2. 2
Source: Edelman as cited by
eMarketer
Where is the audience today
Media Time spend per day
#vakantiebeurs
3. 3
The internet is the leading source for travel
planning info
% of travellers who use this source for planning
travel
Source: UKOM Netview
#vakantiebeurs
5. 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.
#vakantiebeurs
7. 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
#vakantiebeurs
8. 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)
#vakantiebeurs
12. 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)
#vakantiebeurs
14. More to come...
Let's talk!
#vakantiebeurs
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)