is is possible to measure travel blogger roi
DESCRIPTION
A talk at WTM Africa with - Oliver Gradwell (TBU) - Velma Corcoran (Cape Town Tourism) - Anton Crone (Brite Continent)TRANSCRIPT
Is It Possible to Measure Travel Blogger ROI?
Oliver Gradwell, TBU
Velma Corcoran, Cape Town Tourism
Anton Crone, Mzansigirl
Tuesday, 6 May 14
Social marketing funnel
Awareness
Interest
Desire
Action
Reach
Engage
Activate
Nurture
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Holy trinity
Pre-Trip Real Time
After Trip
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Travel Blogging Today. It’s Complicated
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44 000 000impressions
reaching 1,500,000+
people
R 200 000 spent
WTM White Paper
#lovecapetown was born
Over R9 million exposure
4 bloggers, 1 week,
twitter chat, blogger
conference
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Keith’s conceptualisation of iambassador is ground-breaking. He understood Cape Town Tourism’s brief of destination storytelling through social media and online content instantly and has been an invaluable partner to us in what we consider to be our most successful social media campaign to date.
Keith’s thinking is ahead of its time – I believe that the campaign partnership such as the #LoveCapeTown campaign will change the landscape of destination marketing in the next three years.
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In the last 3 years…
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What does the future hold?
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Source: Gary Bembridge 2013; http://www.tipsfortravellers.com/TBU
What travellers want from travel blogs
Most travellers travel infrequently. Half travel less than 2 weeks a year
Only 40% of travellers have ever read a travel blog
Travellers who read blogs do so to get unbiased opinions based on real life traveller experiences.
Travel blogs have a significant impact on travel decisions, especially in reinforcing and confirming travel plans.
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DREAM
PLAN
BOOKVISIT
SHARE
Understanding the role of the travel blog
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Food for thought…
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• Are we speaking to the same people over & over?
Food for thought…
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• Are we speaking to the same people over & over?
• Looking beyond opportunities to see to actual eyeballs
Food for thought…
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• Are we speaking to the same people over & over?
• Looking beyond opportunities to see to actual eyeballs
• Beyond the travel blogger
Food for thought…
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• Are we speaking to the same people over & over?
• Looking beyond opportunities to see to actual eyeballs
• Beyond the travel blogger• Not all bloggers are created
equal
Food for thought…
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Thank you
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Ice Floating - Visit Finland
• Visit Finland
• Ice floating• Posted photo• Next day - 4 bookings
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Liverpool - Z Hotels
• 1 night with Z Hotels
• New blogger• High engagement - 20%• 1 month > 1 booking
“ High heel approved ”
Tuesday, 6 May 14
CONTACT DETAILS
Oliver Gradwell:[email protected]@oliver_gradwell
Velma Cocoran:[email protected]@VelCorcoran
Anton Crone:[email protected]@antoncrone
Tuesday, 6 May 14