Is is possible to measure travel blogger ROI

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

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Is is possible to measure travel blogger ROI

  1. 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. 2. Social marketing funnel Awareness Interest Desire Action Reach Engage Activate Nurture Tuesday, 6 May 14
  3. 3. Holy trinity Pre-Trip Real Time After Trip Tuesday, 6 May 14
  4. 4. Page Travel Blogging Today. It’s Complicated Tuesday, 6 May 14
  5. 5. Page Tuesday, 6 May 14
  6. 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. 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. 8. Page In the last 3 years… Tuesday, 6 May 14
  9. 9. Page What does the future hold? Tuesday, 6 May 14
  10. 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. 11. Page DREAM PLAN BOOKVISIT SHARE Understanding the role of the travel blog Tuesday, 6 May 14
  12. 12. Page Food for thought… Tuesday, 6 May 14
  13. 13. Page • Are we speaking to the same people over & over? Food for thought… Tuesday, 6 May 14
  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. 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. 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. 17. Thank you Tuesday, 6 May 14
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  27. 27. Ice Floating - Visit Finland •Visit Finland • Ice floating • Posted photo • Next day - 4 bookings Tuesday, 6 May 14
  28. 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. 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

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