Working with Travel Bloggers to Tell Your Story

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MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story …

MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story

This presentation discusses the following points:
- The connection between destination exposure and storytelling
- The idea of travel bloggers as storytelling agents
- How to work effectively with travel bloggers

More in: Travel , Technology , Business
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Transcript

  • 1. Maximizing Destination Exposure: Working with Travel Bloggers To Tell Your Story Daniel Noll & Audrey Scott Website: http://UncorneredMarket.com/ Twitter: @umarket Facebook: UncorneredMarket
  • 2. Dan and Audrey: Uncornered Market
  • 3. This Presentation Should Clarify: The connection between destination exposure and storytelling The idea of travel bloggers as storytelling agents How to work effectively with travel bloggers
  • 4. What is Destination Exposure? Awareness People talking Sharing Taking action
  • 5. Importance of Story to a Destination Story is a differentiator for your destination What story is not: a list of sites, activities and services Components of an effective story
  • 6. Storytelling: Around the Fire
  • 7. Storytelling: Travel Magazines
  • 8. Digital Storytelling: Social Media & Blogs
  • 9. Social Media & Destinations Social media creates buzz: talking, sharing Immediate: Connects audience with destination in moment Plants the seed: “I want to learn more” Changes minds: “Never thought of X destination, but now I’m interested”
  • 10. Enter...The Travel Blogger
  • 11. Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors
  • 12. Travel Blogger as a (Marketing) Tool Help tell a story, find new ones Timeframe = immediate Content Multiple hats: photos, video, story, podcast Internet Resources/SEO Exposure, long shelf life
  • 13. Story Types: Negative PressDo you have negative press?Your story move: Find someone who can tell an alternative story Focus on the positive
  • 14. Attacking Safety Concerns: Our Story
  • 15. Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections
  • 16. Story Angles: Undiscovered, Uncovered Struggling for exposure next to a big destination? Expose tourists to new sites and activities in a big destination.
  • 17. Story Angles: New Demographics Attract new demographic groups Defy stereotypes
  • 18. Matching Bloggers: Characteristics Style of travel - NOT mutually exclusive, but can be Budget, luxury Family, solo, couple Independent…Group Tour Tone of voice Quality of content
  • 19. Matching Bloggers: ReachAudience Reach = blog +social mediaDemographics: Geography,Gender, AgeQualitative: Trust &EngagementAudience size - Traffic: Visitors,RSS, Twitter, FB fans, Google+Indices: Alexa, Compete, Quantcast,Klout, Invesp
  • 20. Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties
  • 21. Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!
  • 22. Long Term Benefits ofWorking with Travel BloggersContent: long and deepVaried: photo essays, videos, panoramasPractical details, contactsArticles or interviews with other outletsDestination ambassadors and advisorsRelationship!
  • 23. Questions??Ask Away!!Twitter: @umarketFacebook: http://facebook.com/UncorneredMarketOr get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com