Monthly Archives: April 2015

YouTube and the World of Travel Marketing

The challenge for people in the travel public relations business is coming up with new, innovative ways to promote clients. If this describes you, you are probably well aware of the pitfalls of mainstream media. It’s expensive. It’s hard to get the placement you need when you need it. Don’t get me wrong, mainstream media has its place. But, there are other ways to get more and better exposure.

Have you considered working with “social influencers?” I know, another “new” word. Social influencers, however, are a “thing.” And, if you are interested in amplified word-of-mouth advertising, you are interested in “social influencers.” I promise. What exactly is a “social influencer?” They are people, usually people with a blog and/or a YouTube channel and an active Twitter account. They are people who have a loyal following that includes people outside their immediate circle of friends and family. They are the people who determined that burlap at weddings is cool and that bento boxes are the ideal way to pack kid’s lunches. They are the people who might best promote your destination as the best vacation spot ever.

Social influencers have a strong personal connection with their audiences. Their followers think of the social influencer as a trusted friend and value their opinions. By working with a social influencer, you know the people watching that YouTube video or reading that blog post are already invested and open to the message. These are not random people.

If you’re looking to work with a social influencer, what exactly should you look for? I’m partial to video – yes, I AM biased. Working with a vlogger is a tremendous way to spotlight a vacation destination, hotel property, spa, airline or city. Videos can be shared on all social platforms. You can tweet them, post a link on Facebook and embed them into websites. Vloggers can also link to your main website in the video description and link back to your YouTube channel to help you gain even more subscribers.

The other fascinating thing about working with social influencers, particularly vloggers, is the fact that their followers internalize the content they pick up from the social influencers. If I share a video about a recent experience I had on a cruise, it’s likely one or more of my viewers – who may have never been on a cruise – will share “their” cruise information during the course of conversation with friends, coworkers and family. Their video cruise experience is that real and that lasting!

We did a review for one of our favorite hotels on our YouTube channel and one of our subscribers from Ireland emailed us and said, “We are coming to North America and are looking forward to spending some time at your favorite pink hotel.” We helped guide this person’s choice of accommodation because we loved it and she could see how great it is, all thanks to the video we made.

Now, just because I’m partial to video this doesn’t mean you should ignore the enormous number of social influencers who blog or maintain websites. Bloggers who fall in to the category of social influencers have large, loyal followers who would not dream of having their first cup of coffee in the morning before checking the day’s post.   If you’re looking to reach a family audience, check the influencers who run family websites rather than a travel vlog or blog. Working with social influencers involves all types of media in ways that help you best reach your optimal demographic.

So when looking at marketing your travel clients try and see if there is a great social influencer you might want to work with. The return on investment will be high.

If you are interested in working with us please feel free to send us an email to laura at laurberginc com
We also publish all our travel posts on fanatictourist.com as well as either mysmarthands.com/blog (popular family blog) or lauraberginc.com/blog if it’s more focused on the business traveler. Or both!

Check out some of the travel videos we’ve made:

Cathay Pacific Airlines

Norwegian Cruise

City of New Orleans

Shark Dive in Bahamas

Knowledge is Power

Have you ever watched Mommy Dearest? It’s a disturbing movie based on the memoir of Joan Crawford’s adopted daughter, Christine. True or not, it’s a masterful performance by Faye Dunaway of the legendary Joan Crawford. Sometimes we need to see something disturbing to find the truth. Mommy Greenest suggests we move beyond Hollywood drama and face the reality of chemicals in our lives and the possible affects they might have on us and our children.

I have no dog in this race – I, like you, only want the best for my family. I know we’ve become hyper conscious of what we eat. The rule here is if you can’t pronounce it, you shouldn’t eat it. As much as budget allows, it’s local, natural food for us. I can feel a difference and I see the difference in my children when we travel and are forced to make less than healthy meal choices.

That all said, I’ve been wondering about other aspects of our lives. I’m so used to reading food labels that I’ve started reading labels on everything – in the shower, in the garden, when I’m cleaning and on and on. Needless to say, when I learned about the documentary “The Human Experiment” was coming out soon, I knew I had to see it. I’m torn between the benefits some chemicals provide us and if the benefits outweigh the risks. I’m hoping this moving will help clarify my thinking.

In the vast internet world, I find myself struggling to figure out what I should add to my worry list, what I should add to my DO NOW list and what I should simply ignore. Flouride? Wheat? Bug spray? Chicken nuggets? Caffeine-laden underpants (I did not make that one up!)? I think every single mom out there struggles to do what’s best for their kids while still trying to keep their own lives manageable.

I have not seen The Human Experiment yet but I am looking forward to it. The more you know, the better. Knowledge is power. I’m sure, like any documentary, The Human Experiment has a slant. However, I’m looking forward to taking the topics raised and researching for myself and making the best choices for my own family. Please let me know if you get a chance to watch this movie and what you took away from it. I love getting to know others who question the status quo.

Ipsa scientia potestas est. Knowledge is power. The ancients knew it. It’s time for us to embrace this philosophy as well.  

Visit the Mommy Greenest website to enter for a chance to win a trip to LA to see the move!