Maximizing Destination Exposure:  Working with Travel Bloggers       To Tell Your Story       Daniel Noll & Audrey Scott  ...
Dan and Audrey: Uncornered Market
This Presentation Should Clarify: The connection between destination exposure and storytelling The idea of 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...
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 m...
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: pho...
Story Types: Negative PressDo you have negative press?Your story move: Find someone who can tell an alternative story Focu...
Attacking Safety Concerns: Our Story
Story Angles: Old Destinations, New Life  How to bring new story  to a known destination?  Shared human  experiences, pers...
Story Angles: Undiscovered, Uncovered  Struggling for exposure  next to a big  destination?  Expose tourists to new  sites...
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, c...
Matching Bloggers: ReachAudience Reach = blog +social mediaDemographics: Geography,Gender, AgeQualitative: Trust &Engageme...
Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involve...
Working with Travel Bloggers: During  Tools: Internet, mobile  data plan  Give time/flexibility  Two-way feedback/  commun...
Long Term Benefits ofWorking with Travel BloggersContent: long and deepVaried: photo essays, videos, panoramasPractical det...
Questions??Ask Away!!Twitter: @umarketFacebook: http://facebook.com/UncorneredMarketOr get in touch with us:  audrey@uncor...
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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

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

Published in: Travel, Technology, Business
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  • Transcript of "Working with Travel Bloggers to Tell Your Story"

    1. 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. 2. Dan and Audrey: Uncornered Market
    3. 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. 4. What is Destination Exposure? Awareness People talking Sharing Taking action
    5. 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. 6. Storytelling: Around the Fire
    7. 7. Storytelling: Travel Magazines
    8. 8. Digital Storytelling: Social Media & Blogs
    9. 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. 10. Enter...The Travel Blogger
    11. 11. Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors
    12. 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. 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. 14. Attacking Safety Concerns: Our Story
    15. 15. Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections
    16. 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. 17. Story Angles: New Demographics Attract new demographic groups Defy stereotypes
    18. 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. 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. 20. Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties
    21. 21. Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!
    22. 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. 23. Questions??Ask Away!!Twitter: @umarketFacebook: http://facebook.com/UncorneredMarketOr get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com

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