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ROI of Blogger Press Trips and How to do it right!
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ROI of Blogger Press Trips and How to do it right!

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Tips on how to do a both more modern and more effective press trip.

Tips on how to do a both more modern and more effective press trip.

Published in: Self Improvement

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  • 1. R.O.I. Of “bloggers” wine trips Ryan Opaz & Simon Woolf www.vrazon.com & www.themorningclaret.comSaturday, January 19, 13
  • 2. Simon Woolf ! •  Award winning wine blogger/writer! •  Web technologist! •  Lover of food, wine and obscure grape varieties!Saturday, January 19, 13
  • 3. Ryan Opaz ! •  Award winning wine blogger/writer! •  Wine Online Advocate and Speaker! •  Wine, food and photography traveler!Saturday, January 19, 13
  • 4. What’s wrong with the “press trip” Who are the press today? What is your time frame? Where are your customers? Lack of Control.Saturday, January 19, 13
  • 5. Why do we need an alternative to press trips? Immediacy New markets New demographics Who owns the content The world isLiveSaturday, January 19, 13
  • 6. The need for a better experience Interaction Market research No more show and tell Accommodate new Mediums Speak to niche communitiesSaturday, January 19, 13
  • 7. Social media doesnt always stickaround – tweets, fb posts are oftengone within 24 hours But excellent for planting the seed and getting keywords onto the netSaturday, January 19, 13
  • 8. Both are valid Different audiences Print journalism may be longer lasting May take much longer to be publishedSaturday, January 19, 13
  • 9. What are you selling?Saturday, January 19, 13
  • 10. explanation...you had to be there.Saturday, January 19, 13
  • 11. experience...come with us.Saturday, January 19, 13
  • 12. main differences...today 1.Audience 2.Time Frame 3.FeedbackSaturday, January 19, 13
  • 13. •Difference for participants More sociable atmosphere Its not their fulltime job But . . .Saturday, January 19, 13
  • 14. Remember . . . Its not a holiday Youre there to learn, taste, observe and promote the winery/wine region/country Whos paying for the trip? What are they expecting to get out of it?Saturday, January 19, 13
  • 15. What we want/need as the “new guard” Some Context for the Trip WIFI provision Total Immersion Down TimeSaturday, January 19, 13
  • 16. Case Study: Etna Participant experience ➡Large amount of information provided pre-trip ➡Dedicated web portal for the trip ➡Informal - time spent on wine, not meeting and greeting ➡Well chosen group - varied and balancedSaturday, January 19, 13
  • 17. Case Study: Etna Consorzio experience ➡Measurable results related to visibility on the web ➡A seed that generated curiosity and interest ➡Impressed with variety and quality of content ➡Expectations were surpassed!Saturday, January 19, 13
  • 18. Case Study: Etna Creation of a product ➡Storify and wordpress used to “Productise” and persist the output ➡20+ online articles including mainstream websites ➡Substantial social media activity for 2+weeksSaturday, January 19, 13
  • 19. Case Study: #Douro12 ➡ Diversity ➡ Culture, Food, Wine, Tech, Experience ➡ ContrastsSaturday, January 19, 13
  • 20. A few tips for a better trip.Saturday, January 19, 13
  • 21. Pre Trip ➡Plan Well ➡Pick a Hashtag ➡Educate in Advance ➡Set up auto posts ➡Know your participantsSaturday, January 19, 13
  • 22. Trip ➡Keep to a schedule ➡Figure out who needs the alarm call ➡Maximise social channels: Retweet, share, like ➡Be open to schedule changesSaturday, January 19, 13
  • 23. REMEMBER: Google ReaderArchive it. Hootsuite Eventifier Tumblr Wordpress Bundlr Delicious EvernoteSaturday, January 19, 13
  • 24. ➡ Follow up Post Trip ➡ Aggregate ➡ Talk ➡ Chase articles and other content ➡ Incentivise participants (eg: competition) ➡ Aggregate content ➡ Follow-up social events, tastings if feasibleSaturday, January 19, 13
  • 25. •Common Errors to Avoid ➡ Too tight schedule – no downtime ➡ No variety in venues, tasting formats ➡ Too much tourism, not enough wine ➡ No flexibility – different people have a different pace ➡ No diversity in the participants ➡ No pre-planning or follow-upSaturday, January 19, 13
  • 26. Finally...WHO? ➡Think Different ➡Audience size is does not always = bigger is better ➡Find advocates ➡Find influencers ➡Find explorers ➡Think Show & TellSaturday, January 19, 13
  • 27. Thank you writer/tech - @simonjwoolf projects/speaking - @ryanopazSaturday, January 19, 13