TBS enlisted the services of Laura Celine Haughey as our on-ground ambassador for TBEX Stockholm. During her stay in Stockholm, LC actively participated in sessions, indulged in the vibrant party scene, and established meaningful connections with fellow TBS members. Below, we delve into some of the noteworthy highlights and valuable insights she gleaned from the 2016 TBEX Europe event.

Upon learning that TBEX Europe was scheduled to take place in Stockholm that year, any reservations I had about purchasing a ticket instantly dissipated. The conference was situated at the picturesque Stockholm Waterfront, providing breathtaking vistas of the Riddarfjärden, one of the numerous enchanting bays and canals nestled within the Stockholm Archipelago. Undoubtedly, the Swedish capital exudes charm and beauty. It becomes nearly impossible to stroll through the historic streets of Gamla Stan or engage in some people-watching in Södermalm without leaving with a profound sense of inspiration.

Throughout various TBEX sessions, two recurring themes consistently emerged.

First and foremost, the paramount importance of cultivating an email list was emphasized repeatedly. Additionally, there was a prevalent consensus that the shift towards video content superseding written content in the online realm was not a matter of “if,” but rather “when.”

Eager for more insights? Let’s dive right in…

The Power of Community: Insights from Ian Cleary at TBEX Stockholm

TBEX Stockholm was initiated by an enlightening keynote speech from the globally recognized social media expert, Ian Cleary. Cleary’s enlightening insights revolved around the vital role that community plays in the digital sphere, especially for bloggers looking to establish their brand in the competitive online world.

Cleary emphasized the importance of creating a community around one’s brand, which can be achieved through a two-pronged strategy. Firstly, it is essential to generate high-quality content that provides value to the audience. However, it is equally crucial to build a relationship rooted in trust and likability with your audience.

Cleary urged attendees to strategically plan their content creation and promotion. He recommended not to overlook the potential of keeping old posts relevant by constantly promoting them, an approach often referred to as making content ‘evergreen.’ He also emphasized the importance of identifying and leveraging the right social media platforms for promoting differing types of content, hence urging bloggers to devote sufficient time to strategize their content promotion effectively.

In his address, he raised a thought-provoking question to the audience: “Can you change your story? Can your story be different?” This challenged bloggers to find unique ways to distinguish themselves in the crowded blogging landscape.

At the crux of his keynote address, Cleary seemed to distill his advice down to a basic yet profound principle. In the realm of social media, success is most likely achieved by knowing and staying true to your niche, understanding what you represent, and practicing authenticity. He succinctly stated, “In the social media world, you have to be you.”

This insight from Cleary doesn’t only apply to individual bloggers but also to businesses striving to create a strong digital presence. It emphasizes the power of authenticity, strategic planning, and community building in the realm of social media – pivotal elements that could determine success in the ever-evolving digital landscape.

Navigating Your First TBEX: Wisdom from Kerwin McKenzie

Many attendees of TBEX Stockholm were attending this renowned event for the first time. Thus, choosing to participate in Kerwin McKenzie’s session, designed specifically for first-time attendees, was an ideal choice for many.

Not surprisingly, McKenzie proved to be an insightful guide, providing an array of useful tips for these TBEX newbies. One of his key pieces of advice was to always make an effort to initiate a conversation with individuals sitting next to you. At events such as TBEX, the person next to you might just be your next collaborator, mentor, or even a potential business partner.

Here are a few useful pieces of advice from McKenzie to maximize the TBEX experience:

• Create a connection: Always try to create a buddy system. It will ensure you have someone to share your thoughts with and seek advice from;
• Develop a strategic plan: Plan ahead about which sessions to attend. If you have a buddy, consider attending different sessions and then exchanging notes to gather more knowledge;
• Leverage Networking Opportunities: Use the comfortable setup to network not only with fellow bloggers but also with potential sponsors and partners.

The atmosphere at TBEX is always upbeat and vibrant, yet the feeling of attending the conference solo can be slightly intimidating. However, McKenzie emphasized that most attendees in the session were sailing in the same boat – solo attendees seeking someone to share their experiences with over food and drinks at the end of the day.

A vital pointer from McKenzie that resonated with attendees was that they were continually being evaluated, subtly reminding them to present their best foot forward at all times. With this, he concluded the enlightening session, leaving the attendees eager to dive into the rest of the conference with enhanced confidence and networking tactics.

Boosting Your Marketing Strategy with Newsletters: Insight from Matt Kepnes

Matt Kepnes’ session on enhancing email marketing techniques was a highly anticipated event. The audience, buzzing with the eagerness to learn, packed the room to capacity.

Kepnes began by sharing a potentially surprising fact: newsletters drive more user action compared to social media. He advocated for integrating questions in newsletters to spur engagement and encourage continuous conversation with the audience.

He went on to mention some effective tools for complex marketing, such as Convertkit, Infusionsoft, and Activecampaign. These are particularly beneficial for bloggers aiming to segment their audience and offer tailored content.

An intriguing concept introduced by Kepnes was the ‘down-sell.’ He explained that if a high-priced course isn’t getting enough traction, offering a less expensive course towards the end of an email can do wonders. Not everyone might be willing to spend a hefty sum on a course but may be interested in a more affordable guide. This dual-pronged sales approach can effectively cater to all interest levels.

Dedicate your attention to these key points for newsletter marketing success:

• Recognize your audience’s needs: The content you provide should fulfill their expectations;
• Storytelling as a selling tool: Sharing your experiences and the potential benefits for your audience is a winning strategy;
• Use the soft sell approach: Avoid pushing your product or service aggressively right after someone signs up on your email list.

When asked about the right time to start sending newsletter emails, Kepnes suggested to start right at the point of the first sign up, as only you are aware of your subscriber count.

He concluded his session by highlighting three crucial pieces of advice:

• Expand your networking horizon: Look beyond travel-centric networking opportunities;
• Balance sponsored content: Avoid continually accepting sponsored content, maintaining the authenticity of your work;
• Invest time in reading: Especially marketing and business books, to continually learn and evolve.

In the ever-competitive digital world, keeping up with marketing strategies like effective newsletter marketing can truly provide the edge your brand needs. Read about the dynamic world of TBS members, where talent knows no bounds. Get to know the stars who light up the screen!

Forging a Loyal Audience Around Your Blog & Brand: Expert Advise from Anton Diaz

Anton Diaz’s session revolved around a significant theme that Ian Cleary emphasized in the opening keynote speech: the importance of building a community. Diaz elaborated that communities are the cornerstone for all successful influencers, and that’s where the trajectory towards success begins.

But how does one go about fostering such a community? Diaz boiled it down to three key steps:

1. Understanding Your Audience: Diaz stressed the necessity of knowing the life stage of your audience, essentially whether they are Millennials or ‘Oldlennials’, a term coined for Generation X. The importance of this distinction lies in the fact that each group has distinct preferences in content delivery;
2. Catering to Your Audience: ‘Oldlennials’ favor direct, to-the-point content, often with photo essays. Millennials, on the other hand, have an inclination towards fast-fact delivery, which makes them fans of video content. Diaz was clear: “If you’re running a blog, understanding your audience’s data is very important.”;
3. Regular Checkups of Analytics and Communication with Audience: Diaz suggested bloggers regularly delve into their analytics to identify what type of content is hitting the mark. He also emphasized the usefulness of conducting frequent audience surveys for a direct understanding of their preferences.

Here are Diaz’s recommended actions for growing your audience:

• Establish your video strategy;
• Identify which social media channels are most relevant to your audience;
• Continually evaluate your relevance.

In crafting an effective strategy, Diaz suggested bloggers also need to understand and adhere to their core values. This ethical foundation is an essential aspect of community building.

Furthermore, being a firm believer in the future dominance of video content, Diaz advocated for bloggers to adopt video as a primary content-form sooner rather than later.

In essence, Diaz’s session underscored the importance of building a community around one’s blog and provided practical strategies to achieve this goal. His advice offered a valuable roadmap for bloggers looking to create a lasting impact in the digital space.

Unleashing the Power of Editorial Calendars: Expert Guidance from Louise Bastock

Louise Bastock, a representative of Lonely Planet, wholeheartedly espoused the utility of an editorial calendar in her session. According to her, it stands as more than a mere schedule of publications. An editorial calendar serves as an organisational tool, a source of inspiration, and an aid for strategizing social media presence.

To newcomers grappling with setting up an editorial calendar, Bastock recommended a simple approach: choose a user-friendly tool and attempt scheduling for one month as a trial.

Among the tools suggested by Bastock were:

• Google Calendars;
• Spreadsheets (such as Excel or Google Sheets);
• Trello;
• CoSchedule;
• WordPress Editorial Calendar.

What constitutes an effective editorial calendar? It should include, but isn’t limited to, scheduling blog posts. Bastock encouraged attendees to integrate other significant dates including travel bookings (either for work or leisure), networking events, eBook releases, and notable festivals.

Furthermore, Bastock mentioned the ability to align the calendar with Analytics. This strategy allows bloggers to discern any correlation between their publication schedule and traffic flows. For instance, if a blogger is running a regular series at every month’s end, they can monitor whether traffic to their blog also peaks during this period.

Wrapping up her session, Bastock shared an insider perspective, stating that large corporations typically plan their content months in advance. Mirroring such strategic thinking can naturally elevate a blogger’s professional standing. Moreover, it opens up more opportunities for collaboration as businesses can see a clear picture of upcoming content over several months.

Bastock concluded with a resonating remark: “A desire to work with someone isn’t enough. However, a strong idea of content is,” underlining the crucial role an editorial calendar plays in demonstrating a blogger’s competency and professionalism.

Mastering YouTube: Strategies for Building a Community, Guided by Michael Collins and Leslie Graham

Presenters Michael Collins of Travel Media Europe and Leslie Graham shared a significant revelation for content creators: YouTube is more than just a hosting platform for videos. They emphasized that it’s a powerful tool with vast potential, if leveraged correctly.

Collins stated, “Do not dump and run,” highlighting a common mistake YouTubers make. They simply upload a video then move on, neglecting further promotion on the platform.

With video content predicted to account for 69% of all consumer internet traffic, the power of platforms like YouTube is not to be underestimated. Other social media platforms like Facebook Live, Periscope, and Snapchat certainly have their place, but they lack one primary advantage YouTube possesses: longevity.

The videos shared on YouTube operate beyond the temporal. Unlike immediate live videos, YouTube content remains accessible for the foreseeable future, continually driving traffic to the creators.

Collins shared, “If you play the social game on YouTube, YouTube will reward you.” And this reward can manifest in terms of increased reach and engagement.

Things to consider when optimizing YouTube content according to Collins:

• Detailed “About” Section: A comprehensive description of who you are and what your channel is about;
• SEO-Optimized Content: Strategically place keywords in titles, descriptions, and even video names before uploading for better reach;
• Playlists: Organizing videos into playlists ensures viewers remain on your channel for longer, increasing engagement;
• Listing Contributors: List everyone featured in the video. When one of them is searched on Google, your video may show up in the results.

Content creators who are new to the world of video making can start by creating videos about travel advice or packing tips, as these tend to perform well.

In conclusion, optimally utilizing YouTube’s features can significantly impact the visibility and reach of your content, thereby expanding your community and bolstering your brand.

Unlocking the Essence of TBEX Parties: Where Travel Meets Celebration

When it comes to the Travel Blog Exchange (TBEX) conferences, there’s one aspect that consistently steals the show – the unforgettable parties! These gatherings are not just about networking; they are a vibrant fusion of culture, history, and revelry, creating lasting memories for attendees. Let’s delve into the captivating world of TBEX parties, offering insights and a glimpse into the exceptional experiences they offer.

A Glimpse into TBEX Stockholm: Where Past Meets Present

TBEX Stockholm transported attendees to the heart of Swedish history, unveiling a captivating blend of old and new. The conference venue, the newly opened Haymarket by Scandic, had a rich history as a department store. Notably, the legendary Swedish Hollywood star, Greta Garbo, once worked behind the very counters that now serve as hotel check-in desks.

Historical Significance: Attendees get to immerse themselves in a hotel with a storied past, fostering a deeper connection to the city’s history.

Roaring Twenties Extravaganza: Dressing Up and Mingling

The first night at TBEX Stockholm saw more than half of the conference-goers embracing the ‘roaring twenties’ theme, adding a touch of glamour and nostalgia to the event. As the ambiance of the era enveloped the venue, attendees mingled and enjoyed an array of delectable hors d’oeuvres, setting the stage for a night to remember.

Dress Code Tips: Attendees could draw inspiration from 1920s fashion icons like Coco Chanel and F. Scott Fitzgerald for their attire.

A Two-Tiered Night to Remember: Vasa Museum and ABBA Museum

The second night of TBEX Stockholm was a two-tiered extravaganza, beginning at the Vasa Museum. Here, attendees sipped on champagne and savored smoked reindeer bites while marveling at the colossal Swedish warship, the Vasa. The atmosphere was electric, combining history with a touch of extravagance.

Recommendation: Take time to explore the Vasa Museum’s exhibitions to gain a deeper understanding of this remarkable piece of maritime history.

The party then moved to the ABBA Museum, a place where information meets interactivity. TBEX guests had the chance to step into the world of the iconic Swedish band, dancing along with virtual ABBA members or belting out their favorite tunes like ‘Dancing Queen’.

Interactive Highlights: Encourage attendees to participate in the interactive exhibits, including singing alongside ABBA holograms.

Lola Akinmade Åkerström’s Closing Keynote: Embracing Transitions

The closing keynote of TBEX Stockholm was a remarkable moment, featuring award-winning travel writer and photographer Lola Akinmade Åkerström. Lola’s journey from Nigeria to Sweden, navigating language barriers and cultural differences, served as a powerful backdrop to her message. She highlighted that travelers are no strangers to transitions, continually moving between physical destinations while navigating the ever-evolving online world.

Inspiration for Transition: Lola’s story reminds attendees that transitions can be opportunities for growth and self-discovery.

In her closing remarks, Lola encouraged conference members not to resist transitions but to embrace them fully. She posed a thought-provoking question, “Are you defined by who you are or what you do?”

Key Takeaway: Attendees left with a profound reflection on the nature of identity, both in the travel world and in their personal lives.

Conclusion

Having successfully concluded the Stockholm event, it has been officially revealed that the inaugural TBEX international conference is scheduled to transpire in the enchanting city of Jerusalem, Israel, during the early months of 2017.

In my capacity as a newcomer to TBEX, I can personally vouch for the conference’s exceptional value. Beyond serving as an outstanding platform for forging connections with fellow attendees and collaborating with esteemed brands, it also provides an exclusive opportunity to explore facets of the host city that would typically remain beyond reach, thanks to the invaluable support from the involved tourism boards.

Considering these remarkable prospects, I extend a cordial invitation for you to join us in Jerusalem next year. Will we have the pleasure of your company?