Your SlideShare is downloading. ×
Is is possible to measure travel blogger ROI
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Is is possible to measure travel blogger ROI

345
views

Published on

A talk at WTM Africa with …

A talk at WTM Africa with
- Oliver Gradwell (TBU)
- Velma Corcoran (Cape Town Tourism)
- Anton Crone (Brite Continent)

Published in: Travel, Technology

1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
345
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
10
Comments
1
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Is It Possible to Measure Travel Blogger ROI? Oliver Gradwell, TBU Velma Corcoran, Cape Town Tourism Anton Crone, Mzansigirl Tuesday, 6 May 14
  • 2. Social marketing funnel Awareness Interest Desire Action Reach Engage Activate Nurture Tuesday, 6 May 14
  • 3. Holy trinity Pre-Trip Real Time After Trip Tuesday, 6 May 14
  • 4. Page Travel Blogging Today. It’s Complicated Tuesday, 6 May 14
  • 5. Page Tuesday, 6 May 14
  • 6. Page 44 000 000 impressions reaching 1,500,000+ people R 200 000 spent WTMWhite Paper #lovecapetown was born Over R9 million exposure 4 bloggers, 1 week, twitter chat, blogger conference Tuesday, 6 May 14
  • 7. Page 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. Tuesday, 6 May 14
  • 8. Page In the last 3 years… Tuesday, 6 May 14
  • 9. Page What does the future hold? Tuesday, 6 May 14
  • 10. Page 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. Tuesday, 6 May 14
  • 11. Page DREAM PLAN BOOKVISIT SHARE Understanding the role of the travel blog Tuesday, 6 May 14
  • 12. Page Food for thought… Tuesday, 6 May 14
  • 13. Page • Are we speaking to the same people over & over? Food for thought… Tuesday, 6 May 14
  • 14. Page • Are we speaking to the same people over & over? • Looking beyond opportunities to see to actual eyeballs Food for thought… Tuesday, 6 May 14
  • 15. Page • Are we speaking to the same people over & over? • Looking beyond opportunities to see to actual eyeballs • Beyond the travel blogger Food for thought… Tuesday, 6 May 14
  • 16. Page • 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… Tuesday, 6 May 14
  • 17. Thank you Tuesday, 6 May 14
  • 18. Tuesday, 6 May 14
  • 19. Tuesday, 6 May 14
  • 20. Tuesday, 6 May 14
  • 21. Tuesday, 6 May 14
  • 22. Tuesday, 6 May 14
  • 23. Tuesday, 6 May 14
  • 24. Tuesday, 6 May 14
  • 25. Tuesday, 6 May 14
  • 26. Tuesday, 6 May 14
  • 27. Ice Floating - Visit Finland •Visit Finland • Ice floating • Posted photo • Next day - 4 bookings Tuesday, 6 May 14
  • 28. Liverpool - Z Hotels • 1 night with Z Hotels • New blogger • High engagement - 20% • 1 month > 1 booking “ High heel approved ” Tuesday, 6 May 14
  • 29. CONTACT DETAILS Oliver Gradwell: oliver@travelbloggersunite.com @oliver_gradwell Velma Cocoran: velma@capetown.travel @VelCorcoran Anton Crone: anton.crone@gmail.com @antoncrone Tuesday, 6 May 14