everything you don't know about bloggers and blogging
TRANSCRIPT
EVERYTHING YOU DON’T KNOWABOUT BLOGGERS AND BLOGGING
Matt GibsonPresident, PTBA
Shane DallasBlogger, Travel Camel
Karen OsmanWriter, Travel Ink
http://xpat.media/atm
Presentation Download
President, Professional Travel Bloggers Association
CEO, Xpat Media
Award-Winning Travel Photographer and Blogger
Matt Gibson
Founder, Travel Ink
Content Writing Specialist
Award-Winning Novel Writer
Karen Osman
Travel Photographer & Social Media Specialist
Known for taking The Road Less Travelled
Founding Member of Google+ Create
Shane Dallas
• What a blog is
• What blogging is
• What bloggers do
• Why blogging is valuable to your business
• How you can work with bloggers
What We’re Going To Talk About
What A Blog Used To Be
Q: What’s the difference between a blog and a website?
Q: What’s the difference between a blog and a website?
A: There isn’t one
• One person
• A personal website
• Writing
• Photos
What A Blog Used To Be
WHAT A BLOG USED TO BE
• One person• A personal website• Writing• Photos
WHAT A BLOG IS NOW• Any number of people• Multiple distribution
platforms• Writing• Photography• Audio• Video
Influencers
Influencers
“The repeated creation of content for distribution on one or more online platforms with the intention of influencing a specified audience.
Influencers
Content Distribution
• Writing
• Photography
• Broadcast
• Video hosting
What Influencers Do
• Public Speaking
• Social media marketing
• Domain Experts
• Consulting
Entrepreneurs
Entrepreneurs
Above all influencers are independent publishing entrepreneurs
Writing
Photography
Photography
Broadcast
Video - MigrationologyMark Weins - 354,000 Subscribers - 79,100,000 Views
Video – Sonia’s TravelsSonja Gil – 152,000 Subscribers - 12,700,000 Views
Video – Fly With Maggie
CLICK HERE TO PLAY THE VIDEO
Video – What Doesn’t SuckJeff and Anne
Public Speaking
Social Media Marketing
Domain Experts
Consulting
Entrepreneurs
1) Effectiveness
2) Value
Why Blogging Is Valuable To You
65% of leisure travelers are inspired by online sourcesSource: Google Travel Study, June 2014, Ipsos MediaCT
Why Blogging Is Valuable To You
About 80% of travelers use online resources to plan their trips and search is the most common starting pointSource: Google Travel Study, June 2014, Ipsos MediaCT
Why Blogging Is Valuable To You
Why Blogging Is Valuable To You
Tourist destinations & travel earned $7.04 in earned media for every dollar spent in 2014 on influencer marketing
Source: Burst Media
• Brand Alignment
• Knowledge and skill alignment
• Budgeting Overlap
• Clear Communication, Expectations, Deliverables
• Payment
• Professional Travel Bloggers Association
How To Work With Bloggers
Brand Alignment
– Is the influencer passionate about your product?
– Do the influencer’s values match your brand values?
– Does the influencer’s audience match your desired
customer?
How To Work With Bloggers
Knowledge and skill alignment
– Does the influencer understand your product?
– Does the influencer have the skills to help you
accomplish your goals?
How To Work With Bloggers
Budgeting Overlap
– Influencers can often offer more than promotion
– Opportunity for affordable service bundling and
overdelivery
How To Work With Bloggers
Clear Communication, Expectations, Deliverables
– Poor communication is responsible for most bad
experiences
– This usually arises from lack of clear goals
– A clear contract will prevent 99% of misunderstandings
How To Work With Bloggers
Payment
– Proven to achieve better value for investment
– Required by professional influencers
– Enables the employer to guarantee delivery on deadline
How To Work With Bloggers
Professional Travel Bloggers Association
– Membership of vetted professionals
– Influencer search engine
– Information on industry standards and best practices
http://travelbloggersassociation.com
How To Work With Bloggers
Influencer Collaboration Examples
• What a blog is
• What blogging is
• What bloggers do
• Why blogging is valuable to your business
• How you can work with bloggers
Conclusion
http://xpat.media/atm
Presentation Download
• Shane Dallas• Next: 17:10 – 17:55• Travel Tech Theatre• Practical examples of how Social Media has
been successfully used in the Middle East to promote travel brands and products
How People And Brands Use Social Media for Success
• Karen Osman• Tomorrow: 15:50 – 16:50• Travel Tech Theatre• Overview of how blogging and social media
work with existing marketing channels to enhance them as well as work independently.
Tips, Trends, And Techniques For Blogging And Social Media
?Questions
