SlideShare a Scribd company logo
Maximizing Destination Exposure:
  Working with Travel Bloggers
       To Tell Your Story
       Daniel Noll & Audrey Scott




                  Website: http://UncorneredMarket.com/
                  Twitter: @umarket
                  Facebook: UncorneredMarket
Dan and Audrey: Uncornered Market
This Presentation Should Clarify:

 The connection between destination
 exposure and storytelling
 The idea of travel bloggers as
 storytelling agents
 How to work effectively with travel
 bloggers
What is Destination Exposure?

 Awareness
 People talking
 Sharing
 Taking action
Importance of Story to a Destination

  Story is a differentiator
  for your destination

  What story is not: a list
  of sites, activities and
  services

  Components of an
  effective story
Storytelling: Around the Fire
Storytelling: Travel Magazines
Digital Storytelling: Social Media & Blogs
Social Media & Destinations
 Social media creates buzz: talking,
 sharing
 Immediate: Connects audience with
 destination in moment
 Plants the seed: “I want to learn more”
 Changes minds: “Never thought of X
 destination, but now I’m interested”
Enter...The Travel Blogger
Travel Bloggers as Human Beings

 Personal

 Real experiences

 Trust factor, independent

 Authority

 Destination ambassadors
Travel Blogger as a (Marketing) Tool

  Help tell a story, find new ones

  Timeframe = immediate

  Content

  Multiple hats: photos, video, story, podcast

  Internet Resources/SEO

  Exposure, long shelf life
Story Types: Negative Press


Do you have negative press?
Your story move:
 Find someone who can tell an alternative story

 Focus on the positive
Attacking Safety Concerns: Our Story
Story Angles: Old Destinations, New Life



  How to bring new story
  to a known destination?

  Shared human
  experiences, personal
  connections
Story Angles: Undiscovered, Uncovered

  Struggling for exposure
  next to a big
  destination?

  Expose tourists to new
  sites and activities in a
  big destination.
Story Angles: New Demographics


 Attract new
 demographic
 groups
 Defy stereotypes
Matching Bloggers: Characteristics

 Style of travel - NOT mutually exclusive, but can be
   Budget, luxury

   Family, solo, couple

   Independent…Group Tour

 Tone of voice

 Quality of content
Matching Bloggers: Reach
Audience Reach = blog +
social media
Demographics: Geography,
Gender, Age

Qualitative: Trust &
Engagement

Audience size - Traffic: Visitors,
RSS, Twitter, FB fans, Google+
Indices: Alexa, Compete, Quantcast,
Klout, Invesp
Working with Bloggers: Pre-Trip

 Itinerary and input

 Dimensions and
 experiences

 Plan early: excitement
 and audience
 involvement

 Set expectations of
 both parties
Working with Travel Bloggers: During

  Tools: Internet, mobile
  data plan

  Give time/flexibility

  Two-way feedback/
  communication

  Co-promotion

  Have fun!!
Long Term Benefits of
Working with Travel Bloggers
Content: long and deep

Varied: photo essays, videos, panoramas

Practical details, contacts

Articles or interviews with other outlets

Destination ambassadors and advisors

Relationship!
Questions??
Ask Away!!

Twitter: @umarket

Facebook: http://facebook.com/UncorneredMarket

Or get in touch with us:
  audrey@uncorneredmarket.com

  dan@uncorneredmarket.com

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Working with Travel Bloggers to Tell Your Story

  • 1. Maximizing Destination Exposure: Working with Travel Bloggers To Tell Your Story Daniel Noll & Audrey Scott Website: http://UncorneredMarket.com/ Twitter: @umarket Facebook: UncorneredMarket
  • 2. Dan and Audrey: Uncornered Market
  • 3. This Presentation Should Clarify: The connection between destination exposure and storytelling The idea of travel bloggers as storytelling agents How to work effectively with travel bloggers
  • 4. What is Destination Exposure? Awareness People talking Sharing Taking action
  • 5. Importance of Story to a Destination Story is a differentiator for your destination What story is not: a list of sites, activities and services Components of an effective story
  • 9. Social Media & Destinations Social media creates buzz: talking, sharing Immediate: Connects audience with destination in moment Plants the seed: “I want to learn more” Changes minds: “Never thought of X destination, but now I’m interested”
  • 11. Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors
  • 12. Travel Blogger as a (Marketing) Tool Help tell a story, find new ones Timeframe = immediate Content Multiple hats: photos, video, story, podcast Internet Resources/SEO Exposure, long shelf life
  • 13. Story Types: Negative Press Do you have negative press? Your story move: Find someone who can tell an alternative story Focus on the positive
  • 15. Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections
  • 16. Story Angles: Undiscovered, Uncovered Struggling for exposure next to a big destination? Expose tourists to new sites and activities in a big destination.
  • 17. Story Angles: New Demographics Attract new demographic groups Defy stereotypes
  • 18. Matching Bloggers: Characteristics Style of travel - NOT mutually exclusive, but can be Budget, luxury Family, solo, couple Independent…Group Tour Tone of voice Quality of content
  • 19. Matching Bloggers: Reach Audience Reach = blog + social media Demographics: Geography, Gender, Age Qualitative: Trust & Engagement Audience size - Traffic: Visitors, RSS, Twitter, FB fans, Google+ Indices: Alexa, Compete, Quantcast, Klout, Invesp
  • 20. Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties
  • 21. Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!
  • 22. Long Term Benefits of Working with Travel Bloggers Content: long and deep Varied: photo essays, videos, panoramas Practical details, contacts Articles or interviews with other outlets Destination ambassadors and advisors Relationship!
  • 23. Questions?? Ask Away!! Twitter: @umarket Facebook: http://facebook.com/UncorneredMarket Or get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com

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