Social Media Case Study
Bloggers Outreach Program
Objectives
o To reach out to influential communities and get them
to position Melbourne as a tourist destination
o To intr...
Challenges
o When people thought of Australia, they would think of Sydney,
Barrier Rift and Gold Coast
o Sydney’s iconic O...
Strategy
o A blogger outreach program was devised to get
enthusiastic travel bloggers to share their idea of
Melbourne wit...
Activities
o Indi blogger, a blogging network, was an apt choice to host the
contest
o The bloggers would have to write on...
Blogs Received
Blogs Received
Blogger Profiles
o Sudha is an avid travel writer
o She writes mostly about travel, photography, books, music etc and shar...
Sample Blog
Blogger Profiles
o Arti is a travel enthusiast and has a blog dedicated to share
her expeditions
o She currently has 184 b...
Sample Blog
Blogger Profiles
o Shivya is a seasoned travel writer having co-founded India
Untraveled, a unique blog about places in In...
Sample Blog
Winners
Author: Mohana
Blog Name: InsaneBloom
Author: Arti Shah
Blog Name: My Yatra Diary
Author: Meena Bhatnagar
Blog Nam...
Results
o The contest was run on Indiblogger for 1 month
between 13th August and 18th September 2012
o The contest receive...
Conclusion
o At the end of the campaign, a huge participation from
travel enthusiasts was registered
o The bloggers posted...
For more information, contact:
Sanjay Mehta/Hareesh Tibrewala
Joint CEOs @ Social Wavelength
Email:hareesh@socialwavelengt...
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Bloggers Outreach Program - Melbourne Tourism

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We ran a 'Bloggers Outreach Program' for our client Melbourne Tourism to introduce Melbourne as a tourist destination. This campaign saw an overwhelming response of more than 200 blog entries.

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Bloggers Outreach Program - Melbourne Tourism

  1. 1. Social Media Case Study Bloggers Outreach Program
  2. 2. Objectives o To reach out to influential communities and get them to position Melbourne as a tourist destination o To introduce Melbourne as a tourist destination where one can easily spend close to a week discovering new places o To create positive buzz about Melbourne as a significant destination in Australia o To get people to think of Melbourne beyond the Melbourne Cricket Ground
  3. 3. Challenges o When people thought of Australia, they would think of Sydney, Barrier Rift and Gold Coast o Sydney’s iconic Opera House occupies consumer’s mind when they think of Australia. However, Melbourne has lot more to offer which was not getting communicated to the consumer o Melbourne would follow after these tourist destinations and would mostly get dropped from a tourist’s itenary o The idea of Melbourne as a destination place is limited to Melbourne Cricket Ground in the minds of people o Building positive brand advocacy with the help of consumers thus became a challenge
  4. 4. Strategy o A blogger outreach program was devised to get enthusiastic travel bloggers to share their idea of Melbourne with us o The bloggers were given the freedom to right about Melbourne, favorite destinations within, arts and cultures etc o The blogs were hosted on Indi-blogger and winners were selected and gratified based on judges selection o The idea was to generate the awareness of what Melbourne has to offer and get them to build brand advocacy by promoting the blogs to their readers
  5. 5. Activities o Indi blogger, a blogging network, was an apt choice to host the contest o The bloggers would have to write one or more blogs on their favorite destination in Melbourne or any topic such as arts, theatre, music and culture in Melbourne o Entries were not revealed during the 1st week to avoid influencing content from the first set of entries received o The blogs were selected on the basis of their relevance & creativity by a panel of judges o As a gratification, 2 winning bloggers would get to visit their dream destination, Melbourne. 5 bloggers were gifted vouchers worth Rs. 5,000 each and every participant was given a customised Melbourne pen-drive.
  6. 6. Blogs Received
  7. 7. Blogs Received
  8. 8. Blogger Profiles o Sudha is an avid travel writer o She writes mostly about travel, photography, books, music etc and shares her own experiences on different places she has traveled to o Her blog has 360 followers and she is also active on twitter with 220 followers o Her entry blog received 92 comments
  9. 9. Sample Blog
  10. 10. Blogger Profiles o Arti is a travel enthusiast and has a blog dedicated to share her expeditions o She currently has 184 blogs and 508 followers on her blog o Her contest entry received 81 comments from her readers
  11. 11. Sample Blog
  12. 12. Blogger Profiles o Shivya is a seasoned travel writer having co-founded India Untraveled, a unique blog about places in India that are less traveled o She has a huge following on both Twitter and Facebook o Her blog has 5,080 followers and over 200K hits o She has also published her work for TOI, Hindustan Times, CNNGo, Travel Wire Asia etc
  13. 13. Sample Blog
  14. 14. Winners Author: Mohana Blog Name: InsaneBloom Author: Arti Shah Blog Name: My Yatra Diary Author: Meena Bhatnagar Blog Name: La Femme Nirvana Author: Rahul Bhatia Blog Name: Rahul’s Blog and Collections Author: Not Available Blog Name: The Era I lived in Author: Shivya Nath Blog Name: The Shooting Star Author: Arvind Passey Blog Name: Passey 1st 1st 2nd 2nd 2nd 2nd 2nd
  15. 15. Results o The contest was run on Indiblogger for 1 month between 13th August and 18th September 2012 o The contest received 228 entries during the campaign period o This campaign beat all previous records in the travel genre on Indiblogger o The previous record was held by Expedia, which received 171 entries o The engagement generated reach of 27,36,286
  16. 16. Conclusion o At the end of the campaign, a huge participation from travel enthusiasts was registered o The bloggers posted the entries on their own blogs for their readers to read as well as on Indiblogger for everyone. This helped the brand reach out to a wider audience with the help of bloggers o Participants sharing the blogs with their readers led to brand advocacy o With 228 posts about Melbourne shared on as many blogs, a buzz surrounding Melbourne was generated
  17. 17. For more information, contact: Sanjay Mehta/Hareesh Tibrewala Joint CEOs @ Social Wavelength Email:hareesh@socialwavelength.com Cell: +91-98210-89388 Email:smehta@socialwavelength.com Cell: +91-98200-40918 THANK YOU

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