ross borden - itb kongress · •founded in september 2006 •2mm unique visitors/ month •245,000...
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![Page 2: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/2.jpg)
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 245,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
![Page 3: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/3.jpg)
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
![Page 4: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/4.jpg)
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
![Page 5: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/5.jpg)
• FOUNDED IN SEPTEMBER 2006
• 2MM UNIQUE VISITORS/ MONTH
• 275,000 PEOPLE FOLLOWING
MATADOR DAILY
• SOCIAL MEDIA HAS DRIVEN
DISCOVERY, BUT GREAT CONTENT
HAS DRIVEN SOCIAL MEDIA.
![Page 6: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/6.jpg)
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
![Page 7: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/7.jpg)
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
![Page 8: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/8.jpg)
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
![Page 9: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/9.jpg)
MILLIONS OF READERS
HUNDREDS OF CONTRIBUTORS
FIVE EDITORS
ONE BRAND
![Page 10: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/10.jpg)
ONLINE,
UNIVERSITY-LEVEL COURSES IN
TRAVEL WRITING,
TRAVEL PHOTOGRAPHY,
AND FILMMAKING
"AN ECOSYSTEM FOR TRAVEL
JOURNALISM AND CONTENT CREATION"
![Page 11: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/11.jpg)
ONLINE,
UNIVERSITY-LEVEL COURSES IN
TRAVEL WRITING,
TRAVEL PHOTOGRAPHY,
AND FILMMAKING
"AN ECOSYSTEM FOR TRAVEL
JOURNALISM AND CONTENT CREATION"
![Page 12: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/12.jpg)
HOW TO SUCCEED
WITH DIGITAL
STORYTELLING +
VIRAL CONTENT +
SOCIAL MEDIA
14 PROVEN
STRATEGIES FOR
DMOS:
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#1 GET YOUR MESSAGE ACROSS
WITH SOLID STORYTELLING AND
SHARABLE CONTENT.
![Page 14: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/14.jpg)
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
![Page 15: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/15.jpg)
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
![Page 16: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/16.jpg)
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
![Page 17: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/17.jpg)
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
![Page 18: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/18.jpg)
• TRADITIONAL DISPLAY ADS ALONE,
DON'T WORK
• CONTENT = REAL ENGAGEMENT
• LINKS TO PARTNERS/STAKEHOLDERS
• GOOGLE LONG TAIL/SEO
4 REASONS CONTENT IS THE GIFT
THAT KEEPS GIVING:
![Page 19: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/19.jpg)
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• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
![Page 21: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/21.jpg)
• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
![Page 22: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/22.jpg)
• WHAT ARE THE KEY THINGS YOU
WANT THE CONSUMER TO KNOW
ABOUT YOUR DESTINATION?
• ATTACK MISCONCEPTIONS HEAD ON.
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
![Page 23: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/23.jpg)
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• PACK EACH PIECE OF CONTENT WITH
INSPIRATION AND INFORMATION, (AND
LINKS TO PARTNERS).
• TAKE YOUR TIME WITH GOOD
CONTENT (80/20 RULE)
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
![Page 26: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/26.jpg)
• PACK EACH PIECE OF CONTENT WITH
INSPIRATION AND INFORMATION, (AND
LINKS TO PARTNERS).
• TAKE YOUR TIME WITH GOOD
CONTENT (80/20 RULE)
#2 DEFINE BRAND OBJECTIVES
TO GUIDE CONTENT MESSAGING.
![Page 27: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/27.jpg)
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED, CONTENT TARGETED –
WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
-
![Page 28: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/28.jpg)
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED, CONTENT TARGETED –
WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
![Page 29: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/29.jpg)
• MOST BANNER ADVERTISING IS
USELESS: MASS MARKETED,
UNTARGETED.
• ALL DISPLAY SHOULD BE GEO-
TARGETED & CONTENT TARGETED…
#3 MAKE DISPLAY ADVERTISING
SMARTER.
![Page 30: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/30.jpg)
…WITH AT LEAST 5 DIFFERENT
VERSIONS OF THE SAME BANNER
FOR EACH CAMPAIGN.
#3 MAKE DISPLAY ADVERTISING
SMARTER.
![Page 31: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/31.jpg)
#3 MAKE DISPLAY ADVERTISING
SMARTER.
![Page 32: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/32.jpg)
#3 MAKE DISPLAY ADVERTISING
SMARTER.
.01% .12% .09%
.15% .17% .20%
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TRADITIONAL FAM TRIPS ARE OUTDATED
AND FLAWED AND NEED TO BE REBUILT
FROM START TO FINISH.
#4 REVERSE-ENGINEER PRESS TRIPS.
![Page 34: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/34.jpg)
TRADITIONAL FAM TRIPS ARE OUTDATED
AND FLAWED AND NEED TO BE REBUILT
FROM START TO FINISH.
#4 REVERSE-ENGINEER PRESS TRIPS.
![Page 35: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/35.jpg)
![Page 36: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/36.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 37: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/37.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 38: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/38.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 39: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/39.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 40: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/40.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 41: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/41.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 42: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/42.jpg)
• QUESTIONABLE BLOGGERS.
• LED BY A ‘HANDLER’
• GROUPS OF JOURNALISTS; ONE SIZE
MUST FIT ALL.
• OVER-PLANNED
• PACKAGED EXPERIENCE MAKES FOR
‘PACKAGED’ CONTENT
• DMO SENDS PEOPLE HOME AND “HOPES
FOR THE BEST”
THE PROBLEM WITH PRESS TRIPS
![Page 43: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/43.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 44: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/44.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 45: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/45.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 46: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/46.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 47: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/47.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 48: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/48.jpg)
• SELECT JOURNALISTS WITH REAL
REACH
• AVOID GROUPS IF POSSIBLE
• NO HANDLER
• BALANCE POINTS OF INTEREST + LOTS
OF FREE TIME
• CLEAR CONTENT EXPECTATION
HOW TO FIX PRESS TRIPS
![Page 49: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/49.jpg)
#5 EFFECTIVELY
ASSESS THE
REACH OF A
BLOGGER OR
JOURNALIST
BEFORE
SENDING THEM
ON A TRIP.
![Page 50: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/50.jpg)
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
![Page 51: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/51.jpg)
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
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• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
![Page 53: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/53.jpg)
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
![Page 54: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/54.jpg)
• A VERY INCESTUOUS GROUP
• RETWEETS AND COMMENTS CAN BE
DECEIVING.
• DMOS ARE NOT TRYING TO REACH
‘OTHER TRAVEL BLOGGERS’
• ASK FOR THE GOOGLE ANALYTICS!
THE PROBLEM WITH
“TRAVEL BLOGGERS.”
![Page 55: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/55.jpg)
• NOT ALL PLATFORMS
ARE CREATED EQUAL
• NOT ALL TRAFFIC IS
CREATED EQUAL.
#6 GET SMARTER ABOUT SOCIAL
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#7 CONNECT WITH INFLUENCERS.
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• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
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• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
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• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
![Page 61: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/61.jpg)
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
![Page 62: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/62.jpg)
• PASSIONATE AND TALENTED
• ABLE TO PRODUCE HIGH QUALITY
DIGITAL CONTENT
• LARGE SPHERES OF INFLUENCE
OUTSIDE OF MATADOR
• FAMOUS ENOUGH, BUT NOT TOO
FAMOUS TO PRODUCE WORK.
HOW MATADOR PICKS GREAT
INFLUENCERS.
-
![Page 63: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/63.jpg)
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
![Page 64: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/64.jpg)
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
![Page 65: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/65.jpg)
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
![Page 66: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/66.jpg)
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
![Page 67: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/67.jpg)
• DITCH THE HOST
• MAKE MUSIC VIDEOS
• UNDER OR AROUND 2 MIN
• PRODUCTION COMPANY VS
FREELANCERS
#8 VIDEO - THE SINGLE BEST
FORMAT FOR TRAVEL
STORYTELLING.
![Page 68: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/68.jpg)
• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
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• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
![Page 70: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/70.jpg)
• TITLES SHOULD BE DESCRIPTIVE
AND GOOGLE KEYWORD-RICH
• NUMBERS IN TITLES ARE GOOD;
BUT TOP 10’S ARE OUT.
#9 PICK GREAT TITLES.
![Page 71: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/71.jpg)
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#10 STRIVE TO BE 100% ORIGINAL
WITH YOUR CONTENT.
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• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
![Page 81: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/81.jpg)
• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
![Page 82: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/82.jpg)
• PHOTOS MAKE THE SOCIAL WEB GO
‘ROUND
• ONE PHOTO PER DAY, EVERYDAY
#11 HAVE A PHOTO STRATEGY.
![Page 83: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/83.jpg)
#11 HAVE A PHOTO STRATEGY.
![Page 84: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/84.jpg)
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
![Page 85: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/85.jpg)
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
![Page 86: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/86.jpg)
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
![Page 87: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/87.jpg)
• DIFFERENT SOCIAL PLATFORMS
SHOULD HELP EACH OTHER GROW
• CONTENT/TRAFFIC ANALYTICS ARE
CRITICAL
• SOCIAL MEDIA FOR A DMO IS A
FULL TIME JOB
#12 CREATE A SOCIAL MEDIA
PROCESS.
![Page 88: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/88.jpg)
BEWARE OF NINJAS, MAVENS,
AND WHORES.
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• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
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• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
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• BLIND IS NO WAY
TO FLY!
ANALYTICS WILL
CHANGE THE WAY
YOU LOOK AT
MARKETING.
#13 MEASURE
EVERYTHING WITH
ANALYTICS.
![Page 93: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/93.jpg)
• USE OPTIMIZELY OR
GOOGLE ANALYTICS FOR A-B TESTING
#14 A-B TEST KEY PAGES +
INITIATIVES
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• USE OPTIMIZELY OR
GOOGLE ANALYTICS FOR A-B TESTING
#14 A-B TEST KEY PAGES +
INITIATIVES
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5 KEY TAKEAWAYS +
5 QUESTIONS
EVERY DMO SHOULD ASK ITSELF.
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Q: Do you have a content strategy?
1) Content is the new advertising:
?
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Q: Do you have a content strategy?
1) Content is the new advertising:
?
![Page 98: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/98.jpg)
Q: What do you want people to know about
your destination?
2) Define brand objectives.
?
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Q: What do you want people to know about
your destination?
2) Define brand objectives.
?
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Q: How can your brand objectives be packed
into sharable content?
3) Go viral!
?
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Q: How can your brand objectives be packed
into sharable content?
3) Go viral!
?
![Page 102: ROSS BORDEN - ITB Kongress · •founded in september 2006 •2mm unique visitors/ month •245,000 people following matador daily •social media has driven discovery, but great](https://reader036.vdocuments.us/reader036/viewer/2022071019/5fd358d56aa9532b6b4cb9d0/html5/thumbnails/102.jpg)
Q: You have a social media presence -- but do
you have a social media PROCESS?
4) Social is exhausting without
organization.
?
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Q: You have a social media presence -- but do
you have a social media PROCESS?
4) Social is exhausting without
organization.
?
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Q: Do you even know what's working and
what's not?
5) Analytics are super important.
?
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Q: Do you even know what's working and
what's not?
5) Analytics are super important.
?
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A sound content strategy, will drive traffic
and transactions to partners, help you win
on social, and allow you to create your own
success on the Web.
CONCLUSION: