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World War Blog - Ryan Levitt
- 1. World War Blog Ryan Levitt
- 2. We all know the clichés – but are the clichés true?
- 3. Usage – How do we differ? • http://empowered.forr ester.com/tool_consu mer.html
- 4. Why do usage habits differ? • Trust levels – in authority, in other people • Internal desire to share • What drives people to go on holiday • Amount of free time • Life priorities
- 5. Tall poppy syndrome • Europeans want to know credentials – ‘Why should I listen to you’ • Americans are much more likely to respect you if they like you and your tone of voice • Engagement will come if you can conquer the barrier
- 6. So how should this affect a blog?
- 7. TOPICS • Consider how much holiday time people in your target market get • Where do they traditionally go • How long for? • Age groups? If you want to work with blogs/brands, then consider where the holes are in the market. Stop pitching topics or locations that might ‘inspire people to go somewhere new’ and start focusing on tips and advice to make the best from tried and true itineraries
- 8. Single market or International? • Niche topics can be multinational (luxury, food & travel, kids) • Destination blogs have to be more national because… • Europeans are always willing to push the envelope more when they travel • Americans have volume – but the market is less adventurous
- 9. Potential European Growth • Cruising • Lifestyle-related (such as fashion/travel) • Blogs that tell a story • Low-cost flight destination focused • Lot more cross-over from traditional media • Foreign language blogs (please!) • Mature travellers
- 10. Potential American Growth • Weekends/short-breaks away • Budget travel – both first-person & tips/advice • Domestic travel focus • How to blogs for big destinations • Cruising for non-cruisers • Bilingual Spanish/English blogs • Market targeted (California = Hawaii, Mexico while NY = New England, Florida)
- 11. How to pitch USA •Quit flummoxing with numbers •Know your non-US traffic and showcase Facebook engagement •Research what people from your country do when they use the targeted brand – don’t pitch ‘unique’ •SEO is your most powerful selling point Europe •Start considering traditional media outlets to pitch – multiple outlets •Media pack please! Know your numbers! •Stop being apologetic for ‘low numbers’ or lack of experience – niche, niche, niche •Research how your market travels – read the trades
- 12. THANK YOU!
Editor's Notes
- Language isn’t the only thing that divides us – we are also divided in how we use the Internet, the topics that interest us, the way people act, speak and – even the legal systems round us.
- Discuss cruiseship analysis
- European barrier is ‘Why should I listen to you’ American barrier is ‘Why should I like you – why should I be your friend’
- How will people engage with your content – can you expect comment or not? Which platform should you publish content on? What do Europeans use Twitter for? How do they access content? Discuss Smartphone charges in the UK.
- Europeans – average of 20-25 paid holidays per year North Americans – two weeks Discuss passport approvals
- European brands are more in their infancy and need convincing when it comes to blogger outreach American brands are more adventurous when it comes to blogger campaign work – so think bigger Target your pitch – European brands want European bloggers. Same in US. This is because Marketing teams hold the budget for their market. The European marketing director for Ebookers isn’t going to commission a campaign with American bloggers as it won’t benefit their sales/traffic. The win will be recorded by the American marketing director.