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

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. Social marketing funnel
Awareness
Interest
Desire
Action
Reach
Engage
Activate
Nurture
Tuesday, 6 May 14

3. Holy trinity
Pre-Trip Real Time
After Trip
Tuesday, 6 May 14

4. Page
Travel Blogging Today.
It’s Complicated
Tuesday, 6 May 14

5. Page
Tuesday, 6 May 14

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. 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. Page
In the last 3 years…
Tuesday, 6 May 14

9. Page
What does the future hold?
Tuesday, 6 May 14

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. Page
DREAM
PLAN
BOOKVISIT
SHARE
Understanding the role of the travel blog
Tuesday, 6 May 14

12. Page
Food for thought…
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13. Page
• Are we speaking to the
same people over & over?
Food for thought…
Tuesday, 6 May 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. 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. 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…
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17. Thank you
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27. Ice Floating - Visit Finland
•Visit Finland
• Ice floating
• Posted photo
• Next day - 4 bookings
Tuesday, 6 May 14

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. 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