is is possible to measure travel blogger roi

Is It Possible to Measure Travel Blogger ROI?

Oliver Gradwell, TBU

Velma Corcoran, Cape Town Tourism

Anton Crone, Mzansigirl

Tuesday, 6 May 14

Social marketing funnel

Awareness

Interest

Desire

Action

Reach

Engage

Activate

Nurture

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Holy trinity

Pre-Trip Real Time

After Trip

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Travel Blogging Today. It’s Complicated

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44 000 000impressions

reaching 1,500,000+

people

R 200 000 spent

WTM White Paper

#lovecapetown was born

Over R9 million exposure

4 bloggers, 1 week,

twitter chat, blogger

conference

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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.

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In the last 3 years…

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What does the future hold?

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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.

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DREAM

PLAN

BOOKVISIT

SHARE

Understanding the role of the travel blog

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Food for thought…

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• Are we speaking to the same people over & over?

Food for thought…

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• Are we speaking to the same people over & over?

• Looking beyond opportunities to see to actual eyeballs

Food for thought…

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• Are we speaking to the same people over & over?

• Looking beyond opportunities to see to actual eyeballs

• Beyond the travel blogger

Food for thought…

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• 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…

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Thank you

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Ice Floating - Visit Finland

• Visit Finland

• Ice floating• Posted photo• Next day - 4 bookings

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Liverpool - Z Hotels

• 1 night with Z Hotels

• New blogger• High engagement - 20%• 1 month > 1 booking

“ High heel approved ”

Tuesday, 6 May 14

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