ROI of Blogger Press Trips and How to do it right!

R.O.I. Of “bloggers” wine trips

Ryan Opaz & Simon Woolfwww.vrazon.com & www.themorningclaret.com

Saturday, January 19, 13

http://www.vrazon.com

http://www.vrazon.com

Simon Woolf!• Award winning wine blogger/writer!• Web technologist!• Lover of food, wine and obscure grape varieties!


Ryan Opaz!• Award winning wine blogger/writer!• Wine Online Advocate and Speaker!• Wine, food and photography traveler!


What’s wrong with the “press trip”

Lack of Control.

Who are the press today?

Where are your customers?

What is your time frame?


Why do we need an alternative to press trips?

Who owns the content

Immediacy

New markets

New demographics

The world isLiveSaturday, January 19, 13

The need for a better experience

Speak to niche communities

No more show and tell

Interaction

Market research

Accommodate new Mediums


Social media doesn't always stick around – tweets, fb posts are often gone within 24 hours

But excellent for planting theseed and getting keywords

onto the netSaturday, January 19, 13

Different audiences

May take much longer to be publishedPrint journalism may be longer lasting

Both are valid


What are you

selling?


explanation...you had to be there.


experience...come with us.


main differences...today

1.Audience2.Time Frame3.Feedback


•Difference for participants

It's not their fulltime job

But . . .

More sociable atmosphere


Remember . . .

What are they expecting to get out of it?

It's not a holiday

You're there to learn, taste, observe and promote the winery/wine region/country

Who's paying for the trip?


What we want/need as the “new guard”

Down Time

Some Context for the Trip

WIFI provision

Total Immersion


Case Study: Etna

Participant experience➡Large amount of information provided pre-trip➡Dedicated web portal for the trip➡Informal - time spent on wine, not meeting

and greeting➡Well chosen group - varied and balanced


Case Study: Etna

Consorzio experience➡Measurable results related to visibility on the

web➡A seed that generated curiosity and interest➡Impressed with variety and quality of content➡Expectations were surpassed!


Case Study: Etna

Creation of a product➡Storify and wordpress used to “Productise”

and persist the output➡20+ online articles including mainstream

websites➡Substantial social media activity for 2+weeks


Case Study: #Douro12

➡ Diversity➡ Culture, Food, Wine, Tech, Experience➡ Contrasts


A few tips for abetter trip.


Pre Trip ➡Plan Well➡Pick a Hashtag➡Educate in Advance➡Set up auto posts➡Know your participants


Trip ➡Keep to a schedule➡Figure out who needs the alarm call➡Maximise social channels: Retweet, share, like➡Be open to schedule changes


REMEMBER: Archive it.

Google ReaderHootsuiteEventifierTumblrWordpressBundlrDeliciousEvernote


➡Follow up➡Aggregate➡Talk➡Chase articles and other

content➡ Incentivise participants

(eg: competition)➡Aggregate content➡Follow-up social events,

tastings if feasible

Post Trip


•Common Errors to Avoid➡Too tight schedule – no downtime➡No variety in venues, tasting formats➡Too much tourism, not enough wine➡No flexibility – different people have a different

pace➡No diversity in the participants➡No pre-planning or follow-up


Finally...WHO? ➡Think Different➡Audience size is does not always = bigger is better➡Find advocates➡Find influencers➡Find explorers➡Think Show & Tell


Thank you @simonjwoolf @ryanopaz

writer/tech - projects/speaking -


ROI of Blogger Press Trips and How to do it right!

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Transcript of ROI of Blogger Press Trips and How to do it right!