Presentation on how travel brands can work with bloggers - made during the TBEX Asia 2015 Conference in Bangkok

1. HOW
BRANDS
CAN
WORK
WITH
TRAVEL
BLOGGERS

2. JENS
THRAENHART
W:
WWW.THRAENHART.COM
E:
JENS@THRAENHART.COM
T:
+66-­‐8555.44234

3. TOP 20 MINDS IN EUROPEAN TRAVEL & TOURISM – 2014
TOP 25 MINDS IN GLOBAL TRAVEL & HOSPITALITY - 2004

4. Select Past & Present Clients:
SELECT SPEAKING ENGAGEMENTTS:

7. HOW
BRANDS
CAN
WORK
WITH
TRAVEL
BLOGGERS?

9. CONSUMER TRENDS
“Catch
the
next
wave
before
it
catches
you”

11. Travel
remains
a
priority
-­‐
a
desperately
needed
respite

12. A
new
breed
of
traveller
has
arrived

13. Travel
in
the
Digital
Age

16. ANCIENT
STORY
TELLING

17. DIGITAL
STORY
TELLING

18. DIGITAL
STORY
TELLING

21. Travel
Blogging
Today:
It’s
Complicated

22. We
want
to
create
the
right
environment
for
Bloggers
to
tell
their
own
stories

23. Bloggers are a different breed
>
They
are
publishing
content
about
you
Before,
during
AND
aZer….
>
They
want
unscheduled
me
to
Write
&
post
to
blogs
Download,
edit,
then
upload
video
Download,
edit,
then
upload
photos
>
They
want
WiFi
&
power
plugs
>
They
can
be
“Amateur
Hour”

24. Journalists versus Bloggers

25. TRAVEL
IS
MY
PASSION

29. “The
clear
and
away
strongest
predictor
of
a
company’s
growth
rate
is:
“would
you
recommend
this
to
a
colleague
or
friend?”
Fred
Reichheld,
Bain
Fellow
and
Author,
The
Ul6mate
Ques6on
–
Driving
Good
Profits
&
True
Growth
Net Promoter Score (NPS)

30. WHAT
TO
DO?

31. WHAT
TO
DO?

32. WHAT
TO
DO?
ONE
OF
THE
MOST
IMPORTANT
THINGS
IS
TO
HAVE
A
SET
OF
DEFINED
GOALS

33. WHAT
TO
DO?
HOW
TO
SELECT
THE
RIGHT
BLOGGER

34. What to look for in a Blogger?
• Rank
&
Stats
• Quality
of
Wring
• Quanty
of
Wring
• Design
• Brand
Alignment
• Visual
• Engagement
• Social
Media
• RSS/Email
Subscribers
• Niche
• Compeng
Brands
• Publish
Elsewhere
• Language
• Time
of
Blogging
• Geographic
Market
• Demographic
• Medium
• Domain
Authority

35. WHAT
TO
DO?
AUDIENCE
IS
DIFFERENT
THAN
INFLUENCE
AUDIENCE
IS
DIFFERENT
THAN
INFLUENCE

36. Where to look for a Blogger?
• Conferences
(like
TBEX,
Blogger
Matchup,
etc.)
• Search
on
Google
• Lists
• Social
Media
• Listen
(ie
your
own
Twiger)
• Meet
&
Greet
(at
Travel
Massive
events)
• Talk
to
other
Brands
• Recommendaons
from
Bloggers
• Databases
(ie
Blogger
Bridge)
• Facebook
Groups
(ie
Blogger
Matchup
Group)
• Professional
Help
• Blogger
Awards

37. WHAT
TO
DO?
www.DIAawards.com

38. WHAT
TO
DO?

40. WHAT
TO
DO?
AUDIENCE
IS
DIFFERENT
THAN
INFLUENCE
INVEST
TIME
TO
BUILD
LONG-­‐LASTING
RELATIONSHIPS

41. WHAT
TO
DO?

42. Greater Mekong Sub-­‐region (GMS)
• Cambodia
• China
• Guangxi
• Yunnan
• Laos
• Myanmar
• Thailand
• Vietnam

44. • Greater Mekong is home to more than
95 different ethnic groups
• Each have distinct customs and
traditions, culture, language and
beliefs
• All reliant on the Mekong River as a
life-source, but interact with the
environment in many different ways

46. 46
What is the perception of the Mekong Region?

47. Difficult and dangerous?
Cheap and mass tourism?
Undeveloped and dirty?

48. WHAT
TO
DO?

50. DIA Blogger Matchup
International & Chinese Bloggers
Bangkok/Thailand, 2013 & 2014
@ China Travel Marketing Boot Camp

54. TO
PAY
OR
NOT
TO
PAY?

55. INNOVATIVE
BLOGGER
CAMPAIGNS

63. Product
Development:
Blogger
Focus
Group

70. THERE
ARE
EXCITING
OPPORTUNITUES
FOR
BLOGGERS
AND
BRANDS
TO
GET
INVOLVED
AND
PARTNER

71. CONTACT:
JENS
THRAENHART
W:
WWW.THRAENHART.COM
E:
JENS@THRAENHART.COM
T:
+66-­‐8555.44234