how brands can work with bloggers - tbex asia 2015

HOW  BRANDS  CAN  WORK    WITH  TRAVEL  BLOGGERS  

JENS  THRAENHART  W:  WWW.THRAENHART.COM  E:  JENS@THRAENHART.COM    

 T:  +66-­‐8555.44234  

TOP 20 MINDS IN EUROPEAN TRAVEL & TOURISM – 2014

TOP 25 MINDS IN GLOBAL TRAVEL & HOSPITALITY - 2004

Select  Past  &  Present  Clients:

SELECT SPEAKING ENGAGEMENTTS:

HOW  BRANDS  CAN  WORK  WITH  TRAVEL  BLOGGERS?  

CONSUMER TRENDS

“Catch  the  next  wave  before  it  catches  you”  

Travel  remains  a  priority  -­‐    a  desperately  needed  respite  

A  new  breed  of  traveller  has  arrived  

Travel  in  the  Digital  Age  

ANCIENT  STORY  TELLING    

DIGITAL  STORY  TELLING    

DIGITAL  STORY  TELLING    

Travel  Blogging  Today:  It’s  Complicated  

We  want  to  create  the  right  environment  for  Bloggers  to  tell  their  own  stories  

Bloggers  are  a  different  breed >  They  are  publishing  content  about  you  

Before,  during  AND  aZer….  

>  They  want  unscheduled  \me  to  Write  &  post  to  blogs  

Download,  edit,  then  upload  video  Download,  edit,  then  upload  photos  

>  They  want  WiFi  &  power  plugs    >  They  can  be  “Amateur  Hour”  

Journalists  versus  Bloggers

TRAVEL  IS  MY  PASSION  

“The  clear  and  away  strongest  predictor  of  a  company’s  growth  rate  is:    “would  you  recommend  this  to  a  colleague  or  

friend?”    

Fred  Reichheld,  Bain  Fellow  and  Author,  The  Ul6mate  Ques6on  –  Driving  Good  Profits  &  True  Growth  

Net  Promoter  Score  (NPS)

WHAT  TO  DO?  

WHAT  TO  DO?  

WHAT  TO  DO?  

ONE  OF  THE  MOST    IMPORTANT  THINGS  

 IS  TO  HAVE  A  SET    OF  DEFINED  GOALS  

WHAT  TO  DO?  

HOW  TO      SELECT  THE  

RIGHT  BLOGGER  

What  to  look  for  in  a  Blogger? • Rank  &  Stats  • Quality  of  Wri\ng  • Quan\ty  of  Wri\ng  • Design  • Brand  Alignment  • Visual  •  Engagement  •  Social  Media  • RSS/Email  Subscribers  

• Niche  • Compe\ng  Brands  • Publish  Elsewhere  •  Language  •  Time  of  Blogging  • Geographic  Market  • Demographic  • Medium  • Domain  Authority  

WHAT  TO  DO?  

AUDIENCE    IS  DIFFERENT  THAN    

INFLUENCE  

AUDIENCE    IS  DIFFERENT  THAN    

INFLUENCE  

Where  to  look  for  a  Blogger? •  Conferences  (like  TBEX,  Blogger  Matchup,  etc.)  

•  Search  on  Google  •  Lists  •  Social  Media  •  Listen  (ie  your  own  Twiger)  

• Meet  &  Greet  (at  Travel  Massive  events)  

•  Talk  to  other  Brands  • Recommenda\ons  from  Bloggers  

• Databases    (ie  Blogger  Bridge)  

•  Facebook  Groups  (ie  Blogger  Matchup  Group)  

• Professional  Help  • Blogger  Awards  

WHAT  TO  DO?  

www.DIAawards.com  

WHAT  TO  DO?  

WHAT  TO  DO?  

AUDIENCE    IS  DIFFERENT  THAN    

INFLUENCE  

INVEST  TIME    TO  BUILD  

LONG-­‐LASTING    RELATIONSHIPS  

WHAT  TO  DO?  

Greater  Mekong  Sub-­‐region  (GMS)

•  Cambodia  •  China  

•  Guangxi  •  Yunnan  

•  Laos  •  Myanmar  •  Thailand  •  Vietnam  

•  Greater Mekong is home to more than 95 different ethnic groups

•  Each have distinct customs and traditions, culture, language and beliefs

•  All reliant on the Mekong River as a life-source, but interact with the environment in many different ways

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What is the perception of the Mekong Region?

Difficult and dangerous? Cheap and mass tourism? Undeveloped and dirty?

WHAT  TO  DO?  

DIA Blogger Matchup International & Chinese Bloggers Bangkok/Thailand, 2013 & 2014 @ China Travel Marketing Boot Camp

TO  PAY  OR  NOT  TO  PAY?  

INNOVATIVE      BLOGGER  CAMPAIGNS  

Product  Development:  Blogger  Focus  Group  

THERE  ARE  EXCITING  OPPORTUNITUES    FOR  BLOGGERS  AND  BRANDS    TO  GET  INVOLVED  AND  PARTNER  

CONTACT:    JENS  THRAENHART  

W:  WWW.THRAENHART.COM  E:  JENS@THRAENHART.COM    

 T:  +66-­‐8555.44234