Blogger Relations – Hype or Trend? (Presentation Guenter Exel, ENTER 2014)
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Blogger Relations – Hype or Trend? (Presentation Guenter Exel, ENTER 2014)

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Blogger Relations – Hype or Trend? The definitive Do's and Dont's for Destinations. Presentation by Günter Exel on Blogger Relations, featuring: ...

Blogger Relations – Hype or Trend? The definitive Do's and Dont's for Destinations. Presentation by Günter Exel on Blogger Relations, featuring:
1. Bloggers as brand ambassadors: What can bloggers do for you?
2. What does a blogger need?
3. How to find the right partner: Which blogger suits your story best?
4. Costs and benefits: How to value ROI and measurement
5. Travel blogging – hype or trend? An outlook on perspectives and possible cooperations
6. Your check list for blogger relations: 9 To Do‘s right before you start inviting bloggers
This Presentation was held on January 22nd, 2014 on the occasion of ENTER 2014, the world's leading eTourism conference in Dublin, Ireland.

Watch the presentation on video: www.guenterexel.com/2014/01/22/blogger-relations-hype-oder-trend

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Blogger Relations – Hype or Trend? (Presentation Guenter Exel, ENTER 2014) Blogger Relations – Hype or Trend? (Presentation Guenter Exel, ENTER 2014) Presentation Transcript

  • ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 1
  • 1. Bloggers as brand ambassadors Beyond the hype: What can bloggers do for you? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 2
  • What can bloggers do for you? + ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL = 3
  • What can bloggers do for you? #ktr14 ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 4
  • What can bloggers do for you? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 5
  • Bloggers as brand ambassadors • Blogger are ambassadors – for an excellent product! (authenticity, honesty) • Snapshots & impressions far off advertising aesthetics • Exclusive photo & video material • Presence before, during and after the trip (blog, social media): • Embedding in DMO website • Content for the destination‘s social media • Bloggers are multipliers (Google!) ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 6
  • 2. What does a blogger need? … and what can you do to meet these needs best? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 7
  • A. What‘s the story? Source: http://tbulondon.com/blogger-friendly-exhibitors-stands-wtm/ ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 8
  • A. What‘s the story? Source: http://tbulondon.com/blogger-friendly-exhibitors-stands-wtm/ ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 9
  • A. What‘s the story? Doris Neubauer, LittleMissItchyFeet Photo: littlemissitchyfeet.com Source: www.joigele.de/reisebloggersweihnachtswuensche „Put yourself in our place! Think in terms of stories. Give us something to talk about.“ „Show us something new! We don‘t always need the standard programme or the highlights of a region! Take a risk - it's worth it.“ ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 10
  • A. What‘s the story? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 11
  • B. Customized programmes „I‘d love more customized programmes for blogger trips or individual investigations. Sufficient lead time is always fine.“ Anja Beckmann, TravelOnToast Photo: travelontoast.de Source: www.joigele.de/reisebloggersweihnachtswuensche ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 12
  • C. Watch out for the niche! “Regard the niches! Outreach, CTR and impressions are not everything.“ „Adress a small but mighty group of people who are passionate about a topic.“ Martin Moschek, BiketourGlobal Photo: biketour-global.de Source: www.joigele.de/reisebloggersweihnachtswuensche ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 13
  • D. Give us time! Katharina & Thomas, ReiseWorld Photo: blog.reiseworldtv.de Source: www.joigele.de/reisebloggersweihnachtswuensche „During a trip we regularly post to our social media channels. Therefore we need wifi – and time.“ „As bloggers, we are writers and photographers, camera men, presenters und social media editors in one. Give us time on the spot to experience and produce outstanding stories.“ ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 14
  • D. Give us time! ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 15
  • E. More time – and wifi! Hubert Mayer, travellerblog.eu „I‘d love more time during a programme for taking pictures in peace – without being in rush because everything is tightly clocked.“ „Locations with wifi free of charge or at a reasonable price. At the hotel, wifi is a must! “ Photo: Nicole Aupperle Source: www.joigele.de/reisebloggersweihnachtswuensche ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 16
  • F. Sharing and caring „You make us happy not only with a good coordination before the trip, but also by sharing the content we produce out of our cooperations on Facebook, Twitter, Instagram, Google+ and more.“ Elke Weiler, MeerBlog Photo: meerblog.de Source: www.joigele.de/reisebloggersweihnachtswuensche ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 17
  • F. Sharing and caring ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 18
  • F. Social media content on websites Twitter embedded timeline (automatic updates) Storify curation (manual updates) ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 19
  • F. Social media content on websites ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 20
  • G. Paying travel bloggers? „I‘d wish that appreciation for a blogger‘s work would turn out at face value. This goes without saying in other blogging sectors.“ Inge Jucker, Travel-Experience Photo: travel-experience.ch Source: www.joigele.de/reisebloggersweihnachtswuensche ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 21
  • 3. How to find the right partner Which blogger suits your story best? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 22
  • How to find the right partner • We‘re close to the top of the hype cycle! • Which blogger suits our destination best? What‘s the story? • Selection: • It‘s not only about outreach and numbers • Special interests (topics, destinations) • Quality matters (text, video, realtime …) • Blogging + social networking = outreach • Combine different types of bloggers (travel, food, oudoor etc.)! ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 23
  • How to find the right partner • Google Blogsearch • Technorati • Networked Blogs ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 24
  • How to find the right partner Recommendations: • Blog rolls • Listings • Klout? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 25
  • How to find the right partner Twitter Lists – a perfect way to search for topics and expand your network! ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 26
  • 4. Costs and benefits How to value ROI and measurement ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 27
  • Costs and benefits • Marketing managers are clueless - and cling to KPI’s like visits and reach of a blog • Add following KPI‘s to your reach: • Visits on destination‘s website • Social media outreach (Twitter, Facebook, Instagram, Vine, YouTube, Google+ …) • Sharing of blogger‘s activities via destination and partners • Search engine presence (e.g. G+, AudioBoo) • Social media KPI‘s: New fans/followers? More Interaction? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 28
  • Costs and benefits Additional components for defining the success and/or ROI of blog trips: • Quality of content • Further use of photos, videos & multimedia content (live reports) • Organization of blog trips: smooth coordination, costs • ROI in terms of bookings ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 29
  • 5. Travel blogging – hype or trend? An outlook on perspectives and possible cooperations ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 30
  • Travel blogging – hype or trend? • Professionalisation of travel bloggers • Various cooperations with mutual benefits: • Support of blog trips • Sponsoring, advertorials, advertising • Payment for strategic consulting, campaigns • Corporate content: blogs, photos, videos, live reports (#TravelLive) • Concerted action with your own media! • Cooperations in the long term ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 31
  • 6. Your check list for blogger relations 9 To Do‘s right before you start inviting bloggers ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 32
  • Your check list 1. Which experiences and brand values of your destination are suitable as a blogger‘s topic? What's the story? 2. Do you have an extraordinary idea to orchestrate these experiences? 3. Which specialized bloggers might be interested in your destination? 4. What multimedia tools are suitable for your story (photo, video, short video, podcast)? 5. How can you boost the blogger‘s content on your website/social media platforms? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 33
  • Your check list 6. Which encounters could you organize? Do you have testimonials worth a story? 7. Where do you need input and support from your destination‘s tourism professionals? 8. Which obstacles do you have to cope with (infrastructure, wifi, understanding and support from locals …)? 9. What can you contribute to improve internal communication, to sensitize the base (infos, links, blogger profiles)? ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 34
  • Download me www.j.mp/enter14-bloggerrelations Follow me www.guenterexel.com, www.TravelLive.cc twitter.com/guenterexel facebook.com/guenterexel twitter.com/twitt_consult google.com/+günterexel twitter.com/TravelLiveCC google.com/+TravelLiveCC ENTER 2014 | BLOGGER RELATIONS | GÜNTER EXEL 35