seara yp - marketing turistic - imperatortravel.ro
TRANSCRIPT
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La ce ajuta si cum
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Cezar Dumitru - calator
105 de tari vizitate Coreea de Nord, Mali, Bhutan, Iran, Siria, etcMaratonul inceput in 1991884 zboruri1,400,000 km zburati (aproape 4 voiaje pana
la luna)
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Cezar Dumitru – bloggerImperator Travel – primele articole publicate
in noiembrie 2009Povestiri de calatorie, ponturi, mini-ghiduri,
review-uri de hoteluri, oferte specialeAproape 50,000 unici pe lunaColaborari cu zeci de advertisers: companii
aeriene, agentii de turism, hoteluri, banci, telefonie mobila, etc
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Cezar Dumitru - marketerTraseu profesional: Procter & Gamble –
Alexandrion – Ursus Breweries – Grey / Geometry Global Ucraina & Romania
Lansat Tide, Fairy si Mr. Proper in BalcaniLansat Lenor in fosta IugoslaviePlanul de lansare P&G in Bosnia si AlbaniaRepozitionare Ursus in Romania
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Bloggingul – o noua forma de mediaBloggingul a inceput candva prin anii 2000
cu cativa pionieriDupa 2009, o crestere masiva si in blogosfera
de turismAstazi, avem peste 500 bloguri, dintre care
circa 50 – 75 active (cel putin 1 – 2 articole pe saptamana)
10 – 15 bloguri au colaborari consistente cu advertisers
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92% - mediul urban 83% - facultate + 43% - castiga mai mult de 3000 lei / luna 68% - sunt consultati de prieteni pe diverse
teme (influencers) 47% - schimbat parerea cu privire la
produse / servicii in mare & foarte mare masura
Cine sunt cititorii de bloguri de travel
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Bloguri vs retelele sociale
Blogurile sunt preferate pt informare, retelele sociale pentru distractie
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Bloguri vs. media clasica
• Top 3:1. Pareri independente2. Abordare personala3. Informatii proaspete
Q13: Ce considerati ca va ofera blogurile fata de media clasica? (bifati toate raspunsurile care vi se aplica):
Sursa date: Agentia de comunicare pe bloguri si retele sociale STANDOUT
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La ce o folosi colaborarea cu blogosferaCresterea nivelului de awareness (notorietate);Empatia cu publicul tinta;Turismul are nevoie de story telling – vindem
vise, imagini, povesti incantatoare;Un canal de anuntare a ofertelor speciale, noilor
proiecte, branduri, etc
Ce nu pot face blogurileSa vanda imediat (doar in cazuri izolate, da, vor
vinde)
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Profil de blog / bloggerTrafic / constanta / activitate in social media Istoric in proiecte similareContradictii fata de proiecte anterioare
Bloguri de travel vs. alte bloguriVrei frequency – exclusiv bloguri de travelVrei reach – mix de bloguri
Cum sa alegi blogurile cu care sa lucrezi
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Forme de colaborareAdvertorialeBannere on-siteInfo-trip-uriConcursuriProiecte speciale, implicand social media
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Studii de Caz
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#filieracipriotaObiective: - Promovarea Ciprului ca o destinatie fun. - Atingerea unor piete de nisa - (fashionistas, pasionati foto, gastronomie, etc). - Incurajarea colaborarii intre Paravion si bloguri / reviste.- Intarirea increderii in Paravion si a agentiilor on-line, in general. - Cresterea notorietatii de brand.
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Participanti
Business si CulturalPatricia Mihail – journalist at Forbes Romania siDilema VecheFashionAna-Maria Morodan GastronomyCristina MaziluGeneral Elena Cîrîc Răzvan Bucur Francis Vasile Fotografie Alexandru Damian TravelAndrada Crânguş Carmina Niţescu Cezar Dumitru VideobloggingMihai Holhoş
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#filieracipriota
Cam ce s-a intamplat acolo
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#filieracipriotaRezultate Blog: 34 articole; Facebook: 212 posturi; Instagram: 107 fotografii; Twitter: 35 tweets; Youtube: 14 filme.
Facts: 1.647.258 persons au vazut posturi pe Facebook; Filme video cu peste 257.000 views on Youtube; Articol in Good Food, - 17.000 exemplare; Instagram photos peste 140 like-uri; Facebook photos peste 500 like-uri; Feedback excelent de la bloggeri si cititori
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Aventura Vivolis - Franta
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Obiectiv: Inspiratie pentru o vacanta inedita / Promovare Vivolis OTA
Ce: 8 oameni: 3 bloggeri travel, 1 IT&C, 1 generalist, 3 ziaristi
Unde: Confidential / treasure hunting – (Paris & Bordeaux)
Aventura Vivolis in Franta
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120x #aventuravivolis100,000 organic reachClienti care au cerut o “aventura Vivolis”Crearea unui sub-brand & pachete “Aventura
Vivolis”
Aventura Vivolis in Franta
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TAP – Miza pe blogosfera
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TAP Portugal a inceput sa opereze in iulie 2012, primul infotrip in Madeira in octombrie 2012.
10 proiecte cu bloggeri, implicand 22 oameni: Portugalia (Lisabona, Algarve), insule (Madeira, Azore), alte destinatii (Capul Verde, Brazilia)
TAP Portugal – miza pe blogosfera
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TAP de la 3 zboruri saptamanal la 8 zboruri saptamanal.
Capul Verde de la 0 la top 5 destinatii TAP Romania
TAP Portugal – Miza pe blogosfera
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Wizz Challenge
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330 bloggeri participanti, doar 4 alesiPromovarea destinatiilor cheie (sau noi) din
hub-uri focus: Bucuresti, Sofia, Praga si Katowice. Pentru Bucuresti, nou lansata destinatie Dubai Al-Maktoum
Brief: descoperirea destinatiei si furnizarea de amanunte logistice (in cazul DWC)
Rezultate: LF conform targetului. Feedback pozitiv din partea companiei
Wizz Challenge
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#MeetSouthAfrica
Un proiect al Biroului de Promovare turistica a Africii de Sud si Iambassador
15 bloggeri de travel – 8 iambassador si 7 bloggeri din tarile-target pentru South Africa Tourism (Germania, SUA, Spania, Brazilia, Suedia, Olanda, Argentina)
Timp de 10 zile, 4 echipe au strabatut 4 trasee diferite din Africa de Sud acoperind o buna parte din tara
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#MeetSouthAfrica
10,000+ tweet-uri89.3 milioane ‘opportunities to see’3.7 milioane conturi de twitter 1,177 fotografii pe Instagram 31,500 views in doar 12 ore a unei poze
postate pe Facebook de Uncornered MarketAdvertising in valoare de 2,8 milioane USD
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E cool sa lucrezi cu blogosfera. Dar cum o faci
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Pasul 1 – Fa-ti temeleIntelege mai bine produsul tau si prioritatile
de comunicare.Care este targetul.Care este benefitul produsului tau.Ce vrei sa comuniciPoints of difference fata de alti competitori. Studiaza blogosfera – who’s who and doing
what
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Pasul 2 – Cu cine colaboreziAi vreun blogger de care ai auzit sau il urmarestiAi vazut un proiect fain facut cu unul sau mai
multi bloggeriCauta-l si invita-l la o cafea. Afla de la el ce
bloguri de travel exista in Romanica .Contacteaza-l(i) pe cei care te intereseaza
Audienta (trafic, # fani pe Facebook, demografica)Citeste-l (intelege daca stilul in care scrie te ajuta)Intelege-i sub-nisa.Portofoliu (la ce alte proiecte a mai participat)
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Pasul 3 - BriefingExplica ce doresti sa obtii
Obiectivul de comunicareProdusul promovatGuidelines (hashtag, titluri, link-uri “do follow”,
etc)Stabileste apoi ce (articole, poze pe FB, etc).
Nu impune insa sa “Scrie asa !”. Doar punctele care trebuie atinse
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Pasul 4 - ExecutieHai sa zicem un info-trip
Asigura-i un program de experiente relevante (hotel, transport, atractii, nebunii).
Info-tripul pentru bloggeri nu e acelasi lucru cu info-tripul pentru agenti (nu e cazul sa viziteze 80 de hoteluri).
Acopera-i toate cheltuielile logice (inclusiv o diurna pentru un suc sau inghetata pe strada).
Asigura-i legatura la internet (live communication e mult mai engaging pe Facebook decat post).
Programul nu trebuie sa fie 8 – 24. Lasa-l sa mai si scrie un pic.
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Pasul 5 – Post-activitateBloggerul respectiv a livrat content. Foloseste-l !Daca esti satisfacut, continua colaborarea si
post-eveniment. Comanda advertoriale / bannere / concursuri in
continuare. Posteaza-i articolele la tine pe Facebook.Foloseste poze si content pentru a endorse o
anumita destinatie / produsUpgrade bloggerul la brand ambasador (ie
Explorers in Residence de la G Adventures)
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