how travel bloggers impact the booking funnel
Post on 19-Oct-2014
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A talk given at WTM Africa by - Oliver Gradwell (TBU) - Mariette du Toit-Helmbold (Destinate) - Meruschka Govender (Mzansi Girl)TRANSCRIPT
How Travel Bloggers Impact the Booking Funnel
Oliver Gradwell, TBU
Mariette du Toit-Helmbold, Destinate
Meruschka Govender, Mzansigirl
Tuesday, 6 May 14
Traditional marketing funnel
Awareness
Interest
Desire
Action
Tuesday, 6 May 14
Social marketing funnel
Awareness
Interest
Desire
Action
Reach
Engage
Activate
Nurture
Tuesday, 6 May 14
Travel blogging Content marketing
“ Your customers don’t care about you, your products your services..they care about themselves, their wants and their needs.
Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you ”
Source: Rob Yoegel
Tuesday, 6 May 14
A NEW ERA FOR
DESTINATION MARKETING
Tuesday, 6 May 14
How do we stand out?
Tuesday, 6 May 14
A changing world
Tuesday, 6 May 14
A new breed of traveller
Tuesday, 6 May 14
Digital age
Tuesday, 6 May 14
The story has become the unique selling point
Tuesday, 6 May 14
Get social!
skye 02/05/2011skye 02/05/2011Rapid growth of Internet travel sites, online bookings, and travel networking via blogs, video, chat rooms, Facebook, user-generated content, etc. Increased marketing budgets dedicated to Internet.
Tuesday, 6 May 14
MobileMobile revolution
Tuesday, 6 May 14
Citizens and travellers are the marketers
Tuesday, 6 May 14
Increased need for personalisation
Tuesday, 6 May 14
A deep need to connect emotionallyA deep need to connect emotionally
Tuesday, 6 May 14
Get off the bus!
Tuesday, 6 May 14
Socially aware & connected Millennials
Tuesday, 6 May 14
Cape Town’s story
Tuesday, 6 May 14
From beauty to inspirationTuesday, 6 May 14
Cape Town’s iAmbassadors
#LoveCapeTownTuesday, 6 May 14
Reaching1,193,086
people
Over 37,053,224impressions
#LoveCapeTown
We spent R261,710 and our ROI was
R5.6 million. That’s a ROI of
21:1Tuesday, 6 May 14
“The engagement of Capetonians in the #LoveCapeTown campaign was impressive, I haven’t seen this in any other blog trip campaign”
Melvin Boecher (@Traveldudes and traveldudes.org)
Tuesday, 6 May 14
best-practice in first ‘International White Paper for Travel Bloggers’ launched at WTM 2012
Tuesday, 6 May 14
5 – 9 May 2014
#Stellenblog Blogger Campaign
Tuesday, 6 May 14
Tuesday, 6 May 14
Nostalgia is the worst business model
Tuesday, 6 May 14
CONTACT US
@Destinate_co@MariettedTH
Tuesday, 6 May 14
THANK YOU
Tuesday, 6 May 14
How travel bloggers impact the booking funnel
Meruschka Govender @Mzansigirl
WTM Africa
Tuesday, 6 May 14
MzansiGirl
Tuesday, 6 May 14
Sharing the Mzansi love
MzansiGirl
Tuesday, 6 May 14
• 2007 Couchsurfing – travel community• 2008 Facebook - friends • 2010 Twitter • 2011 Instagram• July 2012 Start blog• 2013 First blog trip invites #MyMauritius, #LoveCapeTown, #Perocks; Founded African Travel Bloggers Network and #Afritravel hashtag• 2014 #KeralaBlogExpress,
#MeetSouthAfrica, #GLAadventure
Mzansi journey
MzansiGirl
Tuesday, 6 May 14
How bloggers impact the booking funnel
THE FUNNELInspiration“Johannesburg never ceases to amaze me! So much energy, culture and heritage in this city ”
Influence/endorsement“If you’re travelling around South Africa, you really shouldn’t miss Johannesburg!“
‘The final nudge’“I’m sure you’ll love it there! Don’t forget to visit the Constitutional Hill Museum”
MzansiGirlTuesday, 6 May 14
MzansiGirl
Tuesday, 6 May 14
#MyMauritius• Pre-trip• Real time tweeting,
instagram, Facebook• Post trip blog posts,
video
MzansiGirlTuesday, 6 May 14
MzansiGirl
Tuesday, 6 May 14
#MyMauritius
• Power FM interview • 5 months post trip• 10 minutes of coverage on one of Johannesburg’s biggest radio stations
MzansiGirl
Tuesday, 6 May 14
WTM Africa / Cape Town –
MzansiGirlTuesday, 6 May 14
Mercedes Benz,not a travel brand but…
• ss
MzansiGirl Tuesday, 6 May 14
How bloggers impact the booking funnel
• Planning/ research• Inspiration >> Action• In destination tips• Trusted source
MzansiGirlTuesday, 6 May 14
How bloggers impact the booking funnel
• Specific, measurable objectives• brand exposure• online content• drive engagement• grow social media base• sales
• Monitoring tools• tracking codes• vouchers/downloads• tracking systems
MEASURING THE IMPACT
MzansiGirlTuesday, 6 May 14
Travel blogging Content marketing
“ Traditional marketing and advertising is telling the world you’re a rock star. Content marketing is showing the world you are one ”
Source: Robert Rose
Tuesday, 6 May 14
CONTACT DETAILS
Oliver Gradwell:[email protected]@oliver_gradwell
Mariette du Toit-Helmbold:[email protected]@Destinate_co / @MarietteTH
Meruschka Govender:[email protected]@mzansigirl
Tuesday, 6 May 14