MAXIMIZING DESTINATION EXPOSURE: Working with Travel Bloggers to Tell Your Story This presentation discusses the following points: - The connection between destination exposure and storytelling - The idea of travel bloggers as storytelling agents - How to work effectively with travel bloggers

1. Maximizing Destination Exposure:
Working with Travel Bloggers
To Tell Your Story
Daniel Noll & Audrey Scott
Website: http://UncorneredMarket.com/
Twitter: @umarket
Facebook: UncorneredMarket

2. Dan and 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. What is Destination Exposure?
Awareness
People talking
Sharing
Taking action

5. Importance of Story to a Destination
Story is a differentiator
for your destination
What story is not: a list
of sites, activities and
services
Components of an
effective story

6. Storytelling: Around the Fire

7. Storytelling: Travel Magazines

8. Digital Storytelling: Social Media & Blogs

9. Social Media & 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 Bloggers as Human Beings
Personal
Real experiences
Trust factor, independent
Authority
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: Our Story

15. Story Angles: Old Destinations, 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 Demographics
Attract new
demographic
groups
Defy stereotypes

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

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

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 Travel 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!

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