Organising succesful blogger campaigns and measuring ROI

1. 1
Organising successful blogger campaigns
and measuring ROI
Melvin Böcher: traveldudes.org
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2. 2
Source: Edelman as cited by
eMarketer
Where is the audience today
Media Time spend per day
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3. 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. 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. 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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6. Reach: 46,352
Likes: 1161
Shares: 44
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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
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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)
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9. 9
Real-time marketing
Direct conversions
2,250 views
4 bookings
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10. The Change of
Social Media!?!?
Title
http://www.URL.com
#travel
#Berlin
#food (category or niche)
Follow Keywords!
(hashtags)
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11. Tracking and
Measuring
TweetReach
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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)
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13. Tracking and
Measuring
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14. 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)