One of the most anticipated sessions leading up to TBEX Girona was on measuring blogger ROI – something most of us are pretty interested in figuring out. The session was co-anchored by Melvin Böcher, Keith Jenkins, and the author of today’s guest post, William Bakker of Think! Social Media. William came at the topic from a different angle than Melvin and Keith, and here he offers his perspective on how DMOs measure the value of working with a blogger.
Destination Marketing Organisations (DMOs) have hosted influencers for a long time. It used to be the exclusive territory of travel journalists. They were courted, invited and hosted in order to generate awareness and consideration for a destination.
In order to measure this PR most DMOs used the “Advertising Value Equivalency” (AVE). You take the size of the produced piece, use the equivalent cost of running an ad of the same size in the publication, apply a multiplying factor because editorial is more credible and there’s your equivalent value of “free” advertising.
Most people in the PR industry agree that AVE is significantly flawed. But for years, it’s all we had. It was simple and easy to calculate – and at least it was consistent, something we could monitor over time, and benchmark against the competition. At least that was something.
There’s no such direct measure for blogger-based campaigns at the moment. Keith (Velvet Escape) and Melvin (Traveldudes) presented a first draft of a method calculating the value of a blog at a TBEX session in Girona. It was loosely based on AVE and an attempt to quantify the value of a post in dollars.
I applaud the attempt because at least it will provide DMOs with some guidance and offer benchmarking possibilities. But I’m not a fan of trying to use an old-media method that’s already shaky at best and applying it to a new world model in order find a social media equivalent for it. It assumes a specific blogger will provide equal value to all destinations and that’s simply not true.
There are a multitude of travel blogs out there, and with careful research, we can unearth a blog and a writer who has the best fit with a specific destination and its objectives. Often we end up bringing bloggers who have a specific skill or niche. And when we bring a group of bloggers together, the composition of that group, the mesh of personalities, matters.
It’s not just the size of a blogger’s audience that’s important, but the likelihood of delivering a relevant, credible, and authentic message to their network. Passion speaks volumes. We need to believe that their message will influence a reader’s travel decisions.
At Think! we love working with bloggers because they are, generally speaking, very passionate and excellent creators of content. We work with dozens of DMOs around the world, helping them arrange blog trips, and we involve bloggers in many of our campaigns. We tie the way we measure a campaign involving bloggers to the specific marketing objectives.
We research, identify, and approach the right bloggers for the campaign, assist with the trip planning, and provide consultancy to clients on how to make these travel (or cultural) writers feel most engaged or valued.
- In Belgium we worked with Tourism Flanders to identify, contact, and send 100 travel and music bloggers to festivals all summer long, with the objective of generating awareness for Flanders as a prominent festival destination in Europe.
- In Richmond, British Columbia, we helped find a food blogger who would eat and blog about a different Richmond restaurant every day for a year with the objective to position Richmond in the centre of the foodie community.
- In New South Wales, Australia, we organised a month-long bus trip of bloggers including a photographer and videographer with the objective of showcasing the destination and creating content in a more social way.
Through our work we know many bloggers and we hope we have developed a good reputation amongst them. Because we have these relationship it makes it easier and easier to find the right bloggers for our projects.
Travel Destinations: If you’d like to learn more about the value of Travel Bloggers, come to TBEX in Toronto!
Author bio: William Bakker is chief strategist at Think! Social Media, a global marketing agency focussing exclusively on the tourism industry. He is considered a leader in the world of digital destination marketing and speaks at conferences around the world – including at TBEX in Girona. He blogs about tourism marketing at wilhelmus.ca.