A guide for brands and PRs wishing to work with bloggers, more specifically travel bloggers. These slides were presented at a trade event for Silversea Cruises.

1. HOW TO WORK WITH BLOGGERS
Victoria Brewood @pommietravels

2. 2.3 billion
Active social media users in the world.

3. 5.54
Average number of social media accounts per person.

4. 65.4 million
The number of blog posts published on Wordpress in 1 month.

5. Social Media
& Travel
A study commissioned by
Google in 2014 “The
Traveler’s Road to Decision”
showed that travellers rely
on social/video/photo sites
and search engines for trip
inspiration .
“I generally begin researching online before I
decide where or how I want to travel”
Leisure
Business
65% 69%

6. 65% of leisure travellers
use online sources for
their travel inspiration
and 62% said they take
advice from family,
friends or colleagues.

7. Social networking, video or photo sites (net)
83%
Search engines
61%
Travel review sites/apps
42%
Destination-specific sites/apps
31%
“Which online sources typically inspire you to start thinking about your personal or
leisure trips?”

8. ➔ I graduated in 2008 with a degree in
Broadcast Journalism.
➔ In 2009 I set up Pommie Travels to provide
travel tips for destinations I visited.
➔ Since then I have worked with many brands
including Panasonic, Qatar Airways and of
course, Silversea Cruises.
➔ Now based in London but I have travelled
to 225 cities across 48 countries.
➔ This year so far I’ve visited China,
Switzerland, Los Angeles, Greece, Dubai,
Georgia and Japan.
My story.

9. What people think it’s like What it’s actually like

10. Don’t get me started about
meal times...

11. #SilverseaMoments
The bloggers: @xameliax
@pommietravels
@em_luxton @mondomulia

12. Social content was shared Instagram, Snapchat,
Twitter and Facebook, with blog posts and YouTube
video created post-trip.

13. Gain trust
Brand Exposure
Generate sales
Photography
Benefits of Working with Bloggers
SEO
Grow followers
Analytics
Evergreen content

14. Choosing the right blogger.
Does their audience/niche align with
your brand?
What experience/skills do they have?
Examine their social following. What
social networks do you wish to target?
Don’t just look at follower numbers -
look at engagement.
Ask for a media kit & statistics.

15. Content Examples
Giveaways
Blog trips
Ambassadorships
Sponsored content
Social media
Video content

16. Tips for contacting travel bloggers.
Every blogger has a unique story, so learn more about them. Make it personal.
Remember, we are real people with differing personal circumstances.
Find out how the blogger operates. Do they do group trips? Do they like to travel
alone? Do they have an agent? What fees do they charge?
Bloggers create original content and don’t regurgitate press releases.
From the outset have an idea of what you would like. ‘Collaboration’ is too vague!
Once content is agreed, create a clear outline of expectations and output.

17. A travel blogger’s email usually looks like this...

18. And by day they might be doing this...

19. Make your pitch count.
Build lasting relationships.

20. Questions?
Twitter: @pommietravels
www.pommietravels.com
Email: vbrewood@gmail.com