clia webinar: travel blogs - what role do they play in a traveller's decision making process
DESCRIPTION
Webinar I ran for CLIA (Cruise Line International Association) UK & Ireland about Travel Blogs and the role they play on a traveller's decision making process. It covers what a blog and blogger is, what travellers are looking for, what content and approach if developing your own blog and how to engage with bloggersTRANSCRIPT
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travel blogs: what role do they play in a traveller’s decision making process?
@garybembridgetipsfortravellers.com
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marketer, blogger & writer
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topics: why blogs are important for engaging with
customers how to write a travel blog yourself how to engage with bloggers
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what is a blogger?
(1) Long-form multi-media content + (2) micro-blogging social media campaign creators
Site containing the writer’s own experiences,
observations, opinions
person who keeps and updates a blog
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Why work with blogs and bloggers?
growing use & importance (40%)proven to influence (88%)real life advice & tips to complement otherscreate multi-media contentdeliver specific & niche audiencesengaged and interactive audiencesmay be existing advocates
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what are travellers looking to get from blogs?
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travel habits influences content needstravellers do not travel that much…
Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
travellersUnder 6 weeks / year
80%40%
70% of readers want
“real life, first hand advice &
tips”to get most out of travels
want to reduce risk
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Entertain OnlyChanged Mind
Drove Specific Choice Reinforced or
Confirmed
2235
4755
88% say blogs influence final travel choice
Source: Survey Monkey Study March 2013: Travel Content Usage Survey – Gary Bembridge / Travel Bloggers Unite. 276 respondents.
traditional sources can inspire and create desire, blogs can make or break a decision
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blogs are important for engaging with customers: complements traditional content helps reduce risk & get most out of travel with real life, first hand advice & tips influences their final choices
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how to write a travel blog?approach and content you need(or to look for in blogs you work with)
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most trusted sources of travel information:Why trust them more than others?
Well Informed
Not driven by commercial considerations
Honest, not gloss over negatives
Familiarity. Know them, comfortable using, proven reliable
30
36
37
48
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Unbiased & Honest 48%
Main reason travellers read blogs?
Opinions of Others 58%
Real Life Experiences 47%
New Ideas/ Inspiration 34%
Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
helps reduce
risk
Inspire
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Giving travellers what they want:Top 3 most helpful content?
54%money saving
52% accommodation
48% general advice
13% 17% 36%
Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
ensure your blog or blogs you work with have right content
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top 5 content: travellers vs. bloggers
Money Save TipsAccom Tips
General TipsDestination Reviews
& Tips Attraction Reviews
5452
4846
39
13 16
35
45
21
Blog Readers Bloggers
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Giving travellers what they want:Top 3 dislikes?
72%pop-ups
60%poor writing
57%advertising
Source: Survey Monkey Study March 2013: Travel Content Usage Survey (276 Internet User Travellers. 176 Bloggers)
Deliver content in user friendly environment
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How to write a travel blog: complement other content & advice give travellers content they want help reducing risk and get most out of travels be like a trusted friend: honest, unbiased user friendly environment
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how to engage with bloggers?
tipsfortravellers.com/CLIA
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engaging with bloggers?
set clear objectivesbuild and follow list of key influencersevaluate bloggers (against 10 key factors)specific proposal with value for themcontract agreementmeasurementbuild on-going relationships
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set clear objectives:bloggers are best at delivering
1. awareness building2. reaching specific and new audiences3. recruiting to your social media communities4. driving website referrals5. creating multi-media content6. supporting crisis management / time sensitive7. amplifying traditional campaigns8. SEO activities
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build and follow list of key influencers:finding bloggers
1. Ask blogger community2. Invite blogger pitches3. Conferences, Meet-Ups & Travel Markets4. Use Blogger Alliances5. Blogger Associations6. Online Tools7. Top Blogger Lists
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evaluating bloggers:ten key factors to assess
1. Traffic2. Audience3. Longevity4. Strategy & Plan5. Activity Level6. Look & Speed7. Engagement levels8. Social Amplification9. Balanced Coverage10. Case Studies and Results
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some things to remember bloggers provide multi-media & social media content.
travellers use blogs to reduce risk in their travel decision-making.
blogs are influential in driving traveller choices.
Bloggers can and should complement traditional sources – not replacing them.
have clear objectives and measures (some things bloggers best suited to deliver).
assessing and establishing a relationship takes time and effort.
contract with bloggers before any activity to ensure both sides understand what is expected and how it will be measured.
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Further reading
tipsfortravellers.com/CLIA