Tbdi2014: How travel bloggers are shaping destination marketing
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Transcript of Tbdi2014: How travel bloggers are shaping destination marketing
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How travel bloggers
are shaping
destination marketing
Melvin Böcher: traveldudes.org& Keith Jenkins: iambassador.net
#TBDI2014
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Let's..
have a conversation
#TBDI2014
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Traditional advertising
One way conversation
#TBDI2014
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Media Time spend per day
Source: Edelman as cited by eMarketer
Where is the audience today?
#TBDI2014
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The internet is the leading source fortravel planning info
% of travellers who use this source for planning travel
Source: UKOM Netview
#TBDI2014
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How are bloggers contributing to destination
marketing
- content
- social media
- interaction
- community building
- new marketing concepts
#TBDI2014
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Travel bloggers
deliver both
immediate and long term value
Bloggers publish their itinerary and invite their followers to follow them on their trip.
Bloggers share their experiences via their social channels; the perfect opportunity for a real-time social media campaign.
Bloggers publish their blog posts, ending up to several months after the trip, ensuring prolonged exposure.
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Post-trip campaign
Post-trip
During the trip
Pre-trip
4 Bloggers collaborate a few months later to organise a social media campaign. The campaign leverages their content and social networks to showcase the destination as well as the sponsors.
#TBDI2014
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822,826
142,370
10,647,387
Simple comparison...
- Condé Nast total circulation
- one full page advert in $USD
- total exposure of 50 top bloggers
#TBDI2014
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Social Media turns it into a two way conversation
#TBDI2014
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Reach 46,352Likes 1161Shares 44
#TBDI2014
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Searchable content
85% of travelers reported having used the Internet to research a trip.Source: Google (March 2012)
#TBDI2014
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Influence decision-making
52% of travelers change their travel plans after reading blog andchecking social media.Source: 2012 State of Inbound Marketing; Mindjumpers, funsherpa, Four Pillars
#TBDI2014
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Real-time marketing
Direct conversions
2,250 views4 bookings
#TBDI2014
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#LoveWinter in Quebec
#TBDI2014
See online video http://vimeo.com/99019625 or http://youtu.be/JoI0ra_dWAM
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3 years of Blog Vil le (12 months total)
- 150 bloggers invited
- 750 blogposts
- 7000 photos/videos shared
- 1,000,000 visitors to the different posts
- Publication of 2 BlogVille eBooks; +16,000 downloads
- Twitter: 8,000,000 people reached
- over 205,000,000 OTS (Opportunities-To-See) with #BlogVille
- estimated AVE: 3,260,000 EUR
(measured with BrandsEye)
#TBDI2014
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- 40 of Europe’s coolest and quirkiest festivals
- In partnership with Expedia
- 17 bloggers
- Working with 9 tourism boards (Austria, Germany, Hague, Rotterdam, Finland, Slovenia, Ireland, Puglia, Malta + Meininger Hotels & Generator Hostels)
Must Love Festivals
#TBDI2014
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- 11 bloggers
- promotion of the road show
- live Google Hangouts
- Twitter: 4,600,000 people reached
- over 121,000,000 OTS (Opportunities-To-See)
- 36,500 Instagram photos up to date
- estimated AVE: 1,923,000 EUR
#WeAreInPuglia
#TBDI2014
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- 72 bloggers
- Twitter: 6,500,000 people reached
- 10,700 tweets from 3,100 contributors
- over 255,470,000 OTS (Opportunities-To-See)
- estimated AVE: 4,060,708 EUR
(measured with BrandsEye)
Blog Island Malta
#MaltaIsMore
- 2,338 Likes- 146 Shares- seen by 63,500- in 18 hours!
#TBDI2014
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”It's Complicated” The New York Times July 2013
#TBDI2014
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Well, it is... and it isn't!
Developments in the travel blogging
landscape
- Growing number of professional travel bloggers
- Travel blogger conferences
- Blogger associations, networks & initiatives
- The rise of niche/local language blogging
- Product development
- Innovative forms of collaboration
#TBDI2014
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I LOVE SOCIAL MEDIA
But do you understand the development of #hashtags?
WE LOVE SOCIAL MEDIA
#TBDI2014
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Free exposure
Titlehttp://www.URL.com #travel #Berlin#food (category or niche)
Top quality content in a prime position
#TBDI2014
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More to come...
Let's talk!
#TBDI2014