working with travel bloggers and social media highlights
DESCRIPTION
Destinations and companies are looking more and more to work with quality travel bloggers as part of their marketing campaign. This speech was given at the Arabian Travel Market in Dubai in April of 2013. It addresses four topics: Why work with travel bloggers? How can you find good travel bloggers? How the Professional Travel Bloggers Association (PTBA) can help you Some case studies from blogger projects and social media campaigns to inspire youTRANSCRIPT
Using Blogging and Social Media
Who am I?
Michael Hodson
President, Professional Travel Bloggers Association
Member, Navigate Media Group
Today
• Why work with travel bloggers?• How can you find good travel
bloggers?• How the Professional Travel Bloggers
Association (PTBA) can help you• Some case studies from blogger
projects and social media campaigns to inspire you
Why Work with Travel Bloggers?
Advantages
• Dedicated followers• Living in Social Media• Ambassadors, not just content sources• Timing of content• Duration of online content• Also can be content creators for you• Co-marketing campaign possibilities• Developing relationships with bloggers
as a future knowledge resource
Real-time Social Media Campaigns
An Important Note on Quality
• Numbers alone are NOT the key– What social media platforms do they
use?– Do they have a well defined niche?– Are they contributing regularly?– Are people interacting, in social media
and on their blog – actual conversation or just broadcasting?
But How Do You Find Good Bloggers?
The PTBA
The PTBA
• Formed to help develop the travel Formed to help develop the travel blogging profession with a set of blogging profession with a set of professional standardsprofessional standards
• 50 bloggers and 10 industry members 50 bloggers and 10 industry members worked for 12 months to develop worked for 12 months to develop structurestructure
• Almost 200 blogging members right Almost 200 blogging members right now and growingnow and growing
Customized search
• Search by location, language and nearly 40 niches
• Industry standard statistics for site evaluation
• Metrics for all social media platforms• RSS subscribers and newsletter
subscribers• Outside evaluation included (Klout,
PeerIndex, Kred)
Search Engine
Blogger Profiles
Your Temporary Free Account
If you attended the Arabian Travel Market and want access to the PTBAsearch engine until the end of May,
please [email protected]
m
Traditional Blogger Campaigns
• Finland January Campaign by Navigate Media– 177 Facebook posts with over 5,000 likes and 5,000 total
comments– Over 2,600 tweets using #visitfinland– Over 100 Instagram photos with 7,250 likes and over 500
comments– 47 blog posts so far with over 27,000 page views
• An iAmbassador campaign now -- #meetsouthafrica -- with 15 bloggers on 4 different itineraries
• Visit Jordan’s 2011-12 campaign– 25+ bloggers– 300+ blog posts– Results: top places to visit lists for Conde Nast, New York
Times, Lonely Planet and Virtuoso on Fox News
The Future is Video
Telling a Story
Adding a Unique Voice
Tourism Australia and Facebook
Tourism Australia and Facebook
Discover Australia
Visit Costa Brava and Instagram
Instagram Your City
So far, Visit Costa Brava has had 5 Insta-Meets:– 7,100 photos– 160,000 likes– 550 users – 483,000 reached
•In the future: 27 more Insta-meets planned using #InCostaBrava or #InPyrenees•Also using #Insta(Village)•Additional Instagram events, such as the contest to get to meet the Roca brothers, chefs of the new number 1 restaurant in the world
Small Rewards Work
A Quick Experiment in Video
