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
Why Blogging?
• Detailed analytics
• Control over messaging
• Consumer trust
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“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
“ 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
“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
“ Which online sources typically inspire you to start thinking about your personal or leisure trips?
83% Social networking, video, or photo sites61% Search engines
WHY BLOGGING?
Source: Google 2014 Traveler’s Road to Decision
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“ 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
Travelers search online for:
INSPIRATION
INFORMATION
RECOMMENDATIONS
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
They find them on
BLOGS & SOCIAL
MEDIA
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
Blogging + Social Media =
INSPIRING travelers to visit your destination
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
Blogging + Social Media =
Getting in front of travelers
searching for
INFORMATION
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
Blogging + Social Media =
RECOMMENDATIONS
that travelers trust
WHY BLOGGING?
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
1. Content Creation
2. Sponsored activities
3. Brand Ambassadorship
4. Spokesperson
5. Social media promotion
HOW IT’S DONE
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
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
“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
BENEFITS
1. SEO2. Visibility3. Trust4. Lead Generation5. Sales6. Ownership7. Control
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
“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
“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
Why You Need Experienced Bloggers
1. Technical knowledge
2. Social following
3. Blogging cultural understanding &
connections
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
YOUR CHANNELS
G ADVENTURES
YOUR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
EXPEDIA
Andrew HickeyThe Brooklyn Nomad
Spencer SpellmanThe Travelling Philosopher
“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
BENEFITS
1. SEO2. Visibility3. Trust4. Lead Generation5. Sales6. Timeliness7. Measurability
THEIR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
HOW IT WORKS
Bloggers use their audience to
ACHIEVE YOUR GOALS
THEIR CHANNELS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
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
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
“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
“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
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
THERE IS NO FORMULA
DEPENDS ON YOUR GOALS
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
CRITERIA
1. Brand alignment
2. Audience match
3. Audience engagement
4. Experience and professionalism
5. Audience size
PTBA SEARCH ENGINE
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
1. Niche
2. Audience by country
3. Social networks
4. Experience and professionalism
VETTING BLOGGERS
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
HOW TO AVOID DISASTER
A CLEAR WORK AGREEMENT
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
NEXT STEPS
1. What are my goals?
2. Onsite vs. offsite?
3. Free consultation
VETTING BLOGGERS
#ATM2015 @SamanthaDancy @TheTravelCamel @XpatMatt
FREE CONSULTATION
Phone number
http://xpat.media