eye for travel travel bloggers presentation
DESCRIPTION
An overview of the benefits of working with travel bloggers. Travel blogs offer one of the most cost effective means to market today.TRANSCRIPT
Gary ArndtEverything-Everywhere.com
WORKING WITH
BLOGGERS
Who took this photo?
Can you recognize these people?
Why Work With Bloggers
Data and More Data
UNWTO report shows 33% of US travelers going to Europe cite travel blogs as part of their trip planning. That is only 10% less than traditional media and up from 0% just 5 years ago. It is the fastest growing source of information for travelers.
http://www.etc-corporate.org/resources/uploads/ETC-UNWTO_Study_on_the_Outbound_Travel_Market.pdf
Data and More Data
World Travel Market 2011 Industry Report shows that social media and blogging are considered the #1 and #2 online marketing vehicles for travel, ahead of mobile, pay per click and video/content marketing.
http://www.wtmlondon.com/files/onsite_wtm_industry_report_2011.pdf
Data and More Data
2011 Google report shows 24% of personal travelers and 40% of business travelers have read a travel related blog in the last 6 months.
http://www.thinkwithgoogle.com/insights/library/studies/travelers-road-to-decision-2011/
Data and More Data
Rise of travel bloggers is listed at a trend in the 2011 World Travel Market report.
http://www.wtmlondon.com/page.cfm/action=Archive/ContentID=209/EntryID=24
How to work with Bloggers
Working with Bloggers
Internet personalities aren’t just about pageviews. If you think of blogs as nothing more than a place to put banner ads, you are doing it wrong.
Personalize your approach
Provide incentive
Blogger Case Studies
“When trying to promote a book, the main place you want coverage is on a popular single-author blog or site related to your topic.” - Michael Ellsberg, Forbes.com
http://www.forbes.com/sites/michaelellsberg/2012/01/11/the-tim-ferriss-effect/
Case Study: Michael Ellsberg
Case Study: Lanai New Media Artist-in-Residence Program
7 Bloggers invited in January to June 2011
516% increase of Google searches for “Visit Lanai”
Visitor spending up 28% (more than other Hawaiian islands)
715% ROI based on program costs
Total return of $1.5m in PR/SM value
Syndication on USAToday.com, TheAtlantic.com, LonelyPlanet.com
Case Study: G Adventures Wanderers in Residence Program
7 bloggers invited in 2010
Exclusively use G Adventure for group adventure travel
Companywide roll out. High level commitment.
Tour sales with record sales times
Case Study: G Adventures Wanderers in Residence Program
May 2012 Photography Tour in American South West
Tour sold out in record time with wait list.
$3,000 + 2 week time commitment for each buyer
Affiliate links did NOT track actual sales
Hypothetical Blogger Comparison vs Big Media
Conde Nast TravelerEverything Everywhere
Monthly Readers ~800,000 ~100,000
Costs Midtown Manhattan office space, staff of 100’s
Suitcase, laptop, camera, food, hotel rooms
Advertising Prices
$100,000 = 1 page, 1 issue $100,000 = Everything for 1
year
Advertising Quality
1 page flip in competition with dozens of other advertisers
100% banner inventory, no competition, social media mentions, meet ups, travel projects, personal appearances, SEO, videos, etc.
Total Exposure ~800,000 ~1,200,000Growth Shrinking Growing
Click Through No Yes
TRAVEL COMPANIES HAVE LAGGED BEHIND CONSUMER BRANDS IN
WORKING AND PARTNERING WITH BLOGGERS AND ONLINE INFLUENCERS
BLOGGERS AND INTERNET PERSONALITIES OFFER A LEVEL OF PERSONALITY AND TRUST
THAT NO MEDIA PROPERTY CAN MATCH, AND CAN DO SO AT A
FRACTION OF THE COST OF TRADITIONAL ADVERTISING.