Bloggers can offer statistics that journalists and traditional media can't - page views, unique visitors, reach for Facebook posts, YouTube views and more. Not only that, but they can offer them at different stages over a 12 month period, once the content is 'evergreen'. But not many brands are looking for right statistics. This presentation shows travel brands how to build the perfect brand-blogger relationship, from the stages of finding the right bloggers to work with, to 12 months after the blogger has used a brand's product/stayed in their property/visited a destination. The presentation includes: - How to find the right bloggers - How to show ROI up to 12 months after collaborating - How to make sure bloggers share content the right way on the different social channels - How to track reach across different social channels - Google Plus, Instagram, Facebook, Twitter, Blog - How to decipher whether a brand-blogger relationship should be a once-off collaboration or a longer one - How to be innovative with bloggers - Much more...

1. Building Effective Blogger
Relationships – a 12 month plan
Colm Hanratty
Founder
sixtwo digital

2. About me…
@colmhanratty

3. About me…

4. About me…
Colmmmmmm

5. About me…

6. About me…

7. A bit more about me…
6th TBEX…but
almost fell out with
TBEX

9. How does this have
any relevance?
…working with travel bloggers is
about building relationships

10. About me…

11. A bit more about me…

12. A bit more about me…

13. About more me…

14. Travel bloggers can give you stats these guys can’t…

15. In this session…
 Why work with bloggers?
 Where to find them?
 Things to finalise before getting into a
conversation
 Getting in contact / being contacted
 Promoting the content
 Getting the right metrics
 Ensuring longevity
 …much more

16. Step 1 –
Deciding why
you want to
work with
bloggers

17. Why work with bloggers…

18. Looking for traffic or brand awareness…
 1/2/3 bloggers with lots of traffic / large
social following
Or
 More bloggers with good traffic / social
following

20. Working with bloggers on campaigns…
 How many bloggers are you going to work with?
 What budget do you have?
 How long will the campaign run for?
Then…
 Choose your bloggers wisely – make sure they
match the campaign you’re working on and will
meet your objectives

21. Working with bloggers because of their skillset…
Is this just a freelancing job?

22. Working with bloggers because of where they’ve been to…

23. Step 2 –
Finding the
bloggers

24. Where to find travel bloggers?

25. Where to find travel bloggers?
 Trade shows

26. Where to find travel bloggers?

27. Where to find travel bloggers?
 Top 100 lists

28. Where to find travel bloggers?
 Twitter chats

29. Blogger collectives…

30. Are they part of a blogger collective…
 (Which made the
homepage BTW)

34. Step 3 –
Things to
finalise

35. Things to finalise…
 Who owns the
content?

36.  What budget do you have?
 Sponsored posts
 Travel expenses
 Monthly retainers
 Flat fees

37. ?

38.  ‘Exposure’ / Brand
affiliation
 Monetary
compensation
 Free travel,
accommodation,
equipment etc

39. Step 4a –
Getting in
contact

41.  What is it for?
 What do you expect?
 Do you have budget?
 What is your budget?
 What can you give?
 Is it a one off?
 Are you looking for
an ongoing
relationship?

42. Step 4b –
Being
contacted

43.  Who have they worked
with?
 What’s their writing like?
 Do they match the brand
or are they simply looking
for a freebie?
 Is the connection ‘you’?
 Do they have a press kit?
 If they don’t, are they
forthcoming with their
statistics?

44. Step 5 –
What to write
about?

45. Try to make the
content evergreen…
(and here’s why)

46.  Met in Vancouver at TBEX
– agreed to write a post
 Originally declined offer
to write a guest post for
the Hostelworld blog

47. Originally posted in 2011
(check the comments)

48. If it isn’t
good…don’t
publish it

49. Step 6 –
Try to be
innovative

50. Try to be innovative

52. Step 7 –
Promoting
the content

53.  Agree on who is sharing
what, and where, down to
the very last tweet
 Make sure to share where
you say you will
 Make sure bloggers share
where they say they will
 Check!

54. Step 8 –
Crisis
management

55. What to do in a crisis?
“Please can you organise nine stays for me in the Balkans?”
“Great! There’s only one hostel I’d like to single out – you
choose the rest.”

58. Step 9 –
Getting the
right metrics

59.  Page views / unique visitors for blog – great. Page views /
unique visitors to post mentioning your brand/product
etc…better!
 Trackable links on the post – bit.ly etc for clickthroughs,
links with parameters for conversions
 How long are they spending on the post?
 Where is the traffic coming from?

60.  Reach for the post
 Engagement for the post
 Monitor your organic likes
the day the post is shared
 ‘Consumers’ and
‘Consumptions’

61.  Stats from analytics.twitter.com, not
Tweetreach
 Are you using a unique hashtag?

62.  Link?
 Image?

63. Steps 10 & 11
– Look for
metrics again
in 6 and 12
months

64. Step 12 –
Repeat?

65. Ask yourself…
Were my objectives met?
Have you seen a Return On
Investment?
Are you going to continue your
campaign(s)?
Do you want to continue
working with multiple bloggers, or
just a select few?

66. Key takeaways

67.  Know why you want to work with bloggers, then pick the
right ones
 Be genuine
 Be transparent
 Look for the right metrics
 …look for them again 6 and 12 months later
 Build relationships

68. Thanks
@colmhanratty | @sixtwodigital
colm@sixtwodigital.com
www.sixtwodigital.com