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.