Presentation to Doubletree Hotels / Hilton Hotels about how brnads like hotels can work with Bloggers

1. Working With Bloggers

2. Chris Christensen

3. Text

4. • TV, Movies, Magazines, Books,
Friends, Travel Blogs and Podcasts
• Where to Go
• Start of the Planning process
Trip Inspiration

5. • Guidebooks, Google, Travel Blogs
and Podcasts, TripAdvisor
• Dominated by Search
• Long Term Content valued
Trip Planning

6. Influence
• UNWTO report shows 33% of US travelers going to Europe cite travel blogs as
part of their trip planning.
• Only 10% less than traditional media
• Up from 0% 5 years ago. Fastest growing source of information for travelers.
http://www.etc-corporation.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf

7. World Travel Market 2011 Industry Report
shows that social media and blogging are considered the #1 and #2 online
marketing vehicles for travel, ahead of mobile, pay per click and video.
http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf

8. Social Media
54% of British holiday makers
used social media platforms in
the run up to their trip abroad to
gain personal recommendations
and reviews beforehand.
(source: poll by sunshine.co.uk June
2011)

9. Search
About two-thirds of travelers
reported having used the Internet
to research a trip during the past
six months.
Source: Google survey (Sept. 2010)

10. What Bloggers Bring
• Audience
• Engagement / Trust
• Focus
• Content Creation
- words, pictures, video, audio
• Story Telling
• Social Media Reach
• SEO value
- long shelf life
• Knowledge
• Immediacy

11. Jordan Bloggers’ circles of influence
include other influencers. #GoJordan
2011 Generated 42m tweet
impressions The 2011 social media
outreach Reached 1.9m people
campaign, including #GoJordan, was
immensely successful, leading to
Jordan being on travelers’ minds and
on many top travel lists, including
Condé Nast Traveler, New York
Times Travel, Virtuoso, and National
Geographic, among many others.
- Jordan Tourism Board
Case Study: Jordan

12. • 7 Bloggers invited January to June 2011
• 516% increase in searches for Visit Lanai
• Visitors spending up 28% (more than other
Hawaiian Islands
• 715% ROI based on program costs
• Total return of 1.5m in PR/SM value
• Syndication on USAToday.com,
TheAtlantic.com, LonelyPlanet.com
Case Study: Lanai

13. • Read their blogs
• Listen to their Podcasts
• Follow them on Social Media
• Ask for recommendations
• Meet Bloggers
- Blogging Conferences - TBEX, TBU, etc
- Tweetups - Travel Massive
- Blogging Events at Trade Shows - WTM, ITM
• Blogging Search Engines - BloggerBridge
Finding Bloggers

14. • Focus - Family Solo, Volunteer, Luxury, etc
• Audience - readers, listeners, viewers
- Google Analytics
- Compete, Quantcast, Alexa
• Demographics - Geography, Demographics, Age
• Reputation
• Social Media engagement
- Twitter, Facebook, Google+, Instagram, Pinterest,
Klout, etc
Matching Bloggers

15. Working with Bloggers
• Press Trips / Blog Trips /
Personal Trips
• Local Bloggers
• Post for your blog
• Place to Guest post
• Sponsored Posts
• Photos
• Videos
• Podcasts
• Consulting - Social Media,
Marketing, Web
• Twitter Chats
• Contest Promotion
• Advertising / Sponsorship

16. Ritz-Carlton Lake Tahoe, California –
Indoor Campout
• Family Bloggers
Hotels
Win a Free Hotel Stay in Radisson’s “50
Years, 50 Days, 50 Rooms” Contest
• Social Media audience

17. Four Seasons Lanai
• Luxury Travel Bloggers
Hotels
Business Travel Blogs / Podcasts

18. Working with Bloggers: Pre-Trip
• Expectations
• Itinerary and Input
• Campaign Goals
• Audience Involvement
• Clarify Expenses

19. Working with Bloggers: During
• Internet, mobile data plans
• Flexibility
• Time to Create
• Coordinate Promotion

20. Working with Bloggers: After
• Follow Up
• Repurpose content
• Promote
- mailing lists
- printed brochures
- podcasts
- links
- web pages

21. http://AmateurTraveler.com
chris2x@chris2x.com
@chris2x
Contact

22. Etc

23. World Travel Market 2011 Industry Report
Rise of travel blogging is listed as a trend
http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24