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Maximizing Destination Exposure: Working with Travel Bloggers To Tell Your Story Daniel Noll & Audrey Scott Website: http://UncorneredMarket.com/ Twitter: @umarket Facebook: UncorneredMarket

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Dan and Audrey: Uncornered Market

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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

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What is Destination Exposure? Awareness People talking Sharing Taking action

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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

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Storytelling: Around the Fire

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Storytelling: Travel Magazines

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Digital Storytelling: Social Media & Blogs

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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”

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Enter...The Travel Blogger

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Travel Bloggers as Human Beings Personal Real experiences Trust factor, independent Authority Destination ambassadors

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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

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Story Types: Negative PressDo you have negative press?Your story move: Find someone who can tell an alternative story Focus on the positive

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Attacking Safety Concerns: Our Story

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Story Angles: Old Destinations, New Life How to bring new story to a known destination? Shared human experiences, personal connections

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Story Angles: Undiscovered, Uncovered Struggling for exposure next to a big destination? Expose tourists to new sites and activities in a big destination.

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Story Angles: New Demographics Attract new demographic groups Defy stereotypes

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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

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Matching Bloggers: ReachAudience Reach = blog +social mediaDemographics: Geography,Gender, AgeQualitative: Trust &EngagementAudience size - Traffic: Visitors,RSS, Twitter, FB fans, Google+Indices: Alexa, Compete, Quantcast,Klout, Invesp

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Working with Bloggers: Pre-Trip Itinerary and input Dimensions and experiences Plan early: excitement and audience involvement Set expectations of both parties

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Working with Travel Bloggers: During Tools: Internet, mobile data plan Give time/flexibility Two-way feedback/ communication Co-promotion Have fun!!

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Long Term Benefits ofWorking with Travel BloggersContent: long and deepVaried: photo essays, videos, panoramasPractical details, contactsArticles or interviews with other outletsDestination ambassadors and advisorsRelationship!

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Questions??Ask Away!!Twitter: @umarketFacebook: http://facebook.com/UncorneredMarketOr get in touch with us: audrey@uncorneredmarket.com dan@uncorneredmarket.com