1. ADDRESS BLOGGERS BY THEIR NAME

It is amazing how many bloggers get sent generic emails. In 30% of all emails I receive, I find the press releases are addressed to me without using my name and even worse they are getting my name wrong. It damages your agencies professional reputation and that of the brand. Even worse is, that as someone who writes about budget travel…. I get a PR agency sending me a press release about the launch of a luxury hotel. It is also surprising how often bloggers get blanket emails from PR professionals about working with a brand that they already have a relationship with.

2. GIVE YOUR BLOGGER OUTREACH A HUMAN FACE

Bloggers, the really good ones, tend to be very fussy when it comes to working with brands. The bigger the blog, the more they are likely to be focusing on developing a few but solid partnerships with brands relevant to their niche. Remember we work in an information-rich environment filled with millions of choices. On average I’ll get at least 50 pitches a week from brands wanting to work with my blog so your approach, your pitch, has to really stand out. Take the time to research the person’s blog, understand what their interests are and find out their current blogging projects. Comment on their blogs or Instagram account. Follow them on their social channels. Share their content with your audience if it adds value to your customers. Arrange a time to call them, even if they are on the other side of the world. You can chat with them via Skype. I’m always happy to talk to brands. The fact that you are willing to take the time to explain your brand and learn more about the blogger, takes you straight to the top of the queue. Get creative and invite bloggers to a Twitter chat or Google + hangout, or even a Q&A session with your director / marketing manager.

3. BRANDS NEED A FULLY INTEGRATED APPROACH TO BLOGGER RELATIONS

Some tourism DMO’s are still stuck with the idea that social media, SEO and public relations are separate marketing strategies. Online, social media, SEO are all part of your online strategy. They have to complement your blogger outreach activity. As a result of not having an integrated strategy when working with bloggers, brands are losing out on opportunities to further build their brands and to create brand advocates by combining the power of the three, working together.

4. THE PRESS TRIP MODEL IS DYING

The world of new media needs new rules of engagement. The ‘One size fits all’ approach of PR’s and treating bloggers the same as journalists can backfire badly.

Press trips. In my first year of blogging I was invited mainly on press trips along with other journalists. I remember my days being packed from 8am in the morning till 12 at night. What a tourist would see and experience in a week, we were being shown in a day. So much for travel being all about the experience. 5 years on, I can only vividly remember my trips to Costa Brava, Poitou Charentes and Rotterdam which is a testament to the quality and care of their blogger outreach.

One of the key things when working with bloggers is how they tell the story of the destination through real-time storytelling. So you have to offer bloggers a mobile wifi device with a decent data allowance. You have to allow time for the bloggers to compose tweets, Facebook updates, Instagram or even do a scope ( Periscope). This is laborious and energy consuming work. Forget about updating your social networks, I found there is little or no time to pause for taking a picture on press trips. I remember on one trip spending the most time being shown around hotels. By the end of the day, I was exhausted. Few bloggers I personally know don’t mind the ‘all action’ nature of press trips but I, personally, prefer when the events of the day are well spaced out. Instead of inviting bloggers to press trips, allow them to create their own trip. Travel is an emotional sell. Give the bloggers the freedom and the trust to build a relationship with your destination.

5. HAVE A LONG TERM STRATEGY WHEN WORKING WITH BLOGGERS

Brands have to move away from the short term, tactical nature of mass engaging bloggers and instead focus their efforts on identifying and working with key influencers. There is also room in this model for engaging with emerging influencers and bloggers. By building a long term relationship with a blogger you are likely to have a bigger chance of converting them into brand ambassadors which is where the real value of working with bloggers is.

New media needs new rules of engagement. It requires brands and DMO’s to make some tough choices and go off the well beaten track. Experimentation is needed. There are risks but for those brands and DMO’s willing to change their attitude to blogger outreach, the long-term benefits are huge.

This blog post is from  http://www.toposophy.com/insights/insight/?bid=405

Posted by Jordi Pera

Jordi Pera is an economist passionate about tourism, strategy, marketing, sustainability, business modelling and open innovation. He has international experience in marketing, intelligence research, strategy planning, business model innovation and lecturing, having developed most of his career in the tourism industry. Jordi is keen on tackling innovation and strategy challenges that require imagination, entail thoughtful analysis and are to be solved with creative solutions.

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