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How to Collaborate with Travel Bloggers

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WTM London 2015 presentation on how to collaborate with travel bloggers to create compelling marketing campaigns (with case studies). This presentation also includes tips for bloggers on what it takes to be a professional.

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How to Collaborate with Travel Bloggers

  1. 1. How to Collaborate with Travel Bloggers to Create a Compelling Marketing Campaign By World Travel Market London | 5th November 2015 Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape Melvin Boecher | COO, iambassador | Founder, Traveldudes Nicholas Montemaggi | Director Marketing, iambassador Mariette du Toit-Helmbold | CEO, Destinate
  2. 2. Create a Compelling Marketing Campaign That Maximises Your Budget By World Travel Market London | 5th November 2015 Melvin Boecher | COO, iambassador | Founder, Traveldudes Nicholas Montemaggi | Director Marketing, iambassador Mariette du Toit-Helmbold | CEO, Destinate
  3. 3. Print Media As We Know It Is Dead
  4. 4. Where is Your Audience? Digital: 47.2% Of which: 23.3% mobile 18% desktop TV: 36.5% Radio: 10.9% Source: eMarketer
  5. 5. A Simple Comparison 813,262 Condé Nast total circulation 132,885 one full page advert in Euro 187,000 Guardian total circulation 24,358 one full page advert in Euro 10,647,387 total exposure of 50 top bloggers Source: Condé Nast, Guardian
  6. 6. Ad Blocking Software •  0.12% standard banner ad click through rates •  ad block rates 10 - 40% •  16% of Firefox Mobile users use ad blockers •  ad blocking grew by 41% last year •  86% banner blindness in humans
  7. 7. Content is the New Advertising Content… •  informs, educates, entertains •  is relevant •  meaningful, value for readers & the brand •  based on behavior (engagement & reach), not on cookies •  $ 7 influencer marketing return for each dollar spent (top 13% up to 20$) •  90% savings by using an influencer network (time & resource costs) •  influencers are trusted & authentic Source: Tomoson, TapInfluence
  8. 8. Influencer Impact (1) See: http://www.iambassador.net/2015/06/the-impact-of-travel-bloggers-on-local-businesses/
  9. 9. Influencer Impact (2) #RoadTripGoT (Tourism Ireland) 2 persons: 6 days Actual views: 340,000 (not OTS) Engagement: 47,000 Online AVE: 180,000 € Costs: > 12,000 €
  10. 10. Influencer Impact (3) #UnexpectedGB (Visit Britain) 3 persons: 5 days Twitter chats: 73m OTS Blog posts: 15 Instagrams: 115 (55.5k Likes) Content for Countryside microsite Total OTS: 205m Online AVE: USD 4.1m Costs: ±USD 40,000
  11. 11. Influencer Impact… Good stats is nice… engagement is key.
  12. 12. #Stellenblog Blogger Campaign 1 - 8 May 2015
  13. 13. HOOK IN A WIDER AUDIENCE AND TAKE THEM ALONG...
  14. 14. MAKE THE CONTENT WORK FOR THE DESTINATION
  15. 15. MEASURABLE RETURN ON INVESTMENT
  16. 16. MEASURABLE RETURN ON INVESTMENT (GBP  933,000)  
  17. 17. FROM BLOGGER TO STORYTELLER & INFLUENCER… What surprised me the most is how much there is to see and do in Stellenbosch. It is definitely an active culinary destination that is completely different from places like Cape Town. From the artwork, shopping, and restaurants downtown to spending some time on wine estates with 360 degree views of stunning beauty…You need a week here at least! Rachelle Lucas (The Travel Bite)
  18. 18. Case Study – BlogVille Italy 4 Editions of #BlogVille Over 180 bloggers from key markets Over 15 months project Over 1.200 published blog posts Over 15.000 shared pics & videos Over 1,5 M posts views Over 15 M reach on Social Media Project Management and Strategy development between bloggers & DMO
  19. 19. Long term results #BlogVille after 3,5 years! Article published on 23 December 2011 after 1,5 years! Article published on 19 June 2013 Requests via email to the partners
  20. 20. Long term results #BlogVille Requests with printed articles! Prolonged production and share of the content -> Visited in 2013 -> Articles being still published in 2015 -> feedback from the local Tourist Bureaus
  21. 21. Think Tank Report 2015 By World Travel Market London | 5th November 2015 Nicholas Montemaggi Director, iambassador Mariette du Toit- Helmbold CEO, Destinate
  22. 22. 1. Structures & People Five key points: •  Strategy & plan = buy in & driven from the top •  Reorganisation = expertise •  Collaboration = less budget waste •  move from AVE to KPI •  Find the champions
  23. 23. 2. Money & Budgets "My hope would be, maybe in 10 years, for companies to have a mutual department with PR, social media and marketing - and a mutual budget.” [A. Schwaff @reisefreunde] Crucial steps: •  Align strategy & budget •  Education •  Long-Term Approach •  Trust •  Value •  Insight
  24. 24. 3. Knowledge & Understanding How can we most efficiently develop, formalise, promote, and teach best working practices? Do we need to? •  Education Gap •  Case Studies •  Speakers/Meetings •  Social Media Events •  Bloggers Skills Credits: customerthink.com
  25. 25. Story-telling video: Réunion Island See: https://vimeo.com/108775263
  26. 26. THANK YOU! Questions? Find us at: http://www.iambassador.net/ http://www.traveldudes.org/ http://www.destinate.co.za/ Follow us on Twitter: @i_ambassador @traveldudes @destinate_co
  27. 27. Professional Travel Bloggers How to Become One and How to Work With Them By World Travel Market London | 5th November 2015 Keith Jenkins | CEO, iambassador | Publisher, Velvet Escape Melvin Boecher | COO, iambassador | Founder, Traveldudes Nicholas Montemaggi | Director Marketing, iambassador Mariette du Toit-Helmbold | CEO, Destinate
  28. 28. What is a professional travel blogger?
  29. 29. Being a Professional Is A Frame of Mind
  30. 30. Jargon Blog, photos, videos = Products & Services Contacts = (Potential) Clients & Colleagues Events = Places to Network, Market & Sell
  31. 31. Lay the Foundations •  Strategy planning & Execution •  Understanding & Knowledge •  Business Plan •  Services & Products •  Communications •  Areas of Growth & Opportunities
  32. 32. Behave Like a Professional
  33. 33. What this means •  Agreement •  Conduct •  Delivery •  Follow-up
  34. 34. It takes two to…
  35. 35. Research •  Read the blog! •  Social •  Voice/Niche •  Media Kit
  36. 36. Discuss •  Objectives •  Deliverables •  Compensation •  Agree
  37. 37. Feedback •  Evaluate •  Follow up
  38. 38. THANK YOU! Questions? Find us at: http://www.iambassador.net/ http://www.traveldudes.org/ http://www.destinate.co.za/ Follow us on Twitter: @i_ambassador @traveldudes @destinate_co

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