How brands can work with bloggers - TBEX Asia 2015
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Transcript of How brands can work with bloggers - TBEX Asia 2015
HOW BRANDS CAN WORK WITH TRAVEL BLOGGERS
JENS THRAENHART W: WWW.THRAENHART.COM E: [email protected]
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 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”
Journalists versus Bloggers
TRAVEL IS MY PASSION
“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)
WHAT TO DO?
WHAT TO DO?
WHAT TO DO?
ONE OF THE MOST IMPORTANT THINGS
IS TO HAVE A SET OF DEFINED GOALS
WHAT TO DO?
HOW TO SELECT THE
RIGHT BLOGGER
What to look for in a Blogger? • Rank & Stats • Quality of Wri\ng • Quan\ty of Wri\ng • Design • Brand Alignment • Visual • Engagement • Social Media • RSS/Email Subscribers
• Niche • Compe\ng Brands • Publish Elsewhere • Language • Time of Blogging • Geographic Market • Demographic • Medium • Domain Authority
WHAT TO DO?
AUDIENCE IS DIFFERENT THAN
INFLUENCE
AUDIENCE IS DIFFERENT THAN
INFLUENCE
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 • Recommenda\ons from Bloggers
• Databases (ie Blogger Bridge)
• Facebook Groups (ie Blogger Matchup Group)
• Professional Help • Blogger Awards
WHAT TO DO?
www.DIAawards.com
WHAT TO DO?
WHAT TO DO?
AUDIENCE IS DIFFERENT THAN
INFLUENCE
INVEST TIME TO BUILD
LONG-‐LASTING RELATIONSHIPS
WHAT TO DO?
Greater Mekong Sub-‐region (GMS)
• Cambodia • China
• Guangxi • Yunnan
• Laos • Myanmar • Thailand • Vietnam
• 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
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 PARTNER