Dan about Thailand started 4 years ago as nothing more than a test bed for my existing media group, that included television and the huge Thaivisa.com. I had just left a board meeting in Bangkok with a leading hotel group and the operations director challenged me. He said I may have the reach but that doesn’t always equate to influence.
It was the first time I was briefed on the power of local influencers in the market and I left that meeting determined to learn more.
I opened a Facebook page within a week of this meeting, calling it ‘Dan about Thailand Vlogs’ (it is now just ‘Dan about Thailand’) and stood on the balcony of a hotel I was staying at in Rayong. The lighting was terrible, I was shooting on my mobile phone but I persevered and rambled out some message about the hotel I was staying in. I hit share and reposted among a couple of local Facebook groups. Within 24 hours the video had over 10,000 views. It was then I knew influencer marketing was the real deal.
This year Dan about Thailand won best lifestyle blog site in Thailand, polling over 60% of the votes – The experiment had been a success and a incredible learning for me. Media and it’s role to help business advertise has changed and this needs to be reflected in its offer.
How can business now get better results from this?
It now makes perfect sense that business should run dual campaigns that support each other using the muscle and reach of Thaivisa (1.2million unique visitors a month, daily newsletters sent to over 330k subscribers and extensive other platform reach) and the influence of Dan about Thailand (c.100k page views a month, 11k subscribers to its weekly newsletter and highly engaged social networks).
That board meeting 4 years ago turned out to be one of most beneficial I had ever attended!
Another learning – Only promote what you believe in
I guess this should be obvious, but what I realised was unlike regular media when you actually put your name to a product – like I have done with Dan about Thailand – it really does matter what you promote.
You then carry a responsiblity to anyone that watches your vlog or read your blog. You must have integrity, it is absolutley vital. You must be trusted.
This is why I will only work with business whom I have faith in and trust myself. Which is why I review any advertising enquiry and will politely decline if it does not fit with me in anyway.
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