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Reaching key influencers where they live (online)


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Reaching key influencers where they live (online)

  1. 1. Reaching Key InfluencersWhereThey Live (Online)<br />Chris Gray Faust<br />Chris Around The World<br />@CAroundTheWorld<br />
  2. 2. Background<br />Former Travel Editor, USA TODAY<br />20 years of journalismexperience<br />Chris Around The World blog (<br />Traveltipsfrom destinations<br />« Top 10 Travel Blog to Bookmark in 2010 » Chris Elliott<br />
  3. 3. 76 percent of travelers plan leisure trips online<br />1 in 4 travelers get info from word of mouth; bloggers can earn “trusted friend” status <br />Blogs update frequently, have SEO impact<br />Instantaneous coverage<br />Independence – We are ourown editors<br />PR & bloggerssharesame goal: eyeballs<br />Why Choose Bloggers? <br />
  4. 4. Determine goal: Niche? Photos? Text? Social Media? <br />Examine environment: Do youwantyourproperty to live there?<br />Know analytics – Google, Alexa, Compete – & their limitations<br />Aggregators:, rankings<br />Finding Bloggers<br />
  5. 5. Building Relationship<br />Read the blog, comment if youcanadd info<br />Pitches: short, personal, includeprices links OK - but no attachmentsplease<br />Be blog-friendly – FB fan page, hashtags, FlickrCreative Commons photos, contests<br />Treat social media seriously: Don’tpawn off to youngestmember of team<br />
  6. 6. Differentneedsthanprintwriters<br />Set expectations ahead of time<br />Be prepared for real-time coverage<br />Free time to blog, tweet, download<br />Wi-Fi a must!<br />Severalspecificposts vs. 1 article<br />Share info: how diditwork? Problembloggers?<br />Blogger Press Trips<br />
  7. 7. Measuring Blog Impact<br />Focus on conversation/conversion, not numbers<br />Engagement: Do readers comment & interact? <br />Reach: Do the postspick up life outside of blog? (doesbloggercrosspost & promote?)<br />Become part of process – tweet, repost, Stumble blog posts<br />Follow up w/ blogger & audience<br />
  8. 8. Questions/Contact:<br />Chris Gray Faust<br />Chris Around The World<br /><br /><br />Twitter: CAroundTheWorld<br />Facebook: ChrisGrayFaust<br /><br />