Marketing Safari

Please, help me find Karen in Denmark

Do you remember Karen from Denmark? The one who was looking for the father of her son, August, and then a new home for her fish? Well, she obviously wants to become a big YouTube star.

I'm running a social media marketing workshop in Denmark next week, one in Aarhus on Thursday and one in Copenhagen on Friday. In the workshop I'll be helping people and companies to find their way through the social media jungle, so I though I might help Karen out and invite her to the workshop. But I don't anything about her except that her name is NOT Karen. So if anyone out there knows Karen, please show her this video:

Karen can contact me by sending me an email to workshops@scope.is.

Hjörtur

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Around the World in 80 Commercials - Canada

This week we are heading to Canada on our tour around the world. It's a strong commercial from a medical company. I'm not going to say anything about it so I won't spoil it :)

Cheers
Hjörtur

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The Forgotten Search Engines For Travel Marketing

When travellers start planning their next great trip, they usually start online and now over 25% make all their planning and booking online. First stop is on the search engines, where they will type in the destination. Search engines are therefore very important for all travel operators and they are focusing their marketing efforts increasingly on good SEO for their websites.

The question is, are you targeting all the search engines you should be? Let's take a look at some standard search engine results. Here I've typed in "Grand Canyon" in Google:

As we can see the first result is a Google Map, the second from Wikipedia. Third one is the official site for the national park and the fourth one is "Image results for Grand Canyon".

If we look further down on the first result page on Google we find more:

Here we see more special results, like news about Grand Canyon, blog posts about Grand Canyon and finally video results for Grand Canyon.

So the question that remains for you is where is your content when you search for your location?

You should not just target phrases or keywords. You need to target blog searches, image searches, video searches. Bring your content to the front on all fronts. That does not only mean targeting video and images on Google, but also optimizing your content on YouTube, Flickr, and your blog. Create content related to your destination and give it the right title, right tags and the right keyword optimized description so that you can be found when people search for images and videos from your place.

You should also make sure that the wikipedia entries for your destination are correct and filled with information and references. Don't try to promote yourself there though, that is very likely to backfire.

Good luck!

Hjörtur

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Social Media Workshops and Internet Marketing Courses

It looks like it's going to be a busy year in teaching and talking. The first course of the year will be a two day Internet Marketing course in Reykjavik, Thursday and Friday next week (January 21.-22.). The week after I will be in Denmark. I've got two social media workshops planned in Denmark, one in Århus on the 28th of January and another one in Copenhagen on the 29th. I will most likely be doing several more in other European cities in the coming months, so stay tuned for updates.

I've got two other courses planned in Reykjavik, a weekend course over two saturdays, the 13th and 20th of February and then another one on March 18th-19th.

If you want any further information on the courses or want to sign up, you can send me a message to hjortur (at) scope.is - or if you want me to set up a workshop in your hometown.

Cheers
Hjörtur

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Around the World in 80 Commercials - Hong Kong

Last week I showed you a McDonalds commercial from Malaysia with dancing delivery boys. This time, it's the fish turn to dance in this McDonalds commercial from Hong Kong:

Hjörtur

Around the World in 80 Commercials: McDelivery from Malaysia

McDonalds is one of the most wide spread brands in the world. We used to have them here in Iceland but they closed down in October. Symbolic for the end of Icelandic capitalism some say. Elsewhere, they are innovating and in Malaysia McDonalds is now offering home delivery: McDelivery. This is the ad:

Hjörtur

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Did the Icelandic President's Veto on Icesave Damage Iceland's Image?

First: Is Iceland Really Not Going To Repay Icesave?

Yes, we will! Iceland will repay Icesave!

The meaning of the president's veto yesterday is not that Iceland will not repay Icesave. Iceland will though UK and Dutch politicians are trying to tell you different. What it means is that we will not accept the terms Brown, Darling and Bos have forced upon Iceland in the negotiations.

We may be a tiny little nation and Brown and Darling may think this is a brilliant way to find a foreign enemy to gain more popularity in the UK, their own little Falkland war. But we're no Falkland islands. We're the tiny little no-army nation that won three wars with the UK last century - over cod. In diplomacy we are an example of how a small nation can bring a large one down in a conflict. Unfortunately our last three governments in the last 12 months have been weak and fragile and the negotiation committee with the wrong attitude. The fact is, no EU nation except one could have withstood such a blow like Iceland took. The EU laws on this issue are flawed and the most normal way would be to test them in court, instead of being forced to accept something with the use of anti-terrorist laws. And that is what the people of Iceland want. That is why more then a quarter of Icelandic voters signed a petition to the president to veto the Icesave law.

A disaster for the Icelandic brand?

News in Iceland have been filled with reports saying that the president's veto has got world attention and unanimous disgrace. That is simply wrong. This has gotten little attention outside UK and the Netherlands, except in the Nordic countries. It is also wrong that it has all been negative. In the UK and the Netherlands a lot of it has been negative but that is due to political propaganda in those countries. There have also been quite a few supportive reports. The Icelandic government has been trying to correct the incorrect statements in the media explaining that we are not denying to pay, we are denying the terms and conditions.

(if the video doesn't show, you can check it out here)

In the short term, vetoing the law seems like a very bad decision. It delays big payments to Iceland from the Nordic countries and IMF, creates hostility in the UK and the Netherlands and complicates the EU application. But we can take it and in the long turn, I believe this is absolutely the right thing to do. Even Gerald van Vliet, a spokesperson for Icesave depositors in the Netherlands believes this was the right thing to do. And why would he do that? Because he wants the Icesave agreement to secure that they get their money back, not to be a punishment on the Icelandic people. The present Icesave agreement does not do that. It's also a question many ask themselves if it's realistic to demand from a nation of 300.000 people that have already lost much of their savings, to repay hundreds of thousands of depositors in UK and the Netherlands who put their savings into Dutch and British subsidiaries of Icelandic banks. This means 12.000 euros per inhabitant. We are seven in my household which means I should pay 84.000 euros "back" - money I never saw - and I've already lost all my savings because of the bank crisis. Fair? Maybe, maybe not. Realistic? NO! The Dutch people have actually started an online petition to support the Icelandic people.

The message the Icelandic president is sending out is that Iceland is not to be forced into anything. We are proud, independent people. We don't run from our legal obligations, but we demand a fair treatment from the international society. No matter how the British or Dutch politicians shout out. The least he could do is to allow the people to vote on it. I don't think that is a bad message to send out or that it will damage the image of the Icelandic people. On the contrary, if we think of the image of the Icelandic people as hard working, stubborn and proud vikings living in the world's oldest democracy, this just fits perfectly :)

People of Britain: Surrender and we will take our freezing weather back.
Best regards, Iceland. (From a friend on Facebook)

Cheers
Hjörtur

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The Dos and Don'ts of Pitching a Travel Blogger

This is a guest post written by Christine Gilbert, author of the almostfearless.com travel blog.

Shameless Companies Trying to Tap the “Blogging Community”

Since the New Year, seems like every Marketing Associate, PR Manager and Community Relationship Builder has been emailing me. Is everyone’s New Year resolution to finally “get into” that whole “blogging” thing?

So I get these emails. They just *love* my site. And they would *love* it, if I would take a look at their site and talk about it on my blog.

Yes, I’m sure you would *love* that. Ain’t happening.

Don’t be Stupid. What Not to Do:

1. Your product has nothing to do with my audience or it’s so similar to an already well known and established service that there is nothing to talk about. What do you think I’m actually going bore my audience (and watch them flee never to return) with your mediocre product? And you can’t work the numbers on this one. If you send it to 10,000 bloggers, you’re not increasing your odds, you’re just wasting everyone’s time.

2. You addressed me as “Dear Blogger”. Or worse your mail merge failed and it literally says: {insert name}. Listen I get that you’re busy, but YOU ARE ASKING ME TO DO SEVERAL THINGS: read your email, review your product, and write something winning about it. If you can’t be bothered to write a personal email to me, then why on earth would I spend my valuable time doing you favors? Because I’m a dedicated journalist who can’t pass up a scoop? First I’m not, and second if it was news, I would have written about it already.

3. Offering to write a post for me, is like offering to act in your own movie, if only someone would greenlight it. It’s not that I can’t be bothered to write my own content– it’s that your product sucks. So instead of fixing that problem, let’s hire some freelance writers to churn out cookie cutter posts, and then I can put my name on it. Are you following this yet? See why this is not only NOT HELPFUL but the most retarded suggestion you could make? (Also, if your content is so good, why don’t you just start your own blog?)

4. Don’t tell me you want a partnership, if you really just want me to shill your product. Since when is a partnership defined as you paying me $100 to write a glowing review of your product? We’re not partners. You want to buy advertising. Just say that. It’s not dirty. We’re adults. Just spit it out and get it over with. What you think I haven’t been approached by other companies? Think you’re get me into bed with a little partnership-talk foreplay? Ha. Just be honest. I still won’t do it, but at least I’ll respect you in the morning.

5. Don’t contact me asking me to contact you. What is this 3rd grade? Don’t want to get rejected? Too late, just deleted your email. I have never had anyone use this approach and then respond with something earth shattering. It’s always, “Thanks for responding, can you review our product?” Um, no and you haven’t hooked me by being vague, you’ve just annoyed me. Good job.

I have done reviews for certain products. Usually I find them on my own, but there have been a handful of PR folks who got my attention.


Be Smart. Here’s What to Do:

1. Read my blog and become a commenter who adds value. One PR Director and I still email each other a year after he left the PR world. He wasn’t just spamming me with links to his content or worse mindlessly gushing over my writing. He read my stuff and left interesting comments over several weeks before approaching me.

2. When you do approach me, give me an idea of why you think your product is a good fit for my audience. Don’t give me boring PR copy. Don’t use superlatives. Relate it back to things I’ve already written. Know my niche well enough to give examples of what my competition is doing. Think like me– I want the best possible blog and to write about things that will get lots of traffic. If you can tell me how your product will help me do this, you’re in.

3. If it’s a tangible product, send me a sample. I’m not going to buy it just to test it. If it’s a service, give me a free account (if applicable) so that I can kick the wheels. Make it easy for me. Bloggers don’t make a ton of money, but we have plenty of influence. Seems like a fair swap for potential coverage to me.

4. Sweeten the pot. Flat out bribing me with cash isn’t going to do it. If I don’t want to write about it, a $100 bucks or even $500 isn’t going to do it. But sponsoring a contest on my blog, where you supply prizes could get you some free positive coverage. Paying my way to an industry event (which I’ll end up talking about and referencing who paid for me) could get you weeks of mentions. Give me interview access with your CEO. Invite me to the HQ. Anything you can do to give me something special to write about–well you’re that much closer to getting a “yes”.

Ugh. I’m exhausted just writing this– because the fact is, 1 out a 100 emails do it the friendly, helpful way. The rest are of varying levels of spam. Time to go clear out the 200 emails I’ve gotten overnight. Yes, PR folks, I’m about to delete your crap… aren’t you glad you paid for that email list?

Christine Gilbert

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The 2010 Bucket List

The year 2009 is over. For some it was a great year, but for the most of us, I don't think we're going to miss it. It had its moments, like the 140 character conference in New York, some very interesting projects I worked on for clients, a U2 concert in Barcelona and a one week hike in Southern Greenland with my oldest son. But it was also a very stressful year with financial uncertainty, kidney stones and a collapsed lung. Twice.

So I'm heading for a better year in 2010, trying to stabilize my income, outsource my work for more efficiency and a better bottom line, and experiencing some new exciting adventures with my family.

I hope you all had a fantastic new years eve, because you know what, it might be your last. I don't want sound pessimistic, but I think it's healthy to remember that one day you'll be living your last day. Hopefully not any time soon, but we never know when our time has come.

Therefore I've got a little practice for you. Are you familiar with the bucket list? It's a list of thinks you want to do before you die. Most people don't make one until it's too late, if they ever make one. So I recommend you find ten things to put on your bucket list. Ten things, small and big, you'd like to do before you die. But not only that, pick one of those things and put a date on it. One thing you'd like to do before you die - and actually do it in the year 2010.

Here are a few things on my list:

Learn Spanish fluently so that I can enjoy a whole Fidel Castro speech (in process)
Climb Kilimanjaro in Tanzania
Hiking the Inca Trail to Machu Picchu
Participate in a cross continental rally (like the Paris-Dakar)
Go coast-to-coast USA
Visit the forest people in Borneo - the Orangutans
Ride a camel to Petra in Jordan
Rent a "Priscilla" and drive to the Australian outbacks
Sail up the Amazon river
Learn tango in Buenos Aires
Find the grave of Thorvald Ericson, brother of Leif Ericson, who's buried in America
Finish some of my half finished books and get them published

So, I've got a date on one of those things. July 25th 2011 I'm going to start on an adventure in London: race to Ulan Bataar in Mongolia, over 10.000 km long rally through countries like Distanistan and Absurdistan.

So check your list, pick a thing and put a date on it! What dream are you going to make come true this year?

Have a fantastic 2010 :)

Hjörtur