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HOW	
  BRANDS	
  CAN	
  WORK	
  	
  
WITH	
  TRAVEL	
  BLOGGERS	
  
JENS	
  THRAENHART	
  
W:	
  WWW.THRAENHART.COM	
  
E:	
  JENS@THRAENHART.COM	
  	
  
	
  T:	
  +66-­‐8555.44234	
  
TOP 20 MINDS IN EUROPEAN TRAVEL & TOURISM – 2014
TOP 25 MINDS IN GLOBAL TRAVEL & HOSPITALITY - 2004
Select  Past  &  Present  Clients:
SELECT SPEAKING ENGAGEMENTTS:
HOW	
  BRANDS	
  CAN	
  WORK	
  WITH	
  TRAVEL	
  BLOGGERS?	
  
CONSUMER TRENDS
“Catch	
  the	
  next	
  wave	
  before	
  it	
  catches	
  you”	
  
Travel	
  remains	
  a	
  priority	
  -­‐	
  	
  
a	
  desperately	
  needed	
  respite	
  
A	
  new	
  breed	
  of	
  traveller	
  has	
  arrived	
  
Travel	
  in	
  the	
  Digital	
  Age	
  
ANCIENT	
  STORY	
  TELLING	
  	
  
DIGITAL	
  STORY	
  TELLING	
  	
  
DIGITAL	
  STORY	
  TELLING	
  	
  
Travel	
  Blogging	
  Today:	
  It’s	
  Complicated	
  
We	
  want	
  to	
  create	
  the	
  right	
  environment	
  for	
  
Bloggers	
  to	
  tell	
  their	
  own	
  stories	
  
Bloggers  are  a  different  breed
>	
  They	
  are	
  publishing	
  content	
  about	
  you	
  
Before,	
  during	
  AND	
...
Journalists  versus  Bloggers
TRAVEL	
  IS	
  MY	
  PASSION	
  
“The	
  clear	
  and	
  away	
  
strongest	
  predictor	
  of	
  a	
  
company’s	
  growth	
  rate	
  is:	
  
	
  “would	
...
WHAT	
  TO	
  DO?	
  
WHAT	
  TO	
  DO?	
  
WHAT	
  TO	
  DO?	
  
ONE	
  OF	
  THE	
  MOST	
  	
  
IMPORTANT	
  THINGS	
  
	
  IS	
  TO	
  HAVE	
  A	
  SET	
  	
  
OF...
WHAT	
  TO	
  DO?	
  
HOW	
  TO	
  	
  	
  
SELECT	
  THE	
  
RIGHT	
  BLOGGER	
  
What  to  look  for  in  a  Blogger?
•  Rank	
  &	
  Stats	
  
•  Quality	
  of	
  Wring	
  
•  Quanty	
  of	
  Wring	
  
...
WHAT	
  TO	
  DO?	
  
AUDIENCE	
  	
  
IS	
  DIFFERENT	
  THAN	
  	
  
INFLUENCE	
  
AUDIENCE	
  	
  
IS	
  DIFFERENT	
  T...
Where  to  look  for  a  Blogger?
•  Conferences	
  
(like	
  TBEX,	
  Blogger	
  
Matchup,	
  etc.)	
  
•  Search	
  on	
...
WHAT	
  TO	
  DO?	
  
www.DIAawards.com	
  
WHAT	
  TO	
  DO?	
  
WHAT	
  TO	
  DO?	
  
AUDIENCE	
  	
  
IS	
  DIFFERENT	
  THAN	
  	
  
INFLUENCE	
  
INVEST	
  TIME	
  	
  
TO	
  BUILD	
 ...
WHAT	
  TO	
  DO?	
  
Greater  Mekong  Sub-­‐region  (GMS)
•  Cambodia	
  
•  China	
  
•  Guangxi	
  
•  Yunnan	
  
•  Laos	
  
•  Myanmar	
  
...
•  Greater Mekong is home to more than
95 different ethnic groups
•  Each have distinct customs and
traditions, culture, l...
46
What is the perception of the Mekong Region?
Difficult and dangerous?
Cheap and mass tourism?
Undeveloped and dirty?
WHAT	
  TO	
  DO?	
  
DIA Blogger Matchup
International & Chinese Bloggers
Bangkok/Thailand, 2013 & 2014
@ China Travel Marketing Boot Camp
TO	
  PAY	
  OR	
  NOT	
  TO	
  PAY?	
  
INNOVATIVE	
  	
  	
  
BLOGGER	
  CAMPAIGNS	
  
Product	
  Development:	
  Blogger	
  Focus	
  Group	
  
THERE	
  ARE	
  EXCITING	
  OPPORTUNITUES	
  	
  
FOR	
  BLOGGERS	
  AND	
  BRANDS	
  	
  
TO	
  GET	
  INVOLVED	
  AND	
 ...
CONTACT:	
  	
  
JENS	
  THRAENHART	
  
W:	
  WWW.THRAENHART.COM	
  
E:	
  JENS@THRAENHART.COM	
  	
  
	
  T:	
  +66-­‐855...
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
How brands can work with bloggers - TBEX Asia 2015
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How brands can work with bloggers - TBEX Asia 2015

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

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How brands can work with bloggers - TBEX Asia 2015

  1. 1. HOW  BRANDS  CAN  WORK     WITH  TRAVEL  BLOGGERS  
  2. 2. JENS  THRAENHART   W:  WWW.THRAENHART.COM   E:  JENS@THRAENHART.COM      T:  +66-­‐8555.44234  
  3. 3. TOP 20 MINDS IN EUROPEAN TRAVEL & TOURISM – 2014 TOP 25 MINDS IN GLOBAL TRAVEL & HOSPITALITY - 2004
  4. 4. Select  Past  &  Present  Clients: SELECT SPEAKING ENGAGEMENTTS:
  5. 5. HOW  BRANDS  CAN  WORK  WITH  TRAVEL  BLOGGERS?  
  6. 6. CONSUMER TRENDS “Catch  the  next  wave  before  it  catches  you”  
  7. 7. Travel  remains  a  priority  -­‐     a  desperately  needed  respite  
  8. 8. A  new  breed  of  traveller  has  arrived  
  9. 9. Travel  in  the  Digital  Age  
  10. 10. ANCIENT  STORY  TELLING    
  11. 11. DIGITAL  STORY  TELLING    
  12. 12. DIGITAL  STORY  TELLING    
  13. 13. Travel  Blogging  Today:  It’s  Complicated  
  14. 14. We  want  to  create  the  right  environment  for   Bloggers  to  tell  their  own  stories  
  15. 15. 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”    
  16. 16. Journalists  versus  Bloggers
  17. 17. TRAVEL  IS  MY  PASSION  
  18. 18. “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)
  19. 19. WHAT  TO  DO?  
  20. 20. WHAT  TO  DO?  
  21. 21. WHAT  TO  DO?   ONE  OF  THE  MOST     IMPORTANT  THINGS    IS  TO  HAVE  A  SET     OF  DEFINED  GOALS  
  22. 22. WHAT  TO  DO?   HOW  TO       SELECT  THE   RIGHT  BLOGGER  
  23. 23. 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  
  24. 24. WHAT  TO  DO?   AUDIENCE     IS  DIFFERENT  THAN     INFLUENCE   AUDIENCE     IS  DIFFERENT  THAN     INFLUENCE  
  25. 25. 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  
  26. 26. WHAT  TO  DO?   www.DIAawards.com  
  27. 27. WHAT  TO  DO?  
  28. 28. WHAT  TO  DO?   AUDIENCE     IS  DIFFERENT  THAN     INFLUENCE   INVEST  TIME     TO  BUILD   LONG-­‐LASTING     RELATIONSHIPS  
  29. 29. WHAT  TO  DO?  
  30. 30. Greater  Mekong  Sub-­‐region  (GMS) •  Cambodia   •  China   •  Guangxi   •  Yunnan   •  Laos   •  Myanmar   •  Thailand   •  Vietnam  
  31. 31. •  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
  32. 32. 46 What is the perception of the Mekong Region?
  33. 33. Difficult and dangerous? Cheap and mass tourism? Undeveloped and dirty?
  34. 34. WHAT  TO  DO?  
  35. 35. DIA Blogger Matchup International & Chinese Bloggers Bangkok/Thailand, 2013 & 2014 @ China Travel Marketing Boot Camp
  36. 36. TO  PAY  OR  NOT  TO  PAY?  
  37. 37. INNOVATIVE       BLOGGER  CAMPAIGNS  
  38. 38. Product  Development:  Blogger  Focus  Group  
  39. 39. THERE  ARE  EXCITING  OPPORTUNITUES     FOR  BLOGGERS  AND  BRANDS     TO  GET  INVOLVED  AND  PARTNER  
  40. 40. CONTACT:     JENS  THRAENHART   W:  WWW.THRAENHART.COM   E:  JENS@THRAENHART.COM      T:  +66-­‐8555.44234  

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