how to work with bloggers
TRANSCRIPT
HOW TO WORK WITH BLOGGERS
Victoria Brewood @pommietravels
2.3 billionActive social media users in the world.
5.54Average number of social media accounts per person.
65.4 million
The number of blog posts published on Wordpress in 1 month.
Social Media & TravelA 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”
LeisureBusiness
65% 69%
65% of leisure travellers use online sources for their travel inspiration and 62% said they take advice from family, friends or colleagues.
Social networking, video or photo sites (net) 83%
Search engines61%
Travel review sites/apps42%
Destination-specific sites/apps31%
Daily deal sites/apps27%
“Which online sources typically inspire you to start thinking about your personal or leisure trips?”
➔ 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.
What people think it’s like What it’s actually like
Don’t get me started about meal times...
#SilverseaMomentsThe bloggers: @xameliax @pommietravels @em_luxton @mondomulia
Social content was shared Instagram, Snapchat, Twitter and Facebook, with blog posts and YouTube video created post-trip.
Gain trustBrand ExposureGenerate salesPhotography
Benefits of Working with BloggersSEO
Grow followersAnalyticsEvergreen content
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.
Content ExamplesGiveawaysBlog tripsAmbassadorships
Sponsored contentSocial mediaVideo content
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.
A travel blogger’s email usually looks like this...
And by day they might be doing this...
Make your pitch count.
Build lasting relationships.
