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MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story

MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story. Daniel Noll and Audrey Scott. Dan & Audrey: Uncornered Market. This presentation should clarify. The connection between destination exposure and storytelling The idea of travel bloggers as storytelling agents

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MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story

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  1. MAXIMIZING DESTINATION EXPOSURE:Working with Travel Bloggers to Tell Your Story Daniel Noll and Audrey Scott

  2. Dan & Audrey: Uncornered Market

  3. This presentation should clarify • The connection between destination exposure and storytelling • The idea of travel bloggers as storytelling agents • How to work effectively with travel bloggers

  4. Destination Exposure • Awareness • People talking • Sharing • Take action

  5. Importance of Story to a Destination • Story is a differentiator for your destination • What story is not • What’s in an effectivestory?

  6. Storytelling: Around the Fire

  7. Storytelling: Print and Travel Magazines

  8. Digital Storytelling: Social Media & Blogs

  9. Social Media and Destinations • Social media creates buzz: talking, sharing • Immediate: Connects audience with destination in moment • Plants the seed: “I want to learn more” • Changes minds: “Never thought of X destination, but now I’m interested”

  10. Enter…The Travel Blogger

  11. Travel Blogger as Human Being • Personal • Real experiences • Trust factor, independent • Authority • Can be destination ambassadors

  12. Travel Blogger as a (Marketing) Tool • Help tell a story, find new ones • Timeframe = immediate • Content • Multiple hats: photos, video, story, podcast • Internet Resources/SEO • Exposure, Long shelf life

  13. Story Types: Negative Press • Do you have negative press? • Your story move • Find someone who can tell an alternative story • Focus on the positive

  14. Attacking Safety Concerns

  15. Story Angles: Old Destination, New Life • How to bring new story to a known destination? • Shared human experiences, personal connections

  16. Story Angles: Undiscovered, Uncovered • Struggling for exposure next to a big destination? • Expose tourists to new sites and activities in a big destination.

  17. Story Angles: New Demographic • Attract new demographic groups • Defy stereotypes

  18. Matching Bloggers: Characteristics • Style of travel • Budget, luxury • Family, solo, couple • Independent…Group Tour • NOT mutually exclusive, but can be • Tone of voice • Quality of content

  19. Matching Bloggers: Reach • Audience Reach = blog + social media channels • Audience size • Traffic: Visitors, RSS, Twitter, FB fans, Google+ • Indices: Alexa, Compete, Quantcast, Klout, Invesp • Demographics: Geography, Gender, Age • Qualitative: trust & engagement

  20. Working with Bloggers: Pre-Trip • Itinerary and input • Dimensions and Experiences • Plan early: excitement and audience involvement • Set expectations of both parties

  21. Working with Bloggers: During • Tools: Internet, mobile data plan • Give time/flexibility • Two-way feedback/ Communication • Co-promotion • Have fun!!

  22. Long Term Benefits of Working with Travel Bloggers • Content: long and deep • Varied: photo essays, videos, panoramas • Practical details, contacts • Articles or interviews with other outlets • Destination ambassadors and advisors • Relationship! • Beginning of a conversation…

  23. Questions? • Ask Away!! • Or get in touch with us: • audrey@uncorneredmarket.com or dan@uncorneredmarket.com • Twitter: @umarket • Facebook: http://facebook.com/UncorneredMarket

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