DIFFERENT WAYS TO                           BUILD RELATIONSHIPS WITH                              TRAVEL BLOGGERS         ...
Saturday, April 28, 2012
FIND THE RIGHT FIT                     Match your Core Values                     with Theirs                     Know the...
WHAT LEVEL IS RIGHT FOR                                   YOU??                           Level 1 Benefits                 ...
CONTESTS                               Mutually beneficial                               Have Blogger Help                 ...
YOUR OWN BACK YARD                   Utilize Local Bloggers                   Sample Service: Dinner, Excursion,          ...
SPONSOR AN EVENT                     Mongol Rally                     Ultimate Train Challenge                     Euro Tr...
Social Media Campaigns         The 2011 social media outreach campaign, including #GoJordan, was immensely successful, lea...
Level Two                     Sponsored Tours                     Spokesperson                     Sponsorship            ...
SPONSORED TRIPS               We	  have	  seen	  an	  immediate	  impact	  on	  new	  direct	  passenger	  bookings	  by	 ...
VISIT LANAI                     7 Bloggers                     381,000 Page views                     Visitor Spending up ...
SPOKESPEOPLE                     Brands are moving away from associating with                     famous people and moving...
SPONSORSHIP                     All encompassing                     Spokespeople                     Sponsored posts     ...
AMERICAN EXPRESS                     Working	  with	  bloggers	  to	  test-­‐drive	  our	  Cards	  and	  share	  their	  e...
LEAD TOURS                 Using Celebrity to sell a tour                 Expertise of Blogger’s Travel                 Ex...
EMBEDDED BLOGGER                   Much	  of	  our	  most	  powerful	  work	  comes	  from	  partnering	  with	  travel	  ...
How Travel Bloggers Generate Greater                         Exposure for your brand             "Working with bloggers ha...
HOW THIS CAN INCREASE                                   SALES                   Thank you for taking the time to provide u...
QUANTIFY RESULTSSaturday, April 28, 2012
QUESTIONS?                            www.theplanetd.com                            Twitter: @theplanetd                  ...
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Different Ways to Build Relationships with Travel Bloggers, TBU 2012

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Our presentation given to industry professionals on the way they can work with travel bloggers at the Travel Bloggers Unite Conference in Umbria, Italy on April 21, 2012

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Different Ways to Build Relationships with Travel Bloggers, TBU 2012

  1. 1. DIFFERENT WAYS TO BUILD RELATIONSHIPS WITH TRAVEL BLOGGERS WITHSaturday, April 28, 2012
  2. 2. Saturday, April 28, 2012
  3. 3. FIND THE RIGHT FIT Match your Core Values with Theirs Know the blogger and their audience - Will they connect with your target audience? Stats vs Engagement- Educate YourselfSaturday, April 28, 2012
  4. 4. WHAT LEVEL IS RIGHT FOR YOU?? Level 1 Benefits Level 2 Benefits Greater Reach Great introduction to Building a relationship More Targeted Audience Low Cost Multi Levelled - Blog/Social Media Smaller Time Commitment Extensive Brand/Destination Gets your Brand or Destination Exposure Exposure Better ROISaturday, April 28, 2012
  5. 5. CONTESTS Mutually beneficial Have Blogger Help Promote Contest Incentive CreativitySaturday, April 28, 2012
  6. 6. YOUR OWN BACK YARD Utilize Local Bloggers Sample Service: Dinner, Excursion, Activity, Weekend Getaway Run your own event Sponsor an Event LocallySaturday, April 28, 2012
  7. 7. SPONSOR AN EVENT Mongol Rally Ultimate Train Challenge Euro Train Challenge Tour D’AfriqueSaturday, April 28, 2012
  8. 8. Social Media Campaigns The 2011 social media outreach campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Conde Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. Jordan Tourism Board Visit Jordans 2011 in Social Media Report Manage Build EngageSaturday, April 28, 2012
  9. 9. Level Two Sponsored Tours Spokesperson Sponsorship Brand AmbassadorSaturday, April 28, 2012
  10. 10. SPONSORED TRIPS We  have  seen  an  immediate  impact  on  new  direct  passenger  bookings  by  consumers  referencing  the  exclusive   promo  code  we  established  with  ThePlanetD.  They  have  created  great  content  to  help  educate  consumers  about   Antarc?ca  as  a  des?na?on  which  has  helped  highlight  our  brand  to  a  new  consumer  base  of  ac?ve  travellers. Greg Hayes eCommerce Manager Quark Expeditions Bloggers talk about Destination Experience Group trips can create buzz Covers a wide variety of products: Hotels, excursions, restaurantsSaturday, April 28, 2012
  11. 11. VISIT LANAI 7 Bloggers 381,000 Page views Visitor Spending up 28% 516% increase of Google Searches for “Visit Lanai” 715% ROI based on Production Costs Total ROI $1.5m based on PR/SM ValueSaturday, April 28, 2012
  12. 12. SPOKESPEOPLE Brands are moving away from associating with famous people and moving towards working with people with personality. Interviews on T.V, Print & Radio Represent at trade shows Represent Your OrganizationSaturday, April 28, 2012
  13. 13. SPONSORSHIP All encompassing Spokespeople Sponsored posts Social Media Wrapped all into oneSaturday, April 28, 2012
  14. 14. AMERICAN EXPRESS Working  with  bloggers  to  test-­‐drive  our  Cards  and  share  their  experiences  with  their  readers  helps  us   raise  brand  awareness  among  our  target  customers  and  encourage  Card  acquisi?on.  American  Express   partnered  with  ThePlanetD  to  test-­‐drive  the  Gold  Rewards  Card  and  we  have  seen  a  direct  link  from  their   posts  to  new  Card  applica?ons. Maggie Dunlop | Account Executive High Road Communications American Express Canada Account Blog posts Banner Ads with Trackable Links Readers choose Adventure Social Media AwarenessSaturday, April 28, 2012
  15. 15. LEAD TOURS Using Celebrity to sell a tour Expertise of Blogger’s Travel Experience Using talent Harnessing Social Media to advertiseSaturday, April 28, 2012
  16. 16. EMBEDDED BLOGGER Much  of  our  most  powerful  work  comes  from  partnering  with  travel  bloggers.    We  have  great  data  to  suggest   that,  not  surprisingly,  travelers  are  turning  to  travel  bloggers  more  and  more  when  they  are  geHng  inspired   and  planning  trips.    Building  a  good  rela?onship  with  travel  bloggers  through  a  very  authen?c,  transparent   shared  passion  can  help  convey  to  their  readers  that  we  are  a  trusted  go-­‐to  resource  when  it  comes  ?me  to   move  from  dreaming  to  booking. Sarah  Keeling Director  of  Public  Rela?ons Expedia  Worldwide Send a blogger on location to cover an event Have them write for your website Two Fold - content on own website Social Media SupportSaturday, April 28, 2012
  17. 17. How Travel Bloggers Generate Greater Exposure for your brand "Working with bloggers has allowed Intrepid to increase our brand visibility in that we are able to reach a highly-qualified and targeted audience that may never have heard of Intrepid before. Whats more, with the power of social media, many bloggers share each others stories and experiences which expands the reach ten-fold - allowing Intrepid exposure to a much wider audience than a company can, realistically, gain anywhere else." Katy Rockett Marketing & PR Specialist Intrepid Travel Canada They can be your own personal inbound marketing campaign- SEO, Content generation & social media By leveraging there already established networks you can connect with an engaged audience one word....TrustSaturday, April 28, 2012
  18. 18. HOW THIS CAN INCREASE SALES Thank you for taking the time to provide us with such a thorough description! You have sold us on the trip, and we are booking today :) Now we just have to wait until September to go! ThePlanetd Reader on booking an Intrepid Galapagos Tour •77% of internet users read blogs •52% of blog readers say a post factored into their purchase decision* •The influence of personal experiences: An ad will never have as much influence as a personal recommendation. •Targeted audience *Source: State of the Blogosphere Technorati 2012Saturday, April 28, 2012
  19. 19. QUANTIFY RESULTSSaturday, April 28, 2012
  20. 20. QUESTIONS? www.theplanetd.com Twitter: @theplanetd Facebook: ThePlanetD email: info@theplanetd.comSaturday, April 28, 2012

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