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Working with Travel Bloggers to Tell Your Story
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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

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Working with Travel Bloggers to Tell Your Story Working with Travel Bloggers to Tell Your Story Presentation Transcript

  • Maximizing Destination Exposure: Working with Travel Bloggers To Tell Your Story Daniel Noll & Audrey Scott Website: http://UncorneredMarket.com/ Twitter: @umarket Facebook: UncorneredMarket
  • Dan and Audrey: Uncornered Market
  • 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
  • What is Destination Exposure? Awareness People talking Sharing Taking action
  • 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
  • Storytelling: Around the Fire
  • Storytelling: Travel Magazines
  • Digital Storytelling: Social Media & Blogs
  • 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”
  • Enter...The Travel Blogger
  • Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors
  • 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
  • Story Types: Negative PressDo you have negative press?Your story move: Find someone who can tell an alternative story Focus on the positive
  • Attacking Safety Concerns: Our Story
  • Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections
  • Story Angles: Undiscovered, Uncovered Struggling for exposure next to a big destination? Expose tourists to new sites and activities in a big destination.
  • Story Angles: New Demographics Attract new demographic groups Defy stereotypes
  • 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
  • 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
  • Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties
  • Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!
  • Long Term Benefits ofWorking with Travel BloggersContent: long and deepVaried: photo essays, videos, panoramasPractical details, contactsArticles or interviews with other outletsDestination ambassadors and advisorsRelationship!
  • Questions??Ask Away!!Twitter: @umarketFacebook: http://facebook.com/UncorneredMarketOr get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com