tbex north america 2016; authenticity in blogging, dalene and pete heck

Authenticity in

Blogging

We are…

Dalene and Pete Heck@HeckticTravels@HeckticMedia

Video credit: SketchShe - https://www.facebook.com/sketchshe

What does it mean?

“Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our trueselves be seen.”

~ Brené Brown

What does it mean?

Why talk about it?

Because authenticity is an

Human nature

People are influenced not just about whatis given, but howit is given.

Dig deeper, connect a feeling

Human nature

If they like you, they will say

YES to you.

Human nature

Humans crave connections

Success story: AERIE

Bloggers as marketers

Bloggers as marketers

Build your identity

Bloggers as marketers

Show vulnerability

Bloggers as marketers

Be trustworthy and reliable

Bloggers as marketers

Write about what you

about

Bloggers as marketers

Encourage conversation and be responsive

Bloggers as marketers

Beware

Being Faux-thentic

Beware

@socalitybarbie

Beware

Set Limits for Sharing

Beware

Don’t be offensive

But how?

But how?

Ask yourself…

- What are you learning? How does it impact you?

- What are you struggling with?- What process do you use to create something?

But how?

But how?

Ask yourself…

- What are your fears or worries?- How have your views changed over time?

Basically, do this…

Be real.Be consistent.Back up what you say.Be responsive.

BE GENUINE.

What about industry?

“Authenticity is a collection of choices that we have to make every day. It's about the choice to show up

and be real. The choice to be honest. The choice to let our true

selves be seen.” ~ Brené Brown

Vanity metrics

Forbes: “They make you feel good, but they don’t actually add anything to your

bottom line.”

Vanity metrics

What’s behind the numbers?

Blog trip participant #1100K monthly PVs50k+ social media followers

Blog trip participant #225K monthly PVs20k+ social media followers

DOUBLE the social engagement

and pageviews

Engagement analysis

Engagement analysis

Ummm, what?

The ugly

Not sharing

Outright lying

Manipulating

Realize…

Basically, do this…

Be real.Be consistent.

Back up what you say.Be responsive.BE GENUINE.

Don’t be this guy

The moral of this story

We need more AUTHENTICtravel blogs.

Thank you!

Questions?