1.ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL1

2. 1. Bloggers as brand ambassadors Beyond the hype: What can bloggers do for you?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL2 3. What can bloggers do for you?+ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL=3 4. What can bloggers do for you? #ktr14ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL4 5. What can bloggers do for you?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL5 6. Bloggers as brand ambassadors Blogger are ambassadors for an excellent product! (authenticity, honesty) Snapshots & impressions far off advertising aesthetics Exclusive photo & video material Presence before, during and after the trip (blog, social media): Embedding in DMO website Content for the destinations social media Bloggers are multipliers (Google!) ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL6 7. 2. What does a blogger need? and what can you do to meet these needs best?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL7 8. A. Whats the story?Source: http://tbulondon.com/blogger-friendly-exhibitors-stands-wtm/ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL8 9. A. Whats the story?Source: http://tbulondon.com/blogger-friendly-exhibitors-stands-wtm/ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL9 10. A. Whats the story?Doris Neubauer, LittleMissItchyFeet Photo: littlemissitchyfeet.com Source: www.joigele.de/reisebloggersweihnachtswuenschePut yourself in our place! Think in terms of stories. Give us something to talk about. Show us something new! We dont always need the standard programme or the highlights of a region! Take a risk - it's worth it.ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL10 11. A. Whats the story?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL11 12. B. Customized programmes Id love more customized programmes for blogger trips or individual investigations. Sufficient lead time is always fine. Anja Beckmann, TravelOnToast Photo: travelontoast.de Source: www.joigele.de/reisebloggersweihnachtswuenscheENTER 2014 | BLOGGER RELATIONS | GNTER EXEL12 13. C. Watch out for the niche! Regard the niches! Outreach, CTR and impressions are not everything. Adress a small but mighty group of people who are passionate about a topic. Martin Moschek, BiketourGlobal Photo: biketour-global.de Source: www.joigele.de/reisebloggersweihnachtswuenscheENTER 2014 | BLOGGER RELATIONS | GNTER EXEL13 14. D. Give us time!Katharina & Thomas, ReiseWorld Photo: blog.reiseworldtv.de Source: www.joigele.de/reisebloggersweihnachtswuenscheDuring a trip we regularly post to our social media channels. Therefore we need wifi and time. As bloggers, we are writers and photographers, camera men, presenters und social media editors in one. Give us time on the spot to experience and produce outstanding stories.ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL14 15. D. Give us time!ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL15 16. E. More time and wifi!Hubert Mayer, travellerblog.euId love more time during a programme for taking pictures in peace without being in rush because everything is tightly clocked. Locations with wifi free of charge or at a reasonable price. At the hotel, wifi is a must! Photo: Nicole Aupperle Source: www.joigele.de/reisebloggersweihnachtswuenscheENTER 2014 | BLOGGER RELATIONS | GNTER EXEL16 17. F. Sharing and caring You make us happy not only with a good coordination before the trip, but also by sharing the content we produce out of our cooperations on Facebook, Twitter, Instagram, Google+ and more. Elke Weiler, MeerBlog Photo: meerblog.de Source: www.joigele.de/reisebloggersweihnachtswuenscheENTER 2014 | BLOGGER RELATIONS | GNTER EXEL17 18. F. Sharing and caringENTER 2014 | BLOGGER RELATIONS | GNTER EXEL18 19. F. Social media content on websitesTwitter embedded timeline (automatic updates)Storify curation (manual updates)ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL19 20. F. Social media content on websitesENTER 2014 | BLOGGER RELATIONS | GNTER EXEL20 21. G. Paying travel bloggers? Id wish that appreciation for a bloggers work would turn out at face value. This goes without saying in other blogging sectors. Inge Jucker, Travel-Experience Photo: travel-experience.ch Source: www.joigele.de/reisebloggersweihnachtswuenscheENTER 2014 | BLOGGER RELATIONS | GNTER EXEL21 22. 3. How to find the right partner Which blogger suits your story best?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL22 23. How to find the right partner Were close to the top of the hype cycle! Which blogger suits our destination best? Whats the story? Selection: Its not only about outreach and numbers Special interests (topics, destinations) Quality matters (text, video, realtime ) Blogging + social networking = outreach Combine different types of bloggers (travel, food, oudoor etc.)! ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL23 24. How to find the right partner Google Blogsearch Technorati Networked BlogsENTER 2014 | BLOGGER RELATIONS | GNTER EXEL24 25. How to find the right partner Recommendations: Blog rolls Listings Klout?ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL25 26. How to find the right partnerTwitter Lists a perfect way to search for topics and expand your network!ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL26 27. 4. Costs and benefits How to value ROI and measurementENTER 2014 | BLOGGER RELATIONS | GNTER EXEL27 28. Costs and benefits Marketing managers are clueless - and cling to KPIs like visits and reach of a blog Add following KPIs to your reach: Visits on destinations website Social media outreach (Twitter, Facebook, Instagram, Vine, YouTube, Google+ ) Sharing of bloggers activities via destination and partners Search engine presence (e.g. G+, AudioBoo) Social media KPIs: New fans/followers? More Interaction? ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL28 29. Costs and benefits Additional components for defining the success and/or ROI of blog trips: Quality of content Further use of photos, videos & multimedia content (live reports) Organization of blog trips: smooth coordination, costs ROI in terms of bookingsENTER 2014 | BLOGGER RELATIONS | GNTER EXEL29 30. 5. Travel blogging hype or trend? An outlook on perspectives and possible cooperationsENTER 2014 | BLOGGER RELATIONS | GNTER EXEL30 31. Travel blogging hype or trend? Professionalisation of travel bloggers Various cooperations with mutual benefits: Support of blog trips Sponsoring, advertorials, advertising Payment for strategic consulting, campaigns Corporate content: blogs, photos, videos, live reports (#TravelLive) Concerted action with your own media! Cooperations in the long termENTER 2014 | BLOGGER RELATIONS | GNTER EXEL31 32. 6. Your check list for blogger relations 9 To Dos right before you start inviting bloggersENTER 2014 | BLOGGER RELATIONS | GNTER EXEL32 33. Your check list 1. Which experiences and brand values of your destination are suitable as a bloggers topic? What's the story? 2. Do you have an extraordinary idea to orchestrate these experiences? 3. Which specialized bloggers might be interested in your destination? 4. What multimedia tools are suitable for your story (photo, video, short video, podcast)? 5. How can you boost the bloggers content on your website/social media platforms? ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL33 34. Your check list 6. Which encounters could you organize? Do you have testimonials worth a story? 7. Where do you need input and support from your destinations tourism professionals? 8. Which obstacles do you have to cope with (infrastructure, wifi, understanding and support from locals )? 9. What can you contribute to improve internal communication, to sensitize the base (infos, links, blogger profiles)? ENTER 2014 | BLOGGER RELATIONS | GNTER EXEL34 35. Download me www.j.mp/enter14-bloggerrelations Follow me www.guenterexel.com, www.TravelLive.cc twitter.com/guenterexelfacebook.com/guenterexeltwitter.com/twitt_consultgoogle.com/+gnterexeltwitter.com/TravelLiveCCgoogle.com/+TravelLiveCCENTER 2014 | BLOGGER RELATIONS | GNTER EXEL35