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Digital PR & Blog Trips
Workshop by Gary Bembridge for:

1
Who am I?

tipsfortravellers.com

Travelbloggerspodcast.com

@garybembridge
2
Objective?
To convince and inspire you to
think “beyond the press trip” when
partnering with bloggers

3
Topics?
1. What travellers are really looking for
2. How to plan and deliver blogger programs
1. How to ensure you get the...
Why do travellers read blogs?
“Real life advice & tips” to reduce risk

5
88% say blogs influence travel choices

47

55

35
22
Used to reduce risk
Entertain Only

Changed Mind
Drove Specific Choi...
Topics?
1. What travellers are really looking for
2. How to plan and deliver blogger programs
1. How to ensure you get the...
Which of you …
1. Worked with journalists?
2. Worked with bloggers?

8
How did you find bloggers
different to journalists?
Has implications on how you should work

9
Journalists versus bloggers
Journalist
Paid
Unbiased
One core expertise
Content limitations
“Push” content
Publishing sche...
Why work with bloggers?
1.

Growing use & importance

2.

Trends in favour

3.

Influential

4.

Deliver specific and nich...
When should you partner?
Only when can deliver your objectives

12
7 tactics bloggers most suited for
1.

Increase awareness

2.

Reach new or specific audiences

3.

Recruit and build your...
Promote time sensitive activities

60,870 total reached and 113 likes over 3 days
14
Build your social communities

Cruiser who not tried Norwegian

Excursion recommendation for
someone booked to travel

Non...
Amplify existing campaign
Long Tail - Series

Campaign
Buzz

16
Evergreen content
14000

60000
50000

4304

12000

7714
40000

10000

4122

8000

30000

Posts
Podcasts
Videos - Excursion...
How do bloggers earn a living?
Not from their blog alone
Implications for you……….
Unlikely to get “free” coverage in futur...
6 best ways to work with bloggers
1. Content creation fees
2. Brand advocates, ambassadors & advisors
3. Create campaigns ...
Content Creation: Press trip style

20
Content Creation of Products

21
Content Creation blogger trips

http://www.blogville-emiliaromagna.com

22
Content Creation: MSC Cruises Official Bloggers

23
Content Creation Blogger trips : Flanders is a Festival
thinkdigital.travel/spotlights/flanders/

•
•

Flanders is a Festi...
Brand Ambassadors: Richmond Canada
365daysofdining.com

•
•
•
•

One-year contract role with a salary of $50,000, living c...
Brand Ambassadors: New South Wales #Unmapped
visitnsw.com/nsw-tales/tours

•
•
•

Six young travellers from all over the w...
Brand advocates and advisors

•
•
•
•

Gary Arndt - everything-everywhere.com
Daniell Noll & Audrey Scott – uncorneredmark...
Brand advocates and advsors
•
•
•
•
•

House Trip Diplomats

The Planet D
Eat like a girl
Velvet Escape
Ciao Bambino
Aviat...
Campaign co-operatives

#LuxuryToronto
http://www.iambassador.net

#Go Jordan
http://navigatemediagroup.com

#LoveCapeTown...
Sponsorships

30
Travel Services

Trey Ratcliff
31
Social media management

32
Topics?
1. What travellers are really looking for
2. How to plan and deliver blogger programs
1. How to ensure you get the...
You cannot measure blogger
programs. True or false?
You can if you set clear objectives

34
Measurement
1. Set campaign objectives
•
•
•
•

Number of articles, videos or podcasts?
Number of tweets, Instagram, Pinte...
Finding the right bloggers
1.

Ask bloggers

2.

Invite bloggers to pitch

3.

Blogger associations &
• PTBA
networks
• TB...
10 factors when assessing bloggers
1. Traffic
2. Audience
3. Longevity
4. Strategy & plan
5. Activity level
6. Look and sp...
Contracting with bloggers
1. What to be delivered & why
2. Where it is to be delivered
3. What you will provide and cover ...
Watch-outs
1.

Not end in own right

2.

Do not treat like “journalists” and “press trips”

3.

“Free stuff” will not guar...
Questions?
http://www.tipsfortravellers.com
gary@tipsfortravellers.com

@garybembridge
40
Digital PR & Blog Trips
Workshop by Gary Bembridge for:

41
Nächste SlideShare
Wird geladen in …5
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Digital PR and blog trips: thinking beyond the press trips (Digital Tourism Norway)

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Tips and advice on partnering with travel bloggers based on what travellers looking for from travel blogs, how to plan partnerships (including new models) and getting the most out of working with bloggers

Veröffentlicht in: Reisen, Technologie, Business
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Digital PR and blog trips: thinking beyond the press trips (Digital Tourism Norway)

  1. 1. Digital PR & Blog Trips Workshop by Gary Bembridge for: 1
  2. 2. Who am I? tipsfortravellers.com Travelbloggerspodcast.com @garybembridge 2
  3. 3. Objective? To convince and inspire you to think “beyond the press trip” when partnering with bloggers 3
  4. 4. Topics? 1. What travellers are really looking for 2. How to plan and deliver blogger programs 1. How to ensure you get the most out of them 4
  5. 5. Why do travellers read blogs? “Real life advice & tips” to reduce risk 5
  6. 6. 88% say blogs influence travel choices 47 55 35 22 Used to reduce risk Entertain Only Changed Mind Drove Specific Choice Reinforced or Confirmed Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents. 6
  7. 7. Topics? 1. What travellers are really looking for 2. How to plan and deliver blogger programs 1. How to ensure you get the most out of them 7
  8. 8. Which of you … 1. Worked with journalists? 2. Worked with bloggers? 8
  9. 9. How did you find bloggers different to journalists? Has implications on how you should work 9
  10. 10. Journalists versus bloggers Journalist Paid Unbiased One core expertise Content limitations “Push” content Publishing schedules Mass audience Traditional core focus Blogger Passion Opinion based Multiple content skills Unlimited content “Responsive” content Immediate Niche audience Social Media at Core 10
  11. 11. Why work with bloggers? 1. Growing use & importance 2. Trends in favour 3. Influential 4. Deliver specific and niche audiences 5. Social media active and led 6. May be existing brand advocates 11
  12. 12. When should you partner? Only when can deliver your objectives 12
  13. 13. 7 tactics bloggers most suited for 1. Increase awareness 2. Reach new or specific audiences 3. Recruit and build your social media community 1. Drive website referrals (to convert to sales) 2. Generate (quality and evergreen) content 3. Crisis management and time sensitive activities 4. Amplify and extend traditional PR activities and campaigns 13
  14. 14. Promote time sensitive activities 60,870 total reached and 113 likes over 3 days 14
  15. 15. Build your social communities Cruiser who not tried Norwegian Excursion recommendation for someone booked to travel Non cruiser engaged in discussion 15
  16. 16. Amplify existing campaign Long Tail - Series Campaign Buzz 16
  17. 17. Evergreen content 14000 60000 50000 4304 12000 7714 40000 10000 4122 8000 30000 Posts Podcasts Videos - Excursions 6000 Videos - Ship 20000 38929 4000 10000 2000 0 0 Total April May June July August Sept 17
  18. 18. How do bloggers earn a living? Not from their blog alone Implications for you………. Unlikely to get “free” coverage in future Your opportunity to create new programs 18
  19. 19. 6 best ways to work with bloggers 1. Content creation fees 2. Brand advocates, ambassadors & advisors 3. Create campaigns through blogger co-operatives 4. Sponsorships 5. Travel Services (e.g. tours and workshops) 6. Social media management 19
  20. 20. Content Creation: Press trip style 20
  21. 21. Content Creation of Products 21
  22. 22. Content Creation blogger trips http://www.blogville-emiliaromagna.com 22
  23. 23. Content Creation: MSC Cruises Official Bloggers 23
  24. 24. Content Creation Blogger trips : Flanders is a Festival thinkdigital.travel/spotlights/flanders/ • • Flanders is a Festival: In what was billed as the world’s biggest blog trip, nearly 100 international travel and music writers explored, videoed, Instagrammed, Tweeted and blogged their way around a summer of music festivals in Flanders, Belgium. Number of written blogposts: 257 (so far). 173 Travel Blogposts reach of 7.500.000. Number of unique visitors: 7.500.000. Total reach of blogposts: 11.500.000. Number of Facebook fans of all Bloggers: 300.000. Number of Twitter fans of all Bloggers: 550.000 24
  25. 25. Brand Ambassadors: Richmond Canada 365daysofdining.com • • • • One-year contract role with a salary of $50,000, living compensation and a daily stipend of $30 for all dining experiences. One-year membership to the Richmond Olympic Oval fitness centre—to assist in burning off all those daily dining experiences! Dine at 365 Richmond locations in 365 days, taking photos, shooting videos and blogging about the experience. 25 Actively engaging with the local community—both in person and online through social media—and meeting the people who live, work and play in Richmond.
  26. 26. Brand Ambassadors: New South Wales #Unmapped visitnsw.com/nsw-tales/tours • • • Six young travellers from all over the world on a month-long road trip in a bus to capture the best that NSW, Australia has to offer Called it the #unmapped Road Trip as there was no set itinerary. - route was determined by the suggestions of our fans and followers, tourism operators and destinations belonging to our online social community. 26 We had one goal in mind – to complete as many awesome experiences as possible in 30 days.
  27. 27. Brand advocates and advisors • • • • Gary Arndt - everything-everywhere.com Daniell Noll & Audrey Scott – uncorneredmarket.com Jodi Eteenberg – legalnomads.com Nellie Huang – wildjunket.com http://www.gadventures.com/blog/category/wanderers-residence/ 27
  28. 28. Brand advocates and advsors • • • • • House Trip Diplomats The Planet D Eat like a girl Velvet Escape Ciao Bambino Aviators & a Camera 28
  29. 29. Campaign co-operatives #LuxuryToronto http://www.iambassador.net #Go Jordan http://navigatemediagroup.com #LoveCapeTown http://travelatermedia.com Australia http://cruiseadvocates.com 29
  30. 30. Sponsorships 30
  31. 31. Travel Services Trey Ratcliff 31
  32. 32. Social media management 32
  33. 33. Topics? 1. What travellers are really looking for 2. How to plan and deliver blogger programs 1. How to ensure you get the most out of them 33
  34. 34. You cannot measure blogger programs. True or false? You can if you set clear objectives 34
  35. 35. Measurement 1. Set campaign objectives • • • • Number of articles, videos or podcasts? Number of tweets, Instagram, Pinterest, Facebook posts? Number of click-throughs to site, follows or page likes? Reach of the campaign? 2. Traditional measures not always possible, but can measure: • • • Total reach over time (long tail) based in views, listens and reads Social media amplification measures: Reach, likes, shares, retweets using Facebook Insights, TweetReach, Pinterest Stats using dedicated campaign hashtags Click-through, follows and page links of your branded properties (track with specific links or landing pages) 3. Leverage and coverage in “traditional Media” 35
  36. 36. Finding the right bloggers 1. Ask bloggers 2. Invite bloggers to pitch 3. Blogger associations & • PTBA networks • TBU Book of Bloggers • 4. 5. Blogger collectives Blogger conferences Online tools • • • Wefollow.com Followerwonk.com Quantcast.com Build on-going relationships TBEX TBU meetup.com • • • Follow target bloggers 36
  37. 37. 10 factors when assessing bloggers 1. Traffic 2. Audience 3. Longevity 4. Strategy & plan 5. Activity level 6. Look and speed 7. Social amplification 8. Engagement 9. Balanced coverage 10. Case studies (with effects) 37
  38. 38. Contracting with bloggers 1. What to be delivered & why 2. Where it is to be delivered 3. What you will provide and cover (including Wi-fi and free time..) 4. When will be delivered 5. How it will be measured 6. Post report requirements 38
  39. 39. Watch-outs 1. Not end in own right 2. Do not treat like “journalists” and “press trips” 3. “Free stuff” will not guarantee coverage 4. Focus on the new ways to partner – think “campaigns” 5. Spend time finding the right bloggers and build relationships with some key ones 6. Set clear measures up front so can track 7. Ensure you have a clear contract before you start working together 39
  40. 40. Questions? http://www.tipsfortravellers.com gary@tipsfortravellers.com @garybembridge 40
  41. 41. Digital PR & Blog Trips Workshop by Gary Bembridge for: 41

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