Tbex15 Asia Thailand Michael Collins
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Transcript of Tbex15 Asia Thailand Michael Collins
Michael Collins#TMevents @travelmedia_ie
#tbex @TBEXevents
@ThailandFanClub @ThaiAirways
presentation on Slideshare and as a blog posthttp:/www.slideshare.net/TravelMediaie
http://www.travelmedia.ie/blog
Industry - Business TrackHow DMCs and Tourist
Boards Can Creative Successful Blogger Trips
Industry - Business Track
How to Create the Perfect Trip
blogger - DMC
Bloggers v DMCs
Symbiotic Relationship• Good• Happy• Hot• Sweet• Bloggers
BadSadColdSourDMCs
Pushv
Pull
Why is there an imbalance?• Lack of communication. Both.• BLURRED LINES.• This is what we want? DMCs.• This is why we are organising this trp.• What do you want? Bloggers.• Why have you accepted this trip? • What do you hope to get from this trip.
What can DMCs do better?• Early planning and engagement with bloggers. Listen.• More bespoke trips, less group trips, more flexibility.• Better balance between blogger needs and
commercial/organisers requirements.• More free time.• Better planning. More on this in a minute. • Trips are an active media environment. No longer passive.
Preparation required.
What can DMCs do better?What are the biggest bug bears that bloggers have about trips.
• Not enough free time. Less is more.• Social time. Admin time. Down time.• Everyone on the same story. Group trips v individual trips. • Group trips less work, more economies of scale, but…….• Handles, hashtags in advance,• Amplification - partners need to engage, hotels, restaurants, venues
etc. • WiFi, MiFi – everywhere, passwords, logins.• Paid support. Facebook, reach your audience.
Quotes – for DMCs“hotel inspections.
Oh, God, no! They're for travel agents”
Quotes “Ah, Jaysus, not another
church/cathedral!
If I see the inside of one more church, I'll turn atheist.”
Quotes“8am starts after 11pm
finishes. Are ye serious?”
Quotes“Plus, I can't overstate the value of free-
time (and I'm not talking 45 minutes back in the hotel between excursions). Free time, a chance to wander alone,
take photographs…………………”
Quotesfree time - often, that's the only
chance a writer gets to experience the more personal encounters with a place and it's people.
Quotesa relaxed writer is a better writer –
if you're being frog matched from A to B at top speed then the best you can ever really come up with
are bullet points which may make for informative but very rarely entertaining copy. Information you can lift
from websites but personal experiences are vital.
Quotes“One of the most important things that comes up time & time again....is, don't set up a blog trip and then sit
back and wait for the bloggers to bring eyeballs.
Make sure that you and all your stakeholders are amplifying every tweet, every instagram, every post,
etc.”
Quotes“My advice would be for media and
organisers to work together on an angle that suits the individual publication
beforehand. Group trips serve a purpose, but they can also mean several publications have the exact same story.”
QuotesHaving a hashtag for the trip is
obviously a great thing. Not just for trending, but it also helps the
journalists connect with their fellow press trip attendees/organisers through social media via searching the hashtag.
TakeawaysFree time
Less group trips.More tailored trips.
More engagement, pre, post, during.
For Bloggers“-- Lads, that wee girl/guy from the tourist board has paid for everything all day -- for f***'s sake, put your hands in your pockets and stand a round at the end of the night --
he/she has a budget to observe.
For BloggersSay thank you.
We are talk, we all know each other.
For BloggersEvergreen.
“Share again and again and again, please.
Stats please, we’d love them.”
For Bloggers”Remember you're enjoying a privilege by being wined and
dined -- it's not a right.”
For Bloggers“The tour guide: when he/she eventually leaves you, pass the
hat around and stick 10 €$£ each in it to show your appreciation.”
For Bloggers“If the itinerary says 10am start, it doesn't
mean 10.15 or 10.25.
Be respectful to your hosts and your colleagues and have the good manners to
turn up on time.
The Perfect Blogger Trip“The perfect trip is one where
guests and hosts show each other respect, and allow
breathing space”
ahhhhhh
ummmmmmmm
7 P’s - #7PS• Proper• Prior• Planning• Prevents• Piss• Poor• Performance
7 P’s - #7ps• Proper• Prior• Planning• Prevents• Piss• Poor• Performance
7 P’s - #7ps• Proper• Prior• Planning• Prevents• Piss• Poor• Performance
Case Study 1 – Press Trips
Lessons• 7Ps.• Follow well in advance.• Engage well in advance – start the conversation
early.• Research handles and hashtags.• Tell venues, hotels, attractions media are coming.• Get WiFi access / passwords.
DMCs, PRs can do more.• They are now part of the conversation.• No longer passive bystanders.• Actively engaging, following, sharing,
RTs, Likes.• Write a blog from the trip.
Case Study 2 - EventsTravel Media Awards Trended no. 1 on Twitter
How to Trend on Twitter - blog#TMevents
Share Hashtags and Handles in Advance
Thank you to the media who helped me prep for today
• Brendan Harding @BrendanHarding• Tara Peavoy @TaraPeavoy• Laura Breslin @Mamma_Fairy• Alastair McKenzie @AlastairMcK• Tom Sweeney @ScottishTom• Pól O’Conghaile @PolOConghaile• Lucy White @LucyWhiteDublin• Ian Scott @DubaiTourism
@niamhywatersLastly, thank you to my colleague
Niamh Waters, back in Dublin, who got up at 5am
this morning to manage @travelmedia_ie during this
presentation (why?).
AMPLIFICATION