Working With Bloggers
Chris Christensen
Text
• TV, Movies, Magazines, Books,
Friends, Travel Blogs and Podcasts
• Where to Go
• Start of the Planning process
Trip Insp...
• Guidebooks, Google, Travel Blogs
and Podcasts, TripAdvisor
• Dominated by Search
• Long Term Content valued
Trip Planning
Influence
• UNWTO report shows 33% of US travelers going to Europe cite travel blogs as
part of their trip planning.
• Onl...
World Travel Market 2011 Industry Report
shows that social media and blogging are considered the #1 and #2 online
marketin...
Social Media
54% of British holiday makers
used social media platforms in
the run up to their trip abroad to
gain personal...
Search
About two-thirds of travelers
reported having used the Internet
to research a trip during the past
six months.
Sour...
What Bloggers Bring
• Audience
• Engagement / Trust
• Focus
• Content Creation
- words, pictures, video, audio
• Story Tel...
Jordan Bloggers’ circles of influence
include other influencers. #GoJordan
2011 Generated 42m tweet
impressions The 2011 s...
• 7 Bloggers invited January to June 2011
• 516% increase in searches for Visit Lanai
• Visitors spending up 28% (more tha...
• Read their blogs
• Listen to their Podcasts
• Follow them on Social Media
• Ask for recommendations
• Meet Bloggers
- Bl...
• Focus - Family Solo, Volunteer, Luxury, etc
• Audience - readers, listeners, viewers
- Google Analytics
- Compete, Quant...
Working with Bloggers
• Press Trips / Blog Trips /
Personal Trips
• Local Bloggers
• Post for your blog
• Place to Guest p...
Ritz-Carlton Lake Tahoe, California –
Indoor Campout
• Family Bloggers
Hotels
Win a Free Hotel Stay in Radisson’s “50
Year...
Four Seasons Lanai
• Luxury Travel Bloggers
Hotels
Business Travel Blogs / Podcasts
Working with Bloggers: Pre-Trip
• Expectations
• Itinerary and Input
• Campaign Goals
• Audience Involvement
• Clarify Exp...
Working with Bloggers: During
• Internet, mobile data plans
• Flexibility
• Time to Create
• Coordinate Promotion
Working with Bloggers: After
• Follow Up
• Repurpose content
• Promote
- mailing lists
- printed brochures
- podcasts
- li...
http://AmateurTraveler.com
chris2x@chris2x.com
@chris2x
Contact
Etc
World Travel Market 2011 Industry Report
Rise of travel blogging is listed as a trend
http://www.wtmlondon.com/page.cfm/ac...
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Working with Bloggers

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Presentation to Doubletree Hotels / Hilton Hotels about how brnads like hotels can work with Bloggers

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Working with Bloggers

  1. 1. Working With Bloggers
  2. 2. Chris Christensen
  3. 3. Text
  4. 4. • TV, Movies, Magazines, Books, Friends, Travel Blogs and Podcasts • Where to Go • Start of the Planning process Trip Inspiration
  5. 5. • Guidebooks, Google, Travel Blogs and Podcasts, TripAdvisor • Dominated by Search • Long Term Content valued Trip Planning
  6. 6. Influence • UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. • Only 10% less than traditional media • Up from 0% 5 years ago. Fastest growing source of information for travelers. http://www.etc-corporation.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf
  7. 7. World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video. http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf
  8. 8. Social Media 54% of British holiday makers used social media platforms in the run up to their trip abroad to gain personal recommendations and reviews beforehand. (source: poll by sunshine.co.uk June 2011)
  9. 9. Search About two-thirds of travelers reported having used the Internet to research a trip during the past six months. Source: Google survey (Sept. 2010)
  10. 10. What Bloggers Bring • Audience • Engagement / Trust • Focus • Content Creation - words, pictures, video, audio • Story Telling • Social Media Reach • SEO value - long shelf life • Knowledge • Immediacy
  11. 11. Jordan Bloggers’ circles of influence include other influencers. #GoJordan 2011 Generated 42m tweet impressions The 2011 social media outreach Reached 1.9m people campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Condé Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. - Jordan Tourism Board Case Study: Jordan
  12. 12. • 7 Bloggers invited January to June 2011 • 516% increase in searches for Visit Lanai • Visitors spending up 28% (more than other Hawaiian Islands • 715% ROI based on program costs • Total return of 1.5m in PR/SM value • Syndication on USAToday.com, TheAtlantic.com, LonelyPlanet.com Case Study: Lanai
  13. 13. • Read their blogs • Listen to their Podcasts • Follow them on Social Media • Ask for recommendations • Meet Bloggers - Blogging Conferences - TBEX, TBU, etc - Tweetups - Travel Massive - Blogging Events at Trade Shows - WTM, ITM • Blogging Search Engines - BloggerBridge Finding Bloggers
  14. 14. • Focus - Family Solo, Volunteer, Luxury, etc • Audience - readers, listeners, viewers - Google Analytics - Compete, Quantcast, Alexa • Demographics - Geography, Demographics, Age • Reputation • Social Media engagement - Twitter, Facebook, Google+, Instagram, Pinterest, Klout, etc Matching Bloggers
  15. 15. Working with Bloggers • Press Trips / Blog Trips / Personal Trips • Local Bloggers • Post for your blog • Place to Guest post • Sponsored Posts • Photos • Videos • Podcasts • Consulting - Social Media, Marketing, Web • Twitter Chats • Contest Promotion • Advertising / Sponsorship
  16. 16. Ritz-Carlton Lake Tahoe, California – Indoor Campout • Family Bloggers Hotels Win a Free Hotel Stay in Radisson’s “50 Years, 50 Days, 50 Rooms” Contest • Social Media audience
  17. 17. Four Seasons Lanai • Luxury Travel Bloggers Hotels Business Travel Blogs / Podcasts
  18. 18. Working with Bloggers: Pre-Trip • Expectations • Itinerary and Input • Campaign Goals • Audience Involvement • Clarify Expenses
  19. 19. Working with Bloggers: During • Internet, mobile data plans • Flexibility • Time to Create • Coordinate Promotion
  20. 20. Working with Bloggers: After • Follow Up • Repurpose content • Promote - mailing lists - printed brochures - podcasts - links - web pages
  21. 21. http://AmateurTraveler.com chris2x@chris2x.com @chris2x Contact
  22. 22. Etc
  23. 23. World Travel Market 2011 Industry Report Rise of travel blogging is listed as a trend http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24
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