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Presentation by Tess Longfield at E-Tourism East Africa Conference Nairobi March 2012
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ONLINE PR FOR TRAVEL Tess Longfield
• Background• The online media
landscape• Twitter tactics• Crisis PR online• Bloggers – rules of
engagement
ONLINE PR
£1bnAVE2011/12
BIG BRANDS…
… and small businesses
TRADITIONAL MEDIAVS ONLINE
The US newspaper industry has shrunk by 43 per cent since 2000
Network TV news consumption up 4.5 % in US Many TV
travel programmes axed
National news publications going global
TRADITIONAL MEDIAVS ONLINE
TV has become “socialized”
#
1. MailOnline2. New York
Times3. HuffPo
MailOnline nearing the 100m user mark
TRADITIONAL VS ONLINE MEDIA
KENYA AIRWAYS NEW ROUTE
• Johnny Jet travels around 150000 miles and visits 20 countries each year
• 22,465 followers on Twitter• Host of the Travel Channel's
Hot Spots 2012
• Circulation: approx 1m
• Travel Editor: Christine Walker
• Copy deadline: Thursday 3pm
Groups
Discussion forumsVirtualworlds
Nichenetworks
Social networks
Customer service
Social bookmarks
Crowd-sourced
Comment and reputation
Lifestreams
Events
Tagging
Search
Wikis
Widgets
Video
Audio
Mobile
Music
Livecasting
Documents
Pictures
Slideshows
Location
BlogPlatforms
Blog communities
Microblogs
Blogs
Content
Community
Connect
Conversations
Your Story
• Start following journalists/bloggers
• Listen…then interact• Be a good citizen in the
Twitterverse• Show personality• Host a tweet-up• Twitter special offer/flash sale
HOW TO WIN FRIENDS & INFLUENCE PEOPLE IN 140 CHARACTERS
More than 60 per cent of journalists have a Twitter profile
OH-OH!
BLOGGERS:THE RULES OFENGAGEMENT
• Be honest• Be responsive• Be respectful• Be transparent• Be even-handed• Don't market. Listen
and converse• If something isn't
clear, make it so• Only engage when
you have the 'right' to do so - don't shoehorn
• Read their blog. Then read it again
• Remember: you're developing a genuine relationship
• Comment, share some 'link love'
• Don't try to spin your news - let them decide if it's important
• Surprise and delight them
Email: tess@longfieldpr.comMobile: +254 706 600585 (Kenya) +44 7736 302271 (UK) @TessLongfieldlongfieldpr.com
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