he has multiple outlets
  • The official Kansas tourism blog; does an excellent job of covering small towns and niche areas. Get to know the people who blog for it!
  • Online publishing goes way beyond blogs.
  • Keep your overall marketing goals in mind when you consider what kind of online coverage you seek.
  • Sherry Ott has a travel blog, but she's also big on Instagram. Note the #ad hashtag – she is properly disclosing a sponsored/comped trip as required by the FTC (Federal Trade Commission.)
  • Flickr is still valid, mostly for SEO value.
    Video: not just YouTube, but also Vimeo, Vine, and short video on Flickr and Instagram.
  • Spike in activity during one of the oldest and biggest chats on Twitter, #blogchat (every Sunday night at 8pm CST.)
  • Blog posts have legs; they're the gift that keeps on giving over months and years.
    Google+ SEO impact is undeniable.
  • Podcast listeners are very loyal, this coverage also has long staying power. This is Chris Christensen with the Amateur Traveler.
  • Social matters for search. A lot.
  • With any group you want to influence: you must go where they are.
  • Note that #TTOT (Travel Talk on Twitter) and #TravelSkills are also regular Twitter chats, and #TBEX is also a conference.
    Note re: LinkedIn. There are your meeting and event planners, tour operators and economic development people.
  • There's a conference for every niche.
  • These organizations will work to set up fam trips/press trips for a fee.
  • Finding Bloggers Who Fit Your Destination

    1. 1. @SheilaS @TourismCurrents How to Identify the Bloggers Who Matter the Most Sheila Scarborough Tourism Currents
    2. 2. @SheilaS @TourismCurrents The bloggers who "matter most" are the ones who fit YOUR market
    3. 3. @SheilaS @TourismCurrents
    4. 4. @SheilaS @TourismCurrents No Magic Beans #DoTheWork
    5. 5. @SheilaS @TourismCurrents Review your marketing plan How does online coverage support your plan?
    6. 6. @SheilaS @TourismCurrents What are your goals? What will you measure to see if you're meeting your goals?
    7. 7. @SheilaS @TourismCurrents Your perfect blogger connects with your perfect visitor
    8. 8. @SheilaS @TourismCurrents Niche is your friend
    9. 9. @SheilaS @TourismCurrents Equestrian destination? Nancy D. Brown / Writing Horseback
    10. 10. @SheilaS @TourismCurrents North Texas Small Town? Tui Snider / Mental Mosaic
    11. 11. @SheilaS @TourismCurrents Los Angeles area? LACOT (Los Angeles Consortium of Online Travel)
    12. 12. @SheilaS @TourismCurrents Middle of the U.S.? Adam Sommer / Visit Flyover Country
    13. 13. @SheilaS @TourismCurrents Middle of the U.S.? Dominique King / Midwest Guest
    14. 14. @SheilaS @TourismCurrents Ukulele Scene? Pam Mandel / Nerd's Eye View
    15. 15. @SheilaS @TourismCurrents
    16. 16. @SheilaS @TourismCurrents
    17. 17. @SheilaS @TourismCurrents But wait.... The "blogger who matters most" may not have a blog
    18. 18. @SheilaS @TourismCurrents Want visual impact?
    19. 19. @SheilaS @TourismCurrents
    20. 20. @SheilaS @TourismCurrents and.... Flickr Video
    21. 21. @SheilaS @TourismCurrents Want immediate or short-term impact? Twitter Facebook
    22. 22. @SheilaS @TourismCurrents
    23. 23. @SheilaS @TourismCurrents Want medium & long- term plus SEO impact? Blog posts Podcasts Google+ Photos & video
    24. 24. @SheilaS @TourismCurrents 134,750 downloads/month of a 30 min podcast
    25. 25. @SheilaS @TourismCurrents What does all this mean for your SEO?
    26. 26. @SheilaS @TourismCurrents Social Media Matters for SEO ● Links count & bloggers know how to link ● Social signals affect search ranking ● Photos & video do well in search results ● Google isn't the only way travelers search ● Instagram & Twitter hashtags ● Pinterest ● Asking friends/family on Facebook
    27. 27. @SheilaS @TourismCurrents Finding bloggers
    28. 28. @SheilaS @TourismCurrents Go Where They Are Online ● #TBEX - #TTOT - #TravelSkills ● Other Twitter chats relevant to your market & goals ● Passports with Purpose bloggers ● Facebook Groups ● LinkedIn (esp for B2B) ● Instagram hashtags
    29. 29. @SheilaS @TourismCurrents Go Where They Are Offline ● TBEX & TBU conferences ● ITB Berlin, IPW, World Travel Market ● New Media Expo (formerly BlogWorld) ● Travel Media Showcase ● Travel Massives ● Social Media Clubs & Breakfasts ● Niche conferences: Beer, Food, Crafts, Pets
    30. 30. @SheilaS @TourismCurrents Pay to Play ● PTBA (Prof. Travel Bloggers Association) ● Paid database info includes blogger stats ● Navigate Media ● iAmbassador ● Observe these brand bloggers: ● G Adventures "Wanderers in Residence" ● Expedia Viewfinder bloggers ● Housetrip Diplomats
    31. 31. @SheilaS @TourismCurrents Photo Credits My own photos throughout, except.... ● Butterfly & bugs collection - Christian Guthier on Flickr CC ● Magic beans - rich13 on Flickr CC ● Gumby storm trooper - JD Hancock on Flickr CC ● Nancy D. Brown courtesy Writing Horseback Facebook Page ● Tui Snider courtesy her Facebook profile ● Jennifer Miner & Melanie Waldman courtesy LACOT ● Cape Girardeau photo courtesy Visit Flyover Country on Facebook
    32. 32. @SheilaS @TourismCurrents Thanks very much Sheila Scarborough @SheilaS Tourism Currents @TourismCurrents www.tourismcurrents.com
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