Conference Buddies

What Travel Marketers Look for in Blogs

Speakers: Mike Taylor, PR Manager for Fairmont, Toronto
Tom Martin, Zehinder Communications
Leanne Jakubowski, Disney Parks
Doug Anweiler, Moderator
10/17/2009, 11:30 – 12:30pm

Mike Taylor: B.L.O.G.S.

(B)ring the Basics: give general, pertinent information. Less than two paragraphs, your audience, affiliated publications, metrics, unique visits, ratings

(L)inks/Relationships: find ways to develop relationships, pitch blogs with specific content, reach out to establishments

(O)n Top of the World factor: the bells and whistles that set you apart from others, videos, photos, contests & promotions, fresh new ideas, become an influencer & let people know who you are

(G)oods: be up front, communicate what you can deliver, your focus, set the expectation, doesn’t always have to be editorial in nature, can be book tours, tweetups, present opportunities

(S)end and Share: what is your distribution strategy? E-mail, Twitter, Facebook? Are you independently well known?

Tom Martin:

www.Budurl.com/TomMartinBlogWorld

• make it easy to cut and paste, make yourself easy to work with
• understand that the stakes are higher in the agency world, there is no new marketing budget, a small misstep can get the rep fired
• show that you speak to a tribe, not just an audience
• this is a business, cash matters, free trips and passes are accounted for and tracked for ROI, why is it is good decision to give you this?
• travel is an incestuous business, do not burn a bridge because you will be blacklisted with many agencies

Leann Jakubowski:

www.disneyparks.com/blog

• Blogger outreach to mommy bloggers and travel bloggers
• Likes to work with bloggers that have reach
• Content of blogs are family friendly, organic
• Can submit blogs to theirs

Questions:

1) How would someone starting out without a strong presence get their attention?
Give them a call, create a relationship, set expectations, tell them what you are looking for, write keyword-rich posts so they can be found, use Twitter as a way to reach out, post links, & get re-tweeted, make your blog as visually appealing as possible

2) How can you convey how good you really are in a niche market?
Send them an e-mail of a re-tweet, a video, or a post that really gets their attention

3) What role does content play in a blog as opposed to print and ads?
Content is king

4) Any tips that make initial content engaging?
Analyze who you are trying to reach out to, get the most active name of the brand you want to connect with

5) Is anyone reaching out to baby boomers and seniors?
Fastest growing group in social media are baby boomers, most marketers are between 25 to 42.

6) What role do bloggers play in generating revenue?
Getting a presence is more focused on creating an awareness of their brand, puts a human touch to their brand, their reputation

7) Is there a monetization value to link blogs to a brand (cross linking)?
Too complex to discuss

8) Who to contact without being spammy?
Redbooks.com, a curated database of every ad agency in the world, gives address, phone number, and sometimes e-mail. AdWeek and BrandWeek. Contact the PR person, contact the city’s traveling bureau

9) How do bloggers reach local demographics?
Google search, Twitter search, connect with brand’s PR person to get local contacts

10) What is your opinion of HARO (Help a reporter out)?
People do not subscribe to a reporter, but to an establishment.

11) What is an example of something that stands out from a blogger?
Renee Ross of Cutie Booty Cakes, a lifestyle writer. Hotel Chatter, posts are tongue-in-cheek wittiness, funny, wraps up travel & entertainment, has a great tone.