5 international bloggers attending a BlogTrip to discover an overlooked area of Tuscany. Like locals.

1. Working With Social Media

2.  People now spend more time online than watching television1
 100 million people log on to Facebook at least once a day2
 77% of internet users read blogs regularly3
 Social networks and blogs are the most popular online
category, followed by online games and instant messaging4
It’s Still Growing...
 The average time spent on Facebook and Twitter increased by
699% and 3712%, respectively in 20094

3.  43% of Brits aged 55 to 74 use the
internet frequently5
 13% of over 65s log into their
Facebook accounts every single day2
 74% of Twitter users are between 25
– 546
 53% of Facebook users are between
25-542

4. LIVING LIKE A LOCAL
IN TUSCANY: A BLOG
TRIP
 The idea: to promote an “off
the beaten track” area within
Tuscany, with the emphasis on
authenticity.
 Cooperation and coordination
between small local
businesses, partnerships &
charities
 Inviting high profile, quality
bloggers

5. 35 000+ Twitter Followers
Average Klout score: 65
90 000 Unique Visitors Per Month
215 000 Page Views Per Month
Syndicated with Lonely Planet
Listed on Google‟s Top 100 US Travel Sites
Ranked by Invesp in the Top 100 Travel Blogs
Ranked among the Top 100 Online Travel Influencers

6.  Abigail King is an experienced journalist and photographer with a passion for travel
and a taste for adventure with a splash of luxury. Her work has appeared in
publications across the globe, from National Geographic’s Intelligent Travel to France
Today, Lonely Planet, CNNGo and more. She blogs about unusual journeys, cultural
travel and adventure. Inside the Travel Lab
 Keith Jenkins is a thirtysomething who lives in Amsterdam. He has visited more than
60 countries across six continents and writes about his travels on his Velvet Escape
blog and exhibits his photos on The Happy Explorer photo blog. In addition to being a
travel blogger, Keith offers social media consultancy and marketing services. Velvet
Escape
 Isabelle Kenis is a passionate traveller who loves nothing more than experiencing
new adventures and discovering new destinations. With Isabelle‟s Travel Guide, she
hopes to inspire and help others to explore the world through her personal
experience, travel tips and practical information. Isabelle‟s Travel Guide
 Simon Falvo is a PR and web communications consultant, who escapes as soon as she
can to find new travel adventures. She has recently launched „Avventurosa‟, a travel
website that aims to promote an adventurous lifestyle and to connect like-minded
people. Wild About Travel.
 Nellie Huang is a professional travel journalist and blogger currently based in Spain.
In her quest for adventure, she has climbed an active volcano in Guatemala,
reconstructed a school in Tanzania and scuba-dived with turtles in Borneo. She writes
for CNN Go, National Geographic Intelligent Travel, Wend, Food&Travel and Rough
Guides. Wild Junket

7.  Tuesday March 15, 2011 - Arrival & transfer to Casa Gentili
 Dinner: local specialties at Lo Zenzero Gastronomia e Pizzicheria
 Wednesday March 16, 2011
 9.30 Traditional hand made ice cream at Gelateria De Coltelli
 11.00 Visit the Piaggio Museum , home of the Vespa
 14.30 Guided tour of Massaciuccoli Lake
 17.00 Cooking classes from Cuoche in Vacanza
 Thursday March 17, 2011
 9.00 Discover Monte Pisano with nature and cycling guides - Eco Guide
 Lunch at Ristorante La Cecca, a traditional restaurant near Lucca
 14.30 The Nicosia Monastery of Calci, which dates back to 1263
 Dinner: Barbecue and Cooking Brigidini (traditional Tuscan biscuits) at Casa
Gentili
 Friday March 18, 2011
 9.30 Visit the Charterhouse of Calci, one of the biggest monasteries in
Tuscany, with Pisa Tour
 12.00 Olive oil, cheese, jam tasting with Agriturismo Spazzavento
 14.30 Guided city tour of Lucca with Antonella Marucci
 19.00 Dinner: Villa di Corliano, a prestigious villa with Rennaissance
frescoes and sweeping gardens
 Saturday March 19, 2011 - Departure

8.  One hashtag:
#TuscanyTrip
 300+ tweets
 Average daily
audience of 175 000
 Average daily
impressions 240 000

9.  “From the very beginning, we accepted to be involved with great enthusiasm. One of
our main objectives is to promote our local area” - Pisatour
 “I admit that I was a bit worried. Having read their blogs I was aware of how many
places they had already visited and was wondering if they would have liked „my‟
places‟”- Antonella Marcucci, City guide
 “We were expecting curious people, because the people who love to travel are usually
curious and open. But we did not expect such a warm and friendly meeting, with lots
of ice-cream tasting and smiling. A great human experience that was well worth to be
lived (and possibly repeated)‟”- Gelateria De‟ Coltelli
 “A great experience, and the emotion every time a new blog post is published. Not to
speak about the interested that the Blog Trip gathered at as local level” - Casa Gentili
 “We‟d love to repeat the experience!” - Pisatour

10.  Tweets tagged with
#TuscanyTrip reached an
average daily audience of
210 000, with an average
of 265 000 impressions
 17 blog posts published,
generating a total of 21
000+ specific page views,
including 7,000+
impressions on Facebook.

11.  The Ghosts of Tuscany - Should We Try to Save the Past?
 V is for Vespa: Making Engineering Sexy
 Italy Celebrates 150 Years - in Photos
 A Jewel to Discover: Lucca in Tuscany
 Nicosia Nostra
 Tuscany Trip
 Culinary Journey: Gelato in Pisa
 Celebrating Italy's 150th Birthday
 Experiencing Tuscany Like a Local
 Enchanting spots: Calci Charterhouse
 Blog trip to Tuscany: 5 Bloggers, tonnes of buzz
 Eat, Pray, Love.. A Tribute to Hidden Tuscan Treasures
 Vespa and Cinema: A Great Icon Meets Cult Movies
 Photoblog: Traditional Flagwaving Ceremony in Lucca, Italy
 Celebrating Italy's 150th Birthday in Lucca
 Rural Tourism: Unique Ways of Experiencing the Countryside

12. La Voce del
Serchio
La Nazione
Times of India
easyJet Holidays

13.  Measure again at 3, 6 and 12 months: articles & statistics
from the bloggers
 An update at 6 and 12 months from the hosts on their ROI

14.  Photographs
Abigail King – www.abigailking.co.uk
Jane Baker – www.janebakerphoto.it

15. 1 - Ipsos Reid
2 - Facebook
3 - FutureBuzz
4 - Nielsen Report
5 - Age UK Report
6 - Digital Surgeons
 Quantifying Results
 #TuscanyTrip on Twitter Statistics – TweetReach
 Blog Page View Statistics – Google Analytics
 Facebook Statistics – Facebook Insights