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Monetize Your Expertise: 2012 TBU Keynote

by careerbreaksecrets

2,148 views

This speech calls on travel bloggers who want to monetize, to find ways to monetize their expertise. There are case studies included showing examples of people currently moving in this direction.

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careerbreaksecrets Your welcome! 1 year ago
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Hotel Kristall, Direzione at Hotel Kristall Orvieto Thanks 1 year ago
Are you sure you want to

It’s so exciting to be here with you guys today. We are spread out all over the world and to be able to just be in the same room with you all is so fantastic. And I want thank Oliver for not only having me out, but putting on this great conference. We all live in our our little bubbles right. Connected online, but unlike people with real jobs we rarely see each other. And, it’s been such a rush to be with you all. So, it’s also a little intimidating. Because, I was saying to someone the other night, you can’t bullshit this crowd. We are all in this crazy online travel world, trying to make it, have success. And, there aren’t a lot of answers yet as to how to do this, right. \n\nGod forbid you post a question on the Facebook forums to look for answers. I’ve joked before that if you want to make in this business, all you have to do is monitor the forum and then when a smackdown breaks out, just start taking bets as to who’s going to win. \n\nThis presentation comes as the result of tons of discussions with others in our industry. It represents the conversations that I’m having with others one on one. People you know, people who have blogs you’d recognize, people who are starting to have success, real success as a business, people who are breaking out. \n\nSuch an exciting time to be in this business. Very dynamic, right? The doors are slowly opening. Right? There’s more interest in working with us, in harnessing our influence, in accessing our audiences. At the same time it’s frustrating. Whether you’ve been in the biz for 3 months or 3 years, we’re all searching for the same thing thing. How do I get success? How do I break through? How I get noticed? There are more and more announcements every day about some company somewhere working with someone who has a blog. And who here hasn’t thought. That’s awesome and then you think, shit, why couldn’t that have been me? Sometimes you just want to know that you were at least considered, right? Sherry Ott said it best to me once. She said, I feel like those of us that blog are the travel equivalent of the starving actors in Hollywood and we’re all waiting tables at the local restaurant waiting for our big break. \n\nWhen I started Career Break Secrets, I started wtih a real business plan. Slowly things started happening, but I’m impatient and I’m like, when, when, when? For about the last 6-9 months I’ve really started studying those people that have been having success. And what are they doing, what’s different about them? And, what can I learn? It wasn’t an academic exercise for me. It was what can I learn. You see, I wanted this is to be a real business. I never wanted to treat my blog like a business. I wanted it to be part of the business. And, if you want that, then you gotta be making money, you gotta have revenues. And, when I started counting the people actually making money from their blog, it was a really small number. THink about it. How many people do you know who have really made this a business. There’s a few. But, it’s still far too few in mind mind. \n\nSo, today’s presentation represents what I’ve learned from my own experience, from watching others and from talking to others. \n
First order of business. I hate the term blogger. I really hate. Now, I use it. Sometimes, it’s just easier. But, this is a blog in my mind. People of Walmart. User-generated content to entertain. That’s it. It’s a guilty pleasure of mine. But, with a blog, you never know what you’re going to get. \nThere’s no cost to entry. Any jackass can have a blog. And do with that technology what they want. Right, it’s just technology. In an of itself, it’s not a business. It says nothing about why you use it or what your goals are, or even that you want it to be a business. It does not differentiate anybody. It’s very powerful. I could not be where I am today without it. But, the main reason I hate it, is that it hides what we actually are...\n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
Experts! Now, we don’t call ourselves that. And, it makes us a little uncomfortable to think of ourselves that way. And, why? Because there are a lot of phony expert gurus out there. And, let’s face it. Who wants to be associated with that. But, hear me out. \n
You are the face of travel today. Period. You are who people are seeking out. You are people that inspire others to travel, makybe for the first time solo. Maybe to realize that they can get the experience that they want for less than they thought. You make travel real. With your stories, with your photos, maybe with your snark. Right. You’re honest, sometimes brutally honest. \n\nLet’s see who we have in the crowd today. Janice, face of Solo travel, Dave and Deb look at these faces. OK, Dave sit down, look at this face, who wouldn’t trust this face? A few others. \n\nBut you are the face of travel these days. And that makes you very, very special. \n
Because with every story, every photo, every video, every tip, piece of advice, just traveling and being on the road, you are building trust with your audience. You are speaking to them in a way that no product, no service and no tourism board can. And that my friends, not only makes you special, but it gives you clout, not Klout with a K. But, real clout. And that is the basis by which you can start to monetize, really monetize. Not bullshit money like text links or sponsored posts. And for the record, I could give a shit if you sell ads or not. I am too busy with my own business to be worrying about yours. And if you’ve got that much time to be commenting on other people’s business, you do not have enough to do in my mind. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
Have you ever wondered why some people are working with Big Brands? Is it because they’re experts? Yeah, partially. Have you ever aspired to work with these big brands? Sure, of course you have. Now, you may be an expert, and I believe that this group of people really are travel experts. But, it is not enough to know your shit. That is only the first step. \n
There are 3 things that these experts have. Expertise, influence and relevance. Expertise is really knowing your audience and your niche. You know the trends, you know the wants, the needs, the desires of your readers and potential reader better than anyone else. Influence, bottom line you move people. You recommend a destination, it’s now on their radar. You tweet, people engage. You post to Facebook, you get a reaction. And relevance, you move the conversation forward. You lead it. You get people to think differently about it. If you have these 3 things, and you can demonstrate that to companies like this, then the world opens up for you. \n\nI used to be a marketing director for an international medical device company. And, I often contracted with nursing experts. And when I think back to those that contracted versus those that I didn’t, it was for the same reasons. I had to make sure that I hired the best. Put yourself in a marketing director or VP of marketing’s position. They have a budget to do what, create the marketing programs that ultimately build awareness and drive sales. Period. And they need relationships with people who can help them do that. In travel, who’s that? It’s you. \n\nBut, Jeff, I have all that and I can’t break through. OK, let me me walk you through how the conversation goes on the other side, behind closed doors. \n
There are 3 things that these experts have. Expertise, influence and relevance. Expertise is really knowing your audience and your niche. You know the trends, you know the wants, the needs, the desires of your readers and potential reader better than anyone else. Influence, bottom line you move people. You recommend a destination, it’s now on their radar. You tweet, people engage. You post to Facebook, you get a reaction. And relevance, you move the conversation forward. You lead it. You get people to think differently about it. If you have these 3 things, and you can demonstrate that to companies like this, then the world opens up for you. \n\nI used to be a marketing director for an international medical device company. And, I often contracted with nursing experts. And when I think back to those that contracted versus those that I didn’t, it was for the same reasons. I had to make sure that I hired the best. Put yourself in a marketing director or VP of marketing’s position. They have a budget to do what, create the marketing programs that ultimately build awareness and drive sales. Period. And they need relationships with people who can help them do that. In travel, who’s that? It’s you. \n\nBut, Jeff, I have all that and I can’t break through. OK, let me me walk you through how the conversation goes on the other side, behind closed doors. \n
There are 3 things that these experts have. Expertise, influence and relevance. Expertise is really knowing your audience and your niche. You know the trends, you know the wants, the needs, the desires of your readers and potential reader better than anyone else. Influence, bottom line you move people. You recommend a destination, it’s now on their radar. You tweet, people engage. You post to Facebook, you get a reaction. And relevance, you move the conversation forward. You lead it. You get people to think differently about it. If you have these 3 things, and you can demonstrate that to companies like this, then the world opens up for you. \n\nI used to be a marketing director for an international medical device company. And, I often contracted with nursing experts. And when I think back to those that contracted versus those that I didn’t, it was for the same reasons. I had to make sure that I hired the best. Put yourself in a marketing director or VP of marketing’s position. They have a budget to do what, create the marketing programs that ultimately build awareness and drive sales. Period. And they need relationships with people who can help them do that. In travel, who’s that? It’s you. \n\nBut, Jeff, I have all that and I can’t break through. OK, let me me walk you through how the conversation goes on the other side, behind closed doors. \n
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But, Jeff, I’m using all the same tools that everybody else is using. That’s true. Two points. One, it’s not enough. This is why I hate the term blogger. The blog doesn’t distinguish us necessarily. You do. It’s your stories, your photos, your personality that strikes a chord a people, makes them want to follow, makes them want to be part of your audience. The blog just enables it. And two, the blog isn’t enough. It’s just the starting point. \n
But the blog is built on something else. Something I call a strategic foundation. And, this is where I see people fall down in breaking through. And the 3 elements of your strategic foundation are your identity: You know who you are. Your niche: you know who you’re talking to. And you have a simple, key message, call it a philosophy that you are trying to get out to the world. If you don’t have these 3 things, you can’t break through. Examples of great identities in this room. Janice: SoloTraveler, Dave and Deb: Canada’s Adventure Couple, Kash, Budget traveler, Kate, Adventurous Kate. If you want to build a business, make it easy for people to know what you’re all about. Make it easy to know who you’re talking to. And, have a point of view. Doesn’t mean you get to say yours is necessarily superior. But, drive the conversation. \n\nFor example, let’s take backpacking. Lots of bloggers. How is a reader, how is a company going to know easily how to distinguish you from someone else? By being different, by having an opinion about what the hell you think people should be doing in their travels. \n\nOK, I’ve thrown a lot at you. Let me make this real by showing you 3 examples of people capitalizing on their expertise now. \n
Naturally we’ll start with Career Break Secrets. So, from the beginning, I had to think about monetization and a full blown business plan. I moved to Colombia after my career break and wanted to stay in travel. I had a small friends and family blog while traveling, enjoyed it. They say do what you know, so I thought OK, I’ll focus on career breaks and try to inspire other people out there to take one. So, my identity immediately was the career break travel guy. My niche, people who want to take a career break. And, my message is simply. You can do it. I can help. So, everything I do, posts, photos, videos are all around that. Started with the blog. But, the real long-term goal was to do something different. Could not figure out in 2009, what the path was to monetization. I looked at all the internet marketers and thought, um yeah, that doesn’t seem like me at all. I was interested in video and thought. What if I could do a show to show people what a career break is really like, how cool it really it really is, how ti really can change you. And, I can finally announce for the first time that I’ve signed a Letter of Intent with a distributor for the show and The Career Break Travel Show will be launching globally later this year. I’m working on a book and in my mind I have ideas for other products when I can get to that. So, last couple of years I’ve been building the brand, building the platform. I’ve been using all the smae marketing tools as you to help do that. And, it’s resulted in building my audience which is growing nicely. That has now given me influence, relevance and expertise. Not because I say so. but, because of what others say about me and my site. My site is not for everybody and I’m fine with that. I know who am, what I have to say and to who I am saying it. And, probably my most significant or highest profile project has been this. \n
Naturally we’ll start with Career Break Secrets. So, from the beginning, I had to think about monetization and a full blown business plan. I moved to Colombia after my career break and wanted to stay in travel. I had a small friends and family blog while traveling, enjoyed it. They say do what you know, so I thought OK, I’ll focus on career breaks and try to inspire other people out there to take one. So, my identity immediately was the career break travel guy. My niche, people who want to take a career break. And, my message is simply. You can do it. I can help. So, everything I do, posts, photos, videos are all around that. Started with the blog. But, the real long-term goal was to do something different. Could not figure out in 2009, what the path was to monetization. I looked at all the internet marketers and thought, um yeah, that doesn’t seem like me at all. I was interested in video and thought. What if I could do a show to show people what a career break is really like, how cool it really it really is, how ti really can change you. And, I can finally announce for the first time that I’ve signed a Letter of Intent with a distributor for the show and The Career Break Travel Show will be launching globally later this year. I’m working on a book and in my mind I have ideas for other products when I can get to that. So, last couple of years I’ve been building the brand, building the platform. I’ve been using all the smae marketing tools as you to help do that. And, it’s resulted in building my audience which is growing nicely. That has now given me influence, relevance and expertise. Not because I say so. but, because of what others say about me and my site. My site is not for everybody and I’m fine with that. I know who am, what I have to say and to who I am saying it. And, probably my most significant or highest profile project has been this. \n
Naturally we’ll start with Career Break Secrets. So, from the beginning, I had to think about monetization and a full blown business plan. I moved to Colombia after my career break and wanted to stay in travel. I had a small friends and family blog while traveling, enjoyed it. They say do what you know, so I thought OK, I’ll focus on career breaks and try to inspire other people out there to take one. So, my identity immediately was the career break travel guy. My niche, people who want to take a career break. And, my message is simply. You can do it. I can help. So, everything I do, posts, photos, videos are all around that. Started with the blog. But, the real long-term goal was to do something different. Could not figure out in 2009, what the path was to monetization. I looked at all the internet marketers and thought, um yeah, that doesn’t seem like me at all. I was interested in video and thought. What if I could do a show to show people what a career break is really like, how cool it really it really is, how ti really can change you. And, I can finally announce for the first time that I’ve signed a Letter of Intent with a distributor for the show and The Career Break Travel Show will be launching globally later this year. I’m working on a book and in my mind I have ideas for other products when I can get to that. So, last couple of years I’ve been building the brand, building the platform. I’ve been using all the smae marketing tools as you to help do that. And, it’s resulted in building my audience which is growing nicely. That has now given me influence, relevance and expertise. Not because I say so. but, because of what others say about me and my site. My site is not for everybody and I’m fine with that. I know who am, what I have to say and to who I am saying it. And, probably my most significant or highest profile project has been this. \n
Naturally we’ll start with Career Break Secrets. So, from the beginning, I had to think about monetization and a full blown business plan. I moved to Colombia after my career break and wanted to stay in travel. I had a small friends and family blog while traveling, enjoyed it. They say do what you know, so I thought OK, I’ll focus on career breaks and try to inspire other people out there to take one. So, my identity immediately was the career break travel guy. My niche, people who want to take a career break. And, my message is simply. You can do it. I can help. So, everything I do, posts, photos, videos are all around that. Started with the blog. But, the real long-term goal was to do something different. Could not figure out in 2009, what the path was to monetization. I looked at all the internet marketers and thought, um yeah, that doesn’t seem like me at all. I was interested in video and thought. What if I could do a show to show people what a career break is really like, how cool it really it really is, how ti really can change you. And, I can finally announce for the first time that I’ve signed a Letter of Intent with a distributor for the show and The Career Break Travel Show will be launching globally later this year. I’m working on a book and in my mind I have ideas for other products when I can get to that. So, last couple of years I’ve been building the brand, building the platform. I’ve been using all the smae marketing tools as you to help do that. And, it’s resulted in building my audience which is growing nicely. That has now given me influence, relevance and expertise. Not because I say so. but, because of what others say about me and my site. My site is not for everybody and I’m fine with that. I know who am, what I have to say and to who I am saying it. And, probably my most significant or highest profile project has been this. \n
Naturally we’ll start with Career Break Secrets. So, from the beginning, I had to think about monetization and a full blown business plan. I moved to Colombia after my career break and wanted to stay in travel. I had a small friends and family blog while traveling, enjoyed it. They say do what you know, so I thought OK, I’ll focus on career breaks and try to inspire other people out there to take one. So, my identity immediately was the career break travel guy. My niche, people who want to take a career break. And, my message is simply. You can do it. I can help. So, everything I do, posts, photos, videos are all around that. Started with the blog. But, the real long-term goal was to do something different. Could not figure out in 2009, what the path was to monetization. I looked at all the internet marketers and thought, um yeah, that doesn’t seem like me at all. I was interested in video and thought. What if I could do a show to show people what a career break is really like, how cool it really it really is, how ti really can change you. And, I can finally announce for the first time that I’ve signed a Letter of Intent with a distributor for the show and The Career Break Travel Show will be launching globally later this year. I’m working on a book and in my mind I have ideas for other products when I can get to that. So, last couple of years I’ve been building the brand, building the platform. I’ve been using all the smae marketing tools as you to help do that. And, it’s resulted in building my audience which is growing nicely. That has now given me influence, relevance and expertise. Not because I say so. but, because of what others say about me and my site. My site is not for everybody and I’m fine with that. I know who am, what I have to say and to who I am saying it. And, probably my most significant or highest profile project has been this. \n
Last year I was contacted by G Adventures to help them with a media campaign. They wanted more press but needed a hard news angle that simply press releases about product launches wasn’t going to give them. So, they conducted a work-life balance survey in Canada and asked abotu interest in career breaks. They launched on Labor Day giving it a timely release. Reporters love hard data and facts. And, I was the media spokesman for it. It was wrapped in a multi media campaign with a website, videos, blog posts. So, when the reporter said, we’re talking today about work life balance and taking a career break to travel, here’s Jeff the career break travel guy to talk about it. When they contacted me they had already done their homework. They knew they wanted me. Period. Guess how many questions they asked about my website stats or Klout? Zero. None. Nada. Because they wanted to leverage my brand. And, what do you think a project does like this for your brand. It feeds it, it reinforces it. Great campaign. Loved doing it. And, I got to do what I love most, go talk about career breaks and evangelize. Which is what I’m all about anyway, on any platform I can find. \n
Next, let’s look at Donna Hull. Don’t know if you know her. Love her. Donna writes to older travelevers in their 50s and 60s. In the US we call them baby boomers. And there are a lot of them. So, Donna’s site is My Itchy Travel Feet. And she’s really starting to have good success. \n
So, Donna’s positioning is as the leading baby boomer travel expert. She doesn’t have a moniker. And her message is simple: Get active. This is a group of people going into retirement and they don’t want to sit around. So, they look to Donna to see how to get the most out of travel at their age. One of her big wins is working with Humana insurance, not travel insurance, but health insurance. For this market, they are one of the market leaders as they sell supplemental insurance for those who also receive government insurance. So, both of them have the same target market. Humana agreed to be a sponsor of Donna’s site and they have her contributing to their lifestyle newsletter which goes to all of Humana’s customers. Not counted by Google Analytics, not counted Klout with a K. But certainly, clout with a C. She also contributes to the Arizone Republic newspaper. Arizona has a high number of retirees and a lot of them want to go travel. And she’s got some other things cooking. Again, all of these things are offsite, not on the blog. But, they do feed her strategic foundation as the leading baby boomer travel expert and a good way for her to get more readers on the blog and get her message out. \n
So, Donna’s positioning is as the leading baby boomer travel expert. She doesn’t have a moniker. And her message is simple: Get active. This is a group of people going into retirement and they don’t want to sit around. So, they look to Donna to see how to get the most out of travel at their age. One of her big wins is working with Humana insurance, not travel insurance, but health insurance. For this market, they are one of the market leaders as they sell supplemental insurance for those who also receive government insurance. So, both of them have the same target market. Humana agreed to be a sponsor of Donna’s site and they have her contributing to their lifestyle newsletter which goes to all of Humana’s customers. Not counted by Google Analytics, not counted Klout with a K. But certainly, clout with a C. She also contributes to the Arizone Republic newspaper. Arizona has a high number of retirees and a lot of them want to go travel. And she’s got some other things cooking. Again, all of these things are offsite, not on the blog. But, they do feed her strategic foundation as the leading baby boomer travel expert and a good way for her to get more readers on the blog and get her message out. \n
So, Donna’s positioning is as the leading baby boomer travel expert. She doesn’t have a moniker. And her message is simple: Get active. This is a group of people going into retirement and they don’t want to sit around. So, they look to Donna to see how to get the most out of travel at their age. One of her big wins is working with Humana insurance, not travel insurance, but health insurance. For this market, they are one of the market leaders as they sell supplemental insurance for those who also receive government insurance. So, both of them have the same target market. Humana agreed to be a sponsor of Donna’s site and they have her contributing to their lifestyle newsletter which goes to all of Humana’s customers. Not counted by Google Analytics, not counted Klout with a K. But certainly, clout with a C. She also contributes to the Arizone Republic newspaper. Arizona has a high number of retirees and a lot of them want to go travel. And she’s got some other things cooking. Again, all of these things are offsite, not on the blog. But, they do feed her strategic foundation as the leading baby boomer travel expert and a good way for her to get more readers on the blog and get her message out. \n
Dan and AUdrey. Two of the nicest and smartest people in our business. You probably know them and or their blog, Uncornered Market. They travel slow, get into the culture in various ways. \n
So, who are they? They have an interesting position: Leading travel storytellers. If you’ve read their blog you’ll know that they do this very well. And their message is think about the world differently. They do this through their stories, their photos, their videos. As you may have heard, they recently signed up to work with the UN’s Global Sustainability Tourism Council. Now, this organization wants to promote and define what the hell sustainability really means. They want it to be more than a catchphrase, they want to bring that term to life. So, what better people than travel’s leading storytellers. And, using stories, photos, social media, that’s what they are going to be working on. Think about it, all of us write, all of post photos, use social media. But, it was their unique ability in how they tell stories that made them attractive to work with. They also are part of G Adventures Wanderers in Residence, they’ve worked with microfinance organizations, NGOs, done photography projects, they provide sponsorship packages for their site. And, what does it all do, it all feeds the foundation and solidifies their position in the market to be able to tackle more of these kinds of projects in the future. \n\nI could have talked about so many others. Kash, Budget Traveler, just announced his projects to tour around luxury hostels in Europe. Great project, fun project, got sponsors involved. But, what do you think that project is going to do for his brand? Kash is the budget travel guy now. Others in this room are using technical expertise: phtography, video, social media prowess to sell their skills. That’s what their clients are asking for. And once they do those projects it deepens their expertise and makes them even more attractive in the future. \n
So, who are they? They have an interesting position: Leading travel storytellers. If you’ve read their blog you’ll know that they do this very well. And their message is think about the world differently. They do this through their stories, their photos, their videos. As you may have heard, they recently signed up to work with the UN’s Global Sustainability Tourism Council. Now, this organization wants to promote and define what the hell sustainability really means. They want it to be more than a catchphrase, they want to bring that term to life. So, what better people than travel’s leading storytellers. And, using stories, photos, social media, that’s what they are going to be working on. Think about it, all of us write, all of post photos, use social media. But, it was their unique ability in how they tell stories that made them attractive to work with. They also are part of G Adventures Wanderers in Residence, they’ve worked with microfinance organizations, NGOs, done photography projects, they provide sponsorship packages for their site. And, what does it all do, it all feeds the foundation and solidifies their position in the market to be able to tackle more of these kinds of projects in the future. \n\nI could have talked about so many others. Kash, Budget Traveler, just announced his projects to tour around luxury hostels in Europe. Great project, fun project, got sponsors involved. But, what do you think that project is going to do for his brand? Kash is the budget travel guy now. Others in this room are using technical expertise: phtography, video, social media prowess to sell their skills. That’s what their clients are asking for. And once they do those projects it deepens their expertise and makes them even more attractive in the future. \n
So, who are they? They have an interesting position: Leading travel storytellers. If you’ve read their blog you’ll know that they do this very well. And their message is think about the world differently. They do this through their stories, their photos, their videos. As you may have heard, they recently signed up to work with the UN’s Global Sustainability Tourism Council. Now, this organization wants to promote and define what the hell sustainability really means. They want it to be more than a catchphrase, they want to bring that term to life. So, what better people than travel’s leading storytellers. And, using stories, photos, social media, that’s what they are going to be working on. Think about it, all of us write, all of post photos, use social media. But, it was their unique ability in how they tell stories that made them attractive to work with. They also are part of G Adventures Wanderers in Residence, they’ve worked with microfinance organizations, NGOs, done photography projects, they provide sponsorship packages for their site. And, what does it all do, it all feeds the foundation and solidifies their position in the market to be able to tackle more of these kinds of projects in the future. \n\nI could have talked about so many others. Kash, Budget Traveler, just announced his projects to tour around luxury hostels in Europe. Great project, fun project, got sponsors involved. But, what do you think that project is going to do for his brand? Kash is the budget travel guy now. Others in this room are using technical expertise: phtography, video, social media prowess to sell their skills. That’s what their clients are asking for. And once they do those projects it deepens their expertise and makes them even more attractive in the future. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
So, what do I want you to do. You can do this. \n
\n

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prasit worachatrawanit, IT & New Media Marketing at ARiP Co.,Ltd. Tags monetize your expertise: 2012 1 year ago
Present Yourself at Present Yourself Tags blog travel content blogging content marketing 1 year ago

Monetize Your Expertise: 2012 TBU Keynote Presentation Transcript

MONETIZE YOUR EXPERTISEJeff Jung, “The Career Break Travel Guy” CareerBreakSecrets.com
I HATE THE TERM “BLOGGER”
YOU ARE THE TRAVEL EXPERTS
YOU ARE THE TRAVEL EXPERTS
YOU ARE THE FACE OF TRAVEL
YOU HAVE THE TRUST OF TRAVELLERS
WHY DO SOME PEOPLE GET THESE OPPORTUNITIES?
WHY DO SOME PEOPLE GET THESE OPPORTUNITIES?
3 Things These People Have:
3 Things These People Have: •Expertise
3 Things These People Have: •Expertise •Inﬂuence
3 Things These People Have: •Expertise •Inﬂuence •Relevance
THE CONVERSATION
THE CONVERSATION So Jeff, tell me about your “expert” •Who •What •Where = •When •Why •How
THE CONVERSATION So Jeff, tell me about your “expert” •Who Expertise •What •Where = Inﬂuence •When Relevance •Why •How
THE CONVERSATION So Jeff, tell me about your “expert” •Who Expertise •What •Where = Inﬂuence •When Relevance •Why •How For services, people “buy” the person
“BUT I’M USING THE SAMETOOLS AS EVERYONE ELSE”
THE 3 ELEMENTS OF A STRATEGIC FOUNDATION • Know who they are• Identity • Know who they’re talking to• Niche • Have a point of view/• Simple, Key Message philosophy
WHERE MY BLOG FITS IN MY BUSINESS PLAN
WHERE MY BLOG FITS IN MY BUSINESS PLANWho are you and Strategic Foundationwhat are you all Identity: “The Career Break Travel Guy”, Targeted niche: Current & about? Future career breakers, Key message: You can do it. I’ll show you how
WHERE MY BLOG FITS IN MY BUSINESS PLANHow do you deliver Content your message? Blog ($) Books ($) Show ($) Other products ($)Who are you and Strategic Foundationwhat are you all Identity: “The Career Break Travel Guy”, Targeted niche: Current & about? Future career breakers, Key message: You can do it. I’ll show you how
WHERE MY BLOG FITS IN MY BUSINESS PLAN Marketing & Promotion How do people ﬁnd you and your content? SEO, Social Media, Traditional Media, Newsletters, etcHow do you deliver Content your message? Blog ($) Books ($) Show ($) Other products ($)Who are you and Strategic Foundationwhat are you all Identity: “The Career Break Travel Guy”, Targeted niche: Current & about? Future career breakers, Key message: You can do it. I’ll show you how
WHERE MY BLOG FITS IN MY BUSINESS PLAN What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, Social Media, Traditional Media, Newsletters, etcHow do you deliver Content your message? Blog ($) Books ($) Show ($) Other products ($)Who are you and Strategic Foundationwhat are you all Identity: “The Career Break Travel Guy”, Targeted niche: Current & about? Future career breakers, Key message: You can do it. I’ll show you how
WHERE MY BLOG FITS IN MY BUSINESS PLAN Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, Social Media, Traditional Media, Newsletters, etcHow do you deliver Content your message? Blog ($) Books ($) Show ($) Other products ($)Who are you and Strategic Foundationwhat are you all Identity: “The Career Break Travel Guy”, Targeted niche: Current & about? Future career breakers, Key message: You can do it. I’ll show you how
CASE STUDY: G ADVENTURES
CASE STUDY: DONNA,MYITCHYTRAVELFEET.COM
CASE STUDY: DONNA, MYITCHYTRAVELFEET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, Syndication, NewsletterHow do you deliver Content your message? Blog Photos Video ShopWho are you and Strategic Foundationwhat are you all Leading Baby Boomer travel expert: Get active about?
CASE STUDY: DONNA, MYITCHYTRAVELFEET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, Syndication, NewsletterHow do you deliver Content your message? Blog Photos Video ShopWho are you and Strategic Foundationwhat are you all Leading Baby Boomer travel expert: Get active about?
CASE STUDY: DONNA, MYITCHYTRAVELFEET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, Syndication, NewsletterHow do you deliver Content your message? Blog Photos Video ShopWho are you and Strategic Foundationwhat are you all Leading Baby Boomer travel expert: Get active about?
CASE STUDY: DONNA, MYITCHYTRAVELFEET.COM Inﬂuence What does your Relevance audience give you? Sells sponsorship packages Expertise • Social media What do you get for • Newsletter Audience • Sponsor page all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, Syndication, NewsletterHow do you deliver Content your message? Blog Photos Video ShopWho are you and Strategic Foundationwhat are you all Leading Baby Boomer travel expert: Get active about?
CASE STUDY: DAN & AUDREY,UNCORNEREDMARKET.COM
CASE STUDY: DAN & AUDREY, UNCORNEREDMARKET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, RSS, NewsletterHow do you deliver Content your message? Photos ($) Blog ($) Video Shop ($)Who are you and Strategic Foundationwhat are you all Leading travel storytellers: Think about the world differently about?
CASE STUDY: DAN & AUDREY, UNCORNEREDMARKET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, RSS, NewsletterHow do you deliver Content your message? Photos ($) Blog ($) Video Shop ($)Who are you and Strategic Foundationwhat are you all Leading travel storytellers: Think about the world differently about?
CASE STUDY: DAN & AUDREY, UNCORNEREDMARKET.COM Inﬂuence What does your Relevance audience give you? Expertise What do you get for Audience all your hard work? Marketing & Promotion How do people ﬁnd you and your content? SEO, FB, Twitter, RSS, NewsletterHow do you deliver Content your message? Photos ($) Blog ($) Video Shop ($)Who are you and Strategic Foundationwhat are you all Leading travel storytellers: Think about the world differently about?
CASE STUDY: DAN & AUDREY, UNCORNEREDMARKET.COM Influence What does your Relevance audience give you? Expertise •Microfinance organizations What do you get for •NGOs Audience all your hard work? •Photography •Sponsorship packages Marketing & Promotion How do people find you and your content? SEO, FB, Twitter, RSS, NewsletterHow do you deliver Content your message? Photos ($) Blog ($) Video Shop ($)Who are you and Strategic Foundationwhat are you all Leading travel storytellers: Think about the world differently about?
WHAT I WANT YOU TO DO Inﬂuence, Relevance, Expertise Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert Inﬂuence, Relevance, Expertise Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here Inﬂuence, Relevance, Expertise Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation Inﬂuence, Relevance, Expertise Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, Expertise Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? Audience Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. Marketing & Promotion SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional • Inﬂuence Media, Newsletters, etc Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional • Inﬂuence Media, Newsletters, etc • Relevance Content Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Inﬂuence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional • Inﬂuence Media, Newsletters, etc • Relevance Content • Expertise Other products Blog ($) Books ($) Show ($) ($) Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Influence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional • Influence Media, Newsletters, etc • Relevance Content • Expertise Other products Blog ($) Books ($) Show ($) ($) • Think about how you can package your influence, relevance and expertise to potential clients Strategic FoundationIdentity, Targeted niche, Key message/Point of view
WHAT I WANT YOU TO DO • Change your mindset from blogger to travel expert • Create your own triangle while you’re here • Clarify your strategic foundation • Clarify what content you need to put out: Influence, Relevance, • Is this what a market leader in my niche would Expertise publish? • Sharpen your technical skills: writing, photography, social Audience media, SEO, etc. • Prioritize the things you learn here to strengthen your Marketing & Promotion position and to help you obtain SEO, Social Media, Traditional • Influence Media, Newsletters, etc • Relevance Content • Expertise Other products Blog ($) Books ($) Show ($) ($) • Think about how you can package your influence, relevance and expertise to potential clients Strategic Foundation • Get out there! Find some smaller companies,Identity, Targeted niche, Key message/Point of view organizations to pitch to to get the experience
WHO’S THE EXPERT? E!!! AR YO U