How Bloggers Benefit Your Business | Professional Travel Bloggers Association ATM 2015
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A presentation by Matt Gibson, Samantha Dancy, and Shane Dallas of the Professional Travel Bloggers Association presented at Arabian Travel Market on how bloggers can help travel brands.
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How Bloggers Benefit Your Business | Professional Travel Bloggers Association ATM 2015
- 1. How Blogging Creates Value for Your Brand Main Presenter: Matt Gibson President Elect: Professional Travel Bloggers Associations Xpat.Media / XpatMatt.com / TravelBloggersAssociation.com Co-Presenters: Samantha Dancy and Shane Dallas Time & Date #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 4. Why Blogging? • Detailed analytics • Control over messaging • Consumer trust WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 5. Most importantly WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 6. It works WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 7. “92% of social media users are influenced by travel blogs with up to 72% willing to change their destination choice based on the opinion of friends and networks on social media. 2015 ITB Berlin Travel Trends Report WHY BLOGGING? Source: Mail and Guardian, 2015 #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 8. “I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers & 69% business travelers WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 9. “56% of travelers say they find inspiration for trips on the Internet WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 10. “Which online sources typically inspire you to start thinking about your personal or leisure trips? 83% Social networking, video, or photo sites 61% Search engines WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 11. “I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers 69% business travelers WHY BLOGGING? Source: Google 2014 Traveler’s Road to Decision #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 12. Travelers search online for: INSPIRATION INFORMATION RECOMMENDATIONS WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 13. They find them on BLOGS & SOCIAL MEDIA WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 14. Blogging + Social Media = INSPIRING travelers to visit your destination WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 15. Blogging + Social Media = Getting in front of travelers searching for INFORMATION WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 16. Blogging + Social Media = RECOMMENDATIONS that travelers trust WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 17. The Early Adopter Advantage WHY BLOGGING? #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 18. 1. Content Creation 2. Sponsored activities 3. Brand Ambassadorship 4. Spokesperson 5. Social media promotion HOW IT’S DONE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 19. 2 MAIN STRATEGIES 1. Onsite: Building up your own blog and social channels 2. Offsite: Working with bloggers to increase awareness through their channels (these work best when done together) STRATEGIES #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 20. YOUR BLOG YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 21. “Nobody is interested in what a DMO says about a destination; [but] when a DMO creates a platform for stories by local people, top bloggers and travellers, magic happens. Mariette du Toit-Helmbold: Cape Town Tourism/Destinate YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: The Mail & Guardian, 2015
- 22. BENEFITS 1. SEO 2. Visibility 3. Trust 4. Lead Generation 5. Sales 6. Ownership 7. Control YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 23. EXPEDIA VIEWFINDER YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 24. “Much of our most powerful work comes from partnering with travel bloggers….travelers are turning to travel bloggers more and more when they are getting inspired and planning trips. Sarah Keeling: Expedia Worldwide Director of Public Relations YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: ITB 2012
- 25. G ADVENTURES LOOPTAIL YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 26. “While these channels provide an opportunity to communicate to people who already subscribe to our brand, they also serve as a window to the world to inspire those who have never considered travelling, who can’t presently afford to travel, or who are too young to travel — but one day might. G Adventures #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: ITB 2012 YOUR CHANNELS
- 27. Why You Need Experienced Bloggers 1. Technical knowledge 2. Social following 3. Blogging cultural understanding & connections #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt YOUR CHANNELS
- 28. G ADVENTURES YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt EXPEDIA
- 29. G ADVENTURES YOUR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt EXPEDIA Andrew Hickey The Brooklyn Nomad Spencer Spellman The Travelling Philosopher
- 30. YOUR SITE THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 31. “Webfluential has, over the past eight months, paid over R2-million to South African influencers alone. We’ve executed over 150 campaigns across Africa. Influencer marketing is no longer a future trend, it’s a current tactic. Kristy Sharman: Webfluential THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: The Mail & Guardian, 2015
- 32. BENEFITS 1. SEO 2. Visibility 3. Trust 4. Lead Generation 5. Sales 6. Timeliness 7. Measurability THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 33. HOW IT WORKS Bloggers use their audience to ACHIEVE YOUR GOALS THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 34. GOALS 1. Improve SEO 2. Build social following 3. Grow subscriber lists 4. Gain exposure 5. Change perception 6. Drive sales THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 35. STEPS 1. Define goals 2. Create a plan and clear contract 3. Vet and hire bloggers 4. Execute 5. Measure 6. Analyze, adjust, repeat THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 36. “We have seen an immediate impact on new direct passenger bookings by consumers referencing the exclusive promo code we established with ThePlanetD. Greg Hayes: eCommerce Manager, Quark Expeditions THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: Planet D Media Kit, 2015
- 37. “The 2011 social media outreach campaign, including #GoJordan, was immensely successful leading to Jordan being on travellers’ and on many top travel lists, including Conde Naste Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. Jordan Tourism Board THEIR CHANNELS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt Source: JTB & Social Media Presentation
- 38. ? VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
- 39. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt THERE IS NO FORMULA DEPENDS ON YOUR GOALS
- 40. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt CRITERIA 1. Brand alignment 2. Audience match 3. Audience engagement 4. Experience and professionalism 5. Audience size
- 41. PTBA SEARCH ENGINE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt VETTING BLOGGERS
- 42. PTBA SEARCH ENGINE #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt 1. Niche 2. Audience by country 3. Social networks 4. Experience and professionalism VETTING BLOGGERS
- 43. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt HOW TO AVOID DISASTER A CLEAR WORK AGREEMENT
- 44. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt NEXT STEPS 1. What are my goals? 2. Onsite vs. offsite? 3. Free consultation
- 45. VETTING BLOGGERS #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt FREE CONSULTATION xpatmatt@gmail.com Phone number http://xpat.media
- 47. http://bit.ly/workwithtravelbloggers #ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt DOWNLOAD
Editor's Notes
- We all know about blogging and social media, but not as many people understand how they work. Quick intros: Matt – Award-winning travel blogger, President Elect of PTBA, CEO Xpat Media Shane: Travel blogger and professional public speaker Samantha: CEO Footsteps communications
- The session will be uploaded online with notes for download. Pause and invite everyone to take a photo of the projector
- There will be a Q&A session at the end. If you have any questions during the presentation, tweet them to #PTBA@ATM
- Blogging is just another way to communicate your brand message to consumers, but it has two distinct advantages over other methods: superior analytics greater control over messaging greater consumer trust.
- Bottom line
- It works
- 92% of social media users are influenced by travel blogs with up to 72% willing to change their destination choice based on the opinion of friends and networks on social media. 2015 ITB Berlin Travel Trends Report
- I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers & 69% business travelers
- 56% of travelers say they find inspiration for trips on the Internet
- Which online sources typically inspire you to start thinking about your personal or leisure trips? 83% Social networking, video, or photo sites 61% Search engines
- I generally begin researching online before I decide how or where I want to travel. 65% leisure travelers 69% business travelers
- Travelers search online for: INSPIRATION INFORMATION RECOMMENDATIONS
- And the find them on blogs and social media
- Blogging + Social Media = INSPIRING travelers to visit your destination
- Blogging + Social Media = Getting in front of travelers searching for INFORMATION
- Blogging + Social Media = RECOMMENDATIONS that travelers trust
- There’s still an early adopter advantage in the Middle East. In the long term, we’re still in a wonderfully young stage of the Internet. It won’t last forever.
- WAYS TO WORK WITH BLOGGERS Content Creation Sponsored activities Brand Ambassadorship Spokesperson Social media promotion
- 2 Strategies Onsite: Building up your own blog and social channels Offsite: Working with bloggers to increase awareness through their channels (these work best when done together)
- YOUR CHANNELS Including your blog, social media, and email
- Nobody is interested in what a DMO says about a destination; [but] when a DMO creates a platform for stories by local people, top bloggers and travellers, magic happens. Mariette du Toit-Helmbold: former Cape Town Tourism, now Destinate
- Benefits SEO Visibility Trust Lead Generation Sales Ownership Control
- Expedia Viewfinder 20 bloggers covering different niches Each brings their own audience to Viewfinder Expedia was also an early supporter of travel blogging and sponsored TBEX to such an extent the conference had to create a new level of sponsorship just for them After several years of careful experimentation and planning they launched the Viewfinder
- Much of our most powerful work comes from partnering with travel bloggers….travelers are turning to travel bloggers more and more when they are getting inspired and planning trips. Sarah Keeling: Expedia Worldwide Director of Public Relations
- G Adventures Looptail 5 Wanderers-in-Residence Early pioneer of travel blogger marketing and enormously successful Twice named one of the Best Adventure Travel Companies on Earth by Nat Geo World Tourism Award at World Travel Mart Canada’s 50 Best Managed Companies Profit Magazine 50 Fastest Growing Companies, 2005 5 years on the profit 100 list
- While these channels provide an opportunity to communicate to people who already subscribe to our brand, they also serve as a window to the world to inspire those who have never considered travelling, who can’t presently afford to travel, or who are too young to travel — but one day might. G Adventures
- Why You Need Experienced Bloggers Technical knowledge Social following Blogging cultural understanding & connections
- Twice named one of the Best Adventure Travel Companies on Earth by Nat Geo
- G Adventures Built up by Andrew Hickey of The Brooklyn Nomad (now at Adventure.com) Expedia Viewfinder Managed by Spencer Spellman of The Travelling Philosopher
- Offsite blogger and social media campaigns Take place off of your site to generate awareness on bloggers’ outlets and social media
- Webfluential has, over the past eight months, paid over R2-million to South African influencers alone. We’ve executed over 150 campaigns across Africa. Influencer marketing is no longer a future trend, it’s a current tactic. Kristy Sharman: Webfluential
- Benefits SEO Visibility Trust Lead Generation Sales Timeliness Measurability
- How it works Bloggers use their audience to ACHIEVE YOUR GOALS
- Goals Improve SEO Build social following Grow subscriber lists Gain exposure Change perception Drive sales
- Steps Define goals Create a plan and clear contract Vet and hire bloggers Execute Measure Analyze, adjust, repeat
- We have seen an immediate impact on new direct passenger bookings by consumers referencing the exclusive promo code we established with ThePlanetD. Greg Hayes: eCommerce Manager, Quark Expeditions
- The 2011 social media outreach campaign, including #GoJordan, was immensely successful leading to Jordan being on travellers’ and on many top travel lists, including Conde Naste Traveler, New York Times Travel, Virtuoso, and National Geographic, among many others. Jordan Tourism Board
- Vetting Bloggers Always the big question. Assuade fears of unprofessional bloggers
- THERE IS NO FORMULA DEPENDS ON YOUR GOALS
- Criteria Brand alignment Audience match Audience engagement Experience and professionalism Audience size – Written smaller because it matters much less than you think
- Professional Travel Bloggers Association Overview 300+ members
- PTBA Search Engine Search by Niche Audience by country Social networks Experience and professionalism Profiles all include work experience and links to examples. Code of ethics and complaints system for accountability
- The best way to avoid disaster A clear work agreement
- Your Next Steps Ask yourself What are my goals? Onsite vs. offsite? Free consultation
- Free Consultation Information Give audience a moment to take a photo
- There will be a Q&A session at the end. If you have any questions during the presentation, tweet them to #PTBA@ATM
- The session will be uploaded online with notes for download. Pause and invite everyone to take a photo of the projector