afta social media marketing & travel · 2017. 6. 23. · social media marketing & travel...
TRANSCRIPT
11/03/2014
SOCIAL MEDIA MARKETING & TRAVEL
AFTA
AGENCY Circul8 Communicate The Trophy Room L1 545 South Dowling St Surry Hills 2010 Sydney, Australia
CONTACT
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
Catherine Wagner Veary +61 (02) 9331 6685 [email protected]
ABOUT CIRCUL8
Our services include: • Social media strategy
• Digital campaign strategy,
implementation & management
• Ideas generation
• Community management
• Social advertising
• Facebook applications
• Blogger outreach
• Video content
• Mobile applications
• Games
Our services include: • Creative • Social media strategy • Campaign strategy, implementation & " management • Ideas generation • Video content • Community management • Social advertising • Facebook applications • Blogger outreach • Mobile applications • Games
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
CLIENTS & BRANDS
Growth of social media
Source: http://www.mediabistro.com/alltwitter/growth-of-social-media_b51769
GROWTH OF SOCIAL MEDIA
Source: http://frankmedia.com.au/2014/03/06/social-media-statistics-australia-february-2014/
2,500,000
1,600,000
12,500,000
420,000 13,000,000
4,800,000
AUSTRALIANS ON SOCIAL MEDIA
What is social media’s influence on travel?
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
1/5 Companies in the Travel Industry use social media
for bookings
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5,200,000 Australian Facebook users 25+ who are interested in
Travel
NUTURING CUSTOMERS
CUSTOMER MINDSET
Dreaming Advocacy Travel Planning
Discover holiday inspiration
Looking for more detailed
information
Arrived. Hoping to capitalise on opportunities
Back home. Perfect state to
share their experience
Advocacy inspires other people to dream.
DREAMING
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
52% say that friends’ photos inspired their next trip
Tourism Victoria
The Brief a) Inspire travel to Melbourne from domestic Australian
and New Zealand markets b) Outlining the hundred of small experiences of
Melbourne
The Idea Four “remote controlled” tourists were directed around Melbourne, responding to online requests and suggestions while live streaming their journey. Prizes, including trips to Melbourne were offered to consumers who found “hidden icons” throughout the video content. The Results a) 8,700 tweets b) 103,000 hits to the website (from 158 countries) c) 150,000 YouTube views d) 43 million social media impressions STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
Remote Control Tourist
PLANNING
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33% Travellers changed hotels based on what was
being said on social media channels
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
10% Travellers changed agent/operator based on what
was being said on social media channels
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
30% Travellers use social media to seek out
travel related deals
Contiki Travel
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
Get on the Bus
The Brief a) Create awareness for the brand b) Generate purchase intent c) Get people to organize trips over travel-booking season
The Idea “Get on the Bus!” Fans created a virtual bus tour experience with their friends from eight pre-selected destinations. Buses campaigned for votes on the Contiki Facebook page in order to win their trip (valued at $25k). The Results a) 1,500 virtual buses created b) 116,000 monthly Facebook app users c) 8,000 page likes, garnering 10 million online impressions d) 25% increase in total online brand mentions
TRAVELLING
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
72% of all social media users access their social media
sites daily while they are travelling
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
70% Update their Facebook status while on holiday
The Art Series Hotel Group
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
The Brief Goal: 1,000 rooms booked over a month a) Create awareness for the hotel b) Drive people to the website c) Get people to book over the quiet Christmas period
The Idea “Stay the night. Steal the art.” If guests could steal an original piece of art by street artist, Banksy, (valued at $15k) without getting caught it was theirs to keep.
The Results Goal achieved! a) 3,000 mentions on Twitter reaching 6million people b) 105,000 visits to their website (112% increase) c) 1,500 rooms booked / 300% ROI
Steal Banksy
ADVOCACY
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
76% Post holiday photos to a social network
55% ‘Liked’ a Facebook page or followed a Twitter
account related to a recent holiday
CONCLUSION
STRICTLY COMMERCIAL IN CONFIDENCE © 2013 Circul8 Communicate Pty Ltd
Social media is no longer a ‘nice to have’. It is a ‘need to have’.
Conclusion
AGENCY Circul8 Communicate The Trophy Room L1 545 South Dowling St Surry Hills 2010 Sydney, Australia
CONTACT Catherine Wagner Veary +61 (02) 9331 6685 [email protected]
THANK-YOU