Expedia has long been rather reluctant to jump into the social media sphere and have only recently started to actively move forward into social media. However, as many companies starting with social media, Expedia has now executed quite a big development in social by signing a dozen well-known travel bloggers from all over the world. These chosen bloggers will contribute to the Expedia Viewfinder blog which is a brand new intervention in which different bloggers are chosen and asked to serve as brand ambassadors for Expedia in both social media and advertising campaigns. This will not only happen on Expedia’s viewfinder blog but also on the individual blogs of the bloggers spreading the ambassador word for Expedia (Skift 2014).
WHY WORKING WITH BLOGGERS?
To be honest, this is a question, that nobody really asks, as for most, if not all tourism destinations and businesses it is clear that bloggers have a unique reach and are becoming the most powerful voices in social media especially with regards to travel. Therefore, the why working with bloggers is an easy question to answer. For Expedia, the collaboration with bloggers and building long-lasting relationships with them means that readers from a variety of backgrounds and interests can be attracted to read the Expedia viewfinder blog but also what is happening on social media. Most importantly, it also means that special interest groups such as honeymooners, single parents travelling or adventure seekers can all benefit from reading great content produced by bloggers. Expedia did manage to publish quality content that can be considered to answer a niche in content that travellers need information for.
Interestingly, the chosen bloggers contributing to the Expedia Viewfinder Bog are also promoting the brand on their own blogs by linking back to Expedia and mentioning the brand throughout their blogs. Although it is not something unusual, as Expedia is working closely with these bloggers, in many blogs, brand links are kept quite subtle to nor overwhelm users and readers as commercial articles can be off-putting and are sometimes even seen as contra productive in a way, as the individual blogger might be biased when writing a piece and recommendations given might not be 100% truthful and expressed freely. However, this of course depends on the reader and also the blogger with regards to how brands are included into blog posts and how readers react to that. The Expedia bloggers are all compensated either monetarily or through trips but this does depend on the blogger itself. For Expedia however, it is important that for the work the bloggers put into, a renumeration in different forms is given.
The #Expediachat is a weekly 90 minute session on Twitter in which Tweeters with fairly large followings engage with Expedia as a brand. Different questions will be asked during the 90 minutes for example about the best destination to go to when going away for spring break. The idea is to get a very engaging time, lots of tweets and people also get the change to win prizes. It will be interesting to monitor Expedia’s involvement with bloggers in the long-term and how collaborations between Expedia as a brand and the blogger community are evolving over time.
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer