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

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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