Working with Bloggers
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The document discusses the growing influence of travel bloggers and social media in trip planning, highlighting that 33% of U.S. travelers to Europe now utilize travel blogs, a significant increase from 5 years ago. It details successful case studies, such as the #gojordan campaign, and outlines strategies for collaborating with bloggers, including pre-trip planning, flexibility during the trip, and post-trip content repurposing. The importance of bloggers in providing engaging content and their role in shaping travel decisions and recommendations is emphasized.
Working with Bloggers
- 3. Text
- 4. • TV, Movies, Magazines, Books, Friends, Travel Blogs and Podcasts • Where to Go • Start of the Planning process Trip Inspiration
- 5. • Guidebooks, Google, Travel Blogs and Podcasts, TripAdvisor • Dominated by Search • Long Term Content valued Trip Planning
- 6. Influence • UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. • Only 10% less than traditional media • Up from 0% 5 years ago. Fastest growing source of information for travelers. http://www.etc-corporation.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf
- 7. World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video. http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf
- 8. Social Media 54% of British holiday makers used social media platforms in the run up to their trip abroad to gain personal recommendations and reviews beforehand. (source: poll by sunshine.co.uk June 2011)
- 9. Search About two-thirds of travelers reported having used the Internet to research a trip during the past six months. Source: Google survey (Sept. 2010)
- 10. What Bloggers Bring • Audience • Engagement / Trust • Focus • Content Creation - words, pictures, video, audio • Story Telling • Social Media Reach • SEO value - long shelf life • Knowledge • Immediacy
- 11. Jordan Bloggers’ circles of influence include other influencers. #GoJordan 2011 Generated 42m tweet impressions The 2011 social media outreach Reached 1.9m people campaign, including #GoJordan, was immensely successful, leading to Jordan being on travelers’ minds and on many top travel lists, including Condé Nast Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. - Jordan Tourism Board Case Study: Jordan
- 12. • 7 Bloggers invited January to June 2011 • 516% increase in searches for Visit Lanai • Visitors spending up 28% (more than other Hawaiian Islands • 715% ROI based on program costs • Total return of 1.5m in PR/SM value • Syndication on USAToday.com, TheAtlantic.com, LonelyPlanet.com Case Study: Lanai
- 13. • Read their blogs • Listen to their Podcasts • Follow them on Social Media • Ask for recommendations • Meet Bloggers - Blogging Conferences - TBEX, TBU, etc - Tweetups - Travel Massive - Blogging Events at Trade Shows - WTM, ITM • Blogging Search Engines - BloggerBridge Finding Bloggers
- 14. • Focus - Family Solo, Volunteer, Luxury, etc • Audience - readers, listeners, viewers - Google Analytics - Compete, Quantcast, Alexa • Demographics - Geography, Demographics, Age • Reputation • Social Media engagement - Twitter, Facebook, Google+, Instagram, Pinterest, Klout, etc Matching Bloggers
- 15. Working with Bloggers • Press Trips / Blog Trips / Personal Trips • Local Bloggers • Post for your blog • Place to Guest post • Sponsored Posts • Photos • Videos • Podcasts • Consulting - Social Media, Marketing, Web • Twitter Chats • Contest Promotion • Advertising / Sponsorship
- 16. Ritz-Carlton Lake Tahoe, California – Indoor Campout • Family Bloggers Hotels Win a Free Hotel Stay in Radisson’s “50 Years, 50 Days, 50 Rooms” Contest • Social Media audience
- 17. Four Seasons Lanai • Luxury Travel Bloggers Hotels Business Travel Blogs / Podcasts
- 18. Working with Bloggers: Pre-Trip • Expectations • Itinerary and Input • Campaign Goals • Audience Involvement • Clarify Expenses
- 19. Working with Bloggers: During • Internet, mobile data plans • Flexibility • Time to Create • Coordinate Promotion
- 20. Working with Bloggers: After • Follow Up • Repurpose content • Promote - mailing lists - printed brochures - podcasts - links - web pages
- 22. Etc
- 23. World Travel Market 2011 Industry Report Rise of travel blogging is listed as a trend http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24