Internet, Marketing, Travel & Tourism

8 lessons learned for DMOs when working with bloggers

By William Bakker | 06.21.13 | 5 Comments

Packed room for my TBEX preso

Packed room for my TBEX preso

This is the second post about the key takeaways from my #TEBX presentation a few weeks ago. Yesterday, lessons for bloggers, today lessons for destinations:

 1) A blog trip IS NOT a press trip

I’ve seen too many blog trips miss the mark because the press trip was taken as the template for a blog trip. Most press trips follow a “standard” format by planning the trip in detail, hosting the writer/photographer/video crew for a certain amount of time and then wait for the piece to be published.

Bloggers have very different motivations than traditional travel writers. They also work with different schedules, deadlines, etc. Some don’t even have a home to go to. They live on the road. Some, maybe a lot, don’t even want to be hosted. They just want to do their own thing. Some publish fast, often in real time, some take longer to publish.

When planning a blog trip, think about your objectives. For example: do you want lots of content in the moment or would it be okay to wait for (better quality) content? This makes a difference. Do you want copy, photos, video? This makes a difference. What niches are you after? There’s a long tail of bloggers for pretty much every criteria. There’s a blogger who travels the world dancing. There’s a blogger who travels the world singing karaoke. You get my point.

2) Invest time to find the right bloggers

A lot of DMOs are passive about bloggers. They wait for a blogger to come to them, and deal with things as they come. There are hundreds of travel bloggers and more are starting new pages every day. Be strategic: it’s better to be pro-active and invite bloggers. Think about your objectives and use them to find bloggers that will best meet them. Even as requests come in from bloggers, have a checklist ready to quickly assess what you’re going to do with them.

We use 9 criteria we use when we select bloggers for blog trips we help clients with. It’s worth taking the time to find the right ones.

3) Don’t just focus on web traffic when selecting

My biggest pet peeve is the obsession with reach. It’s old-school thinking, ie “better to get my message to 10,000 people who don’t care, than 1,000 who do”. Web traffic is not completely irrelevant, of course, but it’s only one criteria out of nine.

Web traffic can also be misleading. For example, a blogger could get 20,000 visitors a month to their blog. But maybe 80% of those visitors are going to three past posts that rank high in Google because of good SEO. They’ll never see the content about your destination. More important is repeat visitation; these are people who are loyal readers.

4) Rethink your measures of success

If the objective isn’t to get a message in front of as many people as possible, what is it then?

A traditional travel writer will produce a piece and the DMO will measure the Ad Equivalency (which is B.S.). Bloggers can do a lot more. A lot of the campaigns we’ve done go way beyond the traditional way of working with travel media.  I wrote a whole piece about this recently.

5) Build lasting relationships

This is social media. It’s meant to be social. Most bloggers like to meet people and make friends around the world. A lot of bloggers also like to meet other bloggers. If you or your socially savvy staff build relationships with bloggers, it’s better for everybody. And don’t limit it there. Connect bloggers with local influencers, especially if they operate in niches. Somebody passionate about skiing will probably stay in touch with somebody else who’s passionate about it.

If you have a good relationship with a blogger, they will also likely a) produce more content b) retweet your content when relevant c) come back for another visit d) refer other bloggers e) bring old content back to the front over time.

From personal experience I know Valencia is doing this really well.

6) Think outside the box; bloggers can offer much more value than a few posts

This is related to #4. A lot of bloggers are very talented content professionals. Many are looking for opportunities to fund their travels as well. Need destination photography? Make it social. Hire one of the awesome photography bloggers to do the shoot. They will do great work and share it with their own community as well. Why hire a writer or photographer who produces content in the dark?

In this case, you would pay the blogger – not for posting in their own channels but to produce content for your channels. Be transparent about it, though. And don’t make specific demands or have expectations about the content they post in their own channels.

7) WIFI everywhere, all the time

This one is very tactical and got applause in my session and it pains me this is still not a standard feature of every blog trip: bloggers Tweet, Vine, Instagram and blog in real time. Disconnecting them from the internet means this won’t happen. Such a missed opportunity. Some blog trips don’t even have good Wifi in the hotels.

8) Personalize and build in free time

Every blogger is different and most have a passion for travel and a background in writing. They’re used to being independent and the good ones know what their audience likes. Tailoring the trip to the individual is logical but a lot of DMOs resort to the “destination top 10” for everybody. They don’t spend the time researching each blogger and their interest.

Free time is also very important. Bloggers like to do their own thing or take time to produce content.  Some of the best feedback we received from our “Flanders is a Festival” project is the itineraries Flanders created. They were extremely short. Most of the trip was at the blogger’s discretion. They received (personalized) tips and ideas and a person to contact in case they did want a host. They loved it. We also gave them a portable WIFI hotspot.

Robyn wrote a great piece about TBEX on the Think! blog as well and here’s the full deck from my presentation.

TBEX Day 1 – Lessons Learned: Working with Bloggers & Destinations from William Bakker
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