Download pdf - The Best Practices in Travel Blogging White Paper

The Best Practices inTravel Blogging

by

Oliver GradwellKeith Jenkins

Melvin Boecher

Wednesday, 24 April 13

Please share!

#TBUWTM#WTMLAT




Who are we?


How To Find and Work With Travel Bloggers

by

Oliver Gradwell


• travel writers• photographers• videographers• admin, marketing, sales, web

What Is A Travel Blogger?


• social media experts• personal nature• sense of trust • triple benefit

Social & Personal


• before• real time• after

Triple Benefit


• conferences - TBU, TBEX & Traverse• databases & lists• associations - PTBA• networks - RBBV and iambassador• social events - TBU Social & Travel Massive

Where to find them?


• objectives - understand and plan• don’t invite and then plan• be transparent• new best friend• plan to plan nothing• wifi

Planning a Blog Trip


“ As with all entrepreneurs, travel bloggers develop creative solutions to market challenges. Many innovative projects have come to light thanks to their outside-the-box approaches to the market. ”

Janice Waugh

Beyond The Blog Trip


• multimedia project• 6 tv episodes• 4 continents, 4 months• LiveShareTravel + Traveldudes• 12 million people


#LoveCapeTown

by

Keith Jenkins


“The new Cape Town campaign communicates every facet of what the city has to offer, from tourism and design, business and studies, to the rich diversity of people and nature.”

- Mariëtte du Toit-Hembold, CEO Cape Town Tourism


• mobilize Capetonians• uncover hidden facets of the city• expand online presence• multimedia approach• global exposure

#LoveCapeTown iambassador objectives


• announcements• media events• interviews• live coverage• daily summaries

#LoveCapeTown media coverage


• 37m tweet impressions•1.2m people reached•multiple platforms•high engagement•hundreds of tips•hundreds of images•foreign press coverage•blog posts & links•spin-off campaigns

#LoveCapeTown impact

“Our most successful social media campaign to date”.

- Cape Town Tourism


How to Measure ROI Online

by

Melvin Böcher and Keith Jenkins

onlineroicalculator.com


Land of Bloggers

ambassadors of travelWednesday, 24 April 13

Blog Ville 2012

2 apartments

Bologna (city center) April 23 – May 31

Rimini (seaside) May 31 - July 14

8 Million Twitter Accounts Reached

75 Million Twitter Impressions

Over 280 published posts

Over 3000 shared photos & videos

ambassadors of travelWednesday, 24 April 13

ROI - Situation in the Past



ROI ComparisonWebsite

140.000 page views per month

80.000 unique visitors

1 full time staff

Niche Website

100.000 unique visitors

1 post with 15.000 actual views(in a duration of 6-12 months)

25 tweets to 100.000 followers per tweet(2.5 million tweet impressions)

€ 16.000 ROI value (calculated with a cpm of € 25)(excluded Facebook promotion)

Newspaper

30.000 newspapers per day900.000 newspapers per month

30.000 unique visitors per month!

50 people staff

Niche Magazine

100.000 magazines printed

1 post seen by ??? readers

$ 60.000 ad prize per page



ROI of Online Articles

Improved online calculation through exact reader statistics!

article' size = ad value for the exact numbers of readers = ROI

Variables like niche, audience, traffic, etc. creates a different ad price and with that a different ROI (just like in print media).



The calculation of a tweet's value:

Top influencers = tweet value = 100% User's influence = tweet value = ?

Top influencers → Tweet value = Amount “X”User's influence = 60% of top influencer = 60% of amount “X

Each user provides a different quality and exposure. So every user also has a different tweet value.

Online influence scores can get inflated artificially, that's why we use the results of the 3 top influence scoring sites. Via a comparison and calculation of the user's influence of all 3 sites, we are able to provide a more balanced influence score.

The user's influence score is compared to the score of Twitter's top influencers.

The value of a user's tweet is calculated through the comparison with the price of an actual sponsored tweet of a top influencer.

ROI of Tweets



Example ROI of an Online Article

Total: 14 postsFollowers: 5.336User: 40.000 per monthViews: 50.000 per month

Readers per post: 300 views per monthBanner (160x600) price: € 15,- cpm

Total ROI / Value: € 12.260,-

Total value of all post: € 7.678,-Duration of the campaign: 7 daysNumber of tweets per day: 5Number of tweets per post: 10Value of a single Tweet: € 8,48Total value of tweets per post: € 84,83Total value of tweets per trip: € 296,90Value of one link: € 300,-Number of links per post: 1Total SEO value: € 4 200,-

Excluding ROI / value for: Facebook, Instagram, Pinterest, YouTube, Vimeo...



Discover your online value!www.onlineroicalculator.com



Dates: 24th April

Time: 2100 - late

Where: Hotel Novotel Morumbi

Travel Bloggers - FULL

Travel Industry?..... come and speak to me

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Questions?


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@tbloggersunite

traveldudes.org

@traveldudes

velvetescape.com

@velvetescape
