1

Organising successful blogger campaigns

and measuring ROI

Melvin Böcher: traveldudes.org

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2

Source: Edelman as cited by eMarketer

Where is the audience today

Media Time spend per day

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3

The internet is the leading source for travel planning info

% of travellers who use this source for planning travel

Source: UKOM Netview

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4

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

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5

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.

1

2

3

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.

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Reach: 46,352Likes: 1161Shares: 44

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7

- 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

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8

Blog Island Malta

#MaltaIsMore

- 19,129 Likes- 4,859 Shares- seen by 756,480

- 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)

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9

Real-t ime marketing

Direct conversions

2,250 views4 bookings

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The Change ofSocial Media!?!?

Titlehttp://www.URL.com #travel #Berlin#food (category or niche)

Follow Keywords!(hashtags)

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Tracking and

Measuring

TweetReach

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Tracking and

Measuring

Campaign stats provided by BrandsEye.com(reporting period: 12th November – 10th December 2014)

According to BrandsEye, a social media tracking agency, the #UnexpectedGB hashtag has so far generated 132.6 million opportunities to see (OTS) across Twitter, facebook, Instagram and Google+ during the reporting period.

BrandsEye’s algorithm shows that this social media coverage generated an AVE of approximately USD 2.6 million. In other words, the #UnexpectedGB social media coverage during this period was equivalent to an advertising spend of USD 2.6 million.

Opportunities to See per day (source: BrandsEye.com)

Level of engagement: shares, mentions & replies (source: BrandsEye.com)

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Tracking and

Measuring

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More to come...

Let's talk!

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Melvin Böcher:

- founder & CEO of traveldudes.org

- partner & COO of iambassador.net- co-founder of

theSocialTravelSummit.com

- founder of onlineROIcalculator.com

- creator of #TTOT (Travel Talk on Twitter)