World War BlogRyan Levitt

We all know the clichés – but are the clichés true?

Usage – How do we differ? • http://

empowered.forrester.com/tool_consumer.html

Why do usage habits differ?

• Trust levels – in authority, in other people

• Internal desire to share

• What drives people to go on holiday

• Amount of free time

• Life priorities

Tall poppy syndrome

• Europeans want to know credentials – ‘Why should I listen to you’

• Americans are much more likely to respect you if they like you and your tone of voice

• Engagement will come if you can conquer the barrier

So how should this affect a blog?

TOPICS • Consider how much holiday time people in your target market get

• Where do they traditionally go

• How long for?

• Age groups?

If you want to work with blogs/brands, then consider where the holes are in the market.

Stop pitching topics or locations that might ‘inspire people to go somewhere new’ and start focusing on tips and advice to make the best from tried and true itineraries

Single market or International?

• Niche topics can be multinational (luxury, food & travel, kids)

• Destination blogs have to be more national because…

• Europeans are always willing to push the envelope more when they travel

• Americans have volume – but the market is less adventurous

Potential European Growth

• Cruising• Lifestyle-related (such as fashion/travel)• Blogs that tell a story• Low-cost flight destination focused• Lot more cross-over from traditional media• Foreign language blogs (please!)• Mature travellers

Potential American Growth• Weekends/short-breaks away• Budget travel – both first-person & tips/advice• Domestic travel focus• How to blogs for big destinations• Cruising for non-cruisers• Bilingual Spanish/English blogs• Market targeted (California = Hawaii, Mexico while NY =

New England, Florida)

How to pitchUSA•Quit flummoxing with numbers•Know your non-US traffic and showcase Facebook engagement•Research what people from your country do when they use the targeted brand – don’t pitch ‘unique’•SEO is your most powerful selling point

Europe•Start considering traditional media outlets to pitch – multiple outlets•Media pack please! Know your numbers!•Stop being apologetic for ‘low numbers’ or lack of experience – niche, niche, niche•Research how your market travels – read the trades

THANK YOU!