TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
1
1. Bloggers as brand ambassadors Beyond the hype: What can bloggers do for you?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
2
What can bloggers do for you?
+
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
=
3
What can bloggers do for you? #ktr14
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
4
What can bloggers do for you?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
5
Bloggers as brand ambassadors • Blogger are ambassadors – for an excellent product! (authen=city, honesty) • Snapshots & impressions far off adver=sing aesthe=cs • Exclusive photo & video material • Presence before, during and aGer the trip (blog, social media): • Embedding in DMO website • Content for the des=na=on‘s social media
• Bloggers are mul=pliers (Google!) TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
6
2. What does a blogger need? … and what can you do to meet these needs best?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
7
A. What‘s the story?
Source: hPp://tbulondon.com/blogger-‐friendly-‐exhibitors-‐stands-‐wtm/
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
8
A. What‘s the story?
Source: hPp://tbulondon.com/blogger-‐friendly-‐exhibitors-‐stands-‐wtm/
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
9
A. What‘s the story?
Doris Neubauer, LiPleMissItchyFeet
Photo: liPlemissitchyfeet.com Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
„Put yourself in our place! Think in terms of stories. Give us something to talk about.“ „Show us something new! We don‘t always need the standard programme or the highlights of a region! Take a risk -‐ it's worth it.“
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
10
A. What‘s the story?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
11
B. Customized programmes „I‘d love more customized programmes for blogger trips or individual inves=ga=ons. Sufficient lead =me is always fine.“ Anja Beckmann, TravelOnToast
Photo: travelontoast.de Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
12
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.“ Mar=n Moschek, BiketourGlobal
Photo: biketour-‐global.de Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
13
D. Give us ]me!
Katharina & Thomas, ReiseWorld
Photo: blog.reiseworldtv.de Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
„During a trip we regularly post to our social media channels. Therefore we need wifi – and =me.“ „As bloggers, we are writers and photographers, camera men, presenters und social media editors in one. Give us =me on the spot to experience and produce outstanding stories.“ TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
14
D. Give us ]me!
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
15
E. More ]me – and wifi!
Hubert Mayer, travellerblog.eu
Photo: Nicole Aupperle Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
„I‘d love more =me during a programme for taking pictures in peace – without being in rush because everything is =ghtly clocked.“ „Loca=ons with wifi free of charge or at a reasonable price. At the hotel, wifi is a must! “
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
16
F. Sharing and caring
Elke Weiler, MeerBlog
„You make us happy not only with a good coordina=on before the trip, but also by sharing the content we produce out of our coopera=ons on Facebook, TwiPer, Instagram, Google+ and more.“
Photo: meerblog.de Source: www.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
17
F. Sharing and caring
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
18
F. Social media content on websites
TwiPer embedded =me-‐ line (automa=c updates)
Storify cura=on (manual updates)
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
19
F. Social media content on websites
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
20
G. Paying travel bloggers? „I‘d wish that apprecia=on for a blogger‘s 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.jo-‐igele.de/ reisebloggers-‐ weihnachtswuensche
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
21
3. How to find the right partner Which blogger suits your story best?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
22
How to find the right partner • We‘re close to the top of the hype cycle! • Which blogger suits our des=na=on best? What‘s the story? • Selec=on: • It‘s not only about outreach and numbers • Special interests (topics, des=na=ons) • Quality maPers (text, video, real=me …)
• Blogging + social networking = outreach • Combine different types of bloggers (travel, food, oudoor etc.)! TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
23
How to find the right partner • Google Blogsearch • Technora= • Networked Blogs
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
24
How to find the right partner German speaking bloggers: • reiseblogs.org • find-‐a-‐blogger.com (May 2014)
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
25
How to find the right partner Recommenda=ons: • Blog rolls • Lis=ngs • Klout?
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
26
How to find the right partner
TwiPer Lists – a perfect way to search for topics and expand your network! TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
27
4. Costs and benefits How to value ROI and measurement
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
28
Costs and benefits • Marke=ng managers are clueless -‐ and cling to KPI’s like visits and reach of a blog • Add following KPI‘s to your reach: • Visits on des=na=on‘s website • Social media outreach (TwiPer, Facebook, Instagram, Vine, YouTube, Google+ …) • Sharing of blogger‘s ac=vi=es via des=na=on and partners • Search engine presence (e.g. G+, AudioBoo) • Social media KPI‘s: New fans/followers? More Interac=on? TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
29
Costs and benefits Addi=onal components for defining the success and/or ROI of blog trips: • Quality of content • Further use of photos, videos & mul=media content (live reports) • Organiza=on of blog trips: smooth coordina=on, costs • ROI in terms of bookings
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
30
ROI of blog trips: #ktr14 Sta=s=cs for #ktr14 since December 2013: • 2.539 tweets • 1.200 Instagram photos • 12 YouTube videos • 22 blog ar=cles on www.kaernten.at • 5.360.000 =meline deliveries on TwiPer • 430.888 persons reached … and a lot of SEO op=miza=on!
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
31
ROI of blog trips: #ktr14 #ktr14 Results for „freeskiing heiligenblut“ • Blog • YouTube • Vimeo • Facebook
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
32
5. Travel blogging – hype or trend? An outlook on perspec=ves and possible coopera=ons
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
33
Be happy … and blog about it!
Adele in Slovenia
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
34
Be happy … and blog about it!
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
35
Organized blogger trips Feel Slovenia – Youth Media Literacy Programme 2013
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
36
#TopEslovenia (Blogger) Contest Contest at FITUR (Madrid): Get as many retweets as possible!
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
37
#TopEslovenia (Blogger) Contest Blogger Contest at FITUR/Madrid: 424 Retweets (s=ll coun=ng)
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
38
Corporate Content 1: #PortorozLive
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
39
Corporate Content 2: @SloveniaInfo
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
40
Travel blogging – hype or trend? • Professionalisa=on of travel bloggers • Various coopera=ons with mutual benefits: • Support of individual or group blog trips • Editorial content: campaigns, blogger awards, sweepstakes, blogger as tester … • Sponsoring, advertorials, adver=sing • Payment for strategic consul=ng, campaigns • Corporate content: blogs, photos, videos, live reports (#TravelLive)
• Concerted ac=on with your own media! Strategic coopera=ons in the long term! TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
41
6. Your check list for blogger rela]ons 9 To Do‘s right before you start invi=ng bloggers
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
42
Your check list 1. Which experiences and brand values of your des=na=on are suitable as a blogger‘s 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 des=na=on? 4. What mul=media tools are suitable for your story (photo, video, short video, podcast)? 5. How can you boost the blogger‘s content on your website/social media plaworms? TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
43
Your check list 6. Which encounters could you organize? Do you have tes=monials worth a story? 7. Where do you need input and support from your des=na=on‘s 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 communica=on, to sensi=ze the base (infos, links, blogger profiles)? TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
44
Download me www.j.mp/travelzoom14-‐bloggerrela=ons Follow me www.guenterexel.com, www.TravelLive.cc twiPer.com/guenterexel
facebook.com/guenterexel
twiPer.com/twiP_consult
google.com/+günterexel
twiPer.com/TravelLiveCC
google.com/+TravelLiveCC
TRAVELZOOM 2014 | BLOGGER RELATIONS | GÜNTER EXEL
45