Performance in Travel

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Presentation on how should travel merchants work with travel bloggers, given at Performance in Travel and Leisure conference in London on 13th March 2012 by Martino Matijevic, Founder & CEO, WhichBudget.com

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Performance in Travel

  1. 1. How Should Travel CompaniesCommunicate with Bloggers Understanding the Mindset of Long Tail and Engaging with Travel Bloggers
  2. 2. The Travel Magazine : Social Publishing Where to eat: Jeanne Oliver, from French Riviera Traveller recommends Safari and Don Camillo: Safari in the Cours Saleya is too often overlooked because of its hyper-touristy location. Yet, its an excellent place to sample real Nicois cuisine, prepared with care. Not everyone loves sliced, raw baby artichokes in a salad but true-blood Nicois wouldnt have it any other way. Although the prices of EUR16 to 30 for a main course seem expensive, actually the portions are copious and the plate is always "garni" with a helping of veggies, or salad, potatoes or rice. A starter would be superfluous. I also like the decor. Outside is the busy Cours Saleya but indoors the rooms are attractively decorated and the walls adorned with interesting art. Its bright, animated and somewhat noisy. For a quiet, classy choice, I would go for Don Camillo, on the edge of the Old Town. The dinner is upper end but the lunch at I think 25 or 30 (must check) is excellent value. The cuisine is Mediterranean-inspired but the chef has a creative take on it. And some classic French dishes like foie gras (which I dont eat but some people do) are reportedly superb. You can really take anyone there from your meat-and- potatoes Dad to your metrosexual cousin from Paris. Julie Ruelland recommends La ville de Sienne: "It is one of the best restaurants I know of in Nice. Excellent homemade pasta (I had something with pancetta, fresh cream, parmesan and a reduction of balsamic Vinegar - awesome), friendly service and a very nice setting with an open kitchen where you can see the chef cooking."
  3. 3. About Us : WhichBudget Flight SearchFree flight search engine and destination finder
  4. 4. Travel Bloggers vs Travel Affiliates
  5. 5. Travel Bloggers vs Travel AffiliatesWhat do bloggers want from merchants?
  6. 6. Travel Bloggers vs Travel AffiliatesWhat do bloggers want from merchants?IncomeContentRecognitionFreebies
  7. 7. Travel Bloggers vs Travel AffiliatesWhat do bloggers want from merchants?IncomeContentRecognitionFreebiesRound up : dos and donts
  8. 8. Travel Affiliates vs Travel Bloggers
  9. 9. Travel Affiliate Travel Blogger
  10. 10. Travel AffiliateAwareness → CPC, SEO, WoMInterest → built elsewhereDesire → if value for moneydemonstratedAction → direct links to providers
  11. 11. Travel Affiliate Travel BloggerAwareness → CPC, SEO, WoMInterest → built elsewhereDesire → if value for moneydemonstratedAction → direct links to providers
  12. 12. Travel Affiliate Travel BloggerAwareness → CPC, SEO, WoM Awareness → SEO and social mediaInterest → built elsewhere Interest → inspiring contentDesire → if value for money Desire → if niche productdemonstrated Action → done through priceAction → direct links to providers comparison, incentive and retargeting sites
  13. 13. What do bloggers want from merchants?
  14. 14. What do bloggers want from merchants?Income
  15. 15. What do bloggers want from merchants?Income – CPA → last cookie wins !
  16. 16. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision
  17. 17. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a blogger
  18. 18. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent
  19. 19. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions
  20. 20. Hi Martino Matijevic,Hope youre well.The Monarch Flights code is still running:£10 off Return FlightsCode: WARMUPValid for travel until the 31st May 2012Terms & Conditions:Discount Code is only valid on new bookings, cannot be applied to existing bookings and is not valid if flights are subsequently changed. Valid onZB flights only. Only one Discount Code can be redeemed per booking. Discount appears as an extra fare discount in running total and totalsaved amount. To redeem Discount Code enter it in the box on the payment page.PLEASE NOTE: When you are promoting this code, do not promote £10 off "all" Flights. This code is valid only on ZB listed flights.Many thanks and have a great weekend!The Monarch Affiliate Team
  21. 21. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content !
  22. 22. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !
  23. 23. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !Recognition
  24. 24. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !Recognition – Resident expert
  25. 25. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !Recognition – Resident expert – One-to-one relationship
  26. 26. « Think of the blogger, not the blog. »Janice Waugh, Solo Traveler
  27. 27. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !Recognition – Resident expert – One-to-one relationship – Involve with product research/development
  28. 28. What do bloggers want from merchants?Income – CPA → last cookie wins ! – CPC/CPM → rewarded for influencing decision – Monthly tenancy/sponsorship → associating brand name/values with a bloggerContent – Press releases, custom articles, relevant promotions – Banners and branded search boxes are not content ! – free content = link building … and they know it !Recognition – Resident expert – One-to-one relationship – Involve with product research/developmentFreebies – No such thing as a free lunch !
  29. 29. « Ironically, now with the launch of my new travelwriting career, I remain motionless. My current financialsituation has me grounded indefinitely. » Candice Walsh, Candice Does The World
  30. 30. Round up : dos and dontsby Heather Cowper, My Blogging Journey
  31. 31. Round up : dos and dontsMost bloggers work extremely hard on their sites and get very littlefinancial return from them, and they don’t want to feel they are beingtaken for a ride by those who see them as a source of ‘free’ promotion.
  32. 32. Round up : dos and dontsMost bloggers work extremely hard on their sites and get very littlefinancial return from them, and they don’t want to feel they are beingtaken for a ride by those who see them as a source of ‘free’ promotion.Don’t send impersonal press releases to a random list of bloggers,your efforts are better spent on targeted individual approaches.
  33. 33. Round up : dos and dontsMost bloggers work extremely hard on their sites and get very littlefinancial return from them, and they don’t want to feel they are beingtaken for a ride by those who see them as a source of ‘free’ promotion.Don’t send impersonal press releases to a random list of bloggers,your efforts are better spent on targeted individual approaches.Don’t send offers of ‘free’ content which are thinly disguised linkbuilding campaigns – most bloggers realise that links from their sitehave a value and they are sensitive about publishing articles thatreduce the trust of their audience.
  34. 34. Round up : dos and dontsMost bloggers work extremely hard on their sites and get very littlefinancial return from them, and they don’t want to feel they are beingtaken for a ride by those who see them as a source of ‘free’ promotion.Don’t send impersonal press releases to a random list of bloggers,your efforts are better spent on targeted individual approaches.Don’t send offers of ‘free’ content which are thinly disguised linkbuilding campaigns – most bloggers realise that links from their sitehave a value and they are sensitive about publishing articles thatreduce the trust of their audience.Don’t expect bloggers to writeabout your travel service unlessthey have experienced it forthemselves – it’s better to makethe invitation to ask them to tryit out at no cost.
  35. 35. Get in touch! Martino Matijevic Founder & CEOmartino@whichbudget.com Skype: martinomatijevic

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