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Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
Eye For Travel Travel Bloggers Presentation
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Eye For Travel Travel Bloggers Presentation

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An overview of the benefits of working with travel bloggers. Travel blogs offer one of the most cost effective means to market today.

An overview of the benefits of working with travel bloggers. Travel blogs offer one of the most cost effective means to market today.

Published in: Travel, Business, Technology
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  • 1. WORKING WITH BLOGGERSGary ArndtEverything-Everywhere.com
  • 2. Who took this photo?
  • 3. Can you recognize these people?
  • 4. W y ok it h W rW hBo g r l es g
  • 5. D t a dM r D t a n oe a a a• UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. That is only 10% less than traditional media and up from 0% just 5 years ago. It is the fastest growing source of information for travelers.• http://www.etc-corporate.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf
  • 6. D t a dM r D t a n oe a a a• World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video/content marketing.• http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf
  • 7. D t a dM r D t a n oe a a a• 2011 Google report shows 24% of personal travelers and 40% of business travelers have read a travel related blog in the last 6 months.• http://www.thinkwithgoogle.com/insights/library/studies/travelers-road-to-decision-2011/
  • 8. D t a dM r D t a n oe a a a• Rise of travel bloggers is listed at a trend in the 2011 World Travel Market report. http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24
  • 9. H w owr wh o t ok itBo g r l es g
  • 10. W r gwh l g r okin it Bo es g Internet personalities aren’t just about pageviews. If you think of blogs as nothing more than a place to put banner ads, you are doing it wrong.• Personalize your approach Provide incentive
  • 11. Bo g r ae td s l e C s Su ie g
  • 12. Case Study: M h eEs eg ic al lb r l“When trying to promote a book, themain place you want coverage is on apopular single-author blog or siterelated to your topic.” - MichaelEllsberg, Forbes.comhttp://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/
  • 13. Case Study: L n i N w e ia r t a a e M d At - is inR s e c Po rm - eid n e rga• 7 Bloggers invited in January to June 2011 516% increase of Google searches for “Visit Lanai”• Visitor spending up 28% (more than other Hawaiian islands)• 715% ROI based on program costs Total return of $1.5m in PR/SM value• Syndication on USAToday.com, TheAtlantic.com, LonelyPlanet.com
  • 14. Case Study: GA vnue W n ees de trs a d rr in eid n e rga R s e c Po rm• 7 bloggers invited in 2010 Exclusively use G Adventure for group adventure travel• Companywide roll out. High level commitment. Tour sales with record sales times
  • 15. Case Study: GA vnue W n ees de trs a d rr in eid n e rga R s e c Po rm• May 2012 Photography Tour in American South West Tour sold out in record time with wait list.• $3,000 + 2 week time commitment for each buyer Affiliate links did NOT track actual sales
  • 16. H p te aBo g r yoh t l l e ic gC m aisn s igM d o p ro v B e ia Conde Nast Traveler Everything EverywhereMonthly Readers ~800,000 ~100,000 Midtown Manhattan office space, Suitcase, laptop, camera, food, Costs staff of 100’s hotel roomsAdvertising Prices $100,000 = 1 page, 1 issue $100,000 = Everything for 1 year 100% banner inventory, no competition, social 1 page flip in competition withAdvertising Quality dozens of other advertisers media mentions, meet ups, travel projects, personal appearances, SEO, videos, etc. Total Exposure ~800,000 ~1,200,000 Growth Shrinking Growing Click Through No Yes
  • 17. TRAVEL COMPANIES HAVE LAGGEDBEHIND CONSUMER BRANDS IN WORKING AND PARTNERING WITH BLOGGERS AND ONLINE INFLUENCERS
  • 18. BLOGGERS AND INTERNETPERSONALITIES OFFER A LEVEL OF PERSONALITY AND TRUSTTHAT NO MEDIA PROPERTY CAN MATCH, AND CAN DO SO AT A FRACTION OF THE COST OF TRADITIONAL ADVERTISING.

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