How travel bloggers impact the booking funnel

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A talk given at WTM Africa by
- Oliver Gradwell (TBU)
- Mariette du Toit-Helmbold (Destinate)
- Meruschka Govender (Mzansi Girl)

Published in: Travel, Business, Technology
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How travel bloggers impact the booking funnel

  1. 1. How Travel Bloggers Impact the Booking Funnel Oliver Gradwell, TBU Mariette du Toit-Helmbold, Destinate Meruschka Govender, Mzansigirl Tuesday, 6 May 14
  2. 2. Traditional marketing funnel Awareness Interest Desire Action Tuesday, 6 May 14
  3. 3. Social marketing funnel Awareness Interest Desire Action Reach Engage Activate Nurture Tuesday, 6 May 14
  4. 4. 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
  5. 5. A NEW ERA FOR DESTINATION MARKETING Tuesday, 6 May 14
  6. 6. How do we stand out? Tuesday, 6 May 14
  7. 7. A changing world Tuesday, 6 May 14
  8. 8. A new breed of traveller Tuesday, 6 May 14
  9. 9. Digital age Tuesday, 6 May 14
  10. 10. The story has become the unique selling point Tuesday, 6 May 14
  11. 11. Get social! skye 0 sky Ra site net roo con bud Tuesday, 6 May 14
  12. 12. MobileMobile revolution Tuesday, 6 May 14
  13. 13. Citizens and travellers are the marketers Tuesday, 6 May 14
  14. 14. Increased need for personalisation Tuesday, 6 May 14
  15. 15. A deep need to connect emotionallyA deep need to connect emotionally Tuesday, 6 May 14
  16. 16. Get off the bus! Tuesday, 6 May 14
  17. 17. Socially aware & connected Millennials Tuesday, 6 May 14
  18. 18. Cape Town’s story Tuesday, 6 May 14
  19. 19. From beauty to inspiration Tuesday, 6 May 14
  20. 20. Cape Town’s iAmbassadors #LoveCapeTown Tuesday, 6 May 14
  21. 21. Reaching 1,193,086 people Over 37,053,224 impressions #LoveCapeTown We spent R261,710 and our ROI was R5.6 million. That’s a ROI of 21:1 Tuesday, 6 May 14
  22. 22. “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
  23. 23. best-practice in first ‘International White Paper for Travel Bloggers’ launched at WTM 2012 Tuesday, 6 May 14
  24. 24. 5 – 9 May 2014 #Stellenblog Blogger Campaign Tuesday, 6 May 14
  25. 25. Tuesday, 6 May 14
  26. 26. Nostalgia is the worst business model Tuesday, 6 May 14
  27. 27. CONTACT US info@destinate.co.za www.destinate.co.za @Destinate_co @MariettedTH Tuesday, 6 May 14
  28. 28. THANK YOU Tuesday, 6 May 14
  29. 29. How travel bloggers impact the booking funnel Meruschka Govender @Mzansigirl WTM Africa Tuesday, 6 May 14
  30. 30. MzansiGirl Tuesday, 6 May 14
  31. 31. Sharing the Mzansi love MzansiGirl Tuesday, 6 May 14
  32. 32. • 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
  33. 33. How bloggers impact the booking funnel THE FUNNEL Inspiration “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” MzansiGirl Tuesday, 6 May 14
  34. 34. MzansiGirl Tuesday, 6 May 14
  35. 35. #MyMauritius • Pre-trip • Real time tweeting, instagram, Facebook • Post trip blog posts, video MzansiGirl Tuesday, 6 May 14
  36. 36. MzansiGirl Tuesday, 6 May 14
  37. 37. #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
  38. 38. WTM Africa / Cape Town – MzansiGirl Tuesday, 6 May 14
  39. 39. Mercedes Benz, not a travel brand but… • ss MzansiGirl Tuesday, 6 May 14
  40. 40. How bloggers impact the booking funnel • Planning/ research • Inspiration >> Action • In destination tips • Trusted source MzansiGirl Tuesday, 6 May 14
  41. 41. 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 MzansiGirl Tuesday, 6 May 14
  42. 42. 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
  43. 43. CONTACT DETAILS Oliver Gradwell: oliver@travelbloggersunite.com @oliver_gradwell Mariette du Toit-Helmbold: mariette@destinate.co.za @Destinate_co / @MarietteTH Meruschka Govender: meruschka@gmail.com @mzansigirl Tuesday, 6 May 14

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