TBEX North America: Blogger Relationships for the Long Haul
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Leslie McLellan and Sheila Scarborough talk about how to move beyond one-off press trips or fam tours with travel bloggers. For the 2014 TBEX North America travel blogging conference in Cancun, Mexico. Tourism Currents does online and in-person training in social media for tourism. Find out more here: http://www.tourismcurrents.com
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TBEX North America: Blogger Relationships for the Long Haul
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- 2. DDeessttiinnaattiioonn DDiilleemmmmaa No budget for bloggers, so what do you do? @@LLeesslliieeMMccLLeellllaann @@TToouurriissmm CCuurrrreennttss
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Editor's Notes
- Welcome, what covering: the importance of long term relationships between bloggers and destinations, how bloggers and destinations can work together, we’ll talk about this from the destination side and the blogger side, and by the end of this session you should have a clear idea of how to achieve a long term relationship. I’m going to address the smaller destination side while Sheila will talk about working with a larger DMO. We’re not looking for a one night stand –So many smaller destinations have fantastic tourism draws but very little money and most likely no budget to pay for someone to write about them. What can you do, how can bloggers and destinations work together? I was hired by one of those small destinations, the San Jacinto Valley in So Cal, to build a multicultural tourism marketing program. Working with destinations and small businesses with small budgets is my niche. Our marketing focuses on 4 cultures – Hispanic, Native American, Agriculture and Snowbirds.
- Her 5 page proposal consisted of: An about page The Media Proposal page Her stats – 3 month average Links and Contact info
- The contract was nearly a “deal breaker!” It included: Lawyer language which was daunting like “Operative provisions” and “recitals,” Insurance requirements, Scope of Services, Delivery of tangible work products, 14 pages all totaled ALL OF THIS TURNED OUT TO BE NO BIG DEAL but it sure freaked us out!! Remember not totally savvy – city wanted to control content, but we easily worked that out.
- Make sure that as a blogger you understand EXACTLY what you are receiving: Contract indicated internet & cable tv – there actually was no internet or cable (another learning moment for the city) Deb says deep breathing works well… not available due to home location (up on a hill with a gorgeous view), 5 gb hotspot was provided 3 bdrm home – only one bedroom had a bed and as Deb brought her 17 yo daughter (who was a senior being homeschooled) that was a bit of a bummer On DMO end – wanted to bring dog, but it was a large dog and the home is rural with coyotes, etc. Again stress NO budget, so it was a trial for Deb to drive from Michigan to So Cal, but that was the only way we could do it and it was not negotiable. Side trips – so much to do in So Cal – San Diego, Disneyland, Palm Springs – beach, mountains, desert in a day - it was tough to get things scheduled in, but that’s also a plus for where the San Jacinto Valley is located – in the heart of So Cal.
- Get community EXCITED by talking up the blogger’s visit BEFORE hand. Steps taken BEFORE she arrived – food gift cards, list of who I wanted her to meet with, along with phone numbers and emails so she could set her own schedule Several FB posts like you see here Host a Welcome Reception Encourage community speaking engagements if time permits Have blogger attend as many community events as possible – not the ribbon cutting ones though, only ones supporting tourism Have the blogger “Live like a Local.” Only something you can do when a blogger has a long term relationship with a destination.
- Final media report (she did provide weekly ones) – way beyond expectations Repurposing content, that’s what it’s all about. Deb still posts on Twitter nearly weekly about San Jacinto Valley. She has repurposed and rebundled what she wrote for us and has added it to her 2 websites She’ll repurpose to whoever she can get to publish This type of online marketing is an opener/ an introduction (and that’s my mission with bloggers) and she has done her job well for us! Surprises – Mary Walker, Hispanic and food bloggers in SoCal – via Deb’s network
- Listed prominently on our website. We retweet what she tweets. We still post about her visit on Facebook and she remains active on our page. We repurpose her photos and give her credit. She’s coming back to do it again in 2015. Bottom line - Bloggers and destinations should look to build long term relationships whether its for several days or weeks at a time or coming back to visit several times – not have one night stands. Smaller destinations can think slightly out of the box and you as bloggers can suggest perhaps some of the things we do in the San Jacinto Valley to build long term blogging relationships without having any cold hard cash to do so. And remember, great things can start here at TBEX!