1. The Best Practices in
Travel Blogging
by
Oliver Gradwell
Keith Jenkins
Melvin Boecher
Wednesday, 24 April 13

2. Please share!
#TBUWTM
#WTMLAT
Wednesday, 24 April 13

3. Wednesday, 24 April 13

4. Wednesday, 24 April 13

5. Who are we?
Wednesday, 24 April 13

6. How To Find and Work With
Travel Bloggers
by
Oliver Gradwell
Wednesday, 24 April 13

7. • travel writers
• photographers
• videographers
• admin, marketing, sales,
web
What Is A Travel Blogger?
Wednesday, 24 April 13

8. • social media experts
• personal nature
• sense of trust
• triple benefit
Social & Personal
Wednesday, 24 April 13

9. • before
• real time
• after
Triple Benefit
Wednesday, 24 April 13

10. • conferences - TBU, TBEX & Traverse
• databases & lists
• associations - PTBA
• networks - RBBV and iambassador
• social events - TBU Social & Travel
Massive
Where to find them?
Wednesday, 24 April 13

11. • objectives - understand and plan
• don’t invite and then plan
• be transparent
• new best friend
• plan to plan nothing
• wifi
Planning a Blog Trip
Wednesday, 24 April 13

12. “ As with all entrepreneurs, travel bloggers
develop creative solutions to market
challenges. Many innovative projects have
come to light thanks to their outside-the-box
approaches to the market. ”
Janice Waugh
Beyond The Blog Trip
Wednesday, 24 April 13

13. • multimedia project
• 6 tv episodes
• 4 continents, 4 months
• LiveShareTravel + Traveldudes
• 12 million people
Wednesday, 24 April 13

14. #LoveCapeTown
by
Keith Jenkins
Wednesday, 24 April 13

15. “The new Cape Town campaign communicates every
facet of what the city has to offer, from tourism and
design, business and studies, to the rich diversity of
people and nature.”
- Mariëtte du Toit-Hembold, CEO Cape Town Tourism
Wednesday, 24 April 13

16. • mobilize Capetonians
• uncover hidden facets of the city
• expand online presence
• multimedia approach
• global exposure
#LoveCapeTown iambassador objectives
Wednesday, 24 April 13

17. • announcements
• media events
• interviews
• live coverage
• daily summaries
#LoveCapeTown media coverage
Wednesday, 24 April 13

18. • 37m tweet impressions
•1.2m people reached
•multiple platforms
•high engagement
•hundreds of tips
•hundreds of images
•foreign press coverage
•blog posts & links
•spin-off campaigns
#LoveCapeTown impact
“Our most successful social media
campaign to date”.
- Cape Town Tourism
Wednesday, 24 April 13

19. How to Measure ROI Online
by
Melvin Böcher and Keith Jenkins
onlineroicalculator.com
Wednesday, 24 April 13

20. Land of Bloggers
ambassadors of travel
Wednesday, 24 April 13

21. Blog Ville 2012
 2 apartments
 Bologna (city center) April 23 – May 31
 Rimini (seaside) May 31 - July 14
 8 Million Twitter Accounts Reached
 75 Million Twitter Impressions
Over 280 published posts
Over 3000 shared photos & videos
ambassadors of travel
Wednesday, 24 April 13

22. ROI - Situation in the Past
onlineroicalculator.com
Wednesday, 24 April 13

23. ROI Comparison
Website
140.000 page views per month
80.000 unique visitors
1 full time staff
Niche Website
100.000 unique visitors
1 post with 15.000 actual views
(in a duration of 6-12 months)
25 tweets to 100.000 followers per tweet
(2.5 million tweet impressions)
€ 16.000 ROI value
(calculated with a cpm of € 25)
(excluded Facebook promotion)
Newspaper
30.000 newspapers per day
900.000 newspapers per month
30.000 unique visitors per month!
50 people staff
Niche Magazine
100.000 magazines printed
1 post seen by ??? readers
$ 60.000 ad prize per page
onlineroicalculator.com
Wednesday, 24 April 13

24. ROI of Online Articles
Improved online calculation through exact reader statistics!
article' size = ad value for the exact numbers of readers = ROI
Variables like niche, audience, traffic, etc. creates a different ad
price and with that a different ROI (just like in print media).
onlineroicalculator.com
Wednesday, 24 April 13

25. The calculation of a tweet's value:
Top influencers = tweet value = 100%
User's influence = tweet value = ?
Top influencers → Tweet value = Amount “X”
User's influence = 60% of top influencer = 60% of amount “X
Each user provides a different quality and exposure. So every user also has
a different tweet value.
Online influence scores can get inflated artificially, that's why we use the
results of the 3 top influence scoring sites. Via a comparison and calculation
of the user's influence of all 3 sites, we are able to provide a more balanced
influence score.
The user's influence score is compared to the score of Twitter's top
influencers.
The value of a user's tweet is calculated through the comparison with the
price of an actual sponsored tweet of a top influencer.
ROI of Tweets
onlineroicalculator.com
Wednesday, 24 April 13

26. Example ROI of an Online Article
Total: 14 posts
Followers: 5.336
User: 40.000 per month
Views: 50.000 per month
Readers per post: 300 views per month
Banner (160x600) price: € 15,- cpm
Total ROI / Value: € 12.260,-
Total value of all post: € 7.678,-
Duration of the campaign: 7 days
Number of tweets per day: 5
Number of tweets per post: 10
Value of a single Tweet: € 8,48
Total value of tweets per post: € 84,83
Total value of tweets per trip: € 296,90
Value of one link: € 300,-
Number of links per post: 1
Total SEO value: € 4 200,-
Excluding ROI / value for:
Facebook, Instagram, Pinterest, YouTube, Vimeo...
onlineroicalculator.com
Wednesday, 24 April 13

27. Discover your online value!
www.onlineroicalculator.com
onlineroicalculator.com
Wednesday, 24 April 13

28. Dates: 24th April
Time: 2100 - late
Where: Hotel Novotel Morumbi
Travel Bloggers - FULL
Travel Industry?..... come and speak to me
TBU Social networking event
Wednesday, 24 April 13

29. Like a copy?
Wednesday, 24 April 13

30. Questions?
Wednesday, 24 April 13

31. events.travelbloggersunite.com
@tbloggersunite
traveldudes.org
@traveldudes
velvetescape.com
@velvetescape
Wednesday, 24 April 13