Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
travel blogs:
what role do they play in a traveller’s decision making process?

@garybembridge
tipsfortravellers.com
marketer, blogger & writer
topics:
 why blogs are important for engaging with
customers
 how to write a travel blog yourself
 how to engage with b...
what is a blogger?
person who keeps and
updates a blog
Site containing the writer’s
own
experiences, observations,
opinion...
Why work with blogs and bloggers?
growing use & importance (40%)
proven to influence (88%)
real life advice & tips to c...
what are travellers looking to get from blogs?
travel habits influences content needs
travellers do not travel that much…

travellers
Under 6 weeks / year
70% of readers...
88% say blogs influence final travel choice
47

55

35
22

Entertain Only

Changed Mind
Drove Specific Choice
Reinforced o...
blogs are important for engaging with
customers:





complements traditional content
helps reduce risk & get most out...
how to write a travel blog?
approach and content you need
(or to look for in blogs you work with)
most trusted sources of travel information:
Why trust them more than others?
Familiarity. Know
them, comfortable
using, pr...
Main reason travellers read blogs?
Opinions of Others

58%

Unbiased & Honest

48%

Real Life Experiences

New Ideas/ Insp...
Giving travellers what they want:
Top 3 most helpful content?
54%
money saving

52%
accommodation

48%
general advice

13%...
top 5 content: travellers vs. bloggers
Blog Readers

54

Bloggers

52
48

46

45
39

35

13

16

Money Save
Tips

Accom Ti...
Giving travellers what they want:
Top 3 dislikes?
72%
pop-ups

60%
poor writing

57%
advertising

Deliver content in user ...
How to write a travel blog:






complement other content & advice
give travellers content they want
help reducing r...
how to engage with bloggers?

tipsfortravellers.com/CLIA
engaging with bloggers?
set clear objectives
build and follow list of key influencers
evaluate bloggers (against 10 key...
set clear objectives:
bloggers are best at delivering
1.
2.
3.
4.
5.
6.
7.
8.

awareness building
reaching specific and ne...
build and follow list of key influencers:
finding bloggers
1.
2.
3.
4.
5.
6.
7.

Ask blogger community
Invite blogger pitc...
evaluating bloggers:
ten key factors to assess
1. Traffic
2. Audience
3. Longevity
4. Strategy & Plan
5. Activity Level
6....
some things to remember
 bloggers provide multi-media & social media content.

 travellers use blogs to reduce risk in t...
Further reading

tipsfortravellers.com/CLIA
Nächste SlideShare
Wird geladen in …5
×

CLIA Webinar: Travel Blogs - what role do they play in a traveller's decision making process

2.250 Aufrufe

Veröffentlicht am

Webinar I ran for CLIA (Cruise Line International Association) UK & Ireland about Travel Blogs and the role they play on a traveller's decision making process. It covers what a blog and blogger is, what travellers are looking for, what content and approach if developing your own blog and how to engage with bloggers

Veröffentlicht in: Soziale Medien, Technologie
  • Unlock Her Legs - How to Turn a Girl On In 10 Minutes or Less... ➤➤ http://t.cn/AiurDrZp
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • ♥♥♥ https://tinyurl.com/y4urott2
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier
  • Gehören Sie zu den Ersten, denen das gefällt!

CLIA Webinar: Travel Blogs - what role do they play in a traveller's decision making process

  1. 1. travel blogs: what role do they play in a traveller’s decision making process? @garybembridge tipsfortravellers.com
  2. 2. marketer, blogger & writer
  3. 3. topics:  why blogs are important for engaging with customers  how to write a travel blog yourself  how to engage with bloggers
  4. 4. what is a blogger? person who keeps and updates a blog Site containing the writer’s own experiences, observations, opinions (1) Long-form multi-media content + (2) micro-blogging social media campaign creators
  5. 5. Why work with blogs and bloggers? growing use & importance (40%) proven to influence (88%) real life advice & tips to complement others create multi-media content deliver specific & niche audiences engaged and interactive audiences may be existing advocates
  6. 6. what are travellers looking to get from blogs?
  7. 7. travel habits influences content needs travellers do not travel that much… travellers Under 6 weeks / year 70% of readers want 80% 40% want to reduce risk “real life, first hand advice & tips” to get most out of travels Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  8. 8. 88% say blogs influence final travel choice 47 55 35 22 Entertain Only Changed Mind Drove Specific Choice Reinforced or Confirmed traditional sources can inspire and create desire, blogs can make or break a decision Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.
  9. 9. blogs are important for engaging with customers:     complements traditional content helps reduce risk & get most out of travel with real life, first hand advice & tips influences their final choices
  10. 10. how to write a travel blog? approach and content you need (or to look for in blogs you work with)
  11. 11. most trusted sources of travel information: Why trust them more than others? Familiarity. Know them, comfortable using, proven reliable 48 Honest, not gloss over negatives 37 Not driven by commercial considerations 36 Well Informed 30
  12. 12. Main reason travellers read blogs? Opinions of Others 58% Unbiased & Honest 48% Real Life Experiences New Ideas/ Inspiration helps reduce risk 47% 34% Inspire Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  13. 13. Giving travellers what they want: Top 3 most helpful content? 54% money saving 52% accommodation 48% general advice 13% 17% 36% ensure your blog or blogs you work with have right content Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  14. 14. top 5 content: travellers vs. bloggers Blog Readers 54 Bloggers 52 48 46 45 39 35 13 16 Money Save Tips Accom Tips 21 General Tips Destination Reviews & Tips Attraction Reviews
  15. 15. Giving travellers what they want: Top 3 dislikes? 72% pop-ups 60% poor writing 57% advertising Deliver content in user friendly environment Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
  16. 16. How to write a travel blog:      complement other content & advice give travellers content they want help reducing risk and get most out of travels be like a trusted friend: honest, unbiased user friendly environment
  17. 17. how to engage with bloggers? tipsfortravellers.com/CLIA
  18. 18. engaging with bloggers? set clear objectives build and follow list of key influencers evaluate bloggers (against 10 key factors) specific proposal with value for them contract agreement measurement build on-going relationships
  19. 19. set clear objectives: bloggers are best at delivering 1. 2. 3. 4. 5. 6. 7. 8. awareness building reaching specific and new audiences recruiting to your social media communities driving website referrals creating multi-media content supporting crisis management / time sensitive amplifying traditional campaigns SEO activities
  20. 20. build and follow list of key influencers: finding bloggers 1. 2. 3. 4. 5. 6. 7. Ask blogger community Invite blogger pitches Conferences, Meet-Ups & Travel Markets Use Blogger Alliances Blogger Associations Online Tools Top Blogger Lists
  21. 21. evaluating bloggers: ten key factors to assess 1. Traffic 2. Audience 3. Longevity 4. Strategy & Plan 5. Activity Level 6. Look & Speed 7. Engagement levels 8. Social Amplification 9. Balanced Coverage 10. Case Studies and Results
  22. 22. some things to remember  bloggers provide multi-media & social media content.  travellers use blogs to reduce risk in their travel decision-making.  blogs are influential in driving traveller choices.  Bloggers can and should complement traditional sources – not replacing them.  have clear objectives and measures (some things bloggers best suited to deliver).  assessing and establishing a relationship takes time and effort.  contract with bloggers before any activity to ensure both sides understand what is expected and how it will be measured.
  23. 23. Further reading tipsfortravellers.com/CLIA

×